Case Study: Searching for the Perfect Ophthalmology PM

The right practice management (PM) software can help you optimize your billing, attract new patients, and ultimately boost the bottom line for your practice. The wrong PM, on the other hand, can do exactly the opposite, costing you wasted time and preventing you from achieving your practice goals.

The stakes are high, so choosing the right PM is something to approach with caution and patience.

With that in mind, we reached out to Melissa Ciccarelli, Practice Administrator at Dell Laser Consultants in Austin, Texas. Melissa recently completed the daunting process of finding and implementing a new practice management system at the Austin-based clinic she has managed for nearly two decades.

In this Q&A, Melissa tells us how she tackled the job, and what she learned along the way that might help others considering a similar process.

‍The bold text below indicates questions from the Revival Health Blog’s writers, followed by Melissa’s responses. This interview has been edited for clarity and length.

‍Can you tell us about the practice you’re with, and your role there?

Our practice is Dell Laser Consultants, and we're located in Austin, Texas. We have two locations with six providers, and we’re a mix of MDs and ODs. Our primary focus is premium cataract and refractive surgery and over the past year we’ve expanded our offerings to include interventional glaucoma.

I've been here for almost 20 years as the practice administrator. I oversee the daily operations, planning, compliance, and technology integration. My role also involves optimizing our workflows, managing financial performance, and supporting our team to make sure we’re consistently delivering the highest level of care to our patients.

‍You recently implemented a new practice management (PM) software system. Can you tell us about your old system, and explain what prompted you to look for a new one?

For quite a while we were using MDOffice. And although MDOffice was good initially, as the practice continued growing, our needs became more complex. I realized it lacked the flexibility and advanced capabilities required to keep up with our operations.

In particular, I needed more robust data analytics and customizable reporting features to track KPIs and make more informed decisions for the practice. I needed a system that could better integrate with our clinical and financial processes, streamline scheduling on all the different platforms we use, and provide more actionable insights into practice performance.

What were the limitations you were running into with your system back then?

Running a premium cataract and refractive practice, I need specific reporting analytics that simply were not available in MDOffice. Detailed analytics specifically around my referrals and lead conversions is critical to understanding how patients are finding out about our practice and where we should continue to invest our marketing dollars.

In my practice, provider efficiency is a critical component of our success. I need to understand how efficiently each provider is performing, how they’re converting consultations to surgeries, time spent per patient, and overall productivity.

Because MDOffice didn't provide a lot of these metrics, I was having to run reports with MDOffice, and then take that data and transfer it over to an Excel spreadsheet. This manual process was just too much work for me, too much busy time. Especially when I knew that these analytics existed in other platforms.

‍So you’re wrestling with Excel spreadsheets and creating reports from scratch! How much time do you think that was taking out of your week?

Oh, far too much! At least 20% of my time every week, nearly a full day’s worth, was wasted on that. I should have been able to easily go to my PM system, isolate a specific CPT (current procedural terminology) code, find my payers, know exactly what my allowables are, and pull out every type of revenue report that I want.

Instead, I was there in the trenches with these spreadsheets, and it was just not an efficient way to run a business. Aside from the time inefficiencies, manually processing my data left too much room for error

‍So you needed new reporting capabilities. What else were you looking for?

Well, technology has advanced a lot since we implemented our last PM. All of these wonderful and amazing products were developed over the last few years.

For example, when we started using MDOffice, our lead management software, MDprospects, was still in its development phase, so the idea of potentially integrating with it wasn't even on the horizon. And two-way texting for communicating with patients — that wasn't really on the horizon back then either. I wanted a system that could support self-scheduling, and one that would allow AI-assisted patient engagement tools. Without those capabilities, we were missing opportunities to convert leads.

We needed access to these technologies, not only to keep up with our competitors, but because in a tech-savvy city like Austin, Texas, our patients demand it.

‍What other features or criteria did you need?

I wanted to make sure that the new PM system included a fully interactive patient portal, so patients could view their medical information on demand, securely communicate with our team, request prescription refills, and manage their care without having to call the office. Patient access is so important, and providing a self-service experience improves the overall patient experience.

We also wanted to make sure our clearinghouse was fully integrated with our new system. This feature allows faster claims submissions, fewer errors, and improved revenue cycle efficiency.

The other thing that was really important was good customer support. In a fast-paced clinic, we needed to be able to reach out when we had questions. Our two top choices, Modernizing Medicine (ModMed) and Nextech, actually provide online user groups of members that help troubleshoot, answer questions, and give advice.  

‍So you were able to narrow your choices down to ModMed and Nextech. Did that happen quickly, or did you consider a whole range of others?

We considered a lot of the big names, but as we were looking through them, we wanted to find something that was specific to ophthalmology. And so it didn't take us very long to narrow it down to those final two.

Even so, it wasn’t a quick decision. We spent six months reaching out to colleagues, other practice administrators, and other practices who've had success with both of them. Then we did all of the different demos, including a deep dive into the reporting that was available.

But then, even after we'd made that soft decision, we still gave it another three months just to make sure that all of our questions had been answered.

‍What did the implementation process look like?

Once we made the decision to move forward with ModMed, it was a very thorough implementation process. ModMed gave our team access to training modules, an online library with manuals, FAQ sections, and troubleshooting guides, and we had multiple interactive online sessions with their trainers. Each team, from technicians to front desk to billing, went through their own dedicated training program. It was very thorough. We had access to a sandbox environment, which is essentially a practice version of the system, allowing our staff to interact with the software and test different features before the “go-live” date.

In my opinion, one of the more valuable aspects of the implementation process was the on-site support specialist provided during the first week. Having someone physically present in our office to help my team navigate this transition was a game changer for their stress levels and confidence.

‍Did you run into any catastrophes along the way or any serious friction?

No, because we really did our due diligence and did not rush into a decision. I think that's probably the most important thing to do. That said, I think the most challenging part of this transition was the data migration process. Transferring years of patient records is an incredibly complex task, requiring more adjustments than I was prepared to handle.

I’m thankful ModMed had a dedicated data migration team that specialized in the issues we encountered and they worked closely with us to ensure accuracy while minimizing disruptions to our overall operations.

‍If you were talking to a practice manager considering a similar transition, what advice would you give them?

I think the number one thing to do is to talk to your team members who are closest to the system and get their input. Make a wish list. If you could design the perfect PM system from the ground up, what would it include?

No system is going to check every box, but if you can find one that delivers on three or even four of your top priorities, you’re in a strong position. The key is to identify non-negotiables. Which features are absolutely essential, and the reason you’re considering this transition in the first place?

Ask questions. What are the biggest pain points in your current system? What’s slowing your team down? Assess your current needs. What tools would improve your efficiency as an administrator? What features could enhance your practice’s patient experience?

Think about staff efficiency. What features could reduce redundant tasks and eliminate bottlenecks for your team? What tools could improve their daily workflows?

Once you’ve outlined your priorities, go into the process knowing this is a massive undertaking and patience is key. Transitioning to a new PM system is like putting together a giant jigsaw puzzle, but the pieces don’t have any color on them at first. It takes time, trial and error, and a lot of effort from your team.

But if you’re willing to do the work up front, ask the right questions, and commit to a structured implementation, it will be well worth it in the end.