The Market Has Moved

The Market Has MovedIn order to ensure that LASIK becomes a fixture and not a fad, surgeons must bring “high touch” into balance with “high tech. ”

Many refractive surgeons I encounter are befuddled by the market’s lack of growth in procedural volumes over the past several years. Having recently moved across town to a new house, I find myself in a daze that I think is similar to the confusion these surgeons feel. The day to-day activities are the same, but I’m starting from a different location, which can be unsettling. I think of the current refractive surgery marketplace in the same way. With 2 consecutive down years now behind us, it’s clear that the refractive market has moved to a new address…

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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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Barriers to Patient Acceptance

Barriers to Patient AcceptanceWe’re managing the wrong issue.

Two emotions that drive human behavior are greed and fear. When it comes to LASIK, the factors that drive patient decision-making can also be boiled down to two: price and fear. Over the past 20 months, the industry has been obsessed with trying to manage the price issue: “If I drop my price, won’t more people come to have LASIK?”“How does she make money offering LASIK at such allow price?” “His volume is tanking because his fees are so high. ” You recognize these hallway discussions at shows and meetings. It appears we’ve been discussing the wrong issue. Can you imagine if those same hallway conversations were sprinkled with: “Wow! Did you see his new patient brochure? Incredible!” “That informed consent was the best I’ve ever witnessed. ” “His staff not only answers questions, they ask patients what they’re afraid of. ”These scenarios are probably difficult to imagine, mainly because eye care professionals are not trained in the art of communication. Some physicians and staff members have an ability to empathize, listen, and respond in away that builds trust and confidence in the prospective LASIK patient. Others simply do not have this ability and either delegate the task or ignore it altogether, hoping that the photocopied brochure and poorly produced “Dear Patient” letter will provide interested patients with valuable information. This has been proven a mistake…

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