A marketing plan that hinges on listening

Despite more than a decade of commercial availability, premium IOLs have not attracted their target audience, the patient-consumer who wants to see without glasses for most to all activities following surgery. According to Market Scope, market penetration has not gone beyond 10%…

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Branding: The Promise of an Experience


When we think about the term branding and what it means today, we need to first go back to its roots. Long before we had marketing terms such as brand equity, brand essence, and brand management, we had cattle—lots and lots of cattle. It became increasingly difficult for ranchers to keep track of the cattle they owned…

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SEO vs SEM: Which will serve you better?

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In 2012, JAMA published a survey involving 2137 people exploring their views on physician rating sites, and how influential those ratings were to them in selecting a physician. Of those surveyed, 19% considered a physician’s rating very important; 40% thought it somewhat important; and 41% thought the ratings not important…

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PREMIUM PRACTICE TODAY: Improving Patients’ Experiences


Focus on the interaction as opposed to the transaction.

Striving to improve patients’ experiences is a worthy goal for any practice and one that is perhaps even more meaningful in the competitive milieu of premium surgery. Exceeding the expectations of these typically demanding patients has clinical and practice management implications that are crucial to the ongoing success of any ophthalmic surgery practice aiming to increase its conversion rate…


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PREMIUM PRACTICE TODAY: My Way: Surgeon Profiles


The secret to my success.

Like a successful surgical plan, a winning strategy for practice management depends on the special something supplied by the lead surgeon. Call it the “surgeon factor” or the “X factor.” Either way, it is the element that makes one practice prosper while another suffers from its lack…


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