Refractive Surgery: Countering the Cost Challenge

Experience-tested tips for getting patients over the barriers.

BY KURT WANKIER

Vision correction is a one-time, elective procedure not typically covered by insurance. So your prospective patients may be choosing between a vision upgrade and other discretionary purchases like a vacation, new vehicle or home improvements. Or they may simply be trying to find a way to fit a non-essential expense into a tight budget. It should come as no surprise that cost is the number-one reason why calls and consultations fail to convert into scheduled procedures.

But before you start slashing fees, note that history indicates that lowering price is not the best way to deal with consumer cost concerns.¹ Instead, your goal should be to change the mindset of "I can't afford it" into "I need vision correction." Consumers have an easier time justifying a large expense if you convince them it is a necessity.

In order to persuade potential patients to pay attention to value and benefits over price, though, you've got to research their motivations and come up with solutions to make refractive procedures more attractive and affordable. Following are some methods that have been effective in my own experience.

Be Proactive About Price Concerns

Begin by evaluating common cost barriers in a problem/solution format and identifying ways you can overcome price objections. Address the cost issue with prospects before it has a chance to turn a future patient into a failed conversion. Your external marketing and your internal patient intake protocols should all include financing information.

Once you've convinced a patient your practice not only provides top-notch care, but is also "pocket friendly" thanks to competitive pricing and great financing options, you hopefully have won a new patient for life.

The Fear Factor

While price is the convenient answer for not moving forward with vision correction, it is widely believed that fear is actually the culprit standing in the way of many conversions. Overcome fear and you kick the cost barrier along with it. Trust is the main component here — aim to create a high level of trust by stressing expertise, benefits and highly personalized care. Discussion of viable financing options should also accompany your "trust" approach to show patients that you understand their perspective. With this practical combination, your potential patients are simply out of excuses to say no.

Push Priceless Benefits

Take advantage of the "your vision is priceless" angle to take the focus off the bottom line. Prove to prospective patients that you understand the value of their eyesight and that it is in good hands with your practice. Be so enthusiastic about the possibility of clear vision that your prospects will begin to notice the everyday annoyances of glasses or contacts on a larger scale and daydream about life after the procedure.

As executive director of a busy Las Vegas practice, I try to convey a comprehensive message of quality, safety and value to take some of the heat off cost. Our focus is on preserving the integrity of the procedure and finding a formula that works. It's the overall message that keeps patients fixed on what is really important — the life-changing results. Infuse this message starting with the initial phone call and carry it throughout the patient experience.

Counter Cost Challenges

Here are some strategic tips:

► Address cost concerns in marketing and advertising — before the consumer has a chance to ignore the clear vision message because of price. Explain why customized LASIK costs more, describe the benefits and reduced risks involved with your current technology, and emphasize surgeon skill.

► Discuss the parameters of vision correction and let potential patients know that although some centers over-promise, you make sure patients have realistic expectations and meet all safety guidelines before moving forward.

► Let your prospective patients know that laser eye surgery has the highest patient satisfaction ratings of any type of surgery.² Ask them to think about other ways they might spend their discretionary income and compare the limited benefits of those options to the lifetime benefits of vision correction.

► Discuss global vs. tiered pricing systems. Be clear explaining that your fee is a comprehensive one and point out that some discount centers advertise a bare-bones price with restrictions. Describe all that is included in your global fee, including postoperative care, enhancements and so on.

► Put the cost of vision correction in practical terms by showing prospects how much they might spend on glasses and contacts over a lifetime. When presented with an option to have permanently clear vision instead of dealing with the hassles and costs of glasses and contacts forever, refractive surgery becomes even more appealing.

► Offer financing at all stages of interaction.

► Make sure callers understand there is no obligation if they come in for a consultation. Let them know that a face-to-face evaluation is the best way for them to get all the details about the procedure, find out if they are a candidate and take a look at financing options.

It Can Be Done

Remember, your ideal patient is one who has realistic expectations, trusts you to make eyecare decisions, is comfortable with your financing options and recommends you to family and friends. Getting prospective patients over the cost hump can be done with open communication, a strong trust bond and a direct focus on value and benefits. OM

References

1. "Building the Foundation for a Successful Lens-Based Refractive Practice," Shareef Mahdavi, Cataract & Refractive Surgery Today, March 2006.

2. "Seeing is Believing (in the free market)," Marginal Revolution Web site. www.marginalrevolution.com/marginalrevolution/2004/11/seeing_is_belie.html. Published Nov. 23, 2004. Accessed on Aug. 1, 2007.

Kurt Wankier is executive director at Wellish Vision Institute in Las Vegas.