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LCA-Vision, has been a pioneer in the surgical use of laser technologies since the mid 1980s, and has successfully performed over 100,000 laser vision correction procedures. Since its introduction, laser vision correction has passed the rigid safety standards and intensive scrutiny of public health agencies and medical professionals across the globe. FDA approval of the procedure in the U.S. came in 1995 after ten full years of clinical trials. Worldwide, over two million procedures have been performed.
challenge
LasikPlus operates over 60 surgery centers and retail locations throughout the United States. metaphor was asked to establish an online presence that allowed patients and interested parties to become familiar and comfortable with the Lasik procedure.
metaphor's solution
We first greatly simplified the home page, offering visitors a search option and simple entry points to three top reasons to explore the site.
metaphor developed a “True False” Survey application of questions for curious visitors. Over eighty percent of those who began the quiz finished it and within six weeks LasikPlus had generated appointments for $250,000 in surgeries that were directly attributable to the web site. The application was directly tied to the call center so results were easily tracked.
Additionally, LasikPlus used information from the Survey to modify their advertising messages. For example, survey participants revealed that they assumed the surgery was cosmetic and they didn’t know insurance would pay for Lasik surgery when in fact, insurance policies often cover at least a portion of the expense.
