HOW DO YOU MOTIVATE PATIENTS TO GET ELECTIVE SURGERY IN A PRICE-SENSITIVE MARKET?

OBJECTIVE: Create brand equity for LASIK Vision Institute® (LVI) and break the race-to-the-bottom on price.

INSIGHT: Patients considering surgery need to understand a positive objective they could relate to.

SOLUTION: Show patients how LASIK gives them freedom with a campaign that includes television, print, digital and in-clinic patient education.

RESULTS: The year after the campaign launched, procedures at LVI clinics were up 22 percent.