Eyeworld

EW NEWS & OPINION 24 October 2015 Integrating continued from page 22 Consumers' Path to Healthcare Purchases Study A new study from CareCredit (Costa Mesa, Calif.), the Consumers' Path to Healthcare Purchases Study, was designed to delve into the way patients research, consider, and purchase healthcare services in six medical specialties: dentistry, ophthalmology, optometric care, veterinary care, cosmetic procedures, and hearing health. The 2014 online survey of 2,000 consumers found that the path to purchase process across all healthcare categories reviewed is comprehensive, taking an average of five steps and an average of 76 days before making a decision; cosmetic procedures take the longest amount of time—at nearly 145 days. The complexity of the research process that patients undertake before committing to a significant elective healthcare purchase is influenced by the level of need, cost, how insurance benefits impact out-of-pocket expenses, and perceived risk. Almost half the respondents (47%) said if a particular provider did not offer financing, they would look elsewhere. Consumer research is conducted online and off, including a preliminary visit to the provider's office and discussions with family and friends. Cost is not researched independently; rather it is considered at the same time as other factors, including whether to invest in the procedure or device itself and the selection of provider. A full 70% of respondents said they researched the procedure, and 73% said they researched the cost, including available financing. EW That noted, surgeons must be prepared to spend more time with their premium patients, before and after surgery to ensure expectations have been met or exceeded. That, in turn, will create "ambassadors" for the practice, Dr. Donnenfeld said. These ambassadors will promote both the premium technology and the practice providing them the excellent service, he said. "It's rare that once someone understands the concept of what the technology can give them, they opt not to have it because of finances," Dr. Matossian said. "Once good accommodating lenses arrive, that will supersede everything and we will have a whole new level of interest in premium IOLs. It's not right around the cor- ner, but it is certainly is coming," Dr. Donnenfeld said. EW Editors' note: The physicians have financial interests with Abbott Medical Optics (Abbott Park, Ill.), Alcon (Fort Worth, Texas), and Bausch + Lomb (Bridgewater, N.J.). Contact information Donnenfeld: ericdonnenfeld@gmail.com Matossian: cmatossian@matossianeye.com " Cataract surgery is a once-in-a- lifetime event that determines their vision for the rest of their life; an investment in their quality of vision is something that most patients are very ready and willing to do. " –Eric Donnenfeld, MD

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