You are currently reading part two of our two-part series titled, "30 Years and Counting - A Conversation with Dr. Jim Marbourg." If you missed part one and would like to read it now, please click here. After a nationwide search, Dr. Deborah Alexander was hired out of Texas and became the first surgeon at OECC. "Most of the surgeons we approached didn't think we would be successful," noted Marbourg. "We hired Dr. Alexander as the first surgeon for our center due to her exemplary bedside manner and focus on positive outcomes for the patients. She was the right choice for the job." After hiring Dr. Jeff Kegarise as the first Center Director, the stage was set for what would be OECC's first full year in operation and, statistically speaking, many believed the odds for success were slim. "We were told the statistics of the Alabama Academy of Ophthalmology said that the average 'mom and pop' ophthalmology practice, which means one doctor and staff seeing routine eye care patients, performed about 150 cataract surgeries per year," recalled Marbourg. "The first year the center was open we did between 600 and 700 cataract surgeries.
"Every expectation was exceeded during that first year," said Marbourg. "We achieved the goal of giving referring doctors reassurance that their patients would be returned to them once their patients had received the needed care. We were not going to do routine eye care. There was no reason to call a patient back. We had about 35 referring doctors at that time. We did well and have grown every year in the 30 years since." Driven by its core principles, OECC continued to thrive and grow and would reach a landmark milestone in September of 1992 when Marbourg became Center Director. "I had two optometry practices of my own at that time and turned them over to my wife, who is also an optometrist," said Marbourg. "I told her I thought I'd do it for a couple of years just to make sure our centers continued to grow, and then I would more than likely return to private practice. (Laughs) She's still waiting on me to return to private practice." Now with 10 locations spread throughout the state of Alabama, one might expect a sense of pride from the growth of the business to be something Marbourg and the founding members hang their hats on, but when asked what he is most proud of, Marbourg offers the following answer. "The success of the model is what I'm most proud of," noted Marbourg. "The success of our core principles. The quality of what we did that was desired by other locations throughout the state and that is why we grew. "The quality of care, the continuity of care, and the core principles have all been the basis of our success and this includes the advisory board, which is passionate about the success of the model." Over the last 30 years, the staff, location, and even the business name have changed, but the foundations established back in 1984 have continued to guide the company with patient care serving as the proverbial north star. In 2001, Omega Health Systems was split up and the Birmingham and Tennessee OECC operations were acquired by Eye Health Partners and in 2018, Eye Health Partners partnered with SouthEast Eye Specialists based out of Chattanooga. Reflecting back on the last 30 years and looking into the future, Marbourg states, "Our first part of the story is the current part of the story. That's why I think we have been successful. We aren't known for selfish reasons. We didn't start this for financial reasons. It was done for service reasons and I believe we have stayed true to the story." Dr. Wendell Bedsole and Dr. Tim Nichols, both long-time partners of VisionAmerica, echo the sentiments expressed by Marbourg. "VisionAmerica co-management has been good for my patients, good for me, and good for VisionAmerica. It's a win, win, win," notes Bedsole. "Surgeons at VisionAmerica provide superior care and save patients thousands of miles on the road by co-managing. It has given me the means to provide the highest quality of care in the most efficient manner." Adds Nichols, "VisionAmerica continues to fine-tune the art of referral management. Like in a relay race, the handoff must be clear and precise. I like knowing the path each referral takes, what happened. Combine that with great patient care that supports me and my practice and you have the most satisfying collaborative network possible." The future of the vision cast in 1984 is bright and will only be amplified by the recent partnership with SEES. Looking ahead, VisionAmerica Regional Executive Director of Alabama, Dr. Paul Batson, stated, "Our goal is to continue to expand our support of optometry in the state of Alabama and our partnership with SEES allows us to dream bigger than ever before. I am thankful for Dr. Marbourg and the other doctors that laid the groundwork for the bright future ahead."
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August 2019
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