Advertising to gross sales: 4.9-24.6%

AS A DEMOGRAPHIC PERSPECTIVE, HOW WIDE IS THE DEMOGRAPHIC OF CONSUMERS WEARING CORRECTIVE VISION PRODUCTS WHO ARE MOST LIKELY TO ELECT REFRACTIVE SURGERY IN THE NEXT TWELVE MONTHS? According to a study by VisionWatch, 14% of U.S. adults ages 18-65 who use some form of vision correction say they will definitely or probably have vision correction surgery. This number is up from 13% the previous year.Vision Monday, 2006

AS A MARKETING PERSPECTIVE, WHAT IS THE TY[PICAL DEMOGRAPHIC PROFILE IF THE CONSUMER WHO DECIDES TO HAVE REFRACTIVE SURGERY? Based on research by industry consulting group Market Scope, the typical person who undergoes LASIK is a 39-year-old, college-educated individual who earns approximately $88,000 a year. Market Scope, 2006

WHAT CANDIDATE WOULD NOT MEET REQUIREMENTS FOR EYE SURGERY? Major illness or autoimmune disease; eye problems other than needing glasses; a vision prescription that has changed in the past year; needing a very high prescription (thick glasses) or a very minor one; pupils that are extra large in dim conditions; thin corneas; very dry eyes. U.S. Food and Drug Administration, 2006

AS A MARKETING AND TARGETING PERSPCTIVE, WHAT GENDER IS MOST LIKELY TO UNDERGO REFRACTIVE SURGERY? A survey by Synovate showed that women are nearly three times more likely than men to undergo LASIK, but men are more likely to complain and are twice as likely to be disappointed with their LASIK results. PR Newswire, 2005

WHAT PERCENT OF REFRACTIVE LASIK SURGERY WAS ELECTIVE AND MEDICALLY NECESSARY DURING THE PAST TWO YEARS? A Harris Interactive survey found that among those adults who had undergone LASIK surgery last year, 88% indicated the procedure was elective, while 12% said the surgery was medically necessary. In a similar survey taken in 2004, 92% stated the surgery was elective, compared to 8% who claimed it was medically necessary.Harris Interactive, 2006

GIVE TODAY’S TECHNOLOGY TO CORRECT BOTH NEAR AND FARSIGHTEDNESS, WHAT HAS BEEN THE RESULTS POST-OP OF THOSE CONSUMERS WHO UNDERWENT THE SURGERY? According to a study coordinated by industry consultant Market Scope, a year after Wavefront LASIK surgery, 98% of patients with low to moderate nearsightedness saw 20/20 or better. After nine months, 72% with mild farsightedness had the same results. Market Scope, 2006.

ASM A MEDIA MARKETING PERSPECTIVE, HOW DID CONSUMERS FIND THE DOCTOR WHO PERFORMED THE CORRECTIVE WSURGERY? A survey by Jobson Optical Research showed that 21% of people found the doctor who performed their vision correction surgery through an advertisement they saw or heard. Vision Monday, 2006.

WHAT IS ONE OF THE MAJOR MOTIVATIONS TO HAVE REFRACTIVE SURGERY AND THE TYPICAL DEMOGRAPHIC RANGE? According to a Harris Interactive survey, 29% of the adult respondents who wore corrective lenses said they were considering LASIK to avoid having problems seeing in an emergency. Interest in having LASIK to avoid problems in an emergency was highest among males ages 35-44. Business Wire, 2005

WHO PAYS FOR THE PROCEDURE? Since LASIK is not a cosmetic procedure, it is considered an elective surgery. It is not covered by most United States, Canadian and Latin American insurance policies, nor will Medicare usually cover it. LASIK Institute, 2006

WHAT IS THE AVERAGE COST OF A REFRACTIVE SURGICAL PROCEDURE? On average, conventional standard LASIK surgery costs $3,570 for both eyes, although prices can vary considerably. Wavefront LASIK costs about $400 more per eye. IntraLase Corporation, 2005.

WHAT IS LASIK SURGERY AND WHAT DOES REFRACTIVE SURGERY HELP CORRECT? Surgical procedures aimed at improving the focusing power of the eye are called refractive surgery. In LASIK surgery, precise and controlled removal of corneal tissue by a special laser reshapes the cornea, changing its focusing power. LASIK surgery is used to correct a wide range of nearsightedness (myopia), farsightedness (hyperopia) and astigmatism. U.S. Food and Drug Administration, 2006

HOW SATISFIED ARE CONSUMERS WHO HAVE HAD CORRECTIVE VISION SURGERY? According to a Jobson Optical Research study, 88% of individuals who have had vision correction surgery have recommended the procedure to at least one other person. Vision Monday, 2005.

WHAT IS THE DIFFERENCE BETWEEN STAND LASIK SURGERY AND CUSTOM LASIK SURGERY? Standard LASIK corrects for conventional vision errors, such as nearsightedness, farsightedness and astigmatism. Custom LASIK uses wavefront technology to map individual vision problems, allowing the physician to not only treat conventional vision errors but also irregularities unique to each eye that could not be previously diagnosed.IntraLase Corporation, 2006

WHAT DOES THE LASIK SURGICAL PROCEDURE MAINTAIN IT HELPS CORRECT? According to the LASIK Institute, LASIK surgery improves the uncorrected vision -- one's visual capacity while not wearing corrective lenses -- in most patients who have the procedure. Over 90% of patients with low to moderate myopia achieve 20/40 vision, and many can expect to reach 20/20 vision or better. LASIK Institute, 2005

DO OPTHALMOLOGISTS, WHO PERFORM REFRACTIVE SURGERY BELIEVE IN THE PROCEDURE AND ITS RESULTS THEMSELVES? A survey of refractive surgeons, conducted by the American Academy of Ophthalmology, revealed that 25% of the survey respondents had undergone a modern refractive surgery procedure themselves. Ophthalmology Times, 2005