Effective LASIK marketing involves more than placing television and radio ads.

With LASIK now the most common elective surgery in the United States with more than 4.5 million Americans having had their vision corrected, competition has increased, creating a confusing clutter of options for prospective patients.

As more surgeons attempt to enter this arena, a primary challenge is to create a unique branding -- and communicate the client's special attributes to differentiate him or her. This branding includes ensuring every element of the surgeon's practice from collateral materials to staff communication mirrors the marketing platform. Of course, competent surgical capability is a given.

Innovative methods of lead management and development will become critical. The Watson Group's LASIK marketing experience during the past few years is that the patient's decision making process can be as long as several years. Much like a hospital promoting its emergency services, the successful LASIK practice must find means of regularly communicating to create "top-of-mind" awareness for the day of decision making. The long-term "winners" will learn how to manage the "sales process". Laser vision coordinators must become schooled in effective selling techniques, learning how to flesh out and meet spoken and "hidden" objections.

Often times, respondees to traditional advertising are "price checkers." The Watson Group has pioneered two direct marketing strategies that have consistently produced more qualified leads - and surgeries. Not to be overlooked in the lead generation mix are the fostering of patient referral and O.D. referral loyalty programs. Tracking mechanisms provide the organizational framework for professional, yet persistent, sales follow-up.

In the end, LASIK marketing requires comprehensive marketing strategies that will have to monitored and adjusted as competition intensifies.