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7 Supported by an unrestricted educational grant from Abbott Medical Optics by Mark Kontos, MD Expanding with innovation Driving growth Cost may deter patients from pursu- ing LVC, but not as much as it used to. Fear is also an issue, but I think we can modulate those fears by using advanced technology and working diligently to obtain exceptional outcomes. Word-of-mouth referrals are essential in generating growth, but we need to get patients to talk about their surgery early. Patients tend to stop talking about it a few weeks later. Many of our refer- rals also come from optometrists, so we need to be responsive to the optometric community. To promote interest, surgeons should update patients on technologic advances that can translate into better outcomes. When weighing LVC options, I think most millennials appreciate a quality practice. We need to emphasize our ex- perience, integrity, and commitment to excellence, creating the type of environ- ment they seek. Conclusion As we develop LVC practice growth strat- egies, the approaching millennial gener- ation will play a major role in our future. To target this group most effectively, we strive for superior outcomes, consider nontraditional marketing approaches, and engage in open conversations with millennials about LVC. Dr. Kontos is in private practice with Empire Eye in Spokane, Wash., and Hayden, Idaho. He can be contacted at mark.kontos@empireeye.com. fingertips on their phones. As we talk to them, they can pull up a comprehen- sive list of potential complications in an instant or other relevant data. We need to be ready to answer their questions and spend the time they require. Because millennials do not like to wait, we have shortened our postopera- tive visits and eliminated 2 visits. I now see patients the day after LASIK and 2 weeks later unless there is a problem, al- though the schedule is different for PRK. Traditional marketing efforts gener- ally do not resonate with millennials be- cause they may not read the newspaper or watch television news. They get most of their information from their phones. They also use Instagram and other social media and prefer videos that appear raw and amateurish, rather than slick and professional. To keep up with changing social media habits, we have a staff mem- ber who tracks platform use and manages our web presence. Social benefit programs also appeal to this generation. For example, in one promotion we donated a portion of the fee for each LASIK procedure to a compa- ny that provides loans to help people in developing countries launch businesses. That resonated with most patients. Our practice design also influences patients. For instance, our reception area is more likely to appeal to baby boomers rather than millennials because we were targeting that demographic when we planned it. We will need to make chang- es that will make this environment more welcoming for younger patients. To grow their laser vision correction practices, surgeons need to develop strategies to increase patient-to-patient referrals A lthough external marketing plays a role in growing your laser vision correction (LVC) practice, patient-to-patient referrals are key in fueling practice growth. When LVC first became popular, people talked about it at social events, and everyone was eager to hear about it. However, LVC is now a common proce- dure, and the "wow factor" is no longer the same. We will see the market grow when patients become excited about LVC again. To reignite enthusiasm, our top priority is to deliver extraordinary visual outcomes. We also need to meet the needs of our changing target popula- tions. Targeting millennials As we look to the future, it will be im- portant to tap into the huge millennial population early (Figure 1). One of the reasons I think LVC volumes have declined is that contact lenses have become more comfortable and affordable and provide excellent vi- sion. However, there are risks associated with contact lens use that may motivate patients to consider LVC. To appeal to millennials, we need to keep in mind that they are particular, and they are very savvy and smart. They have a wealth of information at their Figure 1. Snapshot of the millennial generation Millennials • Outnumber boomers by 11M • Peak age in U.S. population is 22 • By 2020, 1 in 3 adults will be a millennial • Underemployed • Entered workforce in a recession • Optimistic

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