herzig eye institute - The Canadian Business Journal

HERZIG EYE INSTITUTE
www.herzig-eye.com
CBJ
HERZIG EYE INS
Visionaries with High Definition V
HEALTHCARE
STITUTE
Vision… and Focused on Growth
4
HEALTHCARE » Herzig Eye Institute
It is often said that a person’s eyes
are the most precious of all human
senses – your very own window
to the world. If a picture is worth a
thousand words, the ability to see
that same beautiful imagery brought
into clear focus through advanced
laser eye correction surgery can be
summed up in three words: Herzig
Eye Institute.
been in practice for a number of years and was
already widely known as a pioneer within the
industry while Tabb had been working as an
executive with a U.S. company that was organizing to be first in laser vision correction in the US.
Her partners sent her to Canada to find the best
surgeon to train their U.S. surgeons while the
Food and Drug Administration was approving the
new excimer laser technology.
In 1994, Tabb had her eyes treated (albeit by
another surgeon) and determined that Dr. Herzig
AS THE ACKNOWLEDGED trendsetter in laser
vision correction and cataract surgery, Herzig
would be the ideal candidate to train U.S. surgeons.
“Dr. Herzig was the perfect to train our sur-
Eye Institute (HEI) was co-founded in Toronto
geons because of his surgical competency,
by Dr. Sheldon Herzig and Cherry Tabb in 1996.
compassionate and ethical manner,” says Tabb.
Prior to meeting one another, Dr. Herzig had
When the American company was acquired by
OCTOBER 2015 « The Canadian Business Journal
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TLC in 1996, Tabb and Herzig decided to go into
been performed for patients from all over
business together and co-founded the Herzig
Canada, 42 states in the US, and more than 23
Eye Institute. As co-founders with common
countries. HEI has built a world-class repu-
values, they found a unique combination of their
tation, resulting in exceptional outcomes far
individual talents of medical and business exper-
above industry standards. They say it’s because
tise. Tabb says, “We make the brand promise of
they match the right procedure with the right
giving people their best vision. Both are passion-
patient. Patients are treated with technology
ate about innovations that improve quality of life.
like I-Design, femto-phaco laser cataract sur-
Without hesitation, Tabb attributes their impres-
gery, or the new Symfony intraocular lens to
sive success to their competent and dedicated
achieve their best vision with the added benefit
staff. “Without our like-minded, conscientious
of improved night vision and getting rid of read-
staff of nurses, doctors, surgeons, we wouldn’t
ing glasses.
have the reputation or the happy patients. They
make us who we are.”
Over the past 20 years, thousands of LASIK,
Laser Cataract, and refractive procedures have
For Dr. Herzig and Tabb, providing excellent
care and compassion to each patient is always
their top priority. It’s an atmosphere of safety
and comfort that helps patients know they are in
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HEALTHCARE » Herzig Eye Institute
Cherry Tabb and Dr. Sheldon Herzig
good hands. And that confidence is appreciated
our other surgeons treat the patients and once
by many optometrists and ophthalmologists as
we’re satisfied with the outcome, we return them
well, demonstrated when they send their patients
to their referring physician or optometrist and
for treatment. “Particularly with the optom-
there is ongoing care between the two of us.”
etrists and non-surgical ophthalmologists it’s a
“I always aim to try and find ways to reduce
co-managed care,” Dr. Herzig tells us. “They will
patient waiting lists and to provide eye care in
provide information about the patients and we
a more patient-friendly environment. I look for
obviously do our own consultation. I, or one of
ways to combine private and public healthcare
OCTOBER 2015 « The Canadian Business Journal
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so that it’s affordable while at the same time hav-
efficiencies and frugal innovations because we
ing benefits of being treated in a private centre,”
have to. These procedures do not have to be
Dr. Herzig says.
done in hospital. In a climate of cost cutting a
HEI is the largest unfunded laser vision cor-
rationing of services, it just makes sense for the
rection and cataract centre in Canada, with no
ministries of health to embrace and fund spe-
government funding for cataract surgery (several
cialty centres like ours to help alleviate some of
large competitors are funded). In fact, in what
the burden,” she explains. “We have tried several
amounts to a complete reversal, it is Herzig that
times to obtain government funding for cataract
has effectively subsidized the government by
surgeries, offering services at lower cost, while
doing cataract surgeries without reimbursement
maintaining high quality.” Our biggest hurdle has
for facility fees. Tabb says they subsidize those
been overcoming the negative biases related to
surgeries from private pay procedures like Lasik.
funding private facilities.”
“We are an example of how private health-
Until funding happens, Tabb and Herzig are
care, when done properly and transparently,
committed to fulfilling their mission. For now,
could actually help to alleviate burden on the
their services are for patients who are willing and
healthcare system. It forces us to be focused on
able to pay for advanced technologies. They are
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HEALTHCARE » Herzig Eye Institute
careful to point out that their patients are never
“They are balancing that level of frustration
charged for services that are covered by province
with fear,” he mentions. “Almost all of them know
health insurance programs.
of people who’ve had it done and are very happy,
The overwhelming response from people
so before they even come in their fear level is
who have had one of Herzig’s High Definition
down. Even on the day of surgery there is a tre-
Vision procedures is that they wonder why they
mendous level of anxiety with some patients, and
waited so long to have it done. While it is only
rightfully so, because it is a surgical procedure. In
natural to have a certain level of anxiety about
the consultation process we are very frank about
following through on such an important deci-
what the risks are and the bottom line is that with
sion, Dr. Herzig aptly notes that there has to be
the proper procedure the risk is very minimal.”
a relatively high level of frustration for people to
Laser eye surgery is becoming more main-
want to take action in the first place and advance
stream as the comfort level increases due to the
to the stage where they want to set up a consul-
exceedingly high success rate of touted by happy
tation meeting.
patients. The quality of treatment has always
OCTOBER 2015 « The Canadian Business Journal
9
been excellent, but new technologies have made
can be confusing for some people when we tell
it that much better and more refined over the
them it’s not the best solution for them. There is
last 15 years. In the past, it was far more about
something better. It’s that lack of understanding
being limited in terms of who could be treated,
about the process and other safe alternatives that
as opposed to safety concerns. Nowadays, the
are often recommended when Lasik isn’t optimal.
availability of new procedures extends far beyond
This is why we don’t skimp on the consultation.
LASIK with other types of refractive surgery that
We provide a thorough, complimentary consul-
can be utilized to treat more difficult patients.
tation so we know definitively what procedure
The awareness level from the general public is
will be safest and provide the optimal results,”
that more and more people are choosing to get
Tabb adds.
out of their glasses and contacts and there is a
growing desire by others to do the same.
“One of the differentiation points that I believe
“Obviously the surgeon is important but it’s
how you deliver that care that is just as important,”
Dr. Herzig adds. “When you walk into our office I
we have is that we’re not a one-stop shop. You
think you immediately feel comfortable. It’s very
have a lot of people either popping up or who
nicely designed, but not over the top. Our staff is
have been around for a long time that may do just
trained to make the patient come first and really
Lasik or just laser vision correction and so they
make them feel comfortable from the moment
may have a less complete and thorough way of
they are greeted at the door until the time they
making evaluations because they don’t have all
meet me or one of the other surgeons.”
the tools in the tool chest to provide a treatment
that is best for the patient,” Tabb says.
Both Dr. Herzig and Tabb emphasize the
Both Dr. Herzig and Tabb work on a combined approach where surgeons are not put
in a position of discussing costs or payments.
importance of the patient understanding what
They are left to do what they do best – and that
treatment procedure fits them the best in order
is to provide patients with much better vision
to yield the best results. The medical team have
than they had prior to walking through the front
an assortment of options, and they will ensure
doors. A key element for HEI is that their business
the very best method is used for each individual.
decisions are driven by their clinical decisions
Among the procedures available include: Laser
and they successfully manage to deliver a per-
Vision Correction (LASIK or PRK), Refractive Lens
sonable boutique-level of service.
Exchange (RLE), Intraocular Collamer Lens (ICL),
“We have a retina program as well that is
treatment for presbyopia (loss of reading vision),
strictly government funded but the point is that it
Laser Cataract Surgery, Retina and Cornea con-
reinforces not only our safety and how we treat
ditions, and Dry Eye.
patients but it really focuses on making sure that
“Lasik is the most commonly known term but
we’re taking into consideration the whole eye.
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HEALTHCARE » Herzig Eye Institute
“Following my recent cataract surgery, I wanted to write and thank you for taking
such good care of me. It’s great to be able to see clearly again. I had heard many
good things about the Herzig Eye Institute and was very impressed with the efficiency of your operation and the quality of service provided by your staff. What you
and Cherry have created is a credit to you both and I congratulate you on all that you
have accomplished over the years in both Canada and internationally.”
— Isadore Sharp, Founder, Four Seasons Hotels and Resorts
We don’t put patients at risk. We’re focused on
do that during down economic times having
eliminating risk and helping people to see their
gone through various market research cycles
best is a very sacred responsibility. Without being
where they’ve targeted a certain area for expan-
able to see properly, you can’t read or drive or
sion but then pulled back because of a recession.
play sports. We see it as a tremendous responsi-
Part of intelligent business decision-making is
bility improve or preserve their vision and regain
knowing when to make a move and when to
their quality of life,” Tabb says. “We insist that
bide your time. As far as expanding to multiple
compassion and timely care must always be
sites, that is definitely “on the drawing board.”
the standard and not the exception to the rule.
We’ve spent 20 years developing a brand and a
Ultimately, it’s the surgeon being able to deliver
service model that is known for quality. It’s time
the results to the patient and the patient knowing
to unlock that value.”
they made the right choice in coming to Herzig
Eye Institute.”
With an eye to the future, Dr. Herzig and
“The industry is very ripe for consolidation,”
Tabb says. “You have a couple of large corporate players and you have other independent
Tabb want to continue to grow HEI as a Centre
surgeons that may be getting on in years, need
of Excellence that will enhance the already well-
exit strategies and are exhausted by the constant
established brand and have it expand in the form
need to refresh technology.”
of additional sites. They have been reluctant to
“We are poised, now, with a well established
OCTOBER 2015 « The Canadian Business Journal
11
brand and service model to grow. We just have
and the final results far exceeded their expecta-
to find the right moment and the right partners,”
tions. Tabb said, “One of my favourite business
Dr. Herzig says. “It’s challenging. Aside from the
icons is Isadore Sharp, founder of the Four
economics, maintaining the quality of the brand is
Seasons Hotels. He influenced our thinking so
paramount. You have to find the right doctors and
much regarding our service model at Herzig
surgeons in the right area. When you are expanding
Eye Institute. Treat people like you want to be
like that you don’t want to lose the quality.”
treated and surprise and delight them with ser-
HEI has built an incredibly strong direct-toconsumer brand with an ingrained philosophy
that a well-educated patient, who knows what
vice beyond their expectations. That is a standard
we aspire to each and every day.”
One of the highlights of both Tabb and
their complete menu of options are, is important
Herzig’s career was having the opportunity to
step No. 1. At the very core of their services, it’s
take care of Mr. Sharp and restore his vision. To
about helping people and improve their quality
their delight, Mr. Sharp, wrote a letter to Herzig
of life with minimal risks involved.
that Tabb proudly hangs in her office. CBJ
“We’ve been a gateway into North America
for new technologies in the field of ophthalmology that help people achieve their best vision,
whether it’s getting rid of their glasses or contact lenses, reading glasses, cataracts, or even
their dry eye symptoms. We were first to offer
Lipiflow, which treats dry eye symptoms that
bother so many people. “One of our biggest
challenges is correcting many of the myths that
are out there that are perpetuated by healthcare
providers themselves,” Tabb says. “Every day I
say to someone curious about what we do, “Yes,
we do LASIK, Yes, we can help you get rid of your
reading glasses, your bi-focals, and your cataracts.
Let us educate you and let us help you.”
There is no greater endorsement for how
a company is performing than from the clients
who have been serviced. Time and time again,
Herzig Eye Institute turns out not only satisfied
patients, but people who say their experience
www.herzig-eye.com
GEORGE MEDIA
NETWORK
AS SEEN IN THE OCTOBER 2015 ISSUE OF THE CANADIAN BUSINESS JOURNAL
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