Welcome!

Clinic Coordinators and Surgeons April Meeting

A Company You Can Trust

Refractive errorhttp://www.pcli.com/eye_library/index.html

Our Mission

• Specializing in medical and surgical eye treatment.

• High Caliber Medical care in the areas of– Lasik Surgery

– Cataract Surgery

– Glaucoma Care

– Corneal Care

– Eyelid surgery

– Retinal Care

History

• Founded in 1985 in Chehalis, Washington– Dr. Robert O. Ford

– Owner and CEO

– “ I would like my organization to cast a positive light on the Creator of this marvelous machine—the human eye”

• Pacific Cataract and Laser Institute is the story of a group of physicians who bring a human touch to the sophistication of eye surgery

Core Values

Patient’s Family & Friends

Support

Involved In Care

Patients and Families

Honest and Forthright Medical Information

Environment

Calm,

Caring

Cheerful

Our Actions

Integrity

Honesty

Courage

PCLI

True Success

Doing the Right Thing

For Right reason

Efficient, Quality eye care by professionals at

highest level

Communicating

Openly

Sharing Knowledge

Measure of Success

Complete Satisfaction of Doctors

PCLI

Core Values

Vision

Co-management

Quality Care

Mutual Trust

Respect

Skilled Doctors

Locations

Our Strengths

• Good working relationship with ODs– Network of 150 referring physicians

• Entrenched value system aligned with goals• View eye health as something more than material

goods• Surgeons are versed in multiple techniques• Better results and higher quality than Canadian

clinics • Dr. Ford is a leader in developing improved

processes for eye surgery

Potential Growth

• Large market for services

• Large staff to provide services

Potential Improvements

• Cost

• Advertising

• Number of clinics

External Assessment

Legislative/Political

• Excimer lasers approved by the FDA October 1995

• FDA, AAO, and National Eye Institute release position statements and marketing guidelines for LASIK

• FDA regulations restrict use of new medical devices in U.S. until appropriate clinical trials performed

Economic

• Consumer driven health care service

• Royalties due to manufacturer for use of LASIK devices

• Favorable Canadian exchange rate

• Typical PCLI customer pays between $1700 and $2000 per eye

Social/Demographic

• PCLI network of 150 family optometric physicians

• 150 million Americans wear corrective eyewear

• Service region population of nearly 6.5 million people

Technological

• Advancing laser technology

• Eye tracking system developed by Dr. Ford

• “Mobile” technology allowing centers to expand market share

• Custom LASIK technologies

Competitor Analysis

STRENGTHS WEAKNESSES

Eye ConsultantsSpokane, WA

•Wide Range of Services•Continuity•Convenience

•No LASIK Focus•Limited LASIK Procedures•Below Cost Pricing

Empire EyeSpokane, WA

•Specialty Surgery Center•Local Surgeon

•No basic eye care services•Rely on Referrals

TLC Laser Eye Centers, IncOntario and Seattle, WA

•Largest LASIK provider in US•Partnership with VSP’s•Employee Discounts

•No Basic Eye Care•Weaker Regional Presence

Laser Vision CentersSt Louis, MS

•Mobile Lasers•Presence in Rural Areas

•No Basic Eye Care•Weak Regional Presence

LASIK Vision CorporationVancouver, BC

•Canadian and US Presence•Rapid Expansion•Lower Cost•Avoid Royalties

•“Price War”•High Volume, Lacks PCLI “Patient-Centered” Focus

Lexington Laser VisionVancouver, BC

•Aggressive Advertising•Fast Access to Developing Technology

•Long waits•Far traveling distance•Poor patient follow-up

TOWS: Main Points

• Internal Weaknesses

– Cost

– Advertising

– Number of clinics

• External Threats

– Canada

– Local competitors

– FDA

Our Weaknesses

• ODs serve as gatekeepers to surgery

• Cost of procedures is higher than competitors

• Limited operating days for surgery

• Practice area is diverse

– Equipment needs for diverse practice area

• PCLI currently only conducts minimal advertising

Fix-Its

• Alliances

• Emphasis on quality

• Managed care packages

• Marketing

• Pricing

• Expand days

Objectives and Strategies

Increase PCLI’s Referring Physician

Base By 20% By Fy20xxq2

• Establish relationships with Vision Service Plans (VSP)

• Raise awareness of PCLI amongst local ODs

Increase LASIK Patients By 10%

By Fy20xxq4

• Market and promote services, location, brand attributes (quality, expertise, etc.) to potential patients

• Align with managed care plans to offer patient discounts

• Leverage current relationships with ODs to offer incentives for referrals

• Integrate mobile services into PCLI’s offerings

• Leverage satisfied patients for marketing efforts

Reduce Operating Costs By 5%

Fy20xxq3

• Leverage increased patient base to negotiate lower prices from suppliers

• Evaluate role of internal OD as surgery gatekeeper

• Maximize use of equipment at each clinic

• Re-evaluate the use of company jets/centralize procedures

Achieve 55% Market Share By

Fy20xxq4

• Develop new package-based pricing structure

• Educate Washington state residents on quality and safety issues surrounding LASIK surgery

• Maintain integrity of PLCI’s core values

Tactics

Q2 20XX

Q3 20XX

Q4 20XX

Website Enhancements

Solicit Plan Feedback at Clinic Coordinator &

Surgeon Monthly Meeting

Communicate Plan at

“All Staff” Meeting

Obtain Final Plan Approval

Establish & Communicate Goals, Roles &

Responsibilities of Each Implementation Member

Measure & Communicate Progress & Successes

Implementation Plan

Contingency Plan

• Consolidate LASIK services

• Increase local marketing

• Stress quality by focusing on outcomes