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Today's Practice | Jun 2014

The Benefits of Adopting a Clear Economic Strategy

Find a niche market and focus on it.

In this era of economic crisis, laser vision correction (LVC) centers must adopt clear economic strategies and make the right choices in patient care. Our first choice was to focus on the niche of presbyopia correction, and our second was to maintain the highest possible level of technological innovation. Together, these choices have helped us to maintain a successful refractive surgery practice in difficult times.

CHOOSE YOUR NICHE

For almost 20 years, we have relied on corneal refractive surgery techniques to correct hyperopia, and today these procedures account for 70% of our total surgical volume (Figure 1). In 1995, we started collaborating with Technolas in the development of Supracor, which is currently the only laser treatment for presbyopia with the Conformité Européenne (CE) Mark. In doing so, Vision Future positioned itself squarely in the presbyopia niche.

This choice seemed logical for many reasons. First, because we were the only LVC center offering treatment to presbyopic patients, the market was wide open. In France, about 30% of the population—about 20 million people—is presbyopic (Figure 2), and presbyopes are seldom satisfied with contact lenses. Second, this population has strong purchasing power and negative associations with wearing glasses. Third, the development of computer technology and the use of smartphones and tablets have increased the need for better near vision. Fourth, Supracor is a precise and reliable treatment. The combination of these factors has encouraged us to offer this surgical presbyopia correction procedure to patients.

CHOOSE INNOVATION

Vision Future surgeons were the first in France to perform LVC with the Teneo 317 laser (Technolas Perfect Vision). We also purchased the latest version of the IntraLase iFS femtosecond laser (Abbott Medical Optics). Regular investment in these and other technologies over the past 10 years has allowed us to keep prices stable, and even increase them slightly, in a time when other centers have chosen to reduce surgical fees and use outdated or obsolete equipment. Vision Future is a leader in the European market, and patients come to us looking for quality care, cutting-edge equipment, and premium patient management—at prices that are fair, not slashed.

FEEs

Our fees vary depending on the technique to be used and the amount and type of ametropia to be treated. PRK for mild myopia is the least costly, and femtosecond LASIK for presbyopia is the most costly.

Our fees cover the procedure, 6 months of postoperative follow-up, and retreatment within the first 2 years (if necessary); however, the preoperative assessment visit with the surgeon is not included. If retreatment is required after the first 2 years, we charge patients between 25% and 40% of the cost of the first procedure.

Our retreatment rate (about 5%) is low considering the number of presbyopic patients we treat each year. Our singular goal is patient satisfaction, and therefore retreatment is suggested, without hesitation, as soon as we think it will provide a distinct improvement in visual quality.

Our fees are consistent with those of others in the French market, and our patients are more inclined to choose our center when they compare the optical equipment we use with that of our competitors.

EQUIPMENT

An increase of about 3% in our fees over the past 5 years has allowed us to finance our investment strategy.

At this time, we use three lasers: the 217 Z 100 P and the Teneo 317 (both by Technolas Perfect Vision), both equipped to perform Supracor, and the Intralase iFS. We select the laser to be used depending on the ametropia to be treated.

For severe ametropia, the speed of the Teneo significantly reduces treatment duration and results in a more comfortable and safer procedure for the patient. We also prefer the Teneo 317 for hyperopic ablations because its transition zones are shorter, allowing us to treat hyperopia with greater optical zones of 7 mm or more.

CONCLUSION

For quite some time, our surgical activity and marketing strategy have focused on presbyopia. It seems inconceivable that a modern refractive surgery center could survive without offering corrective treatments for presbyopia. Supracor is the solution.

Jean Jacques Chaubard, MD, is the founder of Vision Future, in Nice, France. Dr. Chaubard states that he has a royalty agreement with Bausch + Lomb Technolas. He may be reached at tel: +33 493165, ext 281; e-mail: jjchaubard@gmail.com.

Olivier Chauveau is an optometrist at Vision Future, in Nice, France. Mr. Chauveau states that he has no financial interest in the products or companies mentioned. He may be reached at e-mail: olivier@visionfuture.net.

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