Effective messaging in the LASIK industry.

摘要

Abstract This thesis focuses on how messaging effectively in the LASIK industry has changed over time and continues to evolve today. This paper begins by tracing the history of refractive surgery as well as eye conditions and terms that will familiarize readers to better understand the LASIK procedure. In order to study LASIK industry trends and consumers, Saddleback Eye Center will serve a platform from which to gather information on messaging and marketing techniques. By evaluating data that Saddleback Eye Center has gathered over the past ten years pertaining to patient referral sources, ROI, and trends of patient purchasing habits, messaging effectiveness can be tracked and improved upon as technology and this industry advance.;To understand the impact messaging has on potential LASIK patients and their decision to undergo LASIK surgery, the process every person experiences to reach this point must be reviewed. Diffusion Theory will be referenced throughout this thesis as a basis for which to evaluate the steps potential patients encounter when considering LASIK. The six main steps in Diffusion Theory will be traced in terms of what a potential LASIK patient experiences from first hearing about this procedure all the way through the postoperative course.;While the LASIK industry continues to grow and channels of messaging people rely on transition, the importance of creating messaging that differentiates one LASIK center from another has become pivotal. Knowing what attracts potential LASIK patients and gives them confidence to visit a particular facility is a key factor, so that marketing and media outlets can be utilized to their full potential. By studying past data and trends in the LASIK industry presented in this thesis, Saddleback Eye Center has utilized this information to create a new campaign: The 20/20 Promise. This campaign emphasizes quality results and utilizes media outlets that are evolving to become the most productive at gaining the confidence of LASIK patients.