43
EW SHOW DAILY
ASCRS•ASOA Symposium & Congress, San Diego 2015
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through web banner ads, embed-
ded ads, and Facebook ads. Other
approaches required for success in
marketing to young adults include
the use of social benefits promotions
and transparent discussion of the
potential risks of any treatment.
"You need to be transparent be-
cause they are going to research the
risks online anyway," Dr. Dell said.
"And they see it as a good sign if
that information comes from you."
The current challenges facing
LASIK struck Dr. Dell as somewhat
ironic since the rates of satisfaction
and high quality clinical results have
never been higher.
For instance, the new LASIK
Quality of Life Collaboration Project
by the Food and Drug Administra-
tion (FDA) surveyed 2 large groups
of people who had undergone the
procedure and found all preop
vision problems—including ghost-
ing, glare, halos and starbursts—im-
proved after treatment.
"Those are profound outcomes,"
Steven C. Schallhorn, MD, San
Diego, said about the surveys.
Such findings provide specific
data points to show patients who
express the common concern that
their existing vision problems will
worsen if they undergo LASIK.
"It's important to tell patients
that there are still some with those
symptoms but they should also
appreciate that in every category
there was a decrease," Dr. Schallhorn
said.
And those results may further
improve sharply with the imminent
arrival of new LASIK technologi-
cal advances, including topogra-
phy-guided and advanced wave-
front-guided LASIK. EW
Download the
map and exhibitor
directory with the
ASCRS•ASOA
365 app
ascrs.org/gettheapp
Editors' note: This event was supported
by an unrestricted educational grant
from Abbott Medical Optics (Abbott
Park, Ill.).
