Optometrists Beware of Marketing Traps That Are Illegal In Your State
Certain manufacturer-created marketing schemes may seem very financially attractive to the manufacturer, the optometrist, and even the patient. But the legal test is neither the relative effectiveness nor the financial attractiveness of the marketing scheme. State professional conduct laws rest on the basis of whether the professional duty owed by the optometrist to the patient is compromised by the intrusion of loyalty to some third party, usually a loyalty based on some financial consideration of which the patient may or may not be aware. Such a divided loyalty is considered the antithesis of a health care professional’s duty to his or her patients.
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