FEMTO FACTOR

Marketing LACS through managed communication

Develop and deliver your message, your way.

By Scott LaBorwit, MD

Once you’ve embraced femtosecond laser-assisted cataract surgery (LACS), it’s time to master the art of marketing the procedure to your cataract patients. Managing communication about LACS within your practice is critical to making sure patients understand what the procedure entails, so they feel confident about choosing LACS over traditional surgery.

Developing a key message — supported by standard talking points that address common questions and concerns — will help you, and your staff, keep conversations about LACS simple, consistent and effective. This kind of work is not typically within the purview of most ophthalmologists, so I’ll offer some suggestions.Discussing how and why to keep your message authentic is a good place to start.

FIRST, A LITTLE SOUL SEARCHING

Ask yourself why you decided to offer LACS, when appropriate, instead of traditional cataract surgery, and why you would advise a friend or family member with cataracts to opt for LACS. Ask for input from your partners, associates and staff members as well; it is critical that everyone in your practice is on the same page, and communicating about LACS in the same way. Ultimately, the most compelling message is one that is consistent with your core beliefs — so focus on the benefits and advantages you’ve observed first-hand, in terms of patient comfort, surgical outcomes and overall experience, and keep it real.

PACE YOURSELF — AND THEM

Next, you need a plan for how and when to deliver the message and related LACS information as patients travel through their appointment. This is best done in stages, so as not to overwhelm or confuse people. At my practice, it begins with the patient’s call to schedule the first appointment. Our front desk receptionists have observed the LACS procedure, and are trained on how to respond to patients’ questions. New patients are mailed a brochure about LACS along with their intake forms, which allows them to review information and do their own research, if desired, before they arrive for their evaluation.

Once they arrive at the office, we spoon-feed information slowly throughout the cataract evaluation, without using videos, long paper surveys or complex explanations. The process begins during keratometry measurements, when our ophthalmic technicians explain the concept of astigmatism and how it impacts vision after cataract surgery.

During dilation, we stop talking and just let patients relax watching Carol Burnett and Johnny Carson reruns in our reception area. Then, during my consult, I explain the pros and cons of the procedure, closing with my personal recommendation of LACS if the patient is a candidate.

Leave the money for last

We avoid all discussion of costs until patients meet with the surgical consultant following the exam. Talking about the out-of-pocket expense of LACS can prevent patients from hearing the many reasons why it’s worth the financial outlay, so it’s critical to discuss LACS’ medical value and advantages before getting into the fee.

GET YOUR NETWORK ON THE SAME PAGE

Once you’ve mastered LACS communication within your practice, you need a plan for managing the way referring doctors, such as optometrists and primary-care physicians, talk about LACS to patients they send your way. A great way to start: Invite them to observe LACS in the operating room, where they will see its benefits first-hand. During their visit you also can discuss your approach to educating patients about the technology, making sure to emphasize your message and present your talking points on the subject. Our practice has also hosted several educational dinner meetings, which has allowed for everyone there to discuss all aspects of the procedure, including patients’ experience and successful outcomes. This has helped bring our referring doctors into the LACS marketing and communications process, and has done so in a way that is consistent with our prescribed approach.

Being responsible for a cataract patient’s surgical outcomes will always be a surgeon’s first priority. But explaining LACS technology in a clear, concise manner that helps patients feel well informed and comfortable with the procedure will ensure things get off to the best possible start. Communication management is an important part of delivering care to the cataract patient. OM

Scott LaBorwit, MD, is a principal at Select Eye Care, with locations in Towson and Elkridge, Md., and is an assistant professor, part-time faculty, at Wilmer Eye Clinic of Johns Hopkins Hospital, Baltimore. His e-mail is Sel104@me.com. Disclosures: Dr. LaBorwit is a consultant to and speaker for Alcon.