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The Ophthalmologist / Issues / 2026 / February / Doctors, Industry, and the Uneasy Art of Collaboration: Is It Worth It? / Notecards
Business and Entrepreneurship Insights Opinions

Doctors, Industry, and the Uneasy Art of Collaboration: Is It Worth It?

Doctors and industry need each other more than ever, yet collaboration can still feel clumsy and transactional

By Bernie Ursell 2/3/2026 3 min read

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article Full Article subject Summary summarize Notecard

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1

Advisory board meetings often lack clarity and purpose.

2

Many clinicians feel skeptical about vague invitations.

3

Proper collaboration can improve insights and patient care.

4

Clinicians see firsthand the needs of patients.

5

Well-structured engagements are vital for meaningful conversations.

6

Collaboration should treat doctors' time as valuable.

7

Poorly designed relationships risk eroding trust.

8

Intentional collaboration can lead to better outcomes.

About the Author(s)

Bernie Ursell

Bernie Ursell is Managing Partner at ArtiaCo. and a senior consultant in ophthalmology and medical communications, with over 30 years’ experience working with clinicians, industry, and global eye-health organizations on education, engagement, and strategy. She can be reached at b.ursell@theartiaco.com

More Articles by Bernie Ursell

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