The eye care industry is continuously innovating and developing new products and devices. Ophthalmologists rely on these innovations to improve the care that they can provide to their patients. In turn, eye care industry partners depend on physicians’ clinical experiences with a product or device to drive medical advancements. A recent YoungMD Connect workshop brought together members of the physician and industry communities to reflect on this collaboration.
The workshop started with a panel discussion in which two physician mentors and two industry partners highlighted the importance of young ophthalmologists building relationships with industry early in their careers. The panel agreed that the collaboration between physicians and industry partners is a driving force in the advancement of ophthalmology. Linda Villanueva, Global Medical Director at Zeiss, pointed out various opportunities to get involved with a company's medical affairs team, such as through physician education or investigator-initiated trials (IIT). Shawn Mullen, Northeast Regional Associate Director of KOL and Peer-to-Peer Marketing at Dompé, discussed the benefits of industry speaking engagements and noted that there are various research opportunities throughout a product's lifecycle. The physician panelists—Brian Shafer, MD, and Katherine Talcott, MD—agreed that the synergy between the ophthalmologist and partnering company is essential to an effective collaboration.
Cultivating Relationships | Dr. Shafer
The easiest way to connect with companies is to engage their local sales representative(s), Brian Shafer, MD, said. Sharing honest product feedback and clinical experiences with the sales representative is invaluable information for the company. Dr. Shafer shared that, for him, an initial conversation like this snowballed into meeting members of the company’s education team, which then led to invitations to speaking engagements. This open line of communication builds the foundation for future collaborative efforts such as engaging in phase 4 clinical trials or leading IITs. Last, attending conferences with a high industry presence is crucial to continuing these conversations in person and establishing long-term relationships with industry partners, Dr. Shafer said.
Communicating Effectively | Mr. Mullen
Mr. Mullen confirmed that companies enjoy working with proactive physicians who are interested in evaluating a product's efficacy or exploring new indications. Fostering collaborations between industry and physicians emphasizes an active engagement aimed at exploring novel aspects of products and technology, with the ultimate goal of advancing patient care. Encouraging the younger members of the ophthalmic community to perceive us as partners and fostering teamwork is pivotal. Facilitating open communication between our communities is crucial, and the goal is to encourage discussions that may lead to involvement in investigator-initiated trials or becoming a clinical trial site to explore new indications. A successful partnership should always prioritize the enhancement of patient care as a collective goal.
Fostering Growth | Dr. Talcott
Dr. Talcott highlighted that collaborating with industry presents a gateway to influence the trajectory of eye care while imparting knowledge to others. Industry collaborations offer a platform for physicians to learn about emerging technologies and treatments while broadening their professional networks. In a small field like ophthalmology, the significance of cultivating and nurturing relationships with industry counterparts cannot be overstated, Dr. Talcott said. This fosters an ecosystem of growth and learning. However, to harness the benefits of this collaboration, it is important to find a partnership that aligns with the physician’s personal interests. Each engagement serves as a steppingstone, but reliability and consistency play pivotal roles in furthering these connections.
Personalizing the Experience | Ms. Villanueva
Ms. Villanueva echoed that a company needs to engage with practicing physicians to determine the relevance and real-world utility of products in clinical practice. Young ophthalmologists can offer critical product or device evaluations as they are going through their training. However, as mentioned, it is important for them to think critically and to understand why and how they want to get involved with industry partners and what opportunities would enrich their career. Speaking opportunities, studies, professional education programs, research and development efforts, or advisory board meetings are all compelling avenues for young ophthalmologists to collaborate with industry partners.
