Abstract
Purpose :
Appropriate self-referrals are integral to the operational efficiency of specialty clinical practices. We analyzed the reason for self-referral and the end diagnosis in a large retinal specialty practice using a retrospective, correlational study.
Methods :
Using internal data from a large retinal specialty practice, Retina Associates of Cleveland, that utilized Google Search to target patients in 2022, a list was generated for retinal pathology terms used as google search topics and resultant diagnosis after consultation. The search topics terms included: Diabetes, Flashes/Floaters, Retinal Detachment Symptoms, Retinal Tear Symptoms, and Age-Related Macular Degeneration.
Results :
A total of 61 google search respondents were seen for consultation after asking for contact, and 53 (87% correct) were diagnosed with the same search subject. For Diabetes, 7 appointments were made, and 5 resulted in a diabetes-related diagnosis (71% correct). For Flashes/Floaters, 36 appointments were made, and 35 resulted in a corresponding correct diagnosis (97% correct). For Retinal Detachment symptoms, 11 appointments were made, and 10 resulted in a corresponding correct diagnosis (91% correct). For Retinal Tear symptoms, 1 appointment was made, resulting in 1 correct diagnosis (100%). Finally, for Age-Related Macular Degeneration, 5 appointments were made, and 1 was the correct diagnosis (20% correct).
Conclusions :
This targeted internet search campaign resulted in a high rate of appropriate patient self-referrals to diagnosis after communication with patients and consultation. It appears that the internet search subjects with symptom-related topics had much higher rates of appropriate consultation compared to the advertisement search subjects with disease-specific topics. Further research can be performed to determine the structure of future marketing campaigns to decrease inappropriate self-referrals.
This abstract was presented at the 2023 ARVO Annual Meeting, held in New Orleans, LA, April 23-27, 2023.