Ординатура / Офтальмология / Английские материалы / Basic Principles of Ophthalmic Surgery_Arnold_2006

principles of ophthalmic surgery

fundamentalprinciple in medicaladvertisingis that communicationstothe public must be accurate.Before the 20th century, advertisingfor patient

recruitment wasprohibited becauseit was considered" derogatory to the dig-

nity of the professionto resort to public advertisements."However, in 1977,itbecame unlawful for physiciansto restrict advertising.With the recentexplo-

sion of refractive surgicalprocedures,the ethicalconceptsof advertisingmustbe carefully considered.Care must be takento portray all aspectsof surgeryaccurately,

without misleadingthe public, and to avoid claims of superiority or exclusivity that promote the physician'sbusinessrather than the patient's bestinterest.

Similarly, one must avoid any patient educationprogram or referralprocess that utilizes coercionto encouragesurgery or limit patient options for

surgicalreferral.

OF THE SURGEON'S EXPERIENCE

surgeonis responsiblefor assessingwhether he or shehasattainedthe levelof experiencerequired to perform specific surgicalprocedures.In residencytraining, the attending faculty generallysetsguidelinesand monitors them,with increasinglycomplex or difficult casesbeingassignedto more

seniorresidentswith greatersurgicalexperience.Thus, the patient selectionprocess includes assigningcertaincategoriesof surgicalcandidatesto residents

atthe appropriate level of training. For example,in cataractsurgery,cases

that might be expectedto presentchallengesat surgery(eg,patientswho aremonocular,

havepoor pupil dilation, poor visualization due to cornealdisease,phacodonesis, or high myopia) arereservedfor experiencedsurgeons.Simi-larly,

patientswho require surgeryto be completed in the leastamount of time (eg,thosewho havelimited cooperationdue to altered mentalstatus or those

with severemedicalproblems limiting tolerancefor prolonged procedures)areassigned to the most experiencedsurgeons.

This principle alsoholds after the completion of residencytraining, assurgicaltechnology advancesand newtechniquesbecomeavailable.Patientswhoare candidatesfor new techniquesmust be selectedaccordingto the expertise

of the surgeon.

IeIMPLICATIONS~dvertisingTheoasic