The Telephone: Friend or Foe?

The Telephone: Friend or Foe?First impressions can make or break you.

In a high-end service business like refractive surgery, there is simply no substitute for face-to-face, in-person communication between the provider and the customer. If practitioners could entice all the consumers interested in refractive surgery to meet them in person, many more procedures would likely take place…

Download the full article


The Business of Branding

The Business of BrandingLASIK surgeons can learn from the cattlemen’s lore.

“It is not enough to appeal to reason and logic, we must also appeal to the emotions. ” — Aristotle Have you ever wondered why you instinctively purchase an item that costs more than another similar one, simply because you like it better? When you evaluate them side-by-side, you can see objectively that the composition is the same. But for some inexplicable reason, you prefer one to the other and come up with all sorts of reasons as to why it’s better. Well, that’s what branding is all about: emotion…

Download the full article