Who Is the Competition?

Who Is the Competition

Last month’s column focused on the need to differentiate your services as a LASIK provider in order to successfully compete in the refractive surgery market. This position implied that other providers are the LASIK surgeon’s main competitors. Now, let me turn the tables on you, and say that your competition is not other providers at all, but actually prospective LASIK patients…

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Dare To Be Different

Dare to Be DifferentIs all LASIK created equal?

There’s a problem with how LASIK is being perceived by the public. It’s gone from being thought of as a miracle to becoming a generic commodity product. It seems like providers have been “dumbing down” the benefits and risks of the procedure to the point where the public thinks LASIK is the same procedure no matter who performs it…

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Ready! Fire! Aim!

Ready! Fire! Aim!Where’s the mark in your marketing?

To the ophthalmologist, one of the most positive aspects of LASIK surgery is that there are so many people who could benefit from the procedure, a number approaching one-half of the total population. It’s a big number, and it has become a great source of frustration for providers who wonder why more people don’t elect to undergo the procedure. There are many answers to this question, but let’s limit this discussion to one factor that you can control: a lack of targeting…

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Ready! Fire! Aim!

Ready! Fire! Aim!Where’s the mark in your marketing?

To the ophthalmologist, one of the most positive aspects of LASIK surgery is that there are so many people who could benefit from the procedure, a number approaching one-half of the total population. It’s a big number, and it has become a great source of frustration for providers who wonder why more people don’t elect to undergo the procedure. There are many answers to this question, but let’s limit this discussion to one factor that you can control: a lack of targeting…

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The Technology Trap

The Technology TrapMarketing your technology is risky business.

Technology. Just hearing the word conjures up images ranging from The Jetsons and the electronic pet, Meow-Chi (one of my child’s new toys), to the wonders of genome sequencing and nanomuscle motors. Technological innovation has kept millions of us enthralled with the newest, the neatest, and the next…

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