Advertising serves a critical purpose in communicating with customers, online being the most popular medium in this age, as is the way in the advertising of various eye treatment services being offered by Some experts, however, say that there is something wrong with the way this kind of treatment is being advertised by different clinics around the globe. The Irish College of Ophthalmologists, known as the training body for eye doctors in Ireland, has set new guidelines due to the apparent advertising style for the said treatment. Although voluntary, membership will strictly not be given without adherence to this new body of rules formed by the college. Billy Powers, the president of the institution, thinks that the surgery is being advertised in such a way that the entire procedure is not that big of a deal and emphasizing on an “absolute” minimal complication possible to arise. Apart from this, he also thinks that the process of getting permission before conducting any medical procedure to a patient should at least be 24 hours before actual procedure. Lastly, as there are crucial post-operative instructions after undergoing a laser eye surgery, Powers believes that aftercare support should be coming from someone locally based. After having heard of a story of a patient from Dublin being referred to someone in Scotland, he comments that he finds it crazy that this kind of support has to come hundreds of miles away.

What the new guidelines say

Only surgeons registered with the Medical Council, specifically on the division of ophthalmic surgery specialist registrar are allowed to perform this kind of operation. In addition to this, they must also have medical indemnity cover, which is in accordance with GMP (Good Medical Practice), the code of conduct for all doctors. It has been reported by Powers that in the past three years, the total cost of indemnity cover for eye surgeons has more than doubled, as there have been an increase in the number of litigations against eye doctors, particularly those that perform the laser eye surgery. Adequate amount of information must at all times be given for both actual procedure and aftercare. Withholding any information or giving out false ones, as well as reporting unjustified expectations of result can always lead to patients believing that the procedure is something they really want or need. Equally, benefits of the procedure should also be presented to the patient in order to personally assess whether the rewards outweigh the possible risks given out. According to the new guidelines, all these crucial information should be given at least 24 hours before the procedure takes place.

About Author: Christopher Williams