Setting proper expectations is crucial for satisfaction in refractive surgery. At the corporate level, unmet expectations can cause investors to lose confidence and stock prices to drop. For doctors, not meeting expectations can lead to lower procedural volumes and unhappiness. Patients are less satisfied if their expectations for outcomes or treatment are not fulfilled, potentially damaging word-of-mouth. Properly managing expectations at each touchpoint, from advertising to post-op care, is key to exceeding expectations and gaining loyal, satisfied customers.