Premium IOL’s represent a significant opportunity; for the surgeon to increase profitability and the patient to improve their quality of life.
To capitalize fully on this opportunity, the refractive surgeon must reach two distinct markets:
- Affluent patients who are diagnosed with cataracts
- Pre-cataract baby boomers who want to improve their vision without glasses or contacts and eliminate the possibility of cataracts.
Reaching these two groups of prospects require somewhat different approaches but they both do share one common element; the process of educating the patient on the risks, rewards and the options.
Unfortunately, this educational process can consume a great deal of the surgeon’s time if the practice is not well organized to provide the education before the patient sees the surgeon.
Fast Track Marketing customers and clients are enjoying the benefits of an illustrated guide which not only informs them of the causes, symptoms and results of both presbyopia and cataracts but also encourages one to consider the possibilities of upgrading their vision and their quality of life. These illustrated guides are customized to reflect the unique and best qualities of the surgeons and the practice which invokes a sense of confidence that this is THE surgical center they should want to choose.
Whether an illustrated guide such as this is used or some other means, the key is to make the prospective patient aware of the options and the benefits that they could receive. This should be accomplished before they meet with the surgeon so the surgeon’s time is spent simply guiding the discussion toward the type of Premium IOL that would be recommended for each patient’s particular circumstance. Reviewing financing options may also help motivate patients that are on the fence about making the investment in Premium IOL’s. These discussions are ideally handled by a trained salesperson skilled in each of the various refractive and IOL procedures.
