Lori Luechtefeld

September 1, 2006

3 Min Read
The Art of Practice Marketing

ADVERTISING, DISTRIBUTION, & SALES

IntraLase Corp. (Irvine, CA) manufactures the only femtosecond (FS) laser available in the United States for the creation of the corneal flap in the laser-assisted in situ keratomileusis (LASIK) procedure. With the IntraLase device, refractive surgeons enjoy significant advantages over alternative methods. Benefits include superior accuracy, improved visual outcomes, and greater safety.

0609x52_kx.jpg

IntraLase Corp. (Irvine, CA) worked with Kane and Finkel Healthcare Communications (San Francisco) to build the IntraLase Practice Optimizer program, which provides a wide range of marketing and educational materials to practices. The campaign won a gold award in the Medical Marketing Association's 2006 In-Awe competition.
(click to enlarge)

Based on its benefits, the IntraLase FS laser is an easy sell. But there's one catch—cost. The laser is several times the price of a blade-based device. The investment requires a certain leap of faith on the part of a practice and a commitment on the part of IntraLase Corp. to help the practice find success with the new device. To achieve this, IntraLase recognized that it required a strong customer support program in conjunction with a comprehensive marketing program directed at practices.

IntraLase's marketing department worked closely with Kane and Finkel Healthcare Communications (San Francisco) to build the IntraLase Practice Optimizer program. The program provides a full range of tools, from selling and training guides for the office staff to a range of customizable advertising campaigns with a clear and appealing message to patients about bladeless LASIK with the IntraLase method. The materials carry IntraLase branding and are designed with one goal in mind—to develop an IntraLase advantage for practices.

0609x52_kx.jpg

Bob Finkel, chief creative officer of Kane and Finkel Healthcare Communications; Jonathan Peischl, vice president and creative director for Kane and Finkel; and Stefanie Peischl vice president and director of client services for Kane and Finkel, accept an award from Medical Marketing Association presenter Lauren Kanner.
Photo courtesy Edward Fox Photography
(click to enlarge)

The program begins with a folder delivered by the field marketing representative at the time of purchase. Materials in the folder describe the program in detail. The kit includes samples of preprinted materials and a key card providing access to the program's Web site. The Web site is the hub of the program, housing the digital files for a multitude of tactics and programs. This Web-based approach allows easy access for the practice, the ability for IntraLase to quickly and easily update practices with new materials, and the ability to track the success of the program.

Launched at the 2005 American Academy of Ophthalmology meeting, the kit excited and invigorated both the IntraLase field force and practices throughout the country. Since then, practices have integrated content from the kit into their marketing and educational materials, presenting a consistent message to potential patients while taking advantage of the robust training and personalized practice development assistance from IntraLase. The kit has continued to evolve since launch, with new materials easily added and made available globally via the Practice Optimizer Web site.

Copyright ©2006 MX

Sign up for the QMED & MD+DI Daily newsletter.

You May Also Like