December 2016 • Ophthalmology Business 9
Summary of MCG's
eight-market LASIK
survey background
Eight custom quantitative LASIK
survey markets were completed. The
call-to-action offered participants
the chance to win a prepaid gift card
to stimulate survey responses. These
unaided, unbranded surveys were
posted both on a highly visited site
and throughout the actively engaged
Facebook community in each market
as follows:
• Atlanta
• Austin, Texas
• Dallas
• Denver
• Los Angeles
• Minneapolis
• New York
• Orlando, Florida
For consistency, each market
received the same survey distributed
through similar channels using the
same call-to-action. The data was
extracted from 1,300 total surveys.
Survey questions were multiple
choice for ease of use.
The benefits of local
market surveys
A local market survey is beneficial
for everyone but especially those not
interested in expanding their market
and instead concerned with capitaliz-
ing on their local potential patients.
It is important to remember
that while relying on multi-market
surveys performed by others can
be highly useful in helping to note
consistencies and trends in patient
demographics and desires across the
field, they are still big pictured-ori-
ented. Multi-market survey results
that do not include a marketer's local
market do not guarantee that the
continued on page 10
Figure 1: New York market age demographic (higher percentage of
potential patients from 20 to 30 and 31 to 40)
Figure 2: Los Angeles market age demographic (higher percentage
of potential patients from 20 to 30 and 31 to 40)
Figure 3: Dallas market age demographic (higher percentage of potential
patients from 20 to 30 only)
