Augenlasern ReLEx SMILE – Marketing für Refraktive Chirurgie in einer Premium Praxis
1. Breyer, Kaymak & Klabe Eye Surgery and Premium Eyes are Consulting, Study Center & MAB for:
Abott, Alcon, AlimeraSciences, Allergan, AMO, Bayer, Carl Zeiss Meditec, Ellex, Fluoron, Geuder, iOptics, LensAR, Medicem,
Novartis, Oculentis, Oertli, Revision Optics, Santen, Staar Surgical,
Sifi Medtech, Thea, Topcon, Visufarma, Ziemer
Succesful Business of Refractive Surgery in a Private Premium Setting
Detlev R. H. Breyer
2019
Nürnberg
2. Dr. med.
Detlev Breyer
Dr. med.
Hakan Kaymak
Dr. med.
Karsten Klabe
Dr. rer. nat.
Philipp Hagen
Prof. Dr. med.
Gerd U. Auffarth
Dr. rer. nat.
Andreas Fricke
Dr. med. Florian
T. A. Kretz
Who am I? to tell YOU this…
3. Who am I? Usually a Surgeon and Scientist
• Started 15 years ago with a non surgical private practice
• Today over 10.000 intraocular cases
• From cataract refractive, DMEK, glaucoma surgery to complex vitreoretinal
• „Anything but tumors“
• Own science institute with 4 fully employed phycisist, chemist and biologist
• Consulting, study center, speaker, MAB for over 15 companies
4. How Are Other Successful Private Refractive Settings?
• International leading refractive surgeon and successful entrepreneur
• Dan Reinstein
5. Breyer, Kaymak & Klabe Eye Surgery and Premium Eyes are Consulting, Study Center & MAB for:
Abott, Alcon, AlimeraSciences, Allergan, AMO, Bayer, Carl Zeiss Meditec, Ellex, Fluoron, Geuder, iOptics, LensAR, Medicem,
Novartis, Oculentis, Oertli, Revision Optics, Santen, Staar Surgical,
Sifi Medtech, Thea, Topcon, Visufarma, Ziemer
Successful Business of Refractive Surgery in a Private Setting
Detlev R. H. Breyer
Bilder von Fotograf Schadow Arkaden und Oberkassel
6. What´s The Difference? Private / Chain Business
Private Setting Chain
Ownership
Always follow the $ trail
Surgeon tells the way Economist tells the way
Marketing Budget 1 Mio. Euro Several Millions
Internet Presence &
Branding
1 or 2 cities
PremiumEyes, LVC
Many cities
Optical Express
Sales Argument Eminence Method
Strategy Premium upper class surgery
Family 5 Star Business
High volume general
population
Widespread 4 Star Business
Pricing High price Low/Medium price
7. What Makes A Private Refractive Setting Successful?
• Surgeon affiliated factors
• Education and personal surgical experience of a surgeon
• Scientific work: own publications, peer reviewing, own institute, res. network
• Awarded Surgeon: accepted by other surgeons
• Pioneering work: only the best surgeons....
• Indipendence from method: One surgeon offers ALL! surgical procedures
• Indipendence from companies: surgeon is choosing the best product
9. What Makes A Private Refractive Setting Successful?
• Personal factors
• Personality / Charisma of the surgeon and team
• Society network
• Social engagement: international and at home (Khmer sight, Opera,
Museums,Theater, city, Sport club)
• International patients / Testimonials
• Presence in media (TV/Print/Social Media)
10. What Makes A Private Refractive Setting Successful?
• Personal factors
• Personality / Charisma of the surgeon and team
• Society network
• Social engagement: international and at home (Khmer sight, Opera,
Museums,Theater, city, Sport club)
• International patients / Testimonials
• Presence in media (TV/Print/Social Media)
11. What Makes A Private Refractive Setting Successful?
• Personal factors
• Personality / Charisma of the surgeon and team
• Society network
• Social engagement: international and at home (Khmer sight, Opera,
Museums,Theater, city, Sport club)
• International patients / Testimonials
• Presence in media (TV/Print/Social Media)
12. What Makes A Private Refractive Setting Successful?
• Personal factors
• Personality / Charisma of the surgeon and team
• Society network
• Social engagement: international and at home (Khmer sight, Opera,
Museums,Theater, city, Sport club)
• International patients / Testimonials
• Presence in media (TV/Print/Social Media)
13. What Makes A Private Refractive Setting Successful?
Soft service factors
• Ambiance of clinic (designer furniture, well known art...)
• Place of clinic: Real estate: site, site, site
• Polite & elegant manners: the rot starts at the top
• More employees (120) than needed - taking a lot of time for patients
• Service of clinic: own App, private assistant, social media
• High personal availability: cell phone number and e mail adress
14. What Makes A Private Refractive Setting Successful?
Soft service factors
• Ambiance of clinic (designer furniture, well known art...)
• Place of clinic: Real estate: site, site, site
• Polite & elegant manners: the rot starts at the top
• More employees (120) than needed - taking a lot of time for patients
• Service of clinic: own App, private assistant, social media
• High personal availability: cell phone number and e mail adress
15. What Makes A Private Refractive Setting Successful?
Soft service factors
• Ambiance of clinic (designer furniture, well known art...)
• Place of clinic: Real estate: site, site, site
• Polite & elegant manners: the rot starts at the top
• More employees (120) than needed - taking a lot of time for patients
• Service of clinic: own App, private assistant, social media
• High personal availability: cell phone number and e mail adress
16. What Makes A Private Refractive Setting Successful?
Soft service factors
• Ambiance of clinic (designer furniture, well known art...)
• Place of clinic: Real estate: site, site, site
• Polite & elegant manners: the rot starts at the top
• More employees (120) than needed - taking a lot of time for patients
• Service of clinic: own App, private assistant, social media
• High personal availability: cell phone number and e mail adress
17. What Makes A Private Refractive Setting Successful?
Hard work & a positive philosophy & creativity for many years
Refractive Surgery in a private setting is definetely No quick & easy money
You are the conductor of a symphony orchestra, be prepared to work 24/7
22. Few Induced HOA
-2.0
-1.5
-1.0
-0.5
0.0
0.5
1.0
1.5
Astigmatismus
(RMS)
Total HOA (RMS) Coma (RMS) Sphärische
Aberrationen
OkulareAberrationen[µm]
Okulare Aberrationen (6mm)
Lasik präop. (n=255)
Lasik post (n=157)
Smile präop. (n=631)
Smile post (n=524)
Signifikante (p<0.05) Unterschiede:
• Astigmatismus wird durch Femto-LASIK und ReLEx SMILE reduziert
• Aberrationen höherer Ordnung postoperativ in beiden Gruppen leicht erhöht
Keine signifikanten Unterschiede zwischen beiden Gruppen
Signifikante (p<0.05) Unterschiede:
• Astigmatismus wird durch Femto-LASIK und ReLEx SMILE reduziert
• Aberrationen höherer Ordnung postoperativ in beiden Gruppen leicht erhöht
Keine signifikanten Unterschiede zwischen beiden Gruppen
23. • Geringe Komplikationsraten
(vergleichbar mit Literaturwerten)
• Geringe Rate an Nachbehandlungen
Vergleichbare Ergebnisse in beiden
Gruppen
Few Complications and Retreatments
Behandlungen
Femto-
LASIK
SMILE
total 404 100% 1197 100%
vollendet 404 100% 1192 99,6%
abgebrochen 0 0% 5 0,42%
Komplikationen
Vakuumverlust 3 0,74% 6 0,50%
vollendet 3 2
abgebrochen 0 4
Lentikel nicht separierbar - 1 0,08%
…
Nachbehandlungen
refraktiv (meist innerhalb 6M) 5 1,24% 4 0,34%
Re-LASIK 5 -
PRK 0 3
ICL 0 1
Keratokonus
CXL 1 0,25% 1 0,08%
Sonstiges
Spülung 2 2
Flap-Lifting 6 -
1 x ICL,
3 x glasses/CL
1 x Trans-PRK
24. Having All That Said, Never Forget:
Nothing is as rewarding as helping and philantropy!