1) The refractive surgery market is experiencing declining LASIK volumes as negative publicity and economic factors have impacted consumer interest.
2) Marketing LASIK has proven difficult as consumer behavior is unpredictable and influenced by many variables outside a provider's control. Past marketing focused too heavily on technology and price, pushing consumers away.
3) Providers should shift from an "outside-in" marketing approach relying on media campaigns to an "inside-out" approach prioritizing superior customer service and addressing patient fears to improve perceptions of LASIK safety.
Making the Shift: Healthcare's Transformation to Consumer-CentricityProphet
In our latest report, “Making the Shift: Healthcare’s Transformation to Consumer-Centricity” Prophet interviewed more than 50 executives across the U.S., Europe and Asia, from healthcare organizations including hospital systems, payers, pharmaceutical companies and digital health companies to identify the five keys shifts that healthcare organizations need to make to become more consumer-centric.
Learn key findings from each of the five shifts including the challenges and solutions organizations face to become more consumer-centric.
A detailed investigation to validate the popular marketing concept of custome...Charm Rammandala
Understanding customers expectation is one of the fundamental factor’s to retain in the business, whether the business is a service provider or a manufacturer. Simply because if a business fails to understand the customer needs and satisfy the expectations, its running the risk of losing customers instead of gaining. Unsatisfied customer is a liability for any business as it will bring numerous negative outcomes. Apart from losing the business of affected customers, the bad reviews, blog posts and word of mouth will put off many more potential customers.
The notion of customer is always right is a century old concept and it’s becoming more relevant to the current market conditions than ever.
The purpose of this essay is to take an in-depth look in to the concept of customer is always right and evaluate how relevant said concept to the modern market conditions
Read it if you have anything to do with - Pharma Brand Management, Field Force Excellence, Key Account Management in Pharma, Medical Reps, Field Sales Manager, Teamwork, Sales Force Effectiveness.
Making the Shift: Healthcare's Transformation to Consumer-CentricityProphet
In our latest report, “Making the Shift: Healthcare’s Transformation to Consumer-Centricity” Prophet interviewed more than 50 executives across the U.S., Europe and Asia, from healthcare organizations including hospital systems, payers, pharmaceutical companies and digital health companies to identify the five keys shifts that healthcare organizations need to make to become more consumer-centric.
Learn key findings from each of the five shifts including the challenges and solutions organizations face to become more consumer-centric.
A detailed investigation to validate the popular marketing concept of custome...Charm Rammandala
Understanding customers expectation is one of the fundamental factor’s to retain in the business, whether the business is a service provider or a manufacturer. Simply because if a business fails to understand the customer needs and satisfy the expectations, its running the risk of losing customers instead of gaining. Unsatisfied customer is a liability for any business as it will bring numerous negative outcomes. Apart from losing the business of affected customers, the bad reviews, blog posts and word of mouth will put off many more potential customers.
The notion of customer is always right is a century old concept and it’s becoming more relevant to the current market conditions than ever.
The purpose of this essay is to take an in-depth look in to the concept of customer is always right and evaluate how relevant said concept to the modern market conditions
Read it if you have anything to do with - Pharma Brand Management, Field Force Excellence, Key Account Management in Pharma, Medical Reps, Field Sales Manager, Teamwork, Sales Force Effectiveness.
El proyecto solidario asturiano “un orbayu en el desierto” nació en Caso con el propósito de llevar, a través del ámbito de la cultura asturiana, pequeñas nubes de solidaridad que mejoren la calidad de vida de los campamentos de refugiados de Tinduf.
Luisjmacho, Community Manager.
Voy a gestionar y a trabajar tu marca, gestionaré la reputación online y estaré presente en todas aquellas redes en las que estén tus clientes porque quiero hacer dinamizar y hacer crecer tu marca.
El proyecto solidario asturiano “un orbayu en el desierto” nació en Caso con el propósito de llevar, a través del ámbito de la cultura asturiana, pequeñas nubes de solidaridad que mejoren la calidad de vida de los campamentos de refugiados de Tinduf.
Luisjmacho, Community Manager.
Voy a gestionar y a trabajar tu marca, gestionaré la reputación online y estaré presente en todas aquellas redes en las que estén tus clientes porque quiero hacer dinamizar y hacer crecer tu marca.
Asia Pacific Pharmaceutical & Medical Professionals LinkedIn Group poll results and discussion on "Where do you see the most commercial innovation happening over the next 12 months?"
Communiqué features articles focusing on the latest hot topics for anesthesiologists, nurse anesthetists, pain management specialists and anesthesia practice administrators.
Communique is created by Anesthesia Business Consultants (ABC), the largest physician billing and practice management company specializing exclusively in the practice of anesthesia and pain management.
ABC serves several thousand anesthesiologists and CRNAs nationwide with anesthesia billing software solutions.
Please send your email address to info [at] anesthesiallc [dot] com if you would like to join the Communique mailing list!
Visit www.anesthesiallc.com for more information!
Head-to-Head Comparative Study of Two Optical Biometric Devices in Modern Cat...SM2 Strategic
Today's cataract surgeon has adopted non-contact optical
biometry as the standard of care in performing IOL calculations.
While modern formulae incorporate multiple variables as part
of their calculations, Axial Length and Keratometry readings
continue to be the inputs that are most influential in determining
IOL power. Some of the newer generation formulas such as
Holladay 2 and Olsen now incorporate more elements to help
increase accuracy.
ARTIFICIAL INTELLIGENCE IN HEALTHCARE.pdfAnujkumaranit
Artificial intelligence (AI) refers to the simulation of human intelligence processes by machines, especially computer systems. It encompasses tasks such as learning, reasoning, problem-solving, perception, and language understanding. AI technologies are revolutionizing various fields, from healthcare to finance, by enabling machines to perform tasks that typically require human intelligence.
micro teaching on communication m.sc nursing.pdfAnurag Sharma
Microteaching is a unique model of practice teaching. It is a viable instrument for the. desired change in the teaching behavior or the behavior potential which, in specified types of real. classroom situations, tends to facilitate the achievement of specified types of objectives.
Report Back from SGO 2024: What’s the Latest in Cervical Cancer?bkling
Are you curious about what’s new in cervical cancer research or unsure what the findings mean? Join Dr. Emily Ko, a gynecologic oncologist at Penn Medicine, to learn about the latest updates from the Society of Gynecologic Oncology (SGO) 2024 Annual Meeting on Women’s Cancer. Dr. Ko will discuss what the research presented at the conference means for you and answer your questions about the new developments.
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Ve...kevinkariuki227
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Verified Chapters 1 - 19, Complete Newest Version.pdf
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Verified Chapters 1 - 19, Complete Newest Version.pdf
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Ethanol (CH3CH2OH), or beverage alcohol, is a two-carbon alcohol
that is rapidly distributed in the body and brain. Ethanol alters many
neurochemical systems and has rewarding and addictive properties. It
is the oldest recreational drug and likely contributes to more morbidity,
mortality, and public health costs than all illicit drugs combined. The
5th edition of the Diagnostic and Statistical Manual of Mental Disorders
(DSM-5) integrates alcohol abuse and alcohol dependence into a single
disorder called alcohol use disorder (AUD), with mild, moderate,
and severe subclassifications (American Psychiatric Association, 2013).
In the DSM-5, all types of substance abuse and dependence have been
combined into a single substance use disorder (SUD) on a continuum
from mild to severe. A diagnosis of AUD requires that at least two of
the 11 DSM-5 behaviors be present within a 12-month period (mild
AUD: 2–3 criteria; moderate AUD: 4–5 criteria; severe AUD: 6–11 criteria).
The four main behavioral effects of AUD are impaired control over
drinking, negative social consequences, risky use, and altered physiological
effects (tolerance, withdrawal). This chapter presents an overview
of the prevalence and harmful consequences of AUD in the U.S.,
the systemic nature of the disease, neurocircuitry and stages of AUD,
comorbidities, fetal alcohol spectrum disorders, genetic risk factors, and
pharmacotherapies for AUD.
New Directions in Targeted Therapeutic Approaches for Older Adults With Mantl...i3 Health
i3 Health is pleased to make the speaker slides from this activity available for use as a non-accredited self-study or teaching resource.
This slide deck presented by Dr. Kami Maddocks, Professor-Clinical in the Division of Hematology and
Associate Division Director for Ambulatory Operations
The Ohio State University Comprehensive Cancer Center, will provide insight into new directions in targeted therapeutic approaches for older adults with mantle cell lymphoma.
STATEMENT OF NEED
Mantle cell lymphoma (MCL) is a rare, aggressive B-cell non-Hodgkin lymphoma (NHL) accounting for 5% to 7% of all lymphomas. Its prognosis ranges from indolent disease that does not require treatment for years to very aggressive disease, which is associated with poor survival (Silkenstedt et al, 2021). Typically, MCL is diagnosed at advanced stage and in older patients who cannot tolerate intensive therapy (NCCN, 2022). Although recent advances have slightly increased remission rates, recurrence and relapse remain very common, leading to a median overall survival between 3 and 6 years (LLS, 2021). Though there are several effective options, progress is still needed towards establishing an accepted frontline approach for MCL (Castellino et al, 2022). Treatment selection and management of MCL are complicated by the heterogeneity of prognosis, advanced age and comorbidities of patients, and lack of an established standard approach for treatment, making it vital that clinicians be familiar with the latest research and advances in this area. In this activity chaired by Michael Wang, MD, Professor in the Department of Lymphoma & Myeloma at MD Anderson Cancer Center, expert faculty will discuss prognostic factors informing treatment, the promising results of recent trials in new therapeutic approaches, and the implications of treatment resistance in therapeutic selection for MCL.
Target Audience
Hematology/oncology fellows, attending faculty, and other health care professionals involved in the treatment of patients with mantle cell lymphoma (MCL).
Learning Objectives
1.) Identify clinical and biological prognostic factors that can guide treatment decision making for older adults with MCL
2.) Evaluate emerging data on targeted therapeutic approaches for treatment-naive and relapsed/refractory MCL and their applicability to older adults
3.) Assess mechanisms of resistance to targeted therapies for MCL and their implications for treatment selection
Explore natural remedies for syphilis treatment in Singapore. Discover alternative therapies, herbal remedies, and lifestyle changes that may complement conventional treatments. Learn about holistic approaches to managing syphilis symptoms and supporting overall health.
These simplified slides by Dr. Sidra Arshad present an overview of the non-respiratory functions of the respiratory tract.
Learning objectives:
1. Enlist the non-respiratory functions of the respiratory tract
2. Briefly explain how these functions are carried out
3. Discuss the significance of dead space
4. Differentiate between minute ventilation and alveolar ventilation
5. Describe the cough and sneeze reflexes
Study Resources:
1. Chapter 39, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 34, Ganong’s Review of Medical Physiology, 26th edition
3. Chapter 17, Human Physiology by Lauralee Sherwood, 9th edition
4. Non-respiratory functions of the lungs https://academic.oup.com/bjaed/article/13/3/98/278874
- Video recording of this lecture in English language: https://youtu.be/lK81BzxMqdo
- Video recording of this lecture in Arabic language: https://youtu.be/Ve4P0COk9OI
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
- Link to NephroTube website: www.NephroTube.com
- Link to NephroTube social media accounts: https://nephrotube.blogspot.com/p/join-nephrotube-on-social-media.html
The prostate is an exocrine gland of the male mammalian reproductive system
It is a walnut-sized gland that forms part of the male reproductive system and is located in front of the rectum and just below the urinary bladder
Function is to store and secrete a clear, slightly alkaline fluid that constitutes 10-30% of the volume of the seminal fluid that along with the spermatozoa, constitutes semen
A healthy human prostate measures (4cm-vertical, by 3cm-horizontal, 2cm ant-post ).
It surrounds the urethra just below the urinary bladder. It has anterior, median, posterior and two lateral lobes
It’s work is regulated by androgens which are responsible for male sex characteristics
Generalised disease of the prostate due to hormonal derangement which leads to non malignant enlargement of the gland (increase in the number of epithelial cells and stromal tissue)to cause compression of the urethra leading to symptoms (LUTS
Acute scrotum is a general term referring to an emergency condition affecting the contents or the wall of the scrotum.
There are a number of conditions that present acutely, predominantly with pain and/or swelling
A careful and detailed history and examination, and in some cases, investigations allow differentiation between these diagnoses. A prompt diagnosis is essential as the patient may require urgent surgical intervention
Testicular torsion refers to twisting of the spermatic cord, causing ischaemia of the testicle.
Testicular torsion results from inadequate fixation of the testis to the tunica vaginalis producing ischemia from reduced arterial inflow and venous outflow obstruction.
The prevalence of testicular torsion in adult patients hospitalized with acute scrotal pain is approximately 25 to 50 percent
Pulmonary Thromboembolism - etilogy, types, medical- Surgical and nursing man...VarunMahajani
Disruption of blood supply to lung alveoli due to blockage of one or more pulmonary blood vessels is called as Pulmonary thromboembolism. In this presentation we will discuss its causes, types and its management in depth.
Pulmonary Thromboembolism - etilogy, types, medical- Surgical and nursing man...
Turn your practice inside out
1. TODAY’S PRACTICE
Marketing Mishaps
Turn Your Practice
“Inside Out”
Changing your marketing focus from extensive media campaigns to
superior customer service may reverse sinking LASIK volumes.
BY SHAREEF MAHDAVI
T
he US refractive market seems to be caught in a try. This revolutionary growth did not occur without a
holding pattern. Doctors and industry people lot of pain. In a dramatic attempt to capitalize on LASIK’s
are sniffing around for answers as to why proce- popularity, discounters sprang up and then failed, and
dural volumes are down and consumer interest patients with poor outcomes found an audience willing
does not seem to be growing. We tend to point our fin- to listen. More than one overzealous doctor made news
gers at big external factors, such as negative publicity and headlines that didn’t “make mama proud.”
an economic slump, which have reinforced the challenges Due to the unfortunate events of the past, many insid-
of marketing. Each month, this column has examined in ers are now wondering how the industry will move for-
detail a different aspect of ward: What’s it going to
the marketing process. Like take to get procedural vol-
many of you, I have gained a “The advertising that focused on ume up in my practice?
real appreciation for the dif- technology and price unintentionally This is perhaps the one
ficulty in conducting effec- question that practitioners
tive marketing. So why is it pushed consumers away.” ask every single day. Having
so hard? spent the past 12 months
on a tour of duty through
THE SCIENCE OF M ARKETING the “battlefields” of refractive marketing, I’d summarize
Marketing is a highly complex process, often mistaken- what I’ve seen as follows:
ly reduced to a single activity (such as advertising) or a Providers have largely failed to properly appraise the
single event (running an ad in the newspaper). Like clini- benefit received by those undergoing LASIK. The excel-
cal skill, marketing is a combination of art and science. lent outcomes have generated tremendous consumer
Unlike the highly predictable nature of LASIK clinical awareness and word-of-mouth referrals. Desperate to dif-
outcomes, human behavior can be highly unpredictable. ferentiate themselves, however, doctors have mostly
The function of marketing is to influence human behav- relied on two weapons: technology and price. Adver-
ior, and it’s essential to realize that your batting average tisements were seen and heard everywhere. Consumers,
in this capacity is much lower than what you achieve who fear blindness more than death, were confused by
clinically as a refractive surgeon. With consumer purchas- all the different messages. The advertising that focused
ing behavior, there are infinitely more variables, and you on technology and price unintentionally pushed con-
can’t control them all. sumers away. The demand for LASIK and laser vision cor-
In just 6 years, refractive surgeons have witnessed the rection seems to have stalled, a problem exacerbated by
evolution of refractive surgery from a concept tested in negative news stories.
clinical trials to a full-blown product category that I term No one knows for certain how long this trend will con-
medical retail. This product has returned unaided vision tinue, but the providers who are most concerned are
to millions of people (the digital counter would now those who have approached the marketing challenge
read, “Over 6 million served worldwide”), and created job from the outside looking in. This “outside-in” approach
opportunities and wealth for both providers and indus- relies on tools outside the practice to make it grow, and
76 I CATARACT & REFRACTIVE SURGERY TODAY I SEPTEMBER 2002
2. TODAY’S PRACTICE
these practitioners hope these tools will compensate for they spend less and get more. But, these practices are the
the deficiencies on the inside that prevent the practice minority; others have either given up or simply declared
from becoming successful. that they will “wait and see” in hopes that the stormy
economy will pass. This is symptomatic of advanced
OUTSIDE LO OKING IN forms of “outside-in” behavior, and their reliance of these
What are the signs of the “outside-in” approach? practices on advertising to generate patients has put
Outside-in practitioners advertise before their staff learns them in a bind as to how to operate in a down market.
how to properly answer the phone and qualify interested They decry the high cost of advertising and fail to see
callers. Their advertising focuses on the price instead of options in how to attract patients at a lower cost.
the benefits of LASIK and/or the unique, differentiating While LASIK seems to have prematurely been turned
aspects of the surgeon and practice. The most willing into a commodity, the next several years will once again
patients are treated like cream—skimmed off the top— create opportunity for volume and revenue growth to
while little is done to cultivate relationships with those rebound for the refractive surgeon. For instance, cus-
individuals who are just beginning their decision-making tomized LASIK and refractive IOLs are around the corner.
process. Similarly, prospects who don’t have cash in hand But how they ultimately affect the growth in the refrac-
are deemed less worthy because of the extra effort that tive market depends largely on the ability of doctors to
practices must put forth to help them obtain financing. change the way they’ve been communicating with
A high procedural volume may allow the practice to patients and the media.
compensate with “new technology” as the centerpiece of
its offering. Consequently, it fails to deliver a LASIK ver- CHANGE THE PERCEPTI ON
sion of the “Nordstrom Experience” that has defined Largely due to negative press, many consumers believe
superior customer service. When a competing provider that, although it is effective, LASIK may not be safe for
makes a move, those “outside-in” practitioners spend a them (the thought of seeing halos and glare at night stops
great deal of energy figuring out how to react or respond. any further consideration). Here is where the saying “per-
ception is reality” will be put to the test. Let’s eliminate all
INSIDE LO OKING OUT the confusing messages in the marketplace and focus on a
Over time, providers who take the opposite ap- single topic: safety. As surgeons, you know that cus-
proach—working from the inside looking out—will fare tomized ablations may increase safety by a few percentage
much better in refractive surgery. The “inside-out” points. However, through a series of messages focused on
approach looks at LASIK from the patient’s point of view how new technology works to enhance patient safety,
and builds an offering around that perspective. It recog- consistently told by all, the industry can dramatically
nizes that fear, not price, is the main deterrent to accept- improve the public’s perception of laser vision correction.
ance, and it trains the entire staff to become “fear man- This will not happen overnight; it will take time and a
agers.” Before engaging in expensive external marketing, concerted effort by each and every provider to recognize
the “inside-out” approach focuses first on internal issues that his fortune is tied to a greater good. The message
that affect the patient’s experience and continuously relayed to each interested patient affects whether or not
looks for ways to improve. It creates opportunities to they choose to undergo the procedure, and every proce-
build relationships with prospective customers and takes dure performed has the potential to impact many proce-
into account that there is a high degree of consideration dures in the future. With that in mind, the future is
in deciding on this procedure. This approach focuses on brighter than it might currently seem. You can stop wor-
meeting emotional needs rather than simply rational rying about what’s happening on the outside and take a
concerns (such as price), and it strives to create a safe look at what’s going on inside your practice, inside your
and trustworthy environment. The attitude of the prospective patients, and inside your own approach to
“inside-out” practice is not to take its role for granted, refractive surgery. ■
and to work constantly to improve the way it offers this
miraculous procedure. Each month, industry veteran Shareef Mahdavi looks at
The halt in procedural growth that began in fiscal year a different topic relating to the business of refractive surgery
2000 caused many practices to examine their marketing and explores how mistakes from the past can be used by all
approaches. Those that have adopted much of the providers for effective marketing. He was formerly the head
“inside-out” approach have held their own ground, by of marketing for VISX and is based in Pleasanton, Cal-
shifting resources from expensive media campaigns to ifornia. Mr. Mahdavi may be reached at (925) 425-9963;
more affordable guerrilla-marketing tactics. In essence, shareef@sm2consulting.com.
SEPTEMBER 2002 I CATARACT & REFRACTIVE SURGERY TODAY I 77