Homeward Bound

Homeward BoundThe future of educating patients.

When we look closely at the factors that influence the demand for eye care services, we tend to focus on the content of what is being offered (eg, description of a procedure or type of prescription, discussion of outcomes, and costs). We could classify the content as the what part of the communication process with patients. The method of counseling patients rarely includes the how component; we tend to consider our methods of communication only as an afterthought…

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How Perceptions of Money and Pricing Influence Demand for Refractive Surgery

How Perceptions of Money and Pricing Influence Demand for Refractive Surgery

The realm of elective medicine has created a unique opportunity as well as placed a significant burden on the ophthalmic surgeon who performs refractive surgery. Collecting money directly for a medical procedure requires the refractive practice to be skilled in retail as well as clinical care…

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Future Growth in LASIK: Understanding and Reaching Generation Y

Future Growth in LASIK: Understanding and Reaching Generation Y

Since its commercial introduction to the US in 1995, Laser Vision Correction has evolved significantly in terms of technology and technique. Today, refractive surgeons agree that the procedure now available to consumers, called the iLASIK™ procedure(the combination of the Advanced CustomVue® Procedure and the IntraLase® Method of flap creation), is far superior to the technology and technique used in the first years following the initial FDA approval…

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Closing the Gap in Refractive Surgery

Closing the Gap in Refractive Surgery: How Financing is Perceived by LASIK Patients and Providers

In its first decade, LASIK eye surgery has emerged as a viable alternative to corrective lenses for 5 million people(8% penetration as of Q1 2006). With over 700, 000 adults having refractive surgery in 2005, one would expect that “word-of-mouth” marketing by itself would spur the market to grow rapidly in consumer acceptance. What the industry has seen, however, is a flattening of consumer demand over the past 5 years, a phenomenon which coincided with lower prices being offered by select providers in a attempt to stimulate market growth…

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Top 10 Marketing Mistakes by Refractive Surgeons

Top 10 Marketing Mistakesby Refractive Surgeons

1. Surgeon-centric vs. Patient-centric Most medical practices are designed for the convenience of the doctor rather than the customer. In refractive surgery, a major symptom of this problem has been the attempt to differentiate based on technology (important to the surgeon) rather than on the benefits of the procedure (important to the customer)…

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