September 2016 • Ophthalmology Business 15
advertisements. Perhaps the most
intriguing revelation in this data
is that slightly more participants
chose print, which has long been
categorized as a less effective vehi-
cle for reaching the LASIK market,
than radio, which marketers tend
to trust more with this patient
type. The takeaway? Don't write
off print just yet—or radio for that
matter. It is only 2% behind. These
mediums are still reaching their
desired audiences, if not quite
as dramatically as television and
web ads.
Additional market
survey options
If the goal is to expand to other
markets, performing a multi-market
survey of the desired locations is
advisable. Those unable or unwilling
to perform any kind of potential
patient survey may rely on the com-
bined multi-market survey results
performed by others. However, what
if a practice is not looking to expand
by investing in widespread surveys?
What if it simply seeks to better
communicate with its immediate
market? This is where a local market
survey becomes ideal. In part two of
this series, data derived from MCG's
eight-market survey is used to illus-
trate how zeroing in on one specific
group of potential patients can be an
even more economic way for market-
ers to formulate a personalized, more
lead-generating message. OB
Mr. Rabourn is
founder and managing
principal of Medical
Consulting Group in
Springfield, Missouri.
He can be contacted at
bill@medcgroup.com.
Figure 5. Combined eight-market results: Source of LASIK information
Figure 6: Combined eight-market results: LASIK advertising mediums
Source: Medical Consulting Group
