Ophthalmology marketing: a playbook for Indian hospitals

Transcript

Eye care marketing in India splits into two markets.

Cataract surgery is high volume and chosen on trust, convenience and clear lens pricing.

Refractive surgery is self-pay and researched online by younger patients.

Market the two separately.

More than ninety eight lakh cataract surgeries were performed in India in 2024 to 25, the highest in five years.

Cataract is a volume and trust business.

Refractive surgery is a research and comparison business.

For cataract, older patients are often guided by their children on timing, lens choice and hospital.

For refractive surgery, younger adults research LASIK and alternatives online and compare technology and cost.

Both groups want a named surgeon and a clear price.

Cataract pages that explain lens options and how they change cost, with an estimate request.

Separate refractive pages with suitability information and an evaluation booking.

And accurate map listings for every centre, with timings and parking.

Start with real questions.

How does lens choice affect vision and cost?

Who is suitable for LASIK?

And what does recovery after cataract surgery look like?

The Drugs and Magic Remedies Act lists cataract and glaucoma, so no claims that drops or remedies cure them.

Avoid spectacle-free guaranteed wording; suitability and outcomes vary.

And use testimonials only with consent.

Cataract surgery is covered under PM-JAY and by most insurers, sometimes with lens sub-limits.

Standard exclusions remove most refractive correction, so LASIK is self-pay and price-compared.

The full guide, with sources, is on gauravphogat.com.

The link is in the description.