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Article
January 1997

A Tactical Response to the RAND Study

Author Affiliations

Belvedere, Calif

Arch Ophthalmol. 1997;115(1):132. doi:10.1001/archopht.1997.01100150134032
Abstract

I read with anticipation Dr Javitt's editorial1 concerning the professional quandary in which contemporary ophthalmologists now find themselves, hoping he might shine a bright light on a previously ignored avenue. And, in truth, he did point the way by highlighting the disparity between the need for services from a public health perspective and the current demand. I believe, however, more detailed directions are required.

By emphasizing the need for increased ethical marketing of eye care Dr Javitt takes us down a blind alley. What is the product of Dr Javitt's proposed education campaign? Surely, a population more keenly aware of the benefits of timely eye care but frustrated to find that these benefits are beyond their reach.

It is clear that Dr Javitt is trying to show us that the path to a brighter future lies not in beggaring thy neighbor but in expanding the total market, so that

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