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EFFECTIVE MESSAGING IN THE LASIK INDUSTRY
by
Laurie Manger
_______________________________________________________________________
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
August 2011
Copyright 2011 Laurie Manger
Object Description
| Title | Effective Messaging in the LASIK Industry |
| Author | Manger, Laurie |
| Author email | lmanger@usc.edu;laurie@saddlebackeye.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-06-01 |
| Date submitted | 2011-06-01 |
| Date approved | 2011-06-01 |
| Restricted until | 2011-06-01 |
| Date published | 2011-06-01 |
| Advisor (committee chair) | Floto, Jenn |
| Advisor (committee member) |
Thorson, Kjerstin Tenderich, Burghardt |
| Abstract | This thesis focuses on how messaging effectively in the LASIK industry has changed over time and continues to evolve today. This paper begins by tracing the history of refractive surgery as well as eye conditions and terms that will familiarize readers to better understand the LASIK procedure. In order to study LASIK industry trends and consumers, Saddleback Eye Center will serve a platform from which to gather information on messaging and marketing techniques. By evaluating data that Saddleback Eye Center has gathered over the past ten years pertaining to patient referral sources, ROI, and trends of patient purchasing habits, messaging effectiveness can be tracked and improved upon as technology and this industry advance. To understand the impact messaging has on potential LASIK patients and their decision to undergo LASIK surgery, the process every person experiences to reach this point must be reviewed. Diffusion Theory will be referenced throughout this thesis as a basis for which to evaluate the steps potential patients encounter when considering LASIK. The six main steps in Diffusion Theory will be traced in terms of what a potential LASIK patient experiences from first hearing about this procedure all the way through the postoperative course. While the LASIK industry continues to grow and channels of messaging people rely on transition, the importance of creating messaging that differentiates one LASIK center from another has become pivotal. Knowing what attracts potential LASIK patients and gives them confidence to visit a particular facility is a key factor, so that marketing and media outlets can be utilized to their full potential. By studying past data and trends in the LASIK industry presented in this thesis, Saddleback Eye Center has utilized this information to create a new campaign: The 20/20 Promise. This campaign emphasizes quality results and utilizes media outlets that are evolving to become the most productive at gaining the confidence of LASIK patients. |
| Keyword | LASIK; messaging; communications |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Manger, Laurie |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume71/etd-MangerLaur-11-0.pdf |
Description
| Title | Page 1 |
| Full text | EFFECTIVE MESSAGING IN THE LASIK INDUSTRY by Laurie Manger _______________________________________________________________________ A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) August 2011 Copyright 2011 Laurie Manger |
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