Riding the Wave of New Technology
Top refractive surgeons discuss how Wavefront Optimized® LASIK factors into the success of their practices.
By Erin Murphy, Contributing Editor
LASIK technology has advanced quickly over the years, and surgeons now have several choices when selecting a laser platform. The surgeons and practice owners we interviewed rely almost exclusively on Wavefront Optimized® LASIK with the Allegretto Wave® excimer laser system (Alcon Laboratories, Ft. Worth) to help them produce excellent outcomes. And they agree that the laser has been one of the best investments they've made thus far.
The Allegretto Wave® laser system customizes each treatment to the patient's individual prescription and cornea. The laser treats myopia and hyperopia (both with or without astigmatism) and mixed astigmatism. The laser aims to keep the natural shape of the cornea during treatment, and this may help reduce glare and halos.
What's more, the Allegretto Wave enables surgeons to produce better visual outcomes in less time and with fewer retreatments, benefits that set it apart from other systems that primarily emphasize wavefront-guided LASIK.
Here's what the surgeons and practice owners we interviewed think about the Allegretto Wave laser system and how it has benefited their patients and their practices.
| QUESTION OF FEES |
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| Many factors are involved when it comes to setting fees for LASIK surgery, such as surgical costs, staff and physician time, overhead, market factors and more. Successful refractive surgeons may arrive at their LASIK prices in slightly different ways, but they agree that they make no effort to be the low-cost option in their market. "Discounting your services only hurts you," says Dr. Alexander. "We don't have a multiple-tier pricing structure, either. We charge the same fee for everyone," he says. "Fortunately, we chose the Allegretto Wave excimer laser system from day one, so we've always given all of our patients the best. We've set ourselves up to be the premium provider." Dr. Mann has a similar perspective. "We've found that LASIK discounters target younger people who have less disposable income," he says. "We direct our attention to patients who will pay more to have their surgery performed by someone they can trust. They want an established practice — preferably one recommended by friends and family." Like his colleagues, Dr. Pascucci charges a single price for LASIK, which he publishes in brochures and on his Web site. He's not concerned about beating the competition. Instead, he uses the price difference as a springboard to begin an important discussion with patients. "Whether someone asks about our fees on the phone or here in the office, we don't point fingers at the competition, but we do explain the difference in what patients receive for their money," he says. "We offer highly personalized service, and the surgeon meets with patients before and after the surgery. If they ask about technology, we discuss that, too. And we explain that other practices typically advertise rates as low as $1,400, but they'll charge patients more if they have a higher prescription. Our price is the same for every prescription." Nevertheless, some patients — especially callers, but occasionally patients in consultation — let Dr. Pascucci and his staff know that they're "just shopping around" or that they've scheduled a consultation at another practice. "We encourage them to check out other practices if they wish," Dr. Pascucci says. "We say, ‘You have the right to inquire about other practices and do your homework. We strongly advise you to make comparisons,’ and then we tell them what to look for. We say, ‘Ask about the 20/20 rate and the retreatment rate for people with your prescription.’ We know all of our visual outcomes, and we share them with people over the phone or in print. Be sure that any place you choose is willing to do this as well.’" Instead of losing potential patients to the competition, this approach has actually increased Dr. Pascucci's conversion rate from consult to surgery. "It's a patient-centered comparison that patients can feel comfortable with — outcome-to-outcome, not machine-to-machine," he says. And he's confident that he'll win the comparison. "We retreat 1 person in 200 because we've optimized our nomograms. Our competitors can't do that without the Allegretto Wave excimer laser system. It's a big selling point, and it justifies our fees." |
Surpassing Expectations
"When I was looking for a laser, I tested a few and spoke to other physicians about their experiences," says Dr. Pascucci. "Clearly, the surgeons who were using the Allegretto Wave laser system were the most enthusiastic. Some physicians' comments on other lasers were, ‘It's OK. I like it,’ but an Allegretto Wave user told me, ‘When I go to work, I don't worry. I'm not waiting for the case that doesn't meet expectations for reasons we can't understand.’"
| The Allegretto Wave® laser system customizes each treatment to the patient's individual prescription and cornea. |
The proprietary Wavefront Optimized® treatment considers the unique curvature of the eye, preserving quality of vision and addressing the spherical distortions that may induce glare and affect night vision.
Dr. Pascucci calls his laser a "workhorse," and he says it's simple and easy to use. "A low enhancement rate has been a key to the success of my practice. The Allegretto Wave gives us extremely positive visual outcomes. Depending on the refractive error, 95% of patients have 20/20 vision post-op," he says. "We have fewer retreatments, happier patients, more referrals and lower practice costs."
Dr. Mann says he's always looking for new technology that will benefit his patients, and he doesn't hesitate to invest in a system that provides greater advantages. "We invested in a femtosecond laser, for example, about 4 years ago because we felt the technology would be best to create the flap," he remembers. "Then we bought the Allegretto Wave excimer laser system and quickly observed how incredible the results were after treating our patients' eyes. For the past 4 years, we've used the Allegretto Wave almost exclusively, and we've opened two other office locations that use only this technology. In my opinion, it's a better laser than the others currently available in the United States."
Boon for Marketing
The Allegretto Wave® excimer laser has become a draw in its own right. Dr. Mann sees patients who've researched LASIK surgery and come to his practice because he uses the Allegretto Wave® laser. "The technology is a huge marketing advantage," he says. "One of our locations is in Austin, where many people hold jobs in the technology industry. These patients come in because they've done their research, and they know that we have the best technology available."
| The Allegretto Wave® enables surgeons to produce better visual outcomes in less time and with fewer retreatments, benefits that set it apart from other systems that primarily emphasize wavefront-guided LASIK. |
The excellent outcomes, in turn, attract more patients to Dr. Mann's practice. "The improved outcomes that this technology provides means more referrals," he says. "One unhappy patient will tell 10 people, so the fewer unhappy people you have, the better you'll do."
| TIPS FOR THE FUTURE |
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| Many ophthalmologists are asking themselves, "What kind of doctor do I want to be?" "Will I focus on LASIK?" "Will I build an elective vision correction practice or rely on insurance?" "How will I make sure that my LASIK practice succeeds in the future?" Stephen E. Pascucci, M.D., medical director of Eye Consultants of Bonita Springs, Bonita Springs, Fla., shares his advice:
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Spreading the Good News
The Allegretto Wave technology has proven so superior to other laser platforms that the practice owners we interviewed are happy to share data with patients on lower enhancement rates and visual outcomes.
"When we show patients data on outcomes, we're not talking about data from the manufacturer or the FDA. We're sharing data from our own patients, which I believe is important," says Dr. Jackson. "I can tell people that we were one of the first practices in the state to get a femtosecond laser and the Allegretto Wave to show them we're on the cutting edge, but they're more interested in real results. The Allegretto Wave gives us the best outcomes of any technology available, in terms of FDA trials and our own experience."
Patient Experience
More than anything else, patients want the best possible outcomes. But they also want to be assured of the safety of the LASIK procedure.
"The bottom line for many patients is our ability to provide safety and allay their fears," Dr. Jackson says. "People want to be taken care of, and they want assurance that the procedure is safe. In the back of their minds, they're thinking, ‘Will I go blind?’ ‘Will it hurt?’ ‘How well will I see afterward?’ The fact that one femtosecond laser is more precise than another in creating a flap without the use of a blade is definitely reassuring for patients. The same holds true for the type of laser system you use. The Allegretto Wave is reliable and treats the eye faster than older systems, so patients spend less time in surgery."
The Allegretto Wave also enhances a patient's surgical experience because it "doesn't require dilation," Dr. Jackson says. "Plus, the Allegretto Wave is the fastest excimer laser available in the U.S. with a repetition rate of 400 Hz. It only requires 2 seconds of laser time for each diopter of correction. For example, we can treat a minus 6 in about 12 seconds with Wavefront Optimized® LASIK. This same treatment would require a minute or more with a competitor's custom treatment. The Allegretto Wave speeds patient flow and enhances the patient's experience. Patients see better faster when they're not dilated; they're finished with surgery more quickly. And there's less time for the flap to dry out."
This reduction in dryness has positive effects on the overall surgical outcome. And better outcomes today mean more referrals tomorrow.
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