Renowned Eye Surgeon, Dr. Stewart Shofner Shares Top 5 Reasons Why Gimmicky Sales Tactics Do Not Make Sense For LASIK Eye Surgeryby Shofner
Dr. Stewart Shofner of Shofner Vision Center shares why gimmicky sales tactics can be counterproductive to patients who are interested in elective medical procedures such as LASIK vision correction surgery. "Health care professionals should focus on educating patients about medical procedures, not on selling these procedures," says Dr. Shofner.
Many excellent medical procedures are not reimbursable by insurance companies. Both manufactures of the surgical products and also the surgeons themselves must sell these services to patients in order to make money. However, delivering gimmicky sales tactics for medical procedures do not make sense and Dr. Shofner shares his top five reasons why.
1) Selling vs. Educating. Some "progressive" medical clinics aggressively offer discount coupons and other gimmicks to gain business. However, there is a fine line between educating and selling to patients, especially when it comes to advertising. All medical procedures should be thoroughly explained to patients, not sold based on selective information, focusing on the pros or positive results of the procedure.
2) Fear. "Act now or you'll miss out!" Sales tactics that pressure consumers can actually be counterproductive and make patients reluctant to learn more about medical procedures, which are safe and even life changing. With so much competition, health care providers are promising miracle treatments for a wide range of products. Dr. Shofner asks, "Why are wonderful medical procedures like LASIK being advertised the same way as used cars or household products are sold on late night TV?"
3) Guarantees. Many patients are fascinated by clever promotions and the common "it's guaranteed" pitch. However, for medical procedures such as LASIK, the Federal Trade Commission states, "As for promises of 20/20 vision — no doctor can make that guarantee". Further, the US Food and Drug Administration states:" Be wary of eye centers that advertise, "20/20 vision or your money back" or "package deals. There are never any guarantees in medicine."
4) Trust. Patients should trust research and facts, not silly sales tactics. "Nearly every patient that walks through our office door, especially for LASIK, has done considerable research on vision care providers", says Dr. Shofner. Patients are using online review services such as Angie's List, Yelp, Google+, medical directories like healthgrades.com and many more to obtain feedback on other patient experiences. Those that don't actively pursue online referrals rely on their close friends, family, or neighbors to find a trustworthy doctor.
5) Publicity Stunts. Carefully review businesses promoting publicity stunts. Many businesses claim to be "Voted #1", "The Best of", or "The First". There are many legitimate companies compiling rankings and ratings for restaurants, spas, retail stores, and a multitude of other businesses. Many times, it's more of a contest to determine which businesses are spending the most money not only to participate but also to obtain votes. Some businesses make false claims through advertising without the consumer's knowledge.
It is recommended that all consumers research and review an elective surgery thoroughly. Ideally, the best surgeons are those who are not only highly skilled with a great deal of experience, but possess professional and medical credentials. Be sure to review a health professional's credentials, accreditation and affiliations.
About Dr. Stewart Shofner
Recognized as one of the most outstanding Board Certified Ophthalmologist in the United States, Dr. Stewart Shofner has performed over 30,000 LASIK/PRK procedures and 10,000 ocular surgeries including Cataract surgeries.
Elective medical procedures, such as LASIK vision correction surgery is one of the most common eye surgery procedures performed because it is quick, simple, and affordable -- with amazing results. "Not everyone is a candidate and each set of eyes are different", says Dr. Shofner. I also recognize that fear of surgery is the patient's greatest concern. Therefore, I carefully evaluate each patient's vision to provide his or her best options. I answer all questions, and never pressure anyone to have surgery, nor does my staff. Nashville is blessed with some great LASIK surgeons. But patients should not make their choice of surgeons based on gimmicky advertising.
About Shofner Vision Center
Shofner Vision Center has provided vision care for over 20 years and over 95% of our patents come from referrals. We are proud to offer the most affordable LASIK in Middle Tennessee without all the gimmicky sales promotions or silly stunts to attract patients. The decision to have any eye procedure or surgery is the patient's, and we respect that decision. For questions about any vision correction procedure, you may contact our office and schedule a "no fear, no pressure" appointment.