This report contains information about various LASIK Surgery awareness tools in In-clinic & out-Clinic

1. Summer Internship Project
Submitted By :
Devansh Sodhiya
NIPER, Mohali
A PROJECT ON
MARKET RESEARCH ON LASIK AWARNESS TOOLS

2. FLOW OF PRESENTATION
2
1
2
3
4
5
GAPS in Patient
Journey
.
OBSERVATIONS
IN-CLINIC
COUNSELLING
TOOLS
IN-CLINIC
BRANDING
DIGITAL
MARKETING

3. 1.
OBSERVATIONS
3

4. 4
Is there any gender Preference for LASIK?
Is there any gender Preference for LASIK ?
• INFERENCE: According to market survey 70% doctors conveyed that mostly female
prefer LASIK & remaining 30% doctors conveyed that both gender prefer LASIK. So from
this we can find that the target population is mostly female
70%
30%
0%0%
FEMALE BOTH
• GENDER PREFERENCE SAMPLE SIZE - 65

5. 5
LASIK is preferred by which age group mostly?
• INFERENCE: According to market survey 70% doctors conveyed that mostly 18-30 yrs age group
prefer LASIK, 20% doctors conveyed that 31-40 yrs age group also prefer LASIK, 7% doctors
conveyed that 41-50 yrs age group & 3% doctors conveyed that >50 yrs age group prefer LASIK.
70
20
7 3
Age group preference
18-30
31-40
41-50
>50
SAMPLE SIZE - 65

6. 6
Is there any specific occupation which prefers LASIK ?
• INFERENCE: According to Market Survey 45% doctors conveyed that mostly LASIK is preferred by the
people applying for Govt. Jobs, Sports person & Marriage , 30% doctors conveyed that students
prefer LASIK, 20% doctors conveyed that corporate sector prefer LASIK & remaining 5% doctors
conveyed that Government sector prefer LASIK So from this we can find that the target population
is mostly the student age group & people applying for govt. jobs
OTHERS STUDENT
GOVERNMENT
SECTOR
CORPORATE
SECTOR
45% 30% 20% 5%
SAMPLE SIZE - 65

7. 7
How do patients get to know about LASIK procedure?
• INFERENCE: According to Market Survey 55% doctor conveyed that Word of mouth plays
an in important role about LASIK procedure, 35% doctors conveyed that internet plays a
role in knowing about LASIK procedure, 8% doctors conveyed that Advertisement plays a
role in knowing about LASIK procedure & 2% doctors conveyed that doctor referrals also
play a role in knowing about LASIK procedure.
35
55
8
2
WORD OF MOUTH
INTERNET
ADVERTISEMENT
DOCTORS REFERRALS
0 10 20 30 40 50 60
Information Centers
Preference
SAMPLE SIZE - 65

8. 8
What are the common myths associated with LASIK surgery?
• INFERENCE: According to market survey 45% doctors conveyed that mostly people have
Myth of Complications post LASIK surgery, 30% doctors conveyed that Affordability is the
Myth, 15% doctors conveyed that people have a Myth that LASIK is a painful surgery, 7%
doctors conveyed that age is Myth & 3% doctors conveyed that LASIK is a new surgery
method is a myth.
Age
7%
new surgery
3%
painful
15%
Complications
45%
Affordability
30%
Myths
SAMPLE SIZE - 65

9. 9
What mediums can further be explored to increase the
awareness on LASIK?
• INFERENCE: According to market survey 65% doctors conveyed that digital platform
can play an important role in awareness of LASIK, 27% doctors conveyed that
Camps & Seminars can also play a role in awareness of LASIK & remaining 8%
doctors conveyed that Mouth Publicity can also increase awareness of LASIK.
65
27
8
2
12
22
32
42
52
62
72
82
92
AWARENESS MEDIUM
DIGITAL PLATFORM
CAMPS & SEMINARS
MOUTH PUBLICITY
SAMPLE SIZE - 65

10. 10
How do doctors stay connected with patients after LASIK & how
long?
• INFERENCE: According to market survey 90% doctors conveyed that they
Highlight the appointment date on Report & 10% doctors conveyed that
they use CALL/SMS service for Follow up date.
10
90
Follow Up
Calls/SMS
Highlighting the date
SAMPLE SIZE - 65

11. 2.
GAPS IN PATIENT
JOURNEY
11

12. GAPS IN PATIENT JOURNEY
12
05030201 04
Affordability
Issue
True Facts &
Figures
Unaware Of
Pre-Medical
History
Drop - FacilityLack of Proper
Guidance

13. 13
GAPS IN PATIENT JOURNEY
• Affordability issues:
Some patients feel that the LASIK surgery is expensive for them as they are unaware about the
various types of LASIK surgery option available at various affordable price.
People are unaware of the funding organizations which provide financial support for the LASIK
surgery at a nominal rate of interest.eg: LET’s MD
• True Facts & Figures:
According to market survey, Hospitals & Clinics mostly reveal the positive feedbacks of the
surgery while complications of the surgery is not informed properly. As a result sometimes
people hear the negative feedbacks from the Post operative LASIK patients & do not opt
for LASIK and creates a gap in patient-doctor.

14. 14
GAPS IN PATIENT JOURNEY
• Unaware Of Pre-medical History:
Some patients are unaware of their pre medical history & Post LASIK
surgery which causes complications for the Patients , as a result it creates
a negative mindset regarding LASIK.
• Lack of Proper Guidance:
According to market survey ,some doctors informed that mostly rural
people are unaware of the LASIK surgery due to lack of guidance of the
ophthalmologist
• Drop -Facility:
There should be dropout facilities for the Patients who came alone for LASIK
surgery.

15. 3.
IN-CLINIC
BRANDING
TOOL
15

16. IN-CLINIC BRANDING TOOL
16
01
02
03
04
05
Tie-up with Financial
Support Organization.
Tie-up with third
party for feedback of
Post Lasik experience
Good counselling
skills of Counsellor
In-Clinic Facilities
Improving surgery experience
-

17. 17
IN-CLINIC BRANDING TOOL
Lets MD connect with the Hospitals and provides Financial aid to
the Patients for surgery at easy instalments and nominal rate of
interest.
:
Tie-Up with Financial Support
Organization

18. 18
IN-CLINIC BRANDING TOOL
Tie-Up with Third Party Organization for
collecting and maintaining the feedback of Post
LASIK surgical experience of Patients like-
• Change in Vision after LASIK
• Are there any complications they experienced
after LASIK surgery
• How would you grade the Hospital/Clinic for the
In-Clinic Facilities
• Would you suggest some points for improvising
In-Clinic experience
TIE –UP with Third Party for Feedback of Post LASIK Experience

19. 19
IN-CLINIC BRANDING TOOL
Today services play a major role in organizational Growth ,so improving the patient experience during pre & post surgery will indirectly affect the
growth of an organization
Ways to improve Surgical Experience -
• Bright colour walls help in reducing anxiety
• Music also play a role in reducing anxiety
• Offer a treat
• Sponge balls
• White spects
Improving Surgery Experience

20. IN-CLINIC BRANDING TOOL
• Counsellor should have Complete knowledge about all the aspects of
the surgery
• Do’s & Don’ts of pre & post operative LASIK surgery.
Good Counselling Skills Of Counsellor
20

21. 21
IN-CLINIC BRANDING TOOL
Tell the patients about the clinics Facilities apart from
surgery-
• A separate Waiting Room
• A well Equipped Surgery room
• Other complementary services
In-Clinics Facilities

22. 4.
Allergan Role in
improvising
Counselling
22

23. Allergan Role in improvising Counselling
23
Idea 03
Idea 02
Idea 01
Idea 04
Well Informed Posters &Charts
Past Patient Review on
Brochures & Coffee Book
Animated Videos
Training To The Counsellor

24. 24
Allergan Role in improvising Counselling
Idea 01Well Informed Posters &Charts
Poster & Charts should contain
information given below –
• When to do LASIK
• Procedure of LASIK
• Benefits of LASIK
• Images of before and after LASIK

25. 25
Allergan Role in improvising Counselling
Idea 02
Past Patient Review on Brochures & Coffee
Book
Brochures and Coffee book should contain information given below
• LASIK procedure
• Types of LASIK
• Instruments for LASIK
• Pricing of LASIK
• Information regarding financial support organizations
• Review of Post Operative LASIK patients

26. 26
Allergan Role in improvising Counselling
Idea 03Training To The Counsellor
Counsellor should possess following skills
• Good Communication and Listening skills
• Ability to develop a relationship with patients
• Technical skills to maintain the patient record who visited for
counselling
• Detailed knowledge of topic to be counselled to the patient

27. Digital Marketing
27
• Todays era digital media plays an important role in influencing
customers mind
• As per the market research, our target population lies mostly in
the Age Group of 18-30 yrs and this age group is mostly
influenced by Digital Media Platforms, so we can upload videos
and presentation and create pages on various Social Media
Platforms which will help create awareness in target population
mind
• EYE checkup and LASIK awareness camps in colleges ,corporates
houses ,banks and IT companies will help in creating awareness
regarding LASIK and indirectly increase the number of LASIK
surgeries.
PATIENT AWARENESS
.
PATIENT AWARENESS

28. Digital Marketing
28
• Hospitals/Clinics are also using digital media platforms for
marketing their clinical services through various ways like
• Websites/Webpages
• Social media
• Advertisement through various mediums
CLINIC MARKETING
.
Clinic
marketing

29. 29
Digital Marketing
• Websites/Webpages
Some hospital/Clinic nowadays create website or webpages which contain detailed information about various
LASIK surgeries, Doctor Profiles, Instrument Photos, Pricing & Financial support details. Through this also
awareness is created for LASIK.
Eg:
www.lasik.com
www.mylasik.com
www.allaboutvision.com
www.reclaimyourvision.com
• Clinic Marketing tools

30. 30
Digital Marketing
• Social media platforms
Social media is another alternative for marketing the hospitals/clinic services & our market research data also shows that
some doctors use social media to connect with the patients.
Eg:
Linkedin
Facebook
Instagram
Twitter
Whatsapp
Google reviews
• Clinic Marketing tools

31. 31
Digital Marketing
• Advertisements
Advertisements through various medium can also help in creating awareness & marketing individual
hospital/clinic.
Advertisement on Newspapers, Magazines , Radio & Television
• Clinic Marketing tools

32. THANK YOU!
Hope you like our work.