Eyeworld Daily News

18 | EYEWORLD DAILY NEWS | MAY 6, 2019 ASOA NEWS ASCRS ASOA ANNUAL MEETING by Rich Daly EyeWorld Contributing Writer thalmologists (23%), primary care physicians (11%), and family and friends (55%). In response, ophthalmology surgical practices need to ensure they develop a strong local net- work of other clinicians who will refer patients to them for proce- dures, Mr. Baldwin said. office, family and friends, and other clinicians. "They're asking primary care physicians, general ophthalmolo- gists, and optometrists," Mr. Bald- win said. "Those are key areas and key places that they are actually seeking information—what we call offline research." Specifically, vision treatment customers look for offline help from optometrists or other oph- use search engines, and 15% use physician rating websites. "That means you need to make sure your online reputation is stellar," Mr. Baldwin said. "Also, you need to make sure that your provider website has the relevant information that they are looking for." Michael King, founder of the LASIK Marketing Agency, Gig Harbor, Washington, said Google search reports indicate some com- bination of "LASIK" and "Cost" were among the most common LASIK search terms. In response, practices should offer a landing page on their website devoted to cost. But instead of listing prices, offer the option to either speak to a financial counselor or submit contact information in exchange for detailed pricing. Those approaches allow practices to woo potential patients intimidated by the costs, as well as to garner the contact data for future marketing efforts. The findings dovetailed with other research, which conclud- ed patients follow six phases of activities before obtaining eye treatment—several of which also have to do with cost. For instance, in one phase, prospective patients research costs online, check their insurance coverage, and visit the provider's office to ask about cost. Another key finding includes where potential patients go to in their research of which ophthal- mology practice to use. Those sources include reviews of online reputations, visiting the provider's V ision treatment custom- ers are very likely to have researched both the procedure and its cost before entering an ophthalmologist's office, according to market research. That data should drive practices' marketing approaches. CareCredit market research found 82% of vision treatment consumers researched treatments before deciding whether to pursue them. Similarly, 78% of vision treatment consumers researched payments before making a deci- sion. "They do a lot of searching," said Randy Baldwin, vice presi- dent of marketing for CareCredit, Costa Mesa, California. "Our study says they are looking for treatment, they are looking for what it means, and they are also looking at 'How can I fit that in my wallet?'" Specifically, when vision treatment consumers research pro- cedures online, 65% do so with a search engine, 48% use a provider website, 55% use a medical advice website, 37% use a website that compares provider ratings or reviews providers, and less than 9% use requests to online commu- nities. Additionally, 57% research providers online, 40% go to their health insurance website, 14% Four of 5 vision customers research procedures and price Mr. Baldwin identifies ways patients choose which ophthalmologist they want to perform a procedure. OSD Toric IOLs Presbyopia Phaco Inflammation LACS LVC Glaucoma E d u c a t i o n H u b . E ye Wo r l d . o r g EDUCATION HUB

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