What if Marketing Were Run Like a Clinical Study?

Posted by on Apr 11, 2008 in Article, Published Works

What if Marketing Were Run Like a Clinical Study?

  Surgeons’ frustration with marketing is understandable. They spend more than$100 million annually on paid advertising to draw new patients into their refractive surgery centers, yet the market’s grow this stagnant. Despite these efforts, the volume of refractive procedures has remained stable at 1. 3 to 1. 4 million eyes per year… Tags: Patients, Advertising, refractive, Marketing, surgery, surgeons, Refractive Surgeons, Refractive Procedures, Refractive surgery Download the full article   ...

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Good – The Enemy of Great

Posted by on Apr 16, 2006 in Article, Published Works

Good – The Enemy of Great

Why refractive surgeons must adopt a philosophy of continuous improvement. This past fiscal quarter, the refractive surgery industry in the US reached a milestone: 10 million eyes have now undergone laser vision correction since the first excimer lasers received FDA approval 1 decade ago. That’s 5 million Americans who are ambassadors for LASIK as well as for the new generation of refractive procedures available to surgeons and their patients… Tags: Refractive Procedures, Continuous Improvement, Industry, LASIK, refractive, Vision Correction, Patients, surgeons, Vision,...

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Addressing the Weakest Link in Refractive Surgery

Posted by on Aug 11, 2005 in Article, Published Works

Addressing the Weakest Link in Refractive Surgery

Measuring and assessing telephone skills. This is the first in a series of articles that highlights results from market studies on topics of interest to refractive surgeons. These studies comprise original research conducted by SM2 Consulting of Pleasanton, California. Ten years after the first excimer laser was approved in the US, there is enough industry experience in marketing laser refractive procedures to identify the weak links in the process… Tags: Refractive Surgeons, Refractive surgery, Refractive Procedures, surgeons, refractive, Marketing, Weakest Link, surgery,...

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Building Value for Refractive Services

Posted by on Jul 28, 2004 in Article, Published Works

Building Value for Refractive Services

It’s up to the surgeon to make it or break it. This editorial is the second in a three-part series adapted from the recent lecture, “Ways to Stop Undervaluing Your Services, ” that the author presented at the 2004ASCRS meeting. refractive surgery is at a crossroads, unsure of the direction it should follow. Should refractive procedures be medical breakthroughs performed by highly skilled eye specialists who restore patients’ vision in life-changing ways? Tags: Refractive surgery, Refractive Surgeons, Deliver, Vision, Refractive Procedures, Results, surgeons, surgery, LASIK,...

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