Eyeworld

14 Ophthalmology Business • September 2016 patient portals make it much more convenient to contact and com- municate with an eyecare profes- sional. With the majority of LASIK patients trusting in their regular eye doctor, LASIK marketers should not underestimate the power of OD referral programs. • Where do you most often see/no- tice LASIK advertised, if at all? LASIK television advertising dom- inates the media field, with online ads coming in second at 27%. See Figure 6. The takeaway: Unsurprisingly, this data suggests that two of the most effective ways to impress your message on potential patients are through television and web household may offer some insight into why the majority of potential LASIK patients are currently seeing green even more so than in the past. Money is a concern. • Where do you go first for information about LASIK? 53% of participants said they would go to their regular eye doc- tor for information first, with the web coming in second at 29%. See Figure 5. The takeaway: While family and friends were once thought to be the potential LASIK patient's go-to for LASIK advice, these results re- flect the shift toward expert advice and technology. In fact, the two may go hand in hand as online 37%: With special financing options, such as deferred interest promotions, like those offered by CareCredit 20%: With money saved for the procedure The takeaway: Again, not offering financing options? Consider it. Not touting affordability in your mes- sage? Now is the time to start. • Which range does your house- hold income fall into? Nearly 50% of all 1,300 survey par- ticipants stated they fall under the $25,000 or less household income. See Figure 4. The takeaway: That fact that so many survey participants are making less than $25,000 per continued from page 13 Figure 3. Combined eight-market results: Methods of LASIK payment Figure 4. Combined eight-market results: Household income

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