Revised PCLI major issues
Pacific Cataract and Laser Institute have several major issues that need to be addressed for their survival as a business. The major issues that they need to address are high prices, some arrogance and pride, limited number of doctors that can perform lasik surgeries, high transportation cost, and a better market strategy that can help them advertise their services better and to help them be able to offer discounts or to partnership with insurance companies like VSP or employers. The most pressing problem PCLI is facing is the fact that they cannot compete with the prices their competitors are currently offering. They cannot compete with such low prices because they pay their doctors higher salaries and they have to pay royalties for the use of lasik equipment every time a surgery takes place. Arrogance and price is another issue that they need to face. PCLI felt that with their reputation and their expertise they would be able to charge whatever they wanted for their surgeries. They felt like an upscale surgery center and to compete based on price was a humiliation. Another issue was the fact that they do not have enough doctors to cover a rather extensive area and as result this issue also forces them to have a very high transportation cost since they have to fly their doctors around eleven different locations. Pacific Cataract and Lasik Institution in order to survive have to focus in a new strategic management, capacity utilization, cost control, and a better marketing approach.
The pricing of the surgeries is a major issue that Pacific Cataract and Laser Institute competition has to deal with and it is not an easy situation because their competition is fierce and they are able to offer surgeries for one quarter of the price that PCLI. It is impossible for Pacific Cataract and Laser Institute to cut their prices as low as the competition because they have high expenses and the cost of their competitors in Canada would not even cover their variable cost. Companies in Canada have more advantages because they have been using their equipment for many years and might have already coved their initial equipment investment, they do not have to pay royalties, they pay lower salaries, and even the currency conversion plays in their favor. PCLI has the advantage of being in the US. People do not have to travel if they can convince their customers that they are better than Canada’s companies because they can offer the care needed pro and post surgery. PCLI should not cut their prices as low as the competition but can considered lowering the price a little bit if they can cut their cost on other areas like their transportation in a private jet. A lower price strategy combined with a better marketing strategy can differentiate their surgeries from the competition by emphasizing in the safety issue and the pre-surgery and post-surgery care that they can offer their patients from qualified doctors that are well compensated for their services and truly care for their patients.
Arrogance and price are also playing a part in the major issues that Pacific Cataract and Laser Institute because they view themselves as the best and are discarding the abilities in this area from their competition. It is true that they have doctors that have many abilities. Dr. Ford, for example, has developed a system to track eye movement using superimposed live and saved computer images of the eyes. He has also developed an enhanced software calibration system for PCLI’s laser that it is better than the one provided by the manufacturer. He has also performed sixteen thousand surgeries so he has a vast experience probably more than any other doctor does. This is an issue because they know they have this doctor’s expertise many of the patients do not even know what he has achieved. They are so confident that they are the best when it comes to lasik surgery that have discounted the abilities of the competition which is little by little gaining and gaining more patients. PCLI needs to market the capabilities and the innovation their doctors have accomplished and they have to highlight to their customers what is it that they do better that the competition which is their care, their expertise, the safety, and the peace of mind they can provide to their patients because their doctors are experts in lasik surgeries.
Another major issue that Pacific Cataract and Lacer Institution have to address is the number of doctors in their staff that can perform the Lasik surgeries. Out of seven surgeons, they have only three that can perform the Lasik surgery. PCLI needs to restructure this part of their business because they can cut transportation cost if they have more surgeons in permanent locations and at the same time expand their business to cover more areas. If they have more doctors, they need to consider leaving a surgeon and its team in a specific area instead of flying them all over the place. These trips in jets have to inconvenient the surgeons and their people because they do not have a comfort zone and the closeness of their own families. These doctors would probably agree to a lower salary if they have a more stable business environment. This would probably helped the doctors be more in touch with the people in the communities they are serving PCLI needs to increase the number of doctors that can perform the surgeries because with seven surgeons it is impossible to cover a lot of more of what they are covering. The more use they give their equipment the cheaper the operations can be done for in the future allowing them to compete in the long run with lower prices. PCLI needs to train the other four doctors that they already have to do the Lasik surgeries too. If they have more doctors capable of performing more surgeries they can also look into expanding to other areas or just giving better service to the areas that they are already covering.
Pacific Cataract and laser Institute also needs to evaluate their transportation cost. PCLI flies their doctors and their staff in private jets to go from one city to the other at a very high price. It is an expensive transportation cost because they have invested large sums of money in two jets that they owe in addition to paying for large amounts of expensive fuel and a pilot that needs to be in stand by in a daily basis. This seems as a luxury that would be unnecessary if they plan their strategy better. The transportation cost for flying a doctor back and forth is very high. PCLI can easily save this money by hiring more surgeons and they could save this money and use it for other issues like hiring more doctors or giving them more training.
Their marketing strategy is also an issue that needs to be address as soon as possible because they do not have a market strategy. The advertising is inadequate because it does not even print the prices and it does not tell us why they are better than the competition. The advertising is very vague and does not give us any information on who they are, what their values are, or what are their achievements. Their ad in the newspaper is only making people think about having a lasik surgery but it is not inviting the reader to seek them for their expertise. The market strategy has to present the Pacific Cataract and Lasik Institute as the crème of the crème for Lasik surgery. Prices are not as low as the competition because they will not compromise any safety issues and because they make sure their patients are treated with care respect and as kings and queens pro and post surgery. Lasik surgeries are not difficult but if a bad outcome happens a person can be scarf for life and that is why it is important the market strategic takes this into consideration. Another Niche for the strategic market is to advertise the knowledgeable Dr. Ford has. He has performed over 16,000 surgeries and has been the innovator and many of the procedures in the Lasik field and also in the equipment used. Many refractive surgery centers are advertising in newspapers, on the radio, and on TV. And Pacific Cataract and Laser Institution has to also advertise if these mediums of information. The market strategy has to realize that their ads have to have a good amount of information and even to include the price because the price gives people the idea of how much it will cost and it they can afford to have it done. Emphasizes has to be made on the differentiation of their product. PCLI should also do some of the things that the competition is doing such as collaborating with insurance companies like Vision Service Plan or just making employers realize how important it can be for workers to have this surgery done and not have to use glasses anymore. PCLI has to convince their customers that they are a better option for people because their doctors are very knowledgeable like Dr. Ford and because they are a team of doctors that care about their patients and will do everything in their power to do the best job possible. The price can be the starting point for people considering a Lasik surgery, but it should not be the criteria for choosing a doctor. The major issues that are affecting PCLI can be turned around if PCLI can vision and recognizes that they are failing to market their services in a better way. The issues for PCLI need a better strategy such as more doctors that can perform surgeries and that can be spread to other areas to avoid transportation cost in addition to helping PCLI expand and grow more and to even considering expanding and doing more. There are many things working for PCLI such as their doctor’s expertise, their excellent customer care, surgeons that are passionate about their work and truly care for their patients, their innovations in regards to lasik surgeries and equipment. PCLI has many positive aspects that if supported by a better advertising campaign, some cuts on costs like transportation, increase the number of doctors, more customers through offering discounts and a less arrogant view of themselves they can achieve a better business strategy for their future
Anabel
The pricing of the surgeries is a major issue that Pacific Cataract and Laser Institute competition has to deal with and it is not an easy situation because their competition is fierce and they are able to offer surgeries for one quarter of the price that PCLI. It is impossible for Pacific Cataract and Laser Institute to cut their prices as low as the competition because they have high expenses and the cost of their competitors in Canada would not even cover their variable cost. Companies in Canada have more advantages because they have been using their equipment for many years and might have already coved their initial equipment investment, they do not have to pay royalties, they pay lower salaries, and even the currency conversion plays in their favor. PCLI has the advantage of being in the US. People do not have to travel if they can convince their customers that they are better than Canada’s companies because they can offer the care needed pro and post surgery. PCLI should not cut their prices as low as the competition but can considered lowering the price a little bit if they can cut their cost on other areas like their transportation in a private jet. A lower price strategy combined with a better marketing strategy can differentiate their surgeries from the competition by emphasizing in the safety issue and the pre-surgery and post-surgery care that they can offer their patients from qualified doctors that are well compensated for their services and truly care for their patients.
Arrogance and price are also playing a part in the major issues that Pacific Cataract and Laser Institute because they view themselves as the best and are discarding the abilities in this area from their competition. It is true that they have doctors that have many abilities. Dr. Ford, for example, has developed a system to track eye movement using superimposed live and saved computer images of the eyes. He has also developed an enhanced software calibration system for PCLI’s laser that it is better than the one provided by the manufacturer. He has also performed sixteen thousand surgeries so he has a vast experience probably more than any other doctor does. This is an issue because they know they have this doctor’s expertise many of the patients do not even know what he has achieved. They are so confident that they are the best when it comes to lasik surgery that have discounted the abilities of the competition which is little by little gaining and gaining more patients. PCLI needs to market the capabilities and the innovation their doctors have accomplished and they have to highlight to their customers what is it that they do better that the competition which is their care, their expertise, the safety, and the peace of mind they can provide to their patients because their doctors are experts in lasik surgeries.
Another major issue that Pacific Cataract and Lacer Institution have to address is the number of doctors in their staff that can perform the Lasik surgeries. Out of seven surgeons, they have only three that can perform the Lasik surgery. PCLI needs to restructure this part of their business because they can cut transportation cost if they have more surgeons in permanent locations and at the same time expand their business to cover more areas. If they have more doctors, they need to consider leaving a surgeon and its team in a specific area instead of flying them all over the place. These trips in jets have to inconvenient the surgeons and their people because they do not have a comfort zone and the closeness of their own families. These doctors would probably agree to a lower salary if they have a more stable business environment. This would probably helped the doctors be more in touch with the people in the communities they are serving PCLI needs to increase the number of doctors that can perform the surgeries because with seven surgeons it is impossible to cover a lot of more of what they are covering. The more use they give their equipment the cheaper the operations can be done for in the future allowing them to compete in the long run with lower prices. PCLI needs to train the other four doctors that they already have to do the Lasik surgeries too. If they have more doctors capable of performing more surgeries they can also look into expanding to other areas or just giving better service to the areas that they are already covering.
Pacific Cataract and laser Institute also needs to evaluate their transportation cost. PCLI flies their doctors and their staff in private jets to go from one city to the other at a very high price. It is an expensive transportation cost because they have invested large sums of money in two jets that they owe in addition to paying for large amounts of expensive fuel and a pilot that needs to be in stand by in a daily basis. This seems as a luxury that would be unnecessary if they plan their strategy better. The transportation cost for flying a doctor back and forth is very high. PCLI can easily save this money by hiring more surgeons and they could save this money and use it for other issues like hiring more doctors or giving them more training.
Their marketing strategy is also an issue that needs to be address as soon as possible because they do not have a market strategy. The advertising is inadequate because it does not even print the prices and it does not tell us why they are better than the competition. The advertising is very vague and does not give us any information on who they are, what their values are, or what are their achievements. Their ad in the newspaper is only making people think about having a lasik surgery but it is not inviting the reader to seek them for their expertise. The market strategy has to present the Pacific Cataract and Lasik Institute as the crème of the crème for Lasik surgery. Prices are not as low as the competition because they will not compromise any safety issues and because they make sure their patients are treated with care respect and as kings and queens pro and post surgery. Lasik surgeries are not difficult but if a bad outcome happens a person can be scarf for life and that is why it is important the market strategic takes this into consideration. Another Niche for the strategic market is to advertise the knowledgeable Dr. Ford has. He has performed over 16,000 surgeries and has been the innovator and many of the procedures in the Lasik field and also in the equipment used. Many refractive surgery centers are advertising in newspapers, on the radio, and on TV. And Pacific Cataract and Laser Institution has to also advertise if these mediums of information. The market strategy has to realize that their ads have to have a good amount of information and even to include the price because the price gives people the idea of how much it will cost and it they can afford to have it done. Emphasizes has to be made on the differentiation of their product. PCLI should also do some of the things that the competition is doing such as collaborating with insurance companies like Vision Service Plan or just making employers realize how important it can be for workers to have this surgery done and not have to use glasses anymore. PCLI has to convince their customers that they are a better option for people because their doctors are very knowledgeable like Dr. Ford and because they are a team of doctors that care about their patients and will do everything in their power to do the best job possible. The price can be the starting point for people considering a Lasik surgery, but it should not be the criteria for choosing a doctor. The major issues that are affecting PCLI can be turned around if PCLI can vision and recognizes that they are failing to market their services in a better way. The issues for PCLI need a better strategy such as more doctors that can perform surgeries and that can be spread to other areas to avoid transportation cost in addition to helping PCLI expand and grow more and to even considering expanding and doing more. There are many things working for PCLI such as their doctor’s expertise, their excellent customer care, surgeons that are passionate about their work and truly care for their patients, their innovations in regards to lasik surgeries and equipment. PCLI has many positive aspects that if supported by a better advertising campaign, some cuts on costs like transportation, increase the number of doctors, more customers through offering discounts and a less arrogant view of themselves they can achieve a better business strategy for their future
Anabel
posted by Lasik Eye at 11:24 AM
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