EyeWorld is the official news magazine of the American Society of Cataract & Refractive Surgery.
Issue link: https://digital.eyeworld.org/i/722331
continued on page 14 Figure 1. Combined eight-market results: LASIK decision influences Figure 2. Combined eight-market results: LASIK center decision influences September 2016 • Ophthalmology Business 13 her local market, relying on the com- bined data of multi-market surveys performed by others, such as MCG, is a good option. It allows marketers to construct a message based on the wants and needs trending among the general majority of LASIK patients. A general picture of the LASIK patient: By combining and exam- ining the data from all eight U.S. markets surveyed in MCG's study, several trends were found regarding the factors influencing the majori- ty of potential patients' decision to have and pay for LASIK. • Which factors most influence your decision to have LASIK? Survey participants were asked to choose two factors from a list of potential influences. The majority of participants (39%) chose "cost and affordable LASIK payment op- tions," followed by "resulting life- style benefits" (17%) and "LASIK surgeon's experience" (13%). See Figure 1. The takeaway: If a practice does not already offer LASIK financing options, now may be the time to consider it. Money and afford- ability are at the forefront of the majority of patients' minds and will likely be very enticing when included in LASIK messaging. • Which factors most influence your choice of LASIK center? The majority (47%) of participants chose "cost savings" as the factor that would most influence their choice of center, followed by 35% who chose "surgeon experience." See Figure 2. The takeaway: While many mar- keters have been placing an em- phasis on the practice or center's technology, the data shows that patients are actually much more interested in whether they can afford that high-tech care (another example of the trending money- minded patient) and whether the surgeon is qualified to perform it. • How would you most likely pay for LASIK? This question asked participants to check all options that apply. See Figure 3. The top two options were: