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Biotech / Medical : VISX -- Ignore unavailable to you. Want to Upgrade?

To: Sun Tzu who wrote (1523)	1/20/2000 10:16:00 PM
From: Evolution	Read Replies (1) \| Respond to of 1754

I doubt that Visx has achieved brand recognition among the patients Damn good point! Maybe VISX should start a ad campaign targeted to patients. A few years back, nobody cared about what microprocessor were inside personal computers. Then Intel started a brand recognition ad campaign, and now users care whether there's Intel inside or not. If VISX convinced people that they provide superior results, that could work magic! People will demand Visx. Visx Inside! The only way to go! Note: The ads should be very tactful, mentioning better results and not that there are safer. Being safer still suggests there are risks.

To: Sun Tzu who wrote (1523)	2/24/2000 11:39:00 AM
From: ShortyBear	Read Replies (2) \| Respond to 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?