For a long time only the younger patients had complete
freedom from glasses and we did not have anything to offer to this
group of patients.This group of patients are very different from
the persons having Myopic(MINUS) numbers. This section will introduce
you to the characteristics of this type of patient to give you perspective
on why CK is such a good fit for its patient audience. You can also
review the relevant indication information in this section.
Understanding the NearVision CK patient
In the future, the total number of patients seeking vision correction
stands to increase significantly with the balance shifting from
myopes to hyperopes and now to presbyopes. To date, though, refractive
surgery has been focused primarily on the correction of myopia.
CK is therefore one of the very few procedures designed for this
growing presbyopic market, which in the US includes up to 90 million
people. Demographic, psychographic and clinical distinctions for
this audience include:
-
Most are affected by the age of 40,
and all are affected by the age of 51
-
Cautious about refractive surgery
-
Would choose a safe, surgical option
over reading glasses
These differences are also important considerations for marketing
CK to the baby boomer population. For example, older baby boomers
read different sections of the newspaper than their younger, myopic
counterparts. That means a practice advertising CK should be positioned
in a section more likely read by the 40- to 60-year old patient
(e.g., front page for the older audience vs. sports page for the
younger audience).
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