Refractive surgeons facing a difficult economic climate will do better by adding value than cutting price.
There’s no question that the refractive surgery market is down in response to the economy’s overall weakened state. MarketScope data showed that 2008 volumes were down between 20% and 40% compared to 2007 volumes. However, I challenge those who believe that refractive surgery practices cannot thrive in such a market to take a look at the practices out there that are up in patient volume—that’s right, there are practices that are growing in the current marketplace. These practices are not run by miracle workers; they simply view the current economic climate as an opportunity to make the practice as attractive to patients as possible, and they’re doing so in unexpected ways. They know that while they cannot control the economy, they can control what happens inside the walls of their offices every single time the phone rings or a patient walks through the door. This is ultimately what sets successful practices apart from practices that are struggling…
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