Look to new LASIK advertising methods for a tech-savvy generation

April 7, 2008

There are many new and innovative ways to advertise LASIK services, according to Mike Malley, marketing/consulting, Center for Refractive Marketing, Houston. His presentation, "Next-generation LASIK marketing" was part of the general session of the American Society of Ophthalmic Administrators.

There are many new and innovative ways to advertise LASIK services, according to Mike Malley,marketing/consulting, Center for Refractive Marketing, Houston. His presentation,"Next-generation LASIK marketing," was part of the general session of the American Society ofOphthalmic Administrators.

Some suggestions for advertising included facebook.com, iAds, and radio. One of the newestmethods being tested is iAds for TV that allow an individual to select a certain service from aTV ad by clicking a button on his or her remote.

Malley also gave examples of the best methods for using TV commercials such as using anauto-fill system, which puts ads into open space automatically, and buying remnant advertising,which is inexpensive because it involves purchasing leftover ad space.

Approaches that appeal to a much younger crowd are the social networks such as facebook.com andmyspace.com. Seventy-four percent of adults are online and there are 106 million users onmyspace, he said.

Radio advertising is still effective. It is important to reach people with the radio when theyare driving to work, according to Malley.

"We try to get people on their way to work. We don't want it to play 5 or 7 p.m. as they'regoing home," Malley said. "Why? The clerical is closed. We want our spots when the clinic isopen."