|Articles|June 15, 2003

Effective positioning enhances practice success

Author(s)L. Neal Freeman, MD, MBA,FACS

A pillar of a successful marketing plan is effective positioning. The lack of "punch" in a given marketing effort is frequently due to fogginess in this area.

Don’t miss out—get Ophthalmology Times updates on the latest clinical advancements and expert interviews, straight to your inbox.

Subscribe Now!

Latest CME

$(CME Track) The Neural Frontier: Mapping Neurostimulation Across the DED Patient Spectrum for Refractive Surgery$

Video

(CME Track) The Neural Frontier: Mapping Neurostimulation Across the DED Patient Spectrum for Refractive Surgery

Zeba A. Syed, MD

In-Person Event

20th Annual Controversies in Modern Eye Care

April 19, 2026

Video

(CME Track) Rapid Reviews in Retina™: Emerging Updates from Winter 2025 – Addressing the Wealth of New Data in Treatments for nAMD and DME

David M. Brown, MD, FACS; Dilraj S. Grewal, MD

Video

(COPE Track) Rapid Reviews in Retina™: Emerging Updates from Winter 2025 – Addressing the Wealth of New Data in Treatments for nAMD and DME

David M. Brown, MD, FACS; Dilraj S. Grewal, MD

Video

Living With X-Linked Retinitis Pigmentosa: What We Can Learn From a Patient’s Experience

Lejla Vajzovic, MD, FASRS; Ramiro Maldonado, MD

Video

Living With X-Linked Retinitis Pigmentosa: What We Can Learn From a Patient’s Experience

Lejla Vajzovic, MD, FASRS; Ramiro Maldonado, MD

Video

(CME Track) Collaborative Community Connections™: Mastering the Management of nAMD and DME Through Therapeutic Innovation

Veeral Sheth, MD, MBA, FASRS, FACS; Mark R. Barakat, MD, FASRS; Geeta Lalwani, MD; Xiao Yi Zhou, MD

Video

Navigating the Glaucoma Therapeutic and Surgical Landscape: From Conventional to Cutting-Edge

Deborah Ristvedt, DO; Melissa Tawa, OD, FAAO

Video

(COPE Track) Neurotrophic Keratitis: Multidisciplinary Approaches to Enhance Patient Outcomes

Melissa Barnett, OD, FAAO, FSLS, FBCLA; Cecelia Koetting, OD, FAAO, DipABO; Quan Đông Nguyễn, MD, MSc; Jennifer Li, MD

Video

(CME Track) Neurotrophic Keratitis: Multidisciplinary Approaches to Enhance Patient Outcomes

Melissa Barnett, OD, FAAO, FSLS, FBCLA; Cecelia Koetting, OD, FAAO, DipABO; Quan Đông Nguyễn, MD, MSc; Jennifer Li, MD

Video

(CME Track) The Neural Network: Exploring The Role of Neuromodulation in Dry Eye Disease Management

Marjan Farid, MD; John Hovanesian, MD; Beeran Meghpara, MD

Video

(COPE Track) The Neural Network: Exploring The Role of Neuromodulation in Dry Eye Disease Management

Marjan Farid, MD; John Hovanesian, MD; Beeran Meghpara, MD

Video

(CME Track) Toric IOLs Unleashed: From Technological Progress to Patient Success

Tanner Ferguson, MD; Taj Nasser, MD, FWCRS

Video

(CME Track) Clinical Case Connections: Expert Insights on Applying Therapeutic Innovations in nAMD

Nathan C. Steinle, MD

Video

(CME Track) Clinical Case Connections: Understanding the Impact of Advances in Treatment for DME and DR

David A. Eichenbaum, MD

Video

(COPE Track) Clinical Case Connections: Understanding the Impact of Advances in Treatment for DME and DR

David A. Eichenbaum, MD

Video

(COPE Track) Toric IOLs Unleashed: From Technological Progress to Patient Success

Tanner Ferguson, MD; Taj Nasser, MD, FWCRS

Video

(COPE Track) Clinical Case Connections: Expert Insights on Applying Therapeutic Innovations in nAMD

Nathan C. Steinle, MD

Video

(CME Credit) Navigating Pharmacological Presbyopia Treatment for Enhanced Patient Care

Jacob Lang, OD, FAAO; Selina R. McGee, OD, FAAO; Neda Shamie, MD

Video

(COPE Credit) Navigating Pharmacological Presbyopia Treatment for Enhanced Patient Care

Jacob Lang, OD, FAAO; Selina R. McGee, OD, FAAO; Neda Shamie, MD

Video

Neurotrophic Keratitis Insights: An Interactive Corneal Sensitivity Testing Workshop

John D. Gelles, OD, FAAO, FIAOMC, FCLSA, FSLS, FBCLA; John Hovanesian, MD, FACS

Video

(COPE Track) Small Mites, Big Impact: Revolutionizing Demodex Blepharitis Care

Arjan Hura, MD; Neda Shamie, MD; Kristin Barnes, OD

Video

(CME Track) Small Mites, Big Impact: Revolutionizing Demodex Blepharitis Care

Arjan Hura, MD; Neda Shamie, MD; Kristin Barnes, OD

Video

Rapid Reviews in Retina™: Emerging Updates from Spring 2025—Addressing the Wealth of New Data in Treatments for Neovascular Retinal Disease

SriniVas Sadda, MD, FARVO; Nathan Steinle, MD

Video

Interventional Dry Eye: A Stepwise Treatment & Management Approach

Mark Schaeffer, OD, FAAO; Mile Brujic, OD, FAAO; Nate Lighthizer, OD, FAAO, FAAOMS; Selina R. McGee, OD, FAAO

Video

(CME Track) Rapid Reviews in Retina™: Emerging Updates from Summer 2025—Addressing the Wealth of New Data in Treatments for Neovascular Retinal Disease

Mark R. Barakat, MD, FASRS; David Eichenbaum, MD, FASRS

Video

(CME Track) Community Collaborative Connections™: Optimizing the Collaborative Care of Neovascular Retinal Disease in a New Age of Treatment

Dilsher Dhoot, MD, FASRS; Jordana G. Fein, MD, MS; Deep Parikh, MD; Xiao-Yi (Ellie) Zhou, MD

Video

(CME Track) The Evolution of MacTel Management: Integrating Neuroprotective Therapies Into Clinical Practice

Dante Pieramici, MD, FASRS; Dean Eliott, MD; Robin A. Vora, MD; Charles C. Wykoff, MD, PhD, FASRS

Video

(CME Track) A Forward Look at Anti-VEGF Therapies: A Paradigm Shift in Neovascular Retinal Disease Management

David Almeida, MD, PhD, MBA; Margaret A. Chang, MD, MS; Arshad M. Khanani, MD, MA, FASRS; Jessica Randolph, MD

Video

(CME Track) Collaborating Across the Continuum™: Best Practices in Patient-Centric Team Management of XLRP

Ramiro Maldonado, MD; Rebecca Nelson, MS, CGC; Robert A. Sisk, MD, FACS, FASRS

Video

Navigating Advances in Neovascular Retinal Disease: Translating Evidence to Practice in AMD, DME, and RVO

SriniVas R. Sadda, MD, FARVO; Mark R. Barakat, MD, FASRS; David A. Eichenbaum, MD, FASRS

Video

(CME Track) Beyond the Collarette: Empowering Patients in the Management of Demodex Blepharitis

Stephen C. Pflugfelder, MD; Cecelia Koetting, OD, FAAO, DipABO

Video

(COPE Track) Beyond the Collarette: Empowering Patients in the Management of Demodex Blepharitis

Stephen C. Pflugfelder, MD; Cecelia Koetting, OD, FAAO, DipABO

Video

Navigating Ocular Toxicities: A Multidisciplinary Roadmap for Managing Adverse Events in Targeted Cancer Therapy

Basil Williams, MD; Maura Di Nicola, MD

Multimedia

Expert Perspectives on Technological Advances in Cataract Surgery

Elizabeth Yeu, MD; Ashley Behrens, MD; Jade Coats, OD

Multimedia

Expanding Treatment Options for Demodex Blepharitis: Patient-Centric Approaches to Therapy

Jade Coats, OD, FAAO; Angela Y. Zhu, MD

Multimedia

Expanding Treatment Options for Demodex Blepharitis: Patient-Centric Approaches to Therapy

Jade Coats, OD, FAAO; Angela Y. Zhu, MD

Multimedia

Burst CME™ Part 3: Initiating Early Intervention in Patients With Glaucoma Who Fail Pharmacological Therapy

Deborah Ristvedt, DO; Melissa Tawa, OD, FAAO

Multimedia

(CME Credit) Community Practice Connections™: Applying Advances in Neovascular Retinal Disease - Expanding Treatment Intervals & Enhancing Outcomes

Arshad M. Khanani, MD, MA, FASRS; Carl J. Danzig, MD, FASRS; Jennifer I. Lim, MD, FARVO

Multimedia

Interventional Glaucoma Treatment: Evolving Paradigms for Addressing Unmet Needs

Deborah Ristvedt, DO; Melissa Tawa, OD, FAAO

Multimedia

(CME Track) Burst CME™ Part 1: Insights Into Glaucoma and the Need for Early Intervention

Deborah Ristvedt, DO; Melissa Tawa, OD, FAAO

Multimedia

Interventional Glaucoma Treatment: Evolving Paradigms for Addressing Unmet Needs

Deborah Ristvedt, DO; Melissa Tawa, OD, FAAO

In-Person Event

Beyond the Collarette: Empowering Patients in the Management of Demodex Blepharitis

December 4, 2025

Multimedia

(COPE Credit) Community Practice Connections™: Applying Advances in Neovascular Retinal Disease - Expanding Treatment Intervals & Enhancing Outcomes

Arshad M. Khanani, MD, MA, FASRS; Carl J. Danzig, MD, FASRS; Jennifer I. Lim, MD, FARVO

Multimedia

(CME Track) Neurotrophic Keratitis in Focus – From Early Recognition to Strategic Intervention

Jacqueline Theis, OD, FAAO; Cecelia Koetting, OD, FAAO, DipABO; Melissa Barnett, OD, FAAO, FSLS, FBCLA

Multimedia

(COPE Track) Neurotrophic Keratitis in Focus – From Early Recognition to Strategic Intervention

Jacqueline Theis, OD, FAAO; Cecelia Koetting, OD, FAAO, DipABO; Melissa Barnett, OD, FAAO, FSLS, FBCLA

Multimedia

(CME Track) Leveraging Rho Kinase Inhibition in Glaucoma Management — How Can Novel Treatment Pathways Impact Patient Outcomes?

Mitch Ibach, OD, FAAO; Jessica Steen, OD, FAAO

Multimedia

(COPE Track) Leveraging Rho Kinase Inhibition in Glaucoma Management — How Can Novel Treatment Pathways Impact Patient Outcomes?

Mitch Ibach, OD, FAAO; Jessica Steen, OD, FAAO

Video

Rapid Reviews in Retina™: Emerging Updates from Fall 2024 - Addressing the Wealth of New Data in Treatments for nAMD and DME

Diana V. Do, MD; Michael W. Stewart, MD; Paolo Lanzetta, MD; Dilraj Grewal, MD

In-Person Event

EnVision Summit

February 13-16, 2026

Multimedia

(CME Track) Expanding Horizons in Toric IOLs: Translating Technological Advances Into Improved Patient Outcomes

Rahul Tonk, MD, MBA

Video

(COPE Credit) Time Matters in GA: The Impact of Early Detection and Proactive Treatment Approaches

Laxmi V. Devisetty, MD; Rodney P. Coe, MD, MS; Majda Hadziahmetovic, MD; Xiao Yi (Ellie) Zhou, MD

$(COPE Track) The Neural Frontier: Mapping Neurostimulation Across the DED Patient Spectrum for Refractive Surgery$

Video

(COPE Track) The Neural Frontier: Mapping Neurostimulation Across the DED Patient Spectrum for Refractive Surgery

Zeba A. Syed, MD

Video

Practical Approaches to Modern Dry Eye Treatment and Management

Marc R. Bloomenstein, OD, FAAO; Cory J. Lappin, OD, MS, FAAO; Selina R. McGee, OD, FAAO

Video

(CME Credit) Time Matters in GA: The Impact of Early Detection and Proactive Treatment Approaches

Laxmi V. Devisetty, MD; Rodney P. Coe, MD, MS; Majda Hadziahmetovic, MD; Xiao Yi (Ellie) Zhou, MD

Video

(CME Track) Revolutionizing nAMD and DME Management: Collaborative Strategies in the Age of Durable Treatments

David S. Liao, MD, PhD; Chang Sup Lee, MD; Douglas Matsunaga, MD; Daniel Su, MD

Video

(COPE Track) Patient-Centered Treatment Strategies in the Management of nAMD and DME

Adrienne W. Scott, MD, FASRS; Justine Cheng, MD; Hong-Uyen Hua, MD; Sherrol A. Reynolds OD, FAAO, FNAP

Video

(CME Track) Visionary Approaches: Rethinking Therapeutic and Interventional Glaucoma Management

Rachel Simpson, MD; James Murphy, MD; Mary Qiu, MD; Jessica Steen, OD, FAAO

Video

(CME Track) The TED Perspective: A Multidisciplinary Approach to Thyroid Eye Care

Sara T. Wester, MD, FACS; Cecelia Koetting, OD; Sophie Liao, MD; Jennifer Murdock, MD

Video

(CME Track) Patient-Centered Treatment Strategies in the Management of nAMD and DME

Adrienne W. Scott, MD, FASRS; Justine Cheng, MD; Hong-Uyen Hua, MD; Sherrol A. Reynolds OD, FAAO, FNAP

Multimedia

(COPE Track) Expanding Horizons in Toric IOLs: Translating Technological Advances Into Improved Patient Outcomes

Rahul Tonk, MD, MBA

Video

(COPE Track) Revolutionizing nAMD and DME Management: Collaborative Strategies in the Age of Durable Treatments

David S. Liao, MD, PhD; Chang Sup Lee, MD; Douglas Matsunaga, MD; Daniel Su, MD

Video

(COPE Track) The TED Perspective: A Multidisciplinary Approach to Thyroid Eye Care

Sara T. Wester, MD, FACS; Cecelia Koetting, OD; Sophie Liao, MD; Jennifer Murdock, MD

Video

(COPE Track) Visionary Approaches: Rethinking Therapeutic and Interventional Glaucoma Management

Rachel Simpson, MD; James Murphy, MD; Mary Qiu, MD; Jessica Steen, OD, FAAO

Video

(CME Track) Clinical Consultations™: Framing a New Approach to Geographic Atrophy Management – Expert Insights into Recent Developments

Yasha Modi, MD; Carolyn Majcher, OD, FAAO, FORS

Video

(COPE Track) Clinical Consultations™: Framing a New Approach to Geographic Atrophy Management – Expert Insights into Recent Developments

Yasha Modi, MD; Carolyn Majcher, OD, FAAO, FORS

Video

(COPE Track) Collaborative Community Connections™: Mastering the Management of nAMD and DME Through Therapeutic Innovation

Veeral Sheth, MD, MBA, FASRS, FACS; Mark R. Barakat, MD, FASRS; Geeta Lalwani, MD; Xiao Yi Zhou, MD

Virtual Event

Collaborative Care Symposium

May 2-3, 2026

Effective positioning enhances practice success

Newsletter

Latest CME

(CME Track) The Neural Frontier: Mapping Neurostimulation Across the DED Patient Spectrum for Refractive Surgery

20th Annual Controversies in Modern Eye Care

(CME Track) Rapid Reviews in Retina™: Emerging Updates from Winter 2025 – Addressing the Wealth of New Data in Treatments for nAMD and DME

(COPE Track) Rapid Reviews in Retina™: Emerging Updates from Winter 2025 – Addressing the Wealth of New Data in Treatments for nAMD and DME

Living With X-Linked Retinitis Pigmentosa: What We Can Learn From a Patient’s Experience

Living With X-Linked Retinitis Pigmentosa: What We Can Learn From a Patient’s Experience

(CME Track) Collaborative Community Connections™: Mastering the Management of nAMD and DME Through Therapeutic Innovation

Navigating the Glaucoma Therapeutic and Surgical Landscape: From Conventional to Cutting-Edge

(COPE Track) Neurotrophic Keratitis: Multidisciplinary Approaches to Enhance Patient Outcomes

(CME Track) Neurotrophic Keratitis: Multidisciplinary Approaches to Enhance Patient Outcomes

(CME Track) The Neural Network: Exploring The Role of Neuromodulation in Dry Eye Disease Management

(COPE Track) The Neural Network: Exploring The Role of Neuromodulation in Dry Eye Disease Management

(CME Track) Toric IOLs Unleashed: From Technological Progress to Patient Success

(CME Track) Clinical Case Connections: Expert Insights on Applying Therapeutic Innovations in nAMD

(CME Track) Clinical Case Connections: Understanding the Impact of Advances in Treatment for DME and DR

(COPE Track) Clinical Case Connections: Understanding the Impact of Advances in Treatment for DME and DR

(COPE Track) Toric IOLs Unleashed: From Technological Progress to Patient Success

(COPE Track) Clinical Case Connections: Expert Insights on Applying Therapeutic Innovations in nAMD

(CME Credit) Navigating Pharmacological Presbyopia Treatment for Enhanced Patient Care

(COPE Credit) Navigating Pharmacological Presbyopia Treatment for Enhanced Patient Care

Neurotrophic Keratitis Insights: An Interactive Corneal Sensitivity Testing Workshop

(COPE Track) Small Mites, Big Impact: Revolutionizing Demodex Blepharitis Care

(CME Track) Small Mites, Big Impact: Revolutionizing Demodex Blepharitis Care

Rapid Reviews in Retina™: Emerging Updates from Spring 2025—Addressing the Wealth of New Data in Treatments for Neovascular Retinal Disease

Interventional Dry Eye: A Stepwise Treatment & Management Approach

(CME Track) Rapid Reviews in Retina™: Emerging Updates from Summer 2025—Addressing the Wealth of New Data in Treatments for Neovascular Retinal Disease

(CME Track) Community Collaborative Connections™: Optimizing the Collaborative Care of Neovascular Retinal Disease in a New Age of Treatment

(CME Track) The Evolution of MacTel Management: Integrating Neuroprotective Therapies Into Clinical Practice

(CME Track) A Forward Look at Anti-VEGF Therapies: A Paradigm Shift in Neovascular Retinal Disease Management

(CME Track) Collaborating Across the Continuum™: Best Practices in Patient-Centric Team Management of XLRP

Navigating Advances in Neovascular Retinal Disease: Translating Evidence to Practice in AMD, DME, and RVO

(CME Track) Beyond the Collarette: Empowering Patients in the Management of Demodex Blepharitis

(COPE Track) Beyond the Collarette: Empowering Patients in the Management of Demodex Blepharitis

Navigating Ocular Toxicities: A Multidisciplinary Roadmap for Managing Adverse Events in Targeted Cancer Therapy

Expert Perspectives on Technological Advances in Cataract Surgery

Expanding Treatment Options for Demodex Blepharitis: Patient-Centric Approaches to Therapy

Expanding Treatment Options for Demodex Blepharitis: Patient-Centric Approaches to Therapy

Burst CME™ Part 3: Initiating Early Intervention in Patients With Glaucoma Who Fail Pharmacological Therapy

(CME Credit) Community Practice Connections™: Applying Advances in Neovascular Retinal Disease - Expanding Treatment Intervals & Enhancing Outcomes

Interventional Glaucoma Treatment: Evolving Paradigms for Addressing Unmet Needs

(CME Track) Burst CME™ Part 1: Insights Into Glaucoma and the Need for Early Intervention

Interventional Glaucoma Treatment: Evolving Paradigms for Addressing Unmet Needs

Beyond the Collarette: Empowering Patients in the Management of Demodex Blepharitis

(COPE Credit) Community Practice Connections™: Applying Advances in Neovascular Retinal Disease - Expanding Treatment Intervals & Enhancing Outcomes

(CME Track) Neurotrophic Keratitis in Focus – From Early Recognition to Strategic Intervention

(COPE Track) Neurotrophic Keratitis in Focus – From Early Recognition to Strategic Intervention

(CME Track) Leveraging Rho Kinase Inhibition in Glaucoma Management — How Can Novel Treatment Pathways Impact Patient Outcomes?

(COPE Track) Leveraging Rho Kinase Inhibition in Glaucoma Management — How Can Novel Treatment Pathways Impact Patient Outcomes?

Rapid Reviews in Retina™: Emerging Updates from Fall 2024 - Addressing the Wealth of New Data in Treatments for nAMD and DME

EnVision Summit

(CME Track) Expanding Horizons in Toric IOLs: Translating Technological Advances Into Improved Patient Outcomes

(COPE Credit) Time Matters in GA: The Impact of Early Detection and Proactive Treatment Approaches

(COPE Track) The Neural Frontier: Mapping Neurostimulation Across the DED Patient Spectrum for Refractive Surgery

Practical Approaches to Modern Dry Eye Treatment and Management

(CME Credit) Time Matters in GA: The Impact of Early Detection and Proactive Treatment Approaches

(CME Track) Revolutionizing nAMD and DME Management: Collaborative Strategies in the Age of Durable Treatments

(COPE Track) Patient-Centered Treatment Strategies in the Management of nAMD and DME

(CME Track) Visionary Approaches: Rethinking Therapeutic and Interventional Glaucoma Management

(CME Track) The TED Perspective: A Multidisciplinary Approach to Thyroid Eye Care

(CME Track) Patient-Centered Treatment Strategies in the Management of nAMD and DME

(COPE Track) Expanding Horizons in Toric IOLs: Translating Technological Advances Into Improved Patient Outcomes

(COPE Track) Revolutionizing nAMD and DME Management: Collaborative Strategies in the Age of Durable Treatments

(COPE Track) The TED Perspective: A Multidisciplinary Approach to Thyroid Eye Care

(COPE Track) Visionary Approaches: Rethinking Therapeutic and Interventional Glaucoma Management

(CME Track) Clinical Consultations™: Framing a New Approach to Geographic Atrophy Management – Expert Insights into Recent Developments

(COPE Track) Clinical Consultations™: Framing a New Approach to Geographic Atrophy Management – Expert Insights into Recent Developments

(COPE Track) Collaborative Community Connections™: Mastering the Management of nAMD and DME Through Therapeutic Innovation

Collaborative Care Symposium

Trending on Ophthalmology Times - Clinical Insights for Eye Specialists

Ocular Therapeutix reaches target enrollment of 555 patients in SOL-R trial

4DMT and Otsuka Pharmaceutical partner on 4D-150 in the greater Asia-Pacific region

AAVantgarde Bio closes $141 million Series B financing round

Viridian Therapeutics submits Biologics License Application to FDA for veligrotug