Marketing survey finds patients willing to pay more for premium lenses

WAILEA, Hawaii — Preliminary data from a market research survey show consumers are willing to pay more for premium channel IOLs, according to a presenter here.

Shareef Mahdavi

In a presentation added to the end of the comprehensive ophthalmology section of Hawaiian Eye 2009, Shareef Mahdavi shared preliminary data he has collected as part of the Premium IOL Consumer Price Survey, which is being supported through a research grant by Bausch & Lomb.

According to Mr. Mahdavi, one of the key findings of the research is that it refutes the notion that cataract surgery patients are not willing to pay extra for premium lenses. In fact, his research shows that even though 72% expect to pay less than $1,000 out of pocket extra per eye for premium lenses, more than half "would be willing to pay more than $1,000 per eye for a better outcome."

His research also shows that more education is needed to correct current perceptions tying premium lens surgery to traditional cataract surgery. There is a clear demand and willingness to pay more for better quality vision, and functional vision holds the strongest appeal to getting premium lenses.

Mr. Mahdavi said he will be sharing his final report in a presentation at the American Society of Cataract and Refractive Surgery meeting in April.