Finding the Antidote to Low-Priced LASIK

Finding the Antidote to Low-Priced LASIKIt’s time to rediscover the meaning of adding value.

For several years now, my monthly column has been battling the notion that low-priced LASIK could restore or revitalize interest among consumers to undergo the procedure. Most providers who have tried to grow their business through a lower price point have failed entirely or have succeeded only in robbing patients from other providers…

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Retail Pricing in Refractive Surgery Part II

Retail Pricing in Refractive Surgery Part IIHow discounting has hurt physician providers.

Last fall, I detailed how trends toward lower retail pricing in refractive surgery had thus far failed to expand overall demand for LASIK procedures at the consumer level. This article aims to quantify the impact that price discounting has had on the short-term financial health of refractive surgery providers in the US market…

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Retail Pricing in Refractive Surgery

Retail Pricing in Refractive SurgeryLower prices have failed to boost market demand.

Since the first FDA approval of refractive surgery in late 1995, there has been a great deal of debate over the pricing issue, and many providers have assumed that price is the key factor in a prospective patient’s decision-making process. Implicit in this assumption is a belief that, the less something costs, the more of it you will sell…

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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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The Perils of Price Advertising

The Perils of Price AdvertisingCheaper is not better.

I get nauseous every time I see or hear an ad for LASIK that talks about the price: “Call now for our$699 special, ” or, “For a limited time, you can get both eyes treated for the price of one, ” and so on. It’s hard to think of this incredible procedure being bandied about in the same fashion as mattresses, long distance phone service, and fast food…

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