Positioning the value of your service in ophthalmology

With the advent of improved diagnostic testing and new technologically advanced refractive IOLs, are patients willing to elect more premium options and pay for these services with fees? If so, how can a practice position itself to show value in these services both inside and outside the office? It is the purpose of this article to look at this question and propose steps for positioning services both to the staff internally and to patients externally.