Monthly Archives: September 2016

Synergistic Effects of Marketing through Service

by James D. Hundley, MD

Saturday, October 24th, 2009

Some doctors think that “being a good doctor” is all that is needed to get patients to come see them. That might work over a long period of time, but unless one is in an extremely under served location, that is not likely to be enough. Patients and referring physicians have to know of you to schedule visits or refer patients to you, so some way of getting the word out is essential to having a busy practice. Even when one is currently busy, complacency could have negative future consequences. Surgeons need a constant flow of new patients to maintain an optimal case load. So, if you agree that marketing is important, how do you best go about it? Do you do it by giving money to a marketing agency or could you do it by giving of yourself?Neither way is inexpensive since giving of oneself takes time away from family, play, and work. On the other hand, when you give of yourself in service, you’re likely to get a lot more back than you invest.

Current wisdom seems to be that marketing one’s practice is best done through paid ads in newspapers, magazines, radio, television, yellow pages, social media and so on. I do not think that that is the best way to get the word out. Anyone can say virtually anything in paid ads, so how is the potential patient supposed to know who he or she is really getting in his or her doctor?

During my over forty years of orthopaedic practice, I had some success with marketing through service and relationships. By this I mean giving of one’s time and talents in a variety of ways. In every case, I tried to be more than just a member of an organization or cause. The more you put in, the more you get back. Here are some examples:

Local Marketing

1. I was able to become the volunteer team physician for a local university. The work was a pleasure and much more extensive than outsiders ever imagined, but when they saw me on the bench at basketball games, many figured that I knew something about sports medicine. The same thing works with high schools and community colleges and the need is great.

2. The Rotary Club was a great way to meet business leaders around town. They tended to call me when they or their families had orthopaedic problems. Their employees often asked their bosses who they went to and followed suit. Not only that.  I enjoyed getting away from the grind and pressure for lunch on a regular basis and befriending a variety of community leaders. The Rotary Club is but one of many civic clubs and organizations that bring you considerably more benefit than you take to them.

3. Church is a great way to meet people. Marketing is clearly not the reason one should join and attend a church, but doing so clearly has earthly benefits.

4. Befriending the nurses in the operating room and on the wards can be a huge benefit. That is not to mean that one cannot demand excellence, something that you must do. All it takes is to treat them with respect and recognize that they bring significant knowledge to the care of your patients. By making them partners, you reward a more positive effort in behalf of your patients and the likelihood that they will both come to see you and send their friends and family, too. Non-medical people often ask those in our profession for suggestions as who to see. If I want to how skilled a particular surgeon is, I ask an OR nurse. If they think you’re a good surgeon and a good person, they are likely to send the people they care about to you. If they dislike you, they’ll guide them elsewhere.

5. By accepting appointment to the local library board, I had a fulfilling service experience and met an entirely different group of people. It doesn’t matter what boards you serve on; it just matters that you serve.

6. By working with the local medical society and ultimately becoming an officer, I met many local physicians whom I probably would have never met. It makes a positive difference to physicians to refer their patients to someone they know and feel that they can trust.

7. Writing articles for the local newspaper makes one an instant expert in the eyes of many readers. Not only does it serve people by sharing your medical information, but no matter the subject of the article, having published it makes many more people know your name and more likely to call you. You can always pay for an ad, but news outlets are often looking for items of interest and happy to accept articles written by doctors.

8. I think that word of mouth is the most powerful marketing tool you can employ. You can’t control it like an ad, of course, but if you consistently treat patients in their best interests and get reasonably good results, you will have unleashed a marketing force that is among the most effective.

Statewide Marketing

1. Working with our state orthopaedic society brought significant benefits to my practice. When someone from my city was injured elsewhere and the orthopaedist who took care of them in some other city sent them to someone they knew (i.e. me) to complete their treatment or follow-up, it enhanced my reputation at home. People talk and tell their friends; and that kind of talk is good.

2. Working (fund-raising in my case) with my medical school and residency program enhanced my reputation at home.When there is friendship and mutual respect between you and a professor of orthopaedics who speaks well of you to patients from your home town, they take note, and they tell their friends.

The above activities will only get more people in your door.Once they get there, it’s up to you to properly take care of them, and that includes way more than surgical competence. Application of the four “A’s” (ability, affability, affordability, and availability) is critical.That applies to their entire experience in your office and the surgery center or hospital.

Let’s face it. Patients generally have no good idea as to an individual surgeon’s abilities. They have powerful perceptions, but they are not likely based on objective data. If you consistently treat patients in their best interests and with respect, they will keep coming back. First, of course, you have to get them to come see you at your office.

So, if you’d like to increase your patient load without spending more money, you might just try marketing through service and relationships. Not only is your practice likely to benefit, but the personal benefits of gratification and personal growth that incur from altruism beyond your daily medical practice may pleasantly surprise you.

Dr. Hundley is a retired orthopaedic surgeon with forty years of experience.He is the president and a founder of OrthopaedicList.com.

Local Antibiotics in Prophylaxis of Surgical Wound Infections

by Laurence E. Dahners, MD

August 22nd, 2009

In 2007 we published an animal study (Yarboro S, Baum E, Dahners L: Locally Administered Antibiotics for Prophylaxis Against Surgical Wound Infection. Journal Bone Joint Surgery 2007 89(5)) documenting that injecting gentamicin into contaminated wounds after closure of the incision results in several orders of magnitude reduction in bacteria counts as opposed to systemic cephalosporins such as are usually given to prophylax against infection. This results in high concentrations in the wound cavity which are not achieved by IV administration and by injecting it after wound closure it is not removed before closure like antibiotic irrigation solutions. It worked significantly better than sustained release pellets at reducing bacterial counts. I have incorporated this into my trauma practice by injecting (80mg gentamicin in 40cc saline, inject enough to fill the wound) a gentamicin solution after the wound is closed and been very pleased with the reduction in the numbers of infections, especially in open fractures. Data that we published in the August 2009 JBJS suggest that systemic cephalosporins and local gentamicin have a large synergistic effect, so I would recommend doing both.

Dr. Dahners is a Professor of Orthopaedic Surgery at the UNC School of Medicine in Chapel Hill, NC, USA.  His clinical focus is on trauma and his research interests are in ligament physiology, ligament healing, ligament growth and contracture, and bone healing and the biomechanics of internal fixation.  You can see his “Pearls” of orthopaedics on OrthopaedicList.com.

Dr. Dahners et al published “Better Prophylaxis Against Surgical Site Infection with Local as Well as System Antibiotics.  An in Vivo Study” in the August 2009 issue of the Journal of Bone and Joint Surgery.

Stopping Healthcare-Associated Infections

by Barbara Dunn

November 14th, 2009

When someone develops an infection at a hospital or other patient care facility that they did not have prior to treatment, this is referred to as a healthcare-associated (sometimes hospital-acquired) infection (HAI).  According to the World Health Organization (WHO), at any point in time, 1.4 million people worldwide suffer from infections acquired in hospitals.

As part of an ongoing commitment to quality care and infection prevention, nationwide doctors and hospitals are partnering with Kimberly-Clark to deliver continuing education programs on healthcare-associated infection (HAI) prevention to staff and management Whether you’re a healthcare professional, patient, or visitor , the most effective way to keep HAIs down to a minimum is to wash your hands or use an alcohol-based sanitizer.

Please view the informational video at this link.

For more information please go to the Not on My Watch campaign.

Barbara Dunn was born in Jersey City, New Jersey, worked as an interior designer in Manhattan, then moved to Hawaii where she worked for a production company before moving to Arlington and reinventing herself as a PR executive.

The Looming Total Joint Replacement Surgeon Shortage

by Scott S. Kelley, MD

Tuesday, November 17th, 2009

The difference between a good total joint and a great total joint replacement is initially small, but over time the difference can be significant.  A good total joint might last 10 years, but a great total joint could last 30 years.  Being a total joint surgeon is a profession with little or no room for error with every single hand movement. The procedures are demanding and the patient population is complex.

Now, imagine this: The number of total joint replacement surgeons in the United States is cut by over 40 percent. The patient’s option for a surgeon is limited due to demographic or insurance restrictions.  This becomes a significant problem if the joint replacement fails because the subsequent surgery is much more complicated; therefore, fewer surgeons are willing to manage the revision.

Unfortunately, this could be the future of total joint replacement surgeons in America. Orthopaedic residents generally are not going into joint replacement fellowships because of this very issue.  We are 50% filled at best, during a time when we need to be increasing in size. Nationally there is a huge number of impending failures looming. Given the current state of our country, this issue is only going to get worse within the next 5-10 years.

The reimbursement for a single joint replacement surgery has been cut by over 65% in the last ten years.  This isn’t an issue for most surgeons currently in practice; however it does limit the amount of resources they can offer patients.  For example, try calling a doctor’s office and getting an actual person on the phone; these cuts affect everything from the number of front desk employees to the quality of care the surgeon is able to provide.

Cuts of over 65% in 10 years are now being followed with further cuts.  Understandably this makes doctors in training nervous.  Performing this surgery is stressful and I’m afraid it just isn’t worth it for younger doctors considering a specialty surgery career, particularly in joint replacement.

While prevention and patient education remains a goal of all healthcare providers, it does not overshadow the current epidemic that is facing our society with respect to osteoarthritis and its surgical treatment options: the reality is that patients will continue to want the best in surgical care from the best providers.

Please click on the following to see a video entitled “Access Denied:  The Approaching Shortage of Specialist Doctors” and use it to educate your patients on the future of specialized care.  Although it’s a bit biased, it does clearly state the facts.

Dr. Kelley, a third generation surgeon, is a graduate of the University of Iowa School of Medicine.  He performed his orthopaedic residency at the Upstate Medical Center in Syracuse, NY and his fellowship in Adult Hip and Knee Reconstruction at the Mayo Clinic in Rochester, MN.  He is a founder of the North Carolina Orthopaedic Clinic in Durham, NC, an affiliate of the Duke Medical Center where he is a Clinical Professor of Orthopaedic Surgery.  He has authored numerous scientific papers, serves as editor of medical journals, and is a member of a number of prestigious medical organizations.

The Quest for Flexible Fixation with Locking Plates

By Michael Bottlang, PhD, Director, Legacy Biometrics Laboratory

Tuesday, January 4th, 2011

A 2004 editorial entitled ‘‘When Evolution Begets Revolution’’ described locking plates as the next great advance in orthopaedic traumatology that was adopted at an unprecedented speed [1]. The editorial concluded with the prudent prediction that ‘‘this wave of enthusiasm will surely be followed with an analysis of the inherent problems, followed by a truer understanding of the role of these implants.” Today, locking plates are recognized for the superior fixation strength of fixed-angle locking screws, particularly for metaphyseal fixation in osteoporotic bone. They furthermore support biological fixation, allowing subcutaneous plating while preserving periosteal perfusion. Hence, they satisfy two out of three principal aspects of fracture fixation, being stable fixation, preservation of biology, and promotion of fracture healing.

The latter aspect of fracture healing is increasingly being recognized as an inherent problem of the current generation of locking plates. If locking plates do not provide a mechanical environment that promotes fracture healing, they become prone to losing the race between healing and fixation failure, leading to late implant breakage and loss of fixation. There is growing evidence from clinical and animal studies that the inherent stiffness of a locked plating construct can suppresses fracture motion to a level that is insufficient to promote fracture healing by callus formation [2-4].

With hindsight, locked bridge plating constructs pose an apparent conundrum: They provide inherently rigid stabilization, yet they should facilitate secondary bone healing that relies on flexible fixation to stimulate callus formation. To resolve this conundrum, we developed a modified locked plating concept, termed Far Cortical Locking (FCL) that enables flexible fixation with locking plates [4,5]. FCL reduces the stiffness of a locked plating construct by means of FCL screws that are fixed in the plate and in the far cortex while retaining a controlled motion envelope in the near cortex of a diaphysis. FCL screws have a flexible shaft with a reduced diameter that can elastically deflect within the near cortex motion envelope. The motion envelope is controlled by the diameter of a collar segment adjacent to the FCL screw head. FCL constructs therefore resemble a monolateral external fixator, the bar of which has been applied close to the bone surface and the pins of which are secured in the far cortex rather than in the near cortex.

A biomechanical study has shown that FCL screws reduce the stiffness of locked plating construct by over 80% while retaining comparable strength [5]. An in vivo study has furthermore shown that FCL constructs reliably yielded bridging of all cortices, causing healed fractures to be 156% stronger than control fractures stabilized with standard locked plating constructs [4]. Most interestingly, standard locked constructs suppressed fracture healing at the cortex under the plate where fracture motion is minimal. A clinical study is currently being conducted to document the effect of FCL screws on healing of supracondylar femur fractures.

The facts that controlled interfragmentary motion can promote fracture healing while absence of motion will suppress callus formation have long been recognized in the external fixator literature, particularly by the landmark studies of Goodship and Kenwright [6] and Claes [7]. As such, the evolution of locked plating towards more flexible fixation is both novel and conservative. If clinical results should support the prior finding on improved healing with FCL, they will likely inspire a variety of implant solutions aimed at providing flexible fixation with locking plates. These solutions will be key for the quest on flexible fixation with locking plates. However, solutions should be supported by evidence on their ability to promote fracture healing while ensuring that flexible fixation is not gained on cost of fixation strength. Such next generation of flexible locking plates will resemble true internal fixators that replicate the biomechanical behavior of external fixators by allowing adequate interfragmentary motion to promote the natural fracture healing cascade via callus formation. It is the hope of the author that this evolution will in turn resolve the misnomer “secondary” bone healing by recognizing the prime importance of this natural healing cascade for the vast majority of fractures.

Dr. Bottlang is the Director of the Legacy Biomechanics Laboratory in Portland, OR, USA. His research is focused on orthopaedic trauma and fracture care. His line of research on FCL was funded by the NIH and has received the Award of Excellence at the 2010 meeting of the American Association of Orthopaedic Surgeons. He holds several patents and has contributed to the development of several devices, including Zimmer “MotionLoc” FCL screws for which he receives royalties.

Note:  Listings of the MotionLoc FCL screws and the NCB Polyaxial Plate can be found on OrthopaedicLIST.com and x-ray examples of plate and screw fixation of fractures can be seen in the OrthopaedicLIST.com Implant Identification section.

[1] Sanders R. When evolution begets revolution. J Orthop Trauma. 2004;18:481-482.

[2] Henderson CE, Bottlang M, Marsh JL, Fitzpatrick DC, Madey SM. Does locked plating of periprosthetic supracondylar femur fractures promote bone healing by callus formation? Iowa Orthop J. 2008;28:73-6.

[3] Lujan TJ, Henderson CE, Madey SM, Fitzpatrick DC, Marsh JL, Bottlang M. Locked plating of distal femur fractures leads to inconsistent and asymmetric callus formation. J Orthop Trauma. 2010;24-3:156-62.

[4]  Bottlang M, Lesser M, Koerber J, Doornink J, von Rechenberg B, Augat P, Fitzpatrick DC, Madey SM, Marsh JL. Far cortical locking can improve healing of fractures stabilized with locking plates. The Journal of bone and joint surgery. 2010;92:1652-1660.

[5] Bottlang M, Doornink J, Fitzpatrick DC, Madey SM. Far Cortical Locking can reduce the stiffness of locked plating constructs while retaining construct strength. J Bone and Joint Surg. 2009; 91(8):1985-1994.

[6] Goodship AE, Kenwright J. The influence of induced micromovement upon the healing of experimental tibial fractures. J Bone Joint Surg Br. 1985;67-4:650-5.

[7] Claes LE, Wilke HJ, Augat P, Rubenacker S, Margevicius KJ. Effect of dynamization on gap healing of diaphyseal fractures under external fixation. Clin Biomech (Bristol, Avon) 1995;10-5:227-34.

Costs and Rationing: Issues to Address

by Augusto Sarmiento, M.D.

Thursday, April 14th, 2011

The medical profession and the lay community continue to be bombarded on a daily basis with information arising from a myriad of opinions dealing with the escalating costs of care, which according to many, has reached unaffordable and unsustainable levels. Medical care cost has soared to the point where it is responsible for 16% of the national budget expenditures.

The resulting confusion paralyzes progress, while the condition becomes exponentially worse.       For people who like me, possessing only limited understanding of the complexity of the issues involved, all we can do is try to gain additional meaningful knowledge so that when we express individual opinions our voices have a better change of being heard. With that attitude in mind, I discuss my perceptions on two issues where the medical profession can play a major role: rationing of medical care and abuse of services.

The mere mention of rationing provokes an immediate and oftentimes violent reaction from which politicians and extremists readily take advantage. This issue, steeped in cultural and traditional religious reasons, has prevented a serious and candid analysis of its true meaning. Furthermore, it precludes efforts to determine whether or not the time has come for the citizenry of this country to consider if a system with elements of rationing, but without abandoning its foundations, can be found. It is rather sophomoric to negate that several other highly advanced counties around the world have done such a soul searching and adopted health-care delivery mechanisms that ration services but have continued to provide good medical care while lowering its costs. This has been done without compromising basic human values and sensitivities.  In America, the state of Oregon has had in place during the past few years a system with elements of rationing which other states hopefully are carefully studying.

One area where rationing must be carefully and dispassionately addressed is the so-called end of life care. It has been documented that at this time 95% of healthcare dollars are spent in the last 30 days of life. How it is possible is that such an egregious and incomprehensible figure cannot be brought to the center of the political debate rather than deliberately keeping it away from the discussion table?

To look at rationing only as vehicle to reduce health care cost is not appropriate. Objectivity and common sense in related matters are also very important. As physicians we were told from the first days in medical school that uppermost in our professional life we had the responsibility to use all available means to preserve life, never to give up, and adherence to the principle of “Primum non nocere.” However, we much too often lose objectivity and find it difficult to act in a manner that at first glance seems to run contrary to traditional  precepts and values.

A visit to a Surgical Intensive Care Unit is a vivid example of the many times when our commitment to prevent death makes us follow irrational routes. Does it make sense to keep alive for weeks and weeks an octogenarian barely alive, suffering from a long history of debilitating medical conditions, who now suffers from the effects of a stroke? Why is it that these hospital units are always full of patients, many of whom never return home?

The answers given to this reality are not of a universal nature. There are times when the attending physicians sincerely believe that discontinuing the respirator and feeding tubes is not necessarily right since recoveries from the recent event is possible and justify continuing treatment. At other times the treating doctors surrender to pressure from relatives who for reasons dictated by emotion refuse to accept the verdict that life is no longer possible to maintain. Unfortunately, there are other times when keeping such patients under care brings financial benefits to the treating physicians and hospital.

In my case it is difficult to intelligently verify the latter situation because I have never spent time in Intensive Care Units as part of my professional work. I base my suspicion on observations of the manner in which some dishonest surgeons perform major elective surgical procedures, such as total hip or knee replacement, in elderly patients that can be satisfactorily managed symptomatically. Many of these patients die during their hospitalization or shortly afterwards. The greed and avarice of these people result in enriching their pockets.

If a truly confidential polling were to be conducted regarding the need to develop a sensible and humane system to prevent the futility of unrealistic prolongation of life, I suspect the vast majority of people with a modicum of intelligence and education would agree that rationing of some degree would be welcome. Likewise, a comparable means to prevent the performance of unnecessary surgery would be applauded.

Acceptable systems can be structured, though very difficult to gain wide and rapid acceptance. In the case of the end of life issues it would take a coordinated effort where representatives from various segments of the government, religious and educational organizations, the media, the medical profession and society as whole would get together to as dispassionately as possible to educate each other on the seriousness of the problem at hand and the unintended consequences likely to come from a refusal to address it.

When it comes to the abuse of expensive and unnecessary diagnostic and therapeutic modalities and surgeries, the medical profession has the moral power to play a major role in the resolution of the crisis. It would take, however, a deliberate effort to set aside the fruitless perpetuation of the concept that medicine is no longer a profession but a business to be squeezed to the maximum. Organized medicine would play a most pivotal place by divorcing itself from the control of education, research, and patient care that it selfishly relegated to the pharmaceutical and surgical implant industry. Through meaningful mechanisms to prevent continued tolerance of what the Justice Department’s current investigation of what it calls “egregious ethical transgression” in the relationship between orthopaedics and industry, much could be accomplished. Forbidding individuals with conflicts of interest to hold office in organized administrative and educational organizations would be essential.

Dr. Sarmiento is the former Professor and Chairman of Orthopaedics at the Universities of Miami and Southern California, and past-president of the American Academy of Orthopaedic Surgeons.  He is a contributor to Implant Identification on OrthopaedicList.com and has guest authored a number of other articles for this blog.

Orthopaedics and Industry: An Issue in Need of Resolution

by Augusto Sarmiento, MD

Saturday, March 27th, 2010                                                            

Reason should be the slave of passion.”     David Hume

It is inherent in our nature to believe that views we passionately hold on given issues are correct. However, much too often, eventually we find them wanting. This realization did not keep David Hume, the empiricist/pragmatist par excellence, and one of the most influential figures in the past five-hundred years, to conclude “Reason should be the slave of passion.” (Ref. 1).  The topic of this commentary is an example where I found myself wondering if my long-held conviction of the harm brought about by an inappropriate relationship between orthopaedics and Industry, now spread throughout most of the industrialized world, needed to be questioned and radically modified.

The United States’ Justice Department investigation of serious trespasses and unethical conduct in the relationship, already in its fifth year, does not seem to have had a meaningful impact (Ref. 2). All we hear is that most of the identified culprits had “resolved” the conflicts by claiming that the receipt of moneys from Industry was justified because they represented grants devoted to legitimate educational ventures. It is very likely that this argument was valid in some instances since many educators/researchers are honest and reputable members of the orthopaedic community. On the other hand it is naïve, at best, to believe such an excuse applies to all the accused individuals, particularly in light of the fact that many of the identified parties are not in any way involved in educational or research endeavors.

I have previously reported on episodes where I was either offered by high-industry representatives large amounts of money for the use of implants by the faculty of the department I shared at the time, or even larger funds for accepting to have a total hip prosthesis named after me even though I had nothing to do with its development. After refusing the dishonest “deals’, the response I got was, “But we do this all the time.” In the early 1970s I was invited by Industry to lecture in the capital cities of five Latin American countries. I declined on the grounds that I considered unprofessional the acceptance of the attractive offer. My reply was followed by a letter from the firm’s headquarters saying that they would not have any trouble finding someone to fill my place. I responded by saying that I was aware of the availability of others for such deeds and resentful of the fact his company seemed to consider orthopaedics a bordello, where the choice of a prostitute is simple and uncomplicated. (Ref. 3).

It is most demeaning to our profession that some of our representative organizations as well as directors of residency programs and other people occupying high positions in the hierarchy continue to perpetuate the situation. I suspect it would be very difficult to find at this time many heads of orthopaedic societies and directors of orthopaedic residency programs in America whose dependency in Industry is not significant.

A number of subterfuges are used to justify all kind of questionable activities. Sometimes funds are provided to academic programs to pay the salary of new Fellows and faculty members. Endowed chairs are accepted without hesitation in some places; in other instances the real funding source is camouflaged under the name of some “generous donor,” when the true funding source is Industry.

Would not be anything wrong with Industry’s “generosity” if it were not by the fact that Industry expects a great deal of say in the selection of topics for discussion and the choice of faculty. In addition, it economically compensates for the moneys given away by escalating the costs of their products (Ref. 4). Industry continues to win the battle. The subordination of the orthopaedic profession to Industry’s profit-driven wishes seems complete (Ref. 5).

However, throughout the land, there is a growing number of people in our discipline who are increasingly unhappy with the breakdown of the moral sphere and professionalism in our ranks, and the control of education by Industry. The increasingly large number of orthopaedists in private practice and many in the academic world are not getting sufficient support from their representative organizations, which have chosen to remain silent and comfortably continue to enjoy the status quo.

This crisis may soon become of a serious nature. We most respond with a loud and unequivocal chorus opposing the current practices. If we continue to simply limit our efforts to increasing our financial well-being and to dwell on self-serving pocketbook issues the future our heirs will inherit from us will be an unhappy one.

References:

1)  Hume, David. A treatise of human nature. Oxford, 1888

2) United States Justice Department. Christopher J. Christie. Press Release September 27, 2007

3)  Sarmiento A. Bare Bones. Prometheus, 2005.

4) Sarmiento A.  Medicine Challenged. Publish America,2009.

5)  Sarmiento A. Rise and Decline. JBJS (A) 91:2740-2,  2009.

Dr. Sarmiento is the former Professor and Chairman of Orthopaedics at the Universities of Miami and Southern California, and past-president of the American Academy of Orthopaedic Surgeons.  He is a contributor to Implant Identification on OrthopaedicList.com.

“Conflict of Interest”: What Does it Mean to You?

by Douglas Dirschl, MD

Saturday, May 16th, 2009

The term “conflict of interest” means many things to many people but, in the context of an orthopaedic department in an academic medical center, the term applies to the relationship we have with companies in the pharmaceutical and orthopaedic device industries. These companies do business with us and our hospitals (we buy, use, or prescribe their products) and, as in any sales industry, their representatives want to treat us – their customers – well.  Sounds like good customer service, right?

The problem is that the medical profession (physicians and hospitals in particular) is being held to a higher standard regarding conflict of interest than most other professions or industries. Governmental agencies, consumer groups, patients, and law enforcement agencies are increasingly concerned with assuring that those providing healthcare services to patients are not being unduly influenced by the pharmaceutical or device industries. In almost no industry is it legal to accept a monetary “kick-back” for using or buying a specific company’s products, but in healthcare it is even being questioned whether seemingly insignificant gifts – such as pens, lunches, or notepads – might unduly influence the prescribing/ordering habits of a physician providing care for a patient.

We may each have our own opinion as to whether this is fair or unfair. We may each agree or disagree with the research done on the topic indicating that even small gifts can influence a buyer’s attitude towards a seller. We cannot, however, deny that this topic is getting a lot of national attention right now. The US Department of Justice has raised it to the “top of our minds” with allegations against companies for making – and physicians for accepting – improper payments. The American Association of Medical Colleges, the American Medical Association, and just about every other national medical association and industry group have gone on record stating that conflict of interest is an important topic that should be watched and managed carefully. Some academic institutions have gone so far as to ban ALL gifts from their campuses; for example, Yale University School of Medicine prohibits any pens, notepads, lunches, or any other gift in its medical center. Stanford University has taken it one step further, announcing last month it would not allow industry support for any educational activities conducted within its medical school or healthcare system.

So, what does this mean for us in our daily professional lives? Where will it end? Will CME as we know it disappear due to loss of industry support? I don’t know the answer to these questions, but I do know that we all need to acknowledge and understand that conflict of interest is an important issue that many of our patients will be in tune with.  We should be cautious about having, in patient care areas, items that clearly show a manufacturer’s name or logo, as some patients will interpret this as a conflict of interest.  Calendars, notepads, pens, scissors, models – anything that has a company’s name on it, should not be openly displayed in patient care areas. If a patient sees and asks about such items, we should not remark glibly that “they give those to us all the time”, but remind the patient that some items are important to carrying out patient care (such as models, notepads, scissors, etc).

I’m afraid that conflict of interest is a topic we can no longer ignore – it won’t go away. It is a train on a track and is headed right for us. Most medical schools, most medical associations, and most medical companies in the United States are in the process of revising their policies on conflict of interest. While this may be frightening because it may change daily professional life for us, it is probably wise that the “House of Medicine” tackle this issue in a proactive way.  If our own profession does not take an active role in providing a satisfactory response to this issue, then is it likely the federal government will define policies on conflict of interest for us. The only thing worse than having to do things a bit differently would be having the government dictate to us how to do them differently.

Dr. Douglas R. Dirschl is Frank C. Wilson Distinguished Professor and Chair of Orthopaedics at UNC School of Medicine. He also serves on the Own the Bone Steering Committee and chairs the Critical Issues Committee for the American Orthopaedic Association.

Avoiding 3 Common Audit Risks In EMRs

by Cheryl Toth, KarenZupko & Associates, Inc.

Thursday, June 10th, 2010

Digitizing your medical records is an effective way to improve practice workflow and reduce paper. But EMRs can also increase your risk of a documentation audit, unless you use their record keeping and automation features properly. Here are three risk areas that any orthopaedist who is evaluating, or using, EMR should be concerned with.

Risk #1: Poorly Designed Visit Templates

A critical component of successful EMR implementation is customizing the vendor’s visit templates. But many surgeons skip or abdicate this step. A large spine practice we worked with passed the task off to its non-clinical Practice Administrator. It should have been no surprise that the surgeons found the templates useless.

Why is customization so important? Standard visit templates create multi-page notes that don’t necessarily document what you did. The exam template for a spine surgeon bears little resemblance to what a foot and ankle surgeon needs. Templates are the most critical step toward making sure your documentation is right; bypass their customization at your own peril.

Vendors often aren’t much help in this area. Better to print an ICD-9 frequency report to identify the conditions you see and treat most often, and create a template for each of them in your new system.

 Risk #2: ‘Cloning’ 

Touted as a time-saver, EMRs automatically ‘pull forward’ the History of Present Illness (HPI) documentation from each previous patient encounter. That’s ok as long as you review and update the HPI for the current encounter. But when surgeons get busy, this step can be forgotten.

Letting the EMR pull the previous history into an auto-generated form without reviewing it is risky because E&M documentation guidelines state that each record must stand on its own. You’ve got to pay close attention to what is being pulled forward because the patient problem could be completely different. Cloning also creates a verbose chart note that contains rote responses, which don’t necessarily call out pertinent positives.

How do you deal with cloning? Make sure you factor into your workflow the essential step of reviewing HPI at every visit, and making updates to the documentation that the EMR has ‘pulled forward.’

 Risk #3: Coding Calculators

 Don’t assume the coding calculator algorithm in your EMR is generating the correct code. Some of these put practices at risk by suggesting code levels that don’t match what was documented.

A seven-surgeon orthopaedic group in Minnesota noticed an increased number of high level E&M codes after their EMR go-live. The practice conducted an internal audit and realized the algorithm on the medical decision-making component was incorrect. Luckily, they had a savvy billing office that picked up on the error and overrode it with the correct, lower level E&M code.

Orthopaedists should be concerned about this. Medicare recently said that, in the past three years, it processed a greater percentage of 99214 and 99215 code in almost all specialties. According to Part B News, the ‘proliferation’ of EHRs ‘allows easier documentation,’ thereby justifying higher E&M levels. It’s likely Medicare may target these code levels for an audit sooner rather than later.

What to do? Ask the vendor to create and code few chart notes using some of your current documentation, and verify that the codes ‘calculated’ match what you billed.

 The American Academy of Orthopaedic Surgeons’ June issue of AAOSNow features interviews with nationally-recognized auditorsand coding educators discussing these documentation risks and how to deal with them. Heeding this advice can reduce your audit risk exposure and improve EMR success.

Cheryl Toth is a consultant with KarenZupko & Associates, Inc. and wrote this article as a guest author for OrthopaedicLIST.com.  She helps practices implement and adopt technology in order to work smarter and more efficiently.  KarenZupko & Associates, Inc. is a national leader at providing coding and documentation audits, training, and consultations.

Ischemic Optic Neuropathy (ION)

by James W. Ogilvie, MD

Thursday, November 26th, 2009

 Ischemic optic neuropathy (ION) is a disorder than can occur following surgical procedures. There is partial or complete loss of vision as the result of a vascular insult. It has several possible etiologies including thrombosis of the central retinal artery most commonly associated with giant cell arteritis. Direct trauma to the orbit and cortical blindness must also be considered. ION has also been reported with acute non-surgical blood loss and the use of Viagara™. Hippocrates gives an account of someone with acute hematemesis who subsequently lost their sight, perhaps the first report of ION.

The least common and most enigmatic cause of post-operative vision loss is an ischemic episode to the optic nerve heads which are supplied by the short posterior cilliary arteries. The diagnosis of ION is made by fundoscopic examination of the eye in someone who reports a visual field defect following surgery. Emboli in the retinal vessels (posterior ION) can be visualized while in anterior ION (That which occurs anterior to the cribriform plate.) there are no initial diagnostic findings. After several months there is visible atrophy of the optic nerve heads resulting in a pale retina.

Because there may be effective therapies for other causes, it is important to differentiate ION from other etiologies of visual loss. An ophthalmologic consultant can accurately make the diagnosis. To date there is no effective treatment for anterior ION. Many therapeutic trials have been performed including the use of steroids, osmotic agents, hyperbaric oxygen, vasodilators and surgical decompression, all without benefit. There may be some spontaneous improvement in visual fields, but recovery from no light perception is very rare.

The causes of ION are not well understood, but acute blood loss is the most constant finding. ION has been reported with surgery in the supine, sitting and prone position. Prolonged spinal surgery in the prone position is the other commonly reported factor. Long surgical procedures resulting in facial edema when accompanied by hypotension or low hematocrit is often encountered in cases of ION. While atherosclerosis or diabetes may be predisposing factors, the relationship has not been studied in a scholarly fashion and ION has been reported in adolescents undergoing scoliosis surgery.

There is speculation that with acute blood loss there is an idiosyncratic response from released endogenous vasoconstrictors which may cause vasospasm of the short posterior cilliary vessels. It is not a sympathetic nervous system response due to the fact that sympathetic nerves do not supply the short posterior cilliary arteries. There may also be a congenital predisposition to ION due to a reduced ratio of capillary vessels to optic nerve heads. Unfortunately, there are no pre-operative tests to identify those with an increased susceptibility to ION.

Prevention of ION is clearly preferable. Reducing facial edema with the use of the reverse Trendelenburg position, limiting the use of crystalloids for fluid resuscitation and avoiding hypotension or anemia may lessen the incidence of ION.

ION frequently results in a medical liability action. If there are irregularities in the anesthetic record such as prolonged anemia or hypotension, use of large amounts of crystalloid for fluid resuscitation resulting in facial edema or improper patient positioning, the surgical team is often held liable. The issue of informed consent is often raised. What responsibility for discussing visual loss lies with the surgeon and anesthesiologist? There are no absolute answers to this issue, however this question should be settled long before discovery depositions are taken, preferably prior to the surgery itself.

     The guest author of this article for OrthopaedicList.com is Dr. James Ogilvie, a board certified orthopaedic surgeon.  He is Professor, Department of Orthopaedic Surgery, at the University of Utah in Salt Lake City and Professor Emeritus, Department of Orthopaedic Surgery, at the University of Minnesota in Minneapolis, MN. He is Staff Surgeon / Attending Staff at Shriners Hospital Intermountain Unit in Salt Lake City.

     A more detailed article on ION by Dr. Ogilvie can be found by clicking on the following link to it in the October 2009 issue of the American Academy of Orthopaedic Surgeons newsletter “AAOS Now”.