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Raise the BAR in marketing refractive procedures, surgeons told

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NEW ORLEANS — There are 60 million potential LASIK candidates, and more than 80% of them would like not to wear glasses or contact lenses, said a marketing consultant speaking here.

“So if that’s the case, why do we have less than a 7% market penetration?” asked Shareef Mahdavi during the refractive surgery subspecialty day at the American Academy of Ophthalmology meeting. “The desire does not equal action for these people.”

Citing surveys on LASIK pricing from 2002, when procedure charges per eye fell below $1,000, Mr. Mahdavi noted that physicians were not able “to force the issue through pricing.” He said that procedure charges have since risen, now averaging around $1,600 per eye.

“The early adopters don’t respond to pricing,” he said.

Another obstacle to mainstream acceptance of refractive surgery is the difference between how manufacturers and physicians view technological advances vs. how the potential LASIK candidate does, Mr. Mahdavi said.

“’New technology’ to us means it’s better and will reduce complications,” he said. “’New’ to a potential patient means it’s unproven technology and gives them yet another reason to wait on the surgery.” New technologies also mean the candidate has more choices.

“Today’s early adopter’s experience is key to refractive surgery hitting the mainstream,” he said.

He suggested that surgeons “raise the BAR”, for benchmark, audit and research, and should benchmark organizations that are successful in their marketing.

“Look at how Starbucks convinced us that $3 was a fair price for a cup of coffee,” he said. Second, physicians should audit their own organizations – “not just once, but once a month” – to ensure that their marketing plan is being implemented sufficiently.

Lastly, he said, they should conduct research, read books and articles on marketing, take the main messages and apply them to their practices.

“Creating a remarkable experience for the early adopter is worthwhile and completely up to you,” he said.