on the net
This site introduces the Verisyse phakic IOL

To help introduce the recently FDA-approved Verisyse phakic IOL to potential patients, Advanced Medical Optics has placed a wealth of educational information about the lens on its www.visioninfocus.com Web site. The information is directly aimed at patients who might be candidates for the Verisyse and who are interested in learning as much as they can about the lens, how it's implanted, and how it can benefit their vision.

Whether you think the Verisyse is a great step forward in vision correction or not, the Web site is a good example of how a company can effectively use the Internet to reach a target group of potential patients with both educational and marketing messages that relate to a new product or technology. The Internet is an efficient way to provide an abundance of informative content about a new and different product such as the Verisyse. This can be very helpful to ophthalmologists, as you can refer a patient who's a good candidate for a phakic IOL to the site so that the patient can assess his or her initial level of interest in having the procedure.

The Verisyse-related content on the visioninfocus.com site is simple to understand and direct. It relates the history of the lens and notes that it's been implanted in about 150,000 patients around the world since the 1980s. It also offers a brief explanation of how the Verisyse works in the eye, and provides a step-by-step description of what the patient will experience during the implantation procedure.

For patients who may be interested in the Verisyse but who haven't yet selected a surgeon, the site provides a "Find a Doctor" feature that allows potential patients to connect with a Verisyse-trained surgeon in their local area.

The marketing messages embedded in the Verisyse information are low-key, focusing on the fact that this is a safe, effective and proven modality for correcting moderate-to-severe myopia. Overall, it's an informative presentation that should pique potential patients' interest.

Visit: www.visioninfocus.com

If you've discovered a Web site or service that's been useful to you in practice or at home, we'd like to know about it. E-mail Jerry Helzner at helznergi@boucher1.com or call him at (215) 643-8013.