VISX Message Board - Msg: 12962705

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Biotech / Medical : VISX

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To: ShortyBear who wrote (1674)	2/24/2000 12:28:00 PM
From: Charlie Smith	Read Replies (1) 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. VISX got part way down this road but didn't reach "critical mass" in terms of public perception of them as dominating the market. They ran out of time as NIDEK and others began to grab share. Most amazing facet of this whole pricing/IP debacle to me is that one court decision could reverse much of what has occurred the last 10 months or so. Looks like VISX was unwilling to bet everything on a positive outcome, so they capitulated on price. What happens if they win in court? Do royalty rates go back up?

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