Taboo Topics: Sexism and Selling CYNTHIA MATOSSIAN, MD, FACS

Attitudes have changed in some aspects of medical practice.

hings change over time in For other practices interested in The reason we began offering these medicine—most often, we hope, instituting similar sessions, there products to our patients was because for the better. For example, are many services that offer online of a true story: We had a patient who although sexual harassment and compliance training courses. At nearly killed someone and almost had sexism are still not uncommon Matossian Eye Associates, we use a car accident because of inappropriate inT medicine, they are less prevalent compliance modules from Healthcare use of an OTC product. than they were in years past. At the Compliance Pros and BSM Consulting. The patient was a young truck time most physicians were men and Each module must be taken on an driver who made long trips across the most nurses were women, the classic annual basis, and each employee must country. Depending on the weather, he story was for a nurse to marry a doctor. demonstrate competence by passing would blast either the air conditioning Fortunately, we have come a long way the test at the end of the module. The or the heat toward his face while since that era. Part of that change has cost of these services usually depends driving. He came to me complaining been due to a conscious effort on the on the number of employees within of blurred vision. The cause of his part of medical practices. the practice. fluctuating vision was significant ocular To make sure our office culture surface disease, noted by marked is free of sexual harassment and A TRUE STORY staining of his conjunctiva and cornea. is a safe working environment for Another aspect of medical practice I recommended that he use artificial employees, we mandate annual that has changed over time is that it has tears and that he redirect the vents compliance training for everyone. become more acceptable to make non- away from his face, in addition to Participants complete approximately prescription items available to patients multiple other treatment modalities. seven modules, one of which is on for purchase in the office. Having When the patient went to the sexual harassment. Outlining proper over-the-counter (OTC) products pharmacy, he bought the “strongest” office etiquette and underscoring that we recommend to our patients artificial tear he could find. As it turned inappropriate behavior in these sessions available for their purchase within our out, this was an ointment. He bought it has helped our doctors and staff get on practice was considered taboo when we because the label said it was for severe the same page on this sensitive topic. first started doing it years ago. dry eye. He placed the ointment in his OTC PRODUCTS AVAILABLE AT MATOSSIAN EYE ASSOCIATES

s Hypochlorous acid 0.01% (Avenova): $35 s Bimatoprost ophthalmic solution 0.03% s Retaine MGD (OcuSoft): $25 s Eyelid Wipes (Blephadex): $20 (Latisse, Allergan): $100 s Retaine PM Ointment (OcuSoft): $10 s Eyelid Foam Cleanser (Blephadex): $20 s Saline solution (LacriPure, Menicon): $40 s Preservative-free saline (Sclerafil, s Towelettes (Cliradex): $40 s Omega-3 Softgels (Nuretin, PRN): $35 Bausch + Lomb): $25 s Cataract sunglasses: $10 s Progent lens cleaner (Menicon): $5 s HydroEye (ScienceBased Health): $33 s Cold Therapy Eye Compress (Bruder): $30 s DE3 Dry Eye Omega Benefits (PRN): $50 s Eye drop applicator (SimplyTouch): $10 s Moist Heat Eye Compress (Bruder): $30 s Dry Eye Omega Benefits Liquid (PRN): $51 s Unique pH Solution (Menicon): $20 s Eyeleve Contact Lens Compress (Bruder): $35 s Eye Omega Advantage for Macular Health (PRN): $29

82 CATARACT & REFRACTIVE SURGERY TODAY | OCTOBER 2019 s UNSPOKEN ISSUE

eyes, got in his truck, and started to date, and preservative-free artificial medical practice. Fortunately, this drive. He told me on his next visit that tear solutions and ointments, and view has softened over the years, and he almost hit a pedestrian and other we began making them available to there is now a broader acceptance of cars because he could not see. our patients at checkout. This not making physician-recommended OTC This close call made me realize how only served as a convenience for our products readily available to patients important it is for eye care providers patients, but, more important, it through the practice. n to be as specific as possible, even ensured that patients got the most when recommending OTC products. appropriate products to use (see OTC Thereafter, I selected one item each, Products Available at Matossian Eye CYNTHIA MATOSSIAN, MD, FACS the best in class, for a dozen or so Associates). n Founder and Medical Director, Matossian Eye OTC products that we frequently Despite the compelling story that Associates, Pennington and Hamilton, New Jersey, recommend, such as oral omega-3 caused us to make this change, several and Doylestown, Pennsylvania fatty acid supplements, microwaveable physicians both within and outside n Member, CRST Executive heated moisture masks, lid scrubs and our practice expressed the opinion Advisory Board wipes, wraparound cataract sunglasses that they did not see the benefit of n [email protected] for patients who wish to continue this service. They did not believe n Financial disclosure: Consultant wearing them long after their surgery we should sell products within in a (Bruder, PRN)

84 CATARACT & REFRACTIVE SURGERY TODAY | OCTOBER 2019