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O P H T H A L M O L O G Y
ered services, delivering better refractive outcomes to satisfy a savvy patient population
willing to pay thousands of dollars in order to
see without glasses. "How much you charge
depends on whatever your local market will
absorb and your value proposition to
patients," says Mr. Dawes, who has seen some
centers charge as much as $5,000 to $6,000
per eye. "How much value do they place on
being out of glasses after surgery?"
He suggests you conduct focus groups to
find out. "I met with 45 local residents who
weren't current patients and asked them what
it would be worth to do away with glasses,"
he says.
The Center for Sight offers a "basic vision"
package to patients who don't mind wearing
glasses and who don't want to pay out-ofpocket above what Medicare reimburses.
"It's about giving patients a choice," says Mr.
Dawes. "Patients who want to pay a little
extra to have better outcomes and better
lifestyles are able to do so. This is the way the
free market should work."
Technology upgrades
Technology continues to improve, says Mr.
Dawes, allowing for those improved visual
outcomes. "And patients are becoming aware
of the advances and the possibility of doing
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O U T PAT I E N T S U R G E R Y M A G A Z I N E O N L I N E | O C T O B E R 2013
