Ophthalmology and LASIK marketing: honest pricing, candidacy screening and strong optometrist relationships
Eye care practices usually market two very different services. Refractive surgery such as LASIK is elective, self-pay and researched online by younger adults comparing price and trust. Cataract surgery mostly serves older patients, is covered by Medicare for the standard procedure and is shaped by referrals from optometrists. Each needs its own funnel.
- Separate refractive (LASIK, PRK, SMILE, lens procedures) and medical/cataract marketing.
- LASIK price ads must be honest: if an advertised price applies only to some prescriptions, say so clearly.
- A free candidacy screening or self-test is the core LASIK conversion step.
- Cataract growth depends on optometrist referrals and co-management, which carry compliance rules.
- For cataract patients, explain standard vs premium lens options and costs clearly and without pressure.
- Every practice welcome — retainers from $499/mo, Goals-Driven engagements, Performance-Linked Payout Models available.
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LASIK and vision correction: the self-pay funnel
Short answer: LASIK patients compare price, surgeon and technology online. Win with honest pricing, a free candidacy screening and strong reviews.
- Procedure pages: LASIK, PRK, SMILE and lens-based options, explaining who each suits, recovery and risks.
- Pricing and financing: real price ranges, what's included (evaluation, follow-ups, enhancements policy) and financing options.
- Candidacy screening: a short online self-test leading to a free in-person evaluation.
- Surgeon profile: training, experience and a short video.
- Reviews and video testimonials: genuine and consented, following the FTC's rules on reviews and testimonials.
Price ads must be honest. If "$X per eye" applies only to mild prescriptions or a specific technology, say so clearly next to the price.
Cataract and medical eye care: referrals and clear choices
- Optometrist relationships: fast access, clear reports and patients returned for routine care. Co-management arrangements must follow federal and state rules; have counsel review them.
- Lens choices: a page explaining standard vs premium lenses, who each suits and out-of-pocket costs.
- Family involvement: adult children often help research. Clear pages and printable guides help them.
- Other services: glaucoma, retina and dry eye pages for patients and referrers.
Local search, ads and measurement
- Business Profile per location with services, accessibility and parking details.
- Search ads for LASIK and cataract terms with matching landing pages.
- Answer-first education pages ("Am I a candidate for LASIK?", "When should cataracts be removed?") that AI search tools can cite.
Measure screenings booked, screening-to-surgery rate, cost per procedure by channel, referrals by optometrist, premium lens selection rate and patient satisfaction. Keep tracking pixels off screening and booking pages unless covered by a business associate agreement (our guide).
Note: general marketing information, not legal or medical advice.
Related pages from the US team
Citation sites for US physicians
The directories eye surgeons should be listed on.
Primary care marketing USA
Referral partners for cataract patients.
State board advertising rules
Advertising rules that apply to physicians by state.
Healthcare marketing agency USA
How Ichelon Consulting US works with practices across the country.
Every practice welcome — Goals-Driven engagements from $499/mo
We benchmark your last 90 days, agree monthly goals with you, and track them live on Ichelon Agency OS with a report every Monday. Performance-Linked Payout Models are available. Our US leadership is based in Dallas, and strategy calls run in US business hours.
Common questions
How do LASIK practices attract patients?
Through search for LASIK and vision correction in their area, clear pricing and financing information, a free candidacy screening, reviews, and education content explaining the procedures, recovery and risks. Social media and video work well for the younger audience. Honest pricing and screening build trust in a market used to aggressive offers.
What are the rules for advertising LASIK prices?
Advertised prices must be truthful and not misleading. If a low per-eye price applies only to certain prescriptions or technologies, disclose that clearly and prominently, and make sure the advertised price is actually available to a meaningful share of patients. The FTC treats "bait" pricing that few patients qualify for as deceptive.
How do ophthalmologists get cataract referrals?
Mainly from optometrists and primary care. Offer optometrists fast access, clear communication, shared-care or co-management arrangements where appropriate and the return of patients for routine care. Co-management arrangements must follow federal and state rules, including anti-kickback considerations, so have counsel review them.
How should practices market premium cataract lenses?
Explain what the standard lens covered by Medicare provides, what premium options add, who they suit and what they cost out of pocket, in plain language. Give patients time to decide and avoid pressure. Clear written information reduces complaints.
Do Google Ads work for LASIK?
Often, as LASIK searchers have high intent. Send ads to a page with pricing information, financing, candidacy screening and reviews, and track screenings booked and procedures completed rather than clicks.
A note on this guide: it explains marketing practice, not legal advice. Rules on privacy, advertising and insurance change and vary by state, so confirm anything compliance-related with your own counsel.
Growing an ophthalmology or LASIK practice?
A 30-minute benchmarking call with the US team. We'll review your refractive and cataract funnels and tell you what we'd fix first.