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Biotech / Medical : VISX
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To: Sun Tzu who wrote (1523)2/24/2000 11:39:00 AM
From: ShortyBear  Read Replies (2) of 1754
 
Maybe VISX should have put the money into brand recognition (advertising) to the PUBLIC (end-user) rather than giving the doctors a 60% discount. Let the public tell the doctors which laser they want, and the doctors will give it to them regardless of the price per procedure.

The ability to advertise this way would leverage a competitive advantage that VISX has (size, money and installed base). I doubt any other company has the money to advertise, nor are many in the stage of business where advertising is appropriate. In many cases, the clinics might pay for 1/2 of the ad for cooperative efforts, e.g. "Get your eyes done with a VISX laser at the clinic of Doctor Jones".

Does anybody know if VISX is employing these kind of tactics yet?
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