3. 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
4. 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
5. Core Values
Patient’s Family & Friends Patients and Families
Support Honest and Forthright
Involved In Care Medical Information
PCLI
Our Actions
Environment
Integrity
Calm,
Honesty
Caring
Courage
Cheerful
6. Core Values
True Success Efficient, Quality eye
Doing the Right Thing care by professionals at
For Right reason highest level
PCLI
Communicating Measure of Success
Openly Complete Satisfaction
Sharing Knowledge of Doctors
9. 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
13. 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
14. 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
15. Social/Demographic
• PCLI network of 150 family optometric
physicians
• 150 million Americans wear corrective
eyewear
• Service region population of nearly 6.5 million
people
16. Technological
• Advancing laser technology
• Eye tracking system developed by Dr. Ford
• “Mobile” technology allowing centers to
expand market share
• Custom LASIK technologies
18. STRENGTHS WEAKNESSES
Eye Consultants •Wide Range of Services •No LASIK Focus
Spokane, WA •Continuity •Limited LASIK Procedures
•Convenience •Below Cost Pricing
Empire Eye •Specialty Surgery Center •No basic eye care services
Spokane, WA •Local Surgeon •Rely on Referrals
TLC Laser Eye Centers, Inc •Largest LASIK provider in US •No Basic Eye Care
Ontario and Seattle, WA •Partnership with VSP’s •Weaker Regional Presence
•Employee Discounts
Laser Vision Centers •Mobile Lasers •No Basic Eye Care
St Louis, MS •Presence in Rural Areas •Weak Regional Presence
LASIK Vision Corporation •Canadian and US Presence •“Price War”
Vancouver, BC •Rapid Expansion •High Volume, Lacks PCLI “Patient-
•Lower Cost Centered” Focus
•Avoid Royalties
Lexington Laser Vision •Aggressive Advertising •Long waits
Vancouver, BC •Fast Access to Developing •Far traveling distance
Technology •Poor patient follow-up
19.
20. TOWS: Main Points
• Internal Weaknesses • External Threats
– Cost – Canada
– Advertising – Local competitors
– Number of clinics – FDA
21. 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
22. Fix-Its
• Alliances
• Emphasis on quality
• Managed care packages
• Marketing
• Pricing
• Expand days
24. Increase PCLI’s Referring Physician
Base By 20% By Fy20xxq2
• Establish relationships with Vision Service
Plans (VSP)
• Raise awareness of PCLI amongst local ODs
25. 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
26. 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
27. 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
33. Implementation Plan
Solicit Plan Feedback at
Clinic Coordinator &
Surgeon Monthly Meeting
Measure & Communicate Communicate Plan at
Progress & Successes “All Staff” Meeting
Establish & Communicate
Goals, Roles & Obtain Final Plan
Responsibilities of Each Approval
Implementation Member
Left Click to open hyperlink. Various videos to select from other than refractive error.
PCLI has offices are primarily located in Washington State- with offices in Believue, Bellingham, Chehalis, Kennewick, Olympia, Sliverdale, Spokane, Tacoma, Vancouver, Yakima. PCLI also had offices surrounding states with offices in Anchorage Alaska, Boise and Lewiston, Idaho, Great Falls, Montana, Albuquerque, New Mexico, Portland and Tualatin, Oregon.
Todd, Brian, Eliana, KellyI lost Lindas Intro slides
KP – GET ACTUAL PRICES OUT OF CASE Internal Strengths - PCLI has one of the countries leading experts in LASIK in Dr. Ford. Surgeons have higher success rates and lower complication rates than Canadian peers. PCLI has strong values and believes in caring for the patients – not just making money. Internal Weaknesses – cost is higher than competitors, we do not advertise and our competitors advertise heavily, especially the Canadian clinics. We have a large number of clinics and perhaps LASIK services are not provided in enough of them. Internal Opportunities – there is a large market in which to draw patients. Many doctors who specialize in various services. External Threats – Hard to compete with price in Canada, many local competitors, FDA is slow to approve new technology
Align with ODs to market to their clients. Stress quality outcomes of our surgeons and this differentiates us from our competitors. Align with managed care vision plan providers to market packages to their members. Increase marketing in local market aimed at convincing patients to stay in local area for surgery. Evaluate whether or not we can reduce our prices without sacrificing quality. If we cannot, consider package pricing for services. Consider expanding locations/days of LASIK services available.
If it is not possible to partner with vision care plans or to reduce our prices in order to continue to provide quality, then we can consolidate LASIK services in a few locations to reduce costs. If we cannot compete with the prices in Canada, we can advertise locally to stress quality and convenience of locations. Stress the positive outcomes and the lower complications rates of our surgeons.