It's okay to be honest about your LASIK volume from last year. In all likelihood, it mirrored the Dow Jones Industrial, the NASDAQ, Consumer Spending trends, and Consumer Confidence reports—down across the board. The ironic part about the decline of LASIK volume in 2002 is that it occurred at a time when breakthroughs in our technology and surgical techniques were making LASIK safer and more predictable than ever. VISX, Inc. (Santa Clara, CA), introduced its Wavefront Diagnostic Technology. Refractec, Inc. (Irvine, CA), gained FDA approval for conductive keratoplasty. IntraLase Corp. (Irvine, CA) showcased its bladeless, “safer” LASIK procedure, IntraLASIK. And for the final refractive crescendo of 2002, Alcon Laboratories (Fort Worth, TX), received FDA approval for custom corneal ablation with its LADARVision system during the AAO meeting in October.
OVERCOMING NEGATIVE MARKET FORCES
So why, in the midst of these technological advancements, did the public not respond en masse to LASIK in 2002, as it has in previous years? There are several reasons, perhaps the most obvious of which is the economy. As long as the public perceives our economy to be unstable, it will continue to curb its discretionary spending. And as long as it believes LASIK to be a commodity, the procedure will continue to compete with other ?nonessentials? purchased with discretionary income. Therefore, part of our job as marketers in 2003 will be to return to showcasing the benefits of refractive surgery versus simply the price of the various procedures.
A second reason for reduced LASIK volume in 2002 was extensive negative publicity generated by the news media and across the Internet. Gone were the stories of successful LASIK results, quickly replaced with the news of nighttime vision concerns, LASIK lawsuit settlements, and corporate laser centers filing for bankruptcy. The increasing number of Web sites cautioning consumers about possible LASIK complications also caused considerable concern and confusion among prospective patients. When you add the onslaught of discount-LASIK advertising by corporate centers asserting, ?All LASIK Is Created Equal,? it's no wonder the public pushed the pause (or panic) button on undergoing LASIK in 2002.
So how does the LASIK industry prepare for survival in 2003? Barring an upswing in the economy, we should prepare ourselves for yet another year of flat-to-modest growth. Anyone who thinks LASIK volume isn't directly affected by the economy is either a refractive neophyte or simply too rich to care.
A SUNNY FORECAST?
Still, 2003 should be a positive year for refractive surgery in general. The results of LASIK continue to be too good for procedural volume to fall much below the mark we established in 2002, and technology will continue to improve over the course of the year. Broader ranges of treatment for CustomCornea (Alcon Laboratories) will be approved. New and improved lasers, enhanced nomograms, and wavefront diagnostics all cast what will surely be an enchanting light on the technological side of our industry.
But the real question for 2003 is this: Will the introduction and mass marketing of breakthrough technology like CustomCornea be enough to resurrect a once-vibrant LASIK market? All indications lead me to believe one of the following two scenarios: (1) For those of you whose LASIK glass is half empty, I'd say we are very close to the end of what has been a steady decline in overall LASIK volume since the summer of 2001; or (2) For those whose LASIK glass appears half full, I firmly believe we are finally approaching the period of renewed public interest in LASIK for which we've all been waiting. In either case, things are not as bad as they seem.
This year, however, regaining our LASIK momentum will require a little luck with the economy and a tremendous effort by laser manufacturers, as well as physicians and their staffs. Just because we're on the precipice of the “Next Generation” of LASIK procedures doesn't necessarily mean that the public will respond as it did during the early LASIK years. This is a different economy, so don't rely on technology alone to build your LASIK practice this year. Buy it, and the patients may come. Buy it, properly promote it, and deliver it in an irresistible fashion, and they will come!
Whether you're promoting customized LASIK, traditional LASIK, or some other method of refractive surgery, technology alone will not ensure success. If that were the case, we would have seen higher surgical volumes in 2002. Today's LASIK practice needs to understand today's LASIK patient. He or she is more knowledgeable, cautious, and discerning than in previous years. Today's patients have been exposed to increasingly negative news about LASIK and, thanks to the discounters, have no clue as to the true value of LASIK. What scares me the most is that they may even be skeptical of what appears to be one of the greatest breakthroughs in refractive history.
SPRING CLEANING
It is therefore mandatory for each practice to take its staff to the next level of patient education, training, and quality care. Every staff member must understand much more than the average patient. Anything less is unacceptable. Staff members must also become better listeners and focus on being more understanding and reassuring of patients. Every staff member must know 10 unique positioning points that separate your practice from its competitors. Do not even attempt to conduct external advertising until your house is fully in order.
Few practices will be able to survive with conversion rates of 50% or less on incoming calls or LASIK consultations. With reduced volume, your staff has more time for patients; help them spend it wisely. Keep up-to-date with patient correspondence and follow up religiously. Actively promote your patient referral programs. Spend more time on the phone with patients and develop techniques that will result in more office visits and fewer packets being mailed out. All these tactics will lead to increased conversion factors.
GET THE MESSAGE OUT
Regardless of the economic conditions in 2003, this is the year for laser manufacturers—especially Alcon, which became a market frontrunner by virtue of its FDA approval of CustomCornea—to deliver a compelling message to the national media on the benefits their technology will afford patients considering LASIK. To date, Alcon's presentation to physicians on the benefits of CustomCornea (and the accompanying marketing collaterals) have been quite impressive. I can only imagine the impact if Alcon extends the same effort and commitment to the national media.
As one of the rare unpaid consultants for Alcon or VISX, my goal here is not to promote the benefits of the LADARWave system. The technology has the potential to have a dramatic impact on ophthalmology at a time when our industry needs it most, but I would be offering the same message about any manufacturer that became the first to receive FDA approval on customized LASIK. The public needs to know it can proceed with LASIK, that new technology makes LASIK safer and more effective than ever, and that there's never been a better time to undergo LASIK. This is a job that physicians simply cannot do alone. It's a huge task that can only be accomplished by the laser manufacturers. Through their help with the media, your efforts with staff and patients, and a little shift in the economy, 2003 could be an eye-opening year for refractive subpecialists.
CONCLUSION
Make 2003 the year you return to the basics of marketing. Focus on your technology, your experience, what sets you apart from your competition, and the difference LASIK can make in your patients' lives. Remember to thank patients and remind them how much you cherish their referrals. If the economy continues to flounder, be appreciative of your patients' financial concerns. Get creative with your patient financing options and don't wait for patients to ask about them; be proactive with your financing. This way, patients don't feel ashamed about mentioning the topic. Keep your head up and keep your fees up, especially if you're offering CustomCornea. Finally, continue reminding patients of the life-changing power of LASIK.
Michael W. Malley's monthly column offers perspectives on effective marketing strategies for refractive surgery practices. Mr. Malley is founder of The Centre for Refractive Marketing in Houston. He may be reached at (713) 839-0202; mike@refractivemarketing.com.
