OASC | BUSINESS

How to Attract More Premium Lens Patients

Experts offer four basic tips to help boost your numbers.

By Erin Murphy, Contributing Editor

For surgeons who want to perform more cataract procedures with premium IOLs, the question is often how to increase those numbers. An expensive marketing push? Better patient counseling? New educational efforts?

Experts agree that by consistently understanding a few essential facts, you can build your patient base and perform more premium IOL surgeries.

1. Attracting More Patients

Joan Wahlman, Marketing Director at Mann Eye Institute and Laser Centers in Austin and Houston, Texas: “You have to ask yourself three questions: 1) Do our surgeons routinely present and recommend premium lenses to good candidates? 2) Is our counselor knowledgeable and comfortable about following through on the doctors’ recommendation? and 3) Does the counselor offer and explain bundled pricing for premium IOLs? If you answer ‘yes’ to all three questions, then the ASC is addressing the most important factors in maximizing IOL conversions.”

Patty Casebolt, Clinical Director of Medical Eye Center in Medford and Grants Pass, Ore.: “Think about your premium IOL program the same way you think about your refractive surgery program — the goal is to create happy patients who spread the word. Exceed your patients’ expectations, deliver premium results, and you’ll create ‘raving fans’ whose word-of-mouth referrals will deliver new leads.”

William B. Rabourn, Jr., Managing Principal at Medical Consulting Group, LLC, in Springfield, Mo.: “Getting more premium lens patients into the ASC always depends on the surgeons. Help them in their practices and clinics. They already know how to identify candidates, so help ensure that they recommend premium IOLs and follow through along with their support staff to drive more premium procedures to your center.”

Amy Kennedy, Director of Marketing and Physician Liaison at Eye Center South, located in Alabama, Florida and Georgia: “To have a good rate of premium IOL use, it begins with surgeons consistently recommending the lenses. I’d say that only about 40% of patients come to us knowing that premium options are available for cataract surgery, so the doctor’s recommendation and up-front patient education are key. Once a patient has a recommendation, you need thorough follow-up from refractive counselors. This includes taking sufficient time to explain the options, the value of upgrades to patients and the affordable payment plans available.”

2. A Team Effort

Rabourn: “If a surgeon establishes parameters for premium IOL candidates and communicates those parameters to his staff, then you have a practice filled with people watching for candidates and ready to answer questions. It creates a culture in which awareness is high and everyone is working toward the same goal.”

Casebolt: “Our practice takes a multifaceted approach to our premium lens program. It begins with our marketing team, which mails an informational brochure and personalized letter to all patients who are scheduled to have a cataract consultation. The letter instructs patients to visit our website, where they can read about premium IOLs and watch informative videos. At the consultation, a team approach to decision-making works very successfully, with a counselor, surgeon and patient working together to identify the IOL that will work best. The surgeon examines and listens to the patient to make a recommendation based on lifestyle and vision goals. The same day, our cataract counselors meet with and educate the patient to facilitate the decision-making process.”

Wahlman: “Although surgeons make the recommendations, the entire staff works together to ensure success. We have an integrated marketing strategy to educate established and potential patients about premium IOLs. In addition, we offer excellent customer service. Our staff educates patients about the doctor’s recommendation and out-of-pocket costs including the premium IOL and insurance deductibles and copays. Staff members also follow up to answer questions and reassure patients that they’re in good hands.”

3. Word-of-Mouth Referrals

Rabourn: “Rave reviews from friends who have premium IOLs and enjoy them, particularly people with similar lifestyles, play an important role in the decision-making process. Satisfied patients could be provided with pamphlets and told that if they like the experience and think a friend could benefit, then that friend should come into the practice.

“One caution: Be sure all physicians in the practice recommend premium IOLs with the same standards and enthusiasm so if a patient refers a friend and that friend sees another doctor in the practice, he will receive the appropriate premium IOL information.”

Wahlman: “A high percentage of our patients come from word-of-mouth referrals because of our excellent outcomes, our kind, friendly staff and our supportive surgeon who calls every patient the evening of surgery. And when patients tell us how happy they are with their vision, we encourage them to tell their friends and family.”

Casebolt: “Happy patients absolutely spread the word. Many of our cataract-age patients are very active and appreciate that they can choose a lens to match their lifestyle goals. Once they’ve been informed about their options and they choose a premium lens, they want everyone to know about it. They often share their results with friends, family and the referring doctor, if they have one.

“We also want patients to spread the word about their cataract surgery experiences, because we strive to make it exceptional. We encourage patients to complete an online survey after their procedure and run a reminder about it on our in-office TV screens. Finally, we invite patients to come to a cataract seminar and tell their story to other patients with cataracts. Patients appreciate the unbiased opinions of others, and often, more easily understand the information when it comes from a fellow patient.”

4. Integrated Marketing Strategies

Wahlman: “I know some practices that have begun marketing cataract surgery with a focus on the premium lens opportunity, and they’re getting good results. Practices whose patient base is 50-plus also can use internal marketing and online marketing options (website and social media) to educate their patients about premium IOL options. I think that integrating the two into an internal and external marketing strategy will obtain the best results. Our external advertising includes television ads that feature happy patients, as well as an ‘Ask the Doctor’ column in the local newspaper (print and online). Maintaining quality, up-to-date information on our practice website has been successful for us as well.”

Kennedy: “We mostly use print and TV advertising to reach premium IOL patients. To target people with higher incomes, we advertise during the evening TV schedule and in upscale magazines.”

Casebolt: “In my experience, very few patients know that they have a choice of lens implants for cataract surgery. In the absence of marketing by the manufacturers, they’ve never heard of a ‘premium IOL.’ As a result, our marketing has to direct patients to learn more about their options.

“We use outside media buys, targeting people with active lifestyles (i.e., outdoor enthusiasts, golfers and hikers). We also use traditional methods such as print, radio and television, but because the cataract population is active with social media, particularly using Facebook to stay connected with their children and grandchildren, we can also reach them through social media without a large investment. We’re currently increasing our efforts in social media, as well as through digital advertising with Pandora.”

Rabourn: “We see hospital advertising all the time. Why not tell people what you offer in an ophthalmic ASC? Premium IOLs can be part of that. For some time, market penetration of premium IOLs has been about 12%. The major manufacturers aren’t running national campaigns to make people aware that these lenses exist, but I think that ASCs can reach people who would benefit from these lenses through regional advertising.

Whether you use traditional advertising, a website or social media, more education about the options will reach more people, and more people will consider premium IOLs.” ■