Eyeworld

10 Ophthalmology Business • December 2016 wants and needs of a market- er's local potential LASIK pa- tients align with that of the majority. By narrowing in the scope of research, LASIK marketers can pick up some of the unique characteristics of their market. It is also often the more economic option for those who are not inter- ested in expanding to other markets but who are still looking for greater message customization. MCG's study offers numerous examples of this customization po- tential. Here are two: 1. While in all markets the "51 or above" age range was most promi- nent, individual markets showed a new, younger age group (20 to 30, continued from page 9 LASIK targets) emerging more prominently in New York, Los An- geles, and Dallas. Also prominent in New York and Los Angeles is another prime target for LASIK, the Figure 4: Denver market – household income (higher $50,000 to $74,999 income range) Figure 5: Dallas market – household income (higher $50,000 to $74,999 income range) Source: Medical Consulting Group 31 to 40 age group. Understand- ing the age groups in their market helps marketers determine what kind of conversation to have with potential patients in their adver- tising and where to initiate that conversation (Figures 1, 2, and 3). 2. While the combined market survey results for household income show that about 50% of each market falls into the "$25,000 or less" range, closer inspection shows that mar- kets like Denver and Dallas actually have a slightly higher percentage of potential patients who fall into the $50,000 to 74,999 income range and therefore may be more easily able to afford LASIK—another fac- tor that will affect LASIK messaging (Figures 4 and 5). Defining your goal and formulating strategies Practices that look at their LASIK ser- vice through the lens of the potential patient and use that perspective to shape their messaging may be more likely to generate leads. The issue has always been getting inside the patient's mind. Start by defining your goals. A local market survey is ideal for under- standing the unique demographics, socioeconomic traits, needs, and " Practices that look at their LASIK service through the lens of the potential patient and use that perspective to shape their messaging may be more likely to generate leads. " continued on page 11

• Cover