1.
Welcome!
Clinic Coordinators and Surgeons
April Meeting
A Company You Can Trust

2.
Refractive error
http://www.pcli.com/eye_library/index.html

3.
Our Mission
• Specializing in medical and surgical eye
treatment.
• High Caliber Medical care in the areas of
– Lasik Surgery
– Cataract Surgery
– Glaucoma Care
– Corneal Care
– Eyelid surgery
– Retinal Care

4.
History
• Founded in 1985 in Chehalis, Washington
– Dr. Robert O. Ford
– Owner and CEO
– “ I would like my organization to cast a positive light
on the Creator of this marvelous machine—the
human eye”
• Pacific Cataract and Laser Institute is the story of
a group of physicians who bring a human touch
to the sophistication of eye surgery

5.
Core Values
Patient’s Family & Friends Patients and Families
Support Honest and Forthright
Involved In Care Medical Information
PCLI
Our Actions
Environment
Integrity
Calm,
Honesty
Caring
Courage
Cheerful

6.
Core Values
True Success Efficient, Quality eye
Doing the Right Thing care by professionals at
For Right reason highest level
PCLI
Communicating Measure of Success
Openly Complete Satisfaction
Sharing Knowledge of Doctors

7.
Vision
Quality
Care
Skilled Co- Mutual
Doctors management Trust
Respect

8.
Locations

9.
Our Strengths
• Good working relationship with ODs
– Network of 150 referring physicians
• Entrenched value system aligned with goals
• View eye health as something more than material
goods
• Surgeons are versed in multiple techniques
• Better results and higher quality than Canadian
clinics
• Dr. Ford is a leader in developing improved
processes for eye surgery

10.
Potential Growth
• Large market for services
• Large staff to provide services

11.
Potential Improvements
• Cost
• Advertising
• Number of clinics

12.
External Assessment

13.
Legislative/Political
• Excimer lasers approved by the FDA October
1995
• FDA, AAO, and National Eye Institute release
position statements and marketing guidelines
for LASIK
• FDA regulations restrict use of new medical
devices in U.S. until appropriate clinical trials
performed

14.
Economic
• Consumer driven health care service
• Royalties due to manufacturer for use of LASIK
devices
• Favorable Canadian exchange rate
• Typical PCLI customer pays between $1700
and $2000 per eye

15.
Social/Demographic
• PCLI network of 150 family optometric
physicians
• 150 million Americans wear corrective
eyewear
• Service region population of nearly 6.5 million
people

16.
Technological
• Advancing laser technology
• Eye tracking system developed by Dr. Ford
• “Mobile” technology allowing centers to
expand market share
• Custom LASIK technologies

17.
Competitor Analysis

18.
STRENGTHS WEAKNESSES
Eye Consultants •Wide Range of Services •No LASIK Focus
Spokane, WA •Continuity •Limited LASIK Procedures
•Convenience •Below Cost Pricing
Empire Eye •Specialty Surgery Center •No basic eye care services
Spokane, WA •Local Surgeon •Rely on Referrals
TLC Laser Eye Centers, Inc •Largest LASIK provider in US •No Basic Eye Care
Ontario and Seattle, WA •Partnership with VSP’s •Weaker Regional Presence
•Employee Discounts
Laser Vision Centers •Mobile Lasers •No Basic Eye Care
St Louis, MS •Presence in Rural Areas •Weak Regional Presence
LASIK Vision Corporation •Canadian and US Presence •“Price War”
Vancouver, BC •Rapid Expansion •High Volume, Lacks PCLI “Patient-
•Lower Cost Centered” Focus
•Avoid Royalties
Lexington Laser Vision •Aggressive Advertising •Long waits
Vancouver, BC •Fast Access to Developing •Far traveling distance
Technology •Poor patient follow-up

19.
TOWS: Main Points
• Internal Weaknesses • External Threats
– Cost – Canada
– Advertising – Local competitors
– Number of clinics – FDA

20.
Our Weaknesses
• ODs serve as gatekeepers to surgery
• Cost of procedures is higher than competitors
• Limited operating days for surgery
• Practice area is diverse
– Equipment needs for diverse practice area
• PCLI currently only conducts minimal
advertising

21.
Fix-Its
• Alliances
• Emphasis on quality
• Managed care packages
• Marketing
• Pricing
• Expand days

22.
Objectives and Strategies

23.
Increase PCLI’s Referring Physician
Base By 20% By Fy20xxq2
• Establish relationships with Vision Service
Plans (VSP)
• Raise awareness of PCLI amongst local ODs

24.
Increase LASIK Patients By 10%
By Fy20xxq4
• Market and promote services, location, brand
attributes (quality, expertise, etc.) to potential
patients
• Align with managed care plans to offer patient
discounts
• Leverage current relationships with ODs to offer
incentives for referrals
• Integrate mobile services into PCLI’s offerings
• Leverage satisfied patients for marketing efforts

25.
Reduce Operating Costs By 5%
Fy20xxq3
• Leverage increased patient base to negotiate
lower prices from suppliers
• Evaluate role of internal OD as surgery
gatekeeper
• Maximize use of equipment at each clinic
• Re-evaluate the use of company
jets/centralize procedures

26.
Achieve 55% Market Share By
Fy20xxq4
• Develop new package-based pricing structure
• Educate Washington state residents on quality
and safety issues surrounding LASIK surgery
• Maintain integrity of PLCI’s core values

27.
Tactics

28.
Q2 20XX

29.
Q3 20XX

30.
Q4 20XX

31.
Website Enhancements

32.
Implementation Plan
Solicit Plan Feedback at
Clinic Coordinator &
Surgeon Monthly Meeting
Measure & Communicate Communicate Plan at
Progress & Successes “All Staff” Meeting
Establish & Communicate
Goals, Roles & Obtain Final Plan
Responsibilities of Each Approval
Implementation Member

33.
Contingency Plan
• Consolidate LASIK services
• Increase local marketing
• Stress quality by focusing on outcomes