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• Case Histories:
• #1
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• #6

A group of ophthalmologists wanted to increase the number of eye LASIK (corrective laser) operations they performed. They faced price cutting competition, with advertised prices about a third of their charges. They had a customer data base of 18,000, based on their eye glass prescription and contact lens patients.

Objectives:

1. Learn what characteristics of eye care are considered most important by current patients and the general public.
2. Measure the awareness of adults 25–60 regarding the laser surgery process and its benefits.
3. Define the steps these adults would take to decide how they would learn more about the laser surgery treatment, and what they would do to learn more about it.

Methodology:

1. 400 telephone interviews with a random sample of adults 25 to 60 years old in their base county.
2. 200 telephone interviews with a random sample of adults from their patient data base.

Research Results:

1. The most important characteristics of a good eye care center in order of importance were:

1. Dependable eye care.
2. Real vision improvement.
3. Good communication.
4. Caring personnel.
5. State-of-the-art equipment.
6. Price was secondary.

1. Regarding awareness of the LASIK process:

• 8 out of 10 respondents in both samples were aware of the process.
• 20% wanted to know more.
• 25% of the men and 26% of the women were interested in learning more about the process for themselves.
• The ophthalmologists group had a public awareness for their clinic name three times greater than their next place competition.
• The main source for people considering laser surgery was their eye doctor—62% residents and 78% patients.
• Experience was an outstanding first choice response to the question, what is most important to you in selecting a physician to perform a laser corrective procedure? Experience was selected by 85% of residents and 83% of patients.

Marketing Actions:

1. The advertising agency developed a campaign emphasizing experience and leadership aimed at the 20+% of interested adults.
2. Collateral materials were prepared to help prospects understand the corrective process.
3. Plans to combat price-cutting competitors were scrapped.
4. A senior ophthalmologist expressed his satisfaction with the research and they went ahead with the campaign.

Survey price: (Both samples) $7,800.
(The above results cover only a small portion of the complete study.)