Problem
Consider an optometrist's practice that wants to add a LASIK surgical procedure to its service menu. This practice is located in a densely populated urban region and has four optometrists and two ophthalmologists on staff. None of the practitioners on staff has had LASIK training, though two of the nurses on staff have assisted in LASIK procedures when employed with other facilities. A LASIK specialist will need to be recruited, and 1-2 lasers will be purchased. You are a manager at this office and are charged with developing a strategic plan for introducing LASIK to the organization and to the public. Presently, you are considering options for value-adding from pre-service through post-service activities.
• What ideas do you have for pre-service, point-of-service, and after-service value adding at this optometrist office?