Another cornerstone of internal marketing is customer service. As a practice, we pride ourselves on the quality of our customer service, and we bring consultants in on a regular basis to help improve our performance. Our aim is to treat all practice patients well, not just the cash-paying laser vision correction patients. We believe customer satisfaction is for everyone.

     This philosophy supports our internal LASIK marketing. Patients who feel well cared for by the practice will certainly consider us for their laser vision correction and recommend us to friends.

     Having a high level of service for all means that we don't feel compelled to create a special level of service for refractive patients. We do, however, recognize that refractive surgery patients pay a significant sum for bilateral LASIK. (We do not offer deep discount LASIK.) This makes us particularly sensitive to the patient's customer service needs. After all, these patients chose us for our medical expertise and experience not because we were the cheapest or happened to be on their insurance company's provider list. We appreciate that and try to repay the debt in kind.

     The most important thing we have done to ensure the quality of our refractive patients' experience is to designate an individual with superior interpersonal skills as the refractive coordinator. A full-time position, the coordinator is available to refractive surgery patients and candidates whenever they need her. We consider having a highly skilled and talented individual in this position to be more useful (to both patients and practice) than any physical amenity we might offer.