2 Tips for FDA-Friendly LASIK Ads

The FDA sent warning letters in December to five eye practices in California, Florida, Georgia, Indiana and Texas demanding changes in their advertisements for LASIK procedures.

Regulators said the practices were misleading or did not adequately inform audiences of the side effect risks from LASIK, including severe chronic dry eye syndrome and the continued need for glasses.

Paul Stubenbordt, president of Stubenbordt Medical Marketing in Roanoke, Texas, makes two recommendations for eye practices to stay FDA compliant while advertising LASIK services.

1. Include a LASIK risk section on your website. Mr. Stubenbordt suggests adding a link to the LASIK dropdown menu that directs visitors to the FDA's page on side effect risks. That helps ensure you don't leave any risk factors out.

2. Be concise in TV and radio ads. To maximize airtime, use this phrase to alert the audience of the major risks without needing to list all possible side effects.

He recommends this phrase: "LASIK does have some risks and associated side effects such as dry eye and the continued need for glasses. For a complete list, see our website."

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