Marketing Plan for SILC Lasik Center
Ratih Pratiwi, Tantri Yanuar R. S., Semerdanta Pusaka, Ratna Indrawati
Master of Management, Faculty of Economics and Business, Esa Unggul University – Jakarta
Keywords: Lasik, Lasik Center, SILC Lasik Center, Marketing Plan
Abstract: Lasik is a permanent solution to overcome refractive disorders in humans. In Indonesia, general eye
hospitals provide this lasik surgery as well as other related procedures. The absence of special clinics that
exclusively serve lasik, in addition to the imbalance between the number of patients with refraction
disorders who have been treated with lasik surgery and the popular notion that lasik procedures are
expensive, offers a business opportunity to open a lasik-specialized clinic which will be named SILC Lasik
Center. SILC Lasik Center will offer cost-effective lasik surgery with flexible payment programs while still
prioritizing quality and patient safety. In order to introduce and expose SILC Lasik Center so that the
community takes notice, there needs to be a proper marketing plan so that the purpose of SILC Lasik Center
will be in accordance with its vision and its mission can be achieved.
1 INTRODUCTION
Lasik stands for Laser Assisted In-Situ
Keratomileusis (Lee et al., 2017; Shortt et al., 2013;
Toda et al., 2002; Wu et al., 2014; Moshirfar et al.,
2016). Lasik is one of the methods for correcting
refractive abnormalities such as myopia and
cylinders using latest Femtosecond laser technology
with a very high speed of > 1 MHz and is used in the
process of making a thin layer (flap) on the cornea.
LASIK treatment procedure is safe and permanent.
The market for lasik center consists of all patients
with refractive disorders over the age of 18 that meet
the criteria for requiring lasik action.
Indications of prospective patients requiring lasik
are refractive disorders with myopia criteria -1.00 to
-13.00 diopters, Hypermetropia: +1.00 to + 4.00
diopters, and astigmatism: 1.00 to 5.00 diopters.
Patients aged 18 or above, women who are not
pregnant and patients who have no eye disorders
such as infection, retinal disorders (eye nerve),
cataracts, glaucoma, and amblyopia. The patient's
contraindications to lasik action are in patients less
than 18 years of age, pregnant women, patients with
corneal abnormalities, infection, and keratoconus,
autoimmune and collagen disease, monocular
patients, retinal disorders, cataracts, and another eye
disease.
The comparison between the number of lasik
services in Indonesia and people with refractive
disorders shows a lack of eye health services
especially with regards to lasik action. This can be
seen from the data obtained by KEMKES in 2013 of
11.495.400 people from the total Indonesian
population who use eyeglasses. Data from a survey
by the industry and transportation director general in
2010 states that the market share for domestic
glasses reached 40% which equates to eight million
people using eyeglasses, while the number of
contact lens users in Indonesia has been increasing
more than 15% annually. Based on these data, it can
be assumed that there is an increase in refractive
disorder patients from year to year.
The data obtained from suppliers of the number
of lasik surgery action in 2015 from one of the
largest eye clinics amount to 120 patients a month or
about 1440 people per year. While the data from the
second largest eye clinic in Jakarta amounts to 60
patients a month or about 720 patients per year.
From the data of two eye clinics, most lasik surgery
action are performed in the West Jakarta region.
Data from one lasik clinic in West Jakarta (iCare
Lasik Center) shows that there is an average of 50
patients a month, or about 600 patients per year.
Based on data taken from the second largest eye
clinic in Jakarta and comparing the number of lasik
surgery action to the needs of the use of glasses or
contact lenses per year, there is about 10%.
Although the data concerning the number of lasik
surgery is taken only from the city of Jakarta, it still
2744
Pratiwi, R., Yanuar R. S., T., Pusaka, S. and Indrawati, R.
Marketing Plan for SILC Lasik Center.
DOI: 10.5220/0009952127442750
In Proceedings of the 1st International Conference on Recent Innovations (ICRI 2018), pages 2744-2750
ISBN: 978-989-758-458-9
Copyright
c
 2020 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved

can be taken as an indicator because the city of
Jakarta is a referral center, especially for health in
Indonesia.
The above background reveals that there is still a
gap between people with refractive abnormalities
and the number of lasik surgery action. It is
estimated that the majority of people who have
refractive disorders do not want to have lasik action
because of its expensive cost. Other internal
problems from the patient include the fear of surgery
and Indonesians who still want to seek treatment
abroad.
External problems involve the facilities and
infrastructure of lasik clinics, such as the limitations
of eye clinics that provide lasik surgery services due
to laser machines used for expensive lasik surgery.
The cost of laser machine treatment is also
expensive, and there is a limited number of medical
operators both ophthalmologists and competent eye
nurses experienced in the field of lasik. Furthermore,
there is a necessity for a special operating room with
specific temperature and humidity conditions that is
proportional to the size of the laser machine.
According to a survey we conducted on 30
people with refractive disorders who have not had
lasik action, we concluded that there are three main
problems which are the expensive cost, fear of
surgery, and them not needing the surgery yet.
Surveys conducted on five people with refractive
disorders who have had lasik action produced varied
answers that consist of a one week to 5 year-period
of consideration before deciding to have lasik
surgery. The conclusion is that everyone will decide
to take action according to his or her needs. If one
feels the need to have the procedure, the decision to
do lasik action can be made quickly, and all
consideration is no longer a barrier.
Based on the above problems, the solution we
can take is to open a lasik clinic which can help
patients overcome those problems. A solution that
we offer to people with refractive disorders, among
others, is to form a special lasik clinic with
economic and flexible costs. We take a consumer-
oriented approach to eye health care by lowering the
price of lasik action and keeping in mind the quality
of the procedure supported by experienced human
resources and the latest technology.
We also strive to build trust values for refractive
patients for our lasik center clinic by providing
excellent services that focus on the needs of patients
who benefit from the quality of eye health and
ensure a sense of safety by applying the highest
standards of science and medicinal technology, as
well as health and patient safety.
Our primary focus is to satisfy our customers by
keeping in mind the quality of patient care and
safety so that every customer who wants to and will
have lasik surgery is given clear and correct
information about the requirements, actions, and
even risks that may occur. We also make our
customers as comfortable as possible by providing
quality facilities, ranging from friendly nursing
services, communicative physicians to providing a
glass operation room and some musical
accompaniment that can calm the patient and reduce
the patient's fear at the time of surgery. The glass
room was created for patients to feel safe because
they feel accompanied by family members waiting
outside the operating room.
2 RESEARCH METHOD
Our research framework consists of five stages.
Figure 1 described our research framework.
Figure 1: Research Framework
Based on Figure 1, the environment analysis stage
consists of PESTLE and Competitive Force analysis.
Furthermore, the market plan stage includes of
market, Segmentation and Targeting SILC Lasik
Center, Positioning SILC Lasik Center, Marketing
Mix 4P, and Marketing Risk.
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3 RESULTS AND DISCUSSION
Based on our research framework in Figure 1, here
are our research results and analysis.
3.1 Environment Analysis
The purpose of business environment analysis, in
general, is to assess the overall business
environment; factors outside or within the company
that can affect the company’s progress in achieving
its goal. This business environment analysis is also
important for identifying critical issues in the
corporate management environment, investigating
the future conditions of the corporate environment,
and then incorporating them in business decision
making, as well as prioritizing those issues and
developing plans to resolve them.
For the SILC Lasik Center, we use PESTLE
Analysis as an analysis that is very broad in scope,
accounting for political, economic, social, and other
factors. Also, we will proceed with SWOT analysis
to identify ways to minimize weaknesses and
maximize strengths. With these two methods of
analysis, we can know the opportunities that exist
and threats to overcome for SILC Lasik Center.
3.1.1 PESTLE
The first external analysis that was conducted was
PESTLE analysis (Zalengera et al., 2014; Bush,
2016; Sarwar et al., 2017; Sridhar et al., 2016;
Vintilă et al., 2017). The study was conducted from
Political, Economic, Sociocultural, Technological,
Legal and Ecological Perspectives. These factors
influence the existence of SILC Lasik Center. These
various aspects can have a direct or indirect effect.
Based on the analysis that has been done, economic
factors directly affect consumers and companies.
Economic factors are also the most decisive factors
because they relate to consumers' purchasing power.
As high as the quality of our services are, as
sophisticated as our technology may be, they will
not be put to good use without any patients or
customers. The study of the economic side includes
the condition of the Indonesian economy, the
purchasing power of Indonesia, as well as
government policies in the economic field.
3.1.2 Competitive Force
Competitive forces analysis is performed by
analyzing Porter's five forces (E. Dobbs, 2014;
Mathooko and Ogutu, 2015; Yunna and Yisheng,
2014; Zhao et al., 2016). We can identify the biggest
pressure that can affect the existence of the SILC
Lasik Center, so we can anticipate it through
business strategies that can minimize the pressure.
After performing a thorough analysis of the five
factors, the largest threat sequence for the SILC
Lasik Center based on Porter's Five Forces analysis
is the threat arising from substitute products or
services, or Bargaining power of buyers; rivalry
among existing competitors, the threat from
competitors, bargaining power of suppliers or
Bargaining Suplayer, threat of new entrants or threat
of newcomers.
3.2 SWOT Analysis
The results are displayed in this SWOT matrix, a
prominent strategy that can be done by SILC Lasik
Center to cooperate with major suppliers. It is very
important to do because this cooperation can
generate new superior strategies such as;
determining lower Lasik prices than those of
competitors who do not cooperate with suppliers.
Access to new technological machines that are not
left behind by competitors, and support from Human
Resources for qualified Lasik measures, which is
also an important advantage to have in the
competitive Indonesian Lasik market.
3.3 Strategic Formulation
Based on the strategic action and action evaluation
(SPACE) matrix, grand strategy and quantitative
strategic planning matrix (QSPM), SILC Lasik
Center is in a competitive quadrant. This indicates
that SILC Lasik center has a strong competitive
position with high market growth, so the strategy
that can be run by SILC Lasik Center is a market
development strategy. In a strategy to increase the
market share for unreached lasik products and
services, marketing efforts must be more vigorous,
such as promoting promotional and pricing mixes,
increasing the marketing portion, improving
advertisements and publications, and offering
various promotional packages.
Based on the internal-external matrix (IE), SILC
Lasik Center is in cell IV (grow & build). An
executable strategy is to achieve growth in sales,
assets or profits by lowering prices and minimizing
costs. SILC Lasik Center can conduct lasik action
economically and with a flexible cost through
various media, social media, print, electronic, and
direct promotion.
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3.4 CANVAS Business Model
The Canvas Business Model is a business model
consisting of nine elements of a business activity
area, with the goal of mapping a strategy to build a
strong business and advance in a competitive
business environment. From this model we can
determine the target, the value of the proposition of
the advantages, and other important supporting
factors and needs to be done for business continuity.
3.5 Marketing Plan
The marketing goals of SILC Lasik Center are
divided into three different time periods: short term,
medium term, and long term. Each period with a
different goal to focus on, but still leads to a
common goal according to the company’s vision and
mission. The specific purpose of marketing activities
that will be done by SILC Lasik Center are
branding, education, and maintaining a good
relationship with consumers (patients).
3.5.1 Market
According to data from the Ministry of Health of the
Republic of Indonesia in 2011, there were
11,260,800 people out of a total of 244,800,000
Indonesians experiencing refractive disorders. While
in 2013, there were 11,495,400 (source: Ministry of
Health RI 2016). We make a projection of refractive
disorder patients based on the total population of
Indonesia. From the calculation performed, the
percentage of refractive disorder patients on average
is 4.6% of the total population. If calculated
according to the number of population per year, then
the assumption of the number of people with
refractive disorders amounts to 12,052,000 people in
2017. Adjusted to the number of people with
refractive disorders throughout Indonesia, which
averaged 4.6% of the total population, the obtained
projection of middle-class patients with refractive
disorders amounts to 592.81 thousand people out of
12,887,29 thousand people. High school screening
report on 579 (58.66%) middle schools, out of a total
of 987 schools in DKI Jakarta by 2015, found that
5.970 students were suffering from refractive
disorders, with the majority originating from West
Jakarta (1778 students).
This amount is not proportional to the number of
working ophthalmologists in the area. The number
of eye specialists in DKI Jakarta enrolled in the
Indonesian Medical Council is 297. The ratio
between eye specialist to Jakarta residents is 1:
33.677, whereas the ratio according to WHO
standard is 1: 20,000. This imbalance causes the
increasing number of people with refractive
disorders and a lack of education which contributes
to the lack of public awareness about eye health.
These data indicate the presence of marketing
opportunities for lasik action for people with
refractive abnormalities.
3.5.2 Segmentation and Targeting SILC
Lasik Center
Table 1: Targeting
According to Table 1, SILC Lasik Center uses
demographic and psychographic segmentation. By
the selected segmentation, targeting is done to focus
the market segment that will become the target of
marketing. Selected segment and target consumers
for SILC Lasik Center are members of the
population aged from 18 years to 40 years old, male
or female with single status, married or divorced. A
minimum monthly income of Rp.6.000.000, - with
education level equivalent of high school or above.
Any working background, whether they are a
student or currently employed permanently or non-
permanently. Coming from a middle-class
background with the characteristics of having a
Marketing Plan for SILC Lasik Center
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middle-class private vehicle, enjoy comfort and
caring for personal health. Usually wanting a
practical and striving toward a more prestigious
lifestyle. Start liking branded goods and like to try
new things like technology and new products. A
prominent lifestyle of careers, shopping, culinary
tours, joining health insurance, going to a hospital or
clinic, caring about appearance, being a patient of
skin and beauty clinic. Derived from all parts of
Indonesia, but the main target is the citizens of DKI
Jakarta.
3.5.3 Positioning SILC Lasik Center
Positioning statement is formed on
Target market: Patients with refractive disorders
aged 18 to 40 years old, male and female, with
middle-class socioeconomic status, glasses/lenses
Brand Name: SILC Lasik Center.
Tagline: “Everyone can see.”
Frame of Reference: LASIK Clinic.
Point of Differentiation: Cost-efficient and flexible.
Competitive Edge: The cost is more efficient and
offers installment system while maintaining quality
and patient safety.
3.5.4 Marketing Mix 4P
Product.
The product of lasik action service
offered is Z lasik made using German Schwin
Amaris machine, and flap making using LDV Laser
Femtosecond machine.
The description of the brand element of SILC
Lasik Center is as follows:
Brand Name:
SILC name is taken from the initials name of the
founder of this lasik special eye clinic. The initial
philosophy of some of the names of the clinic
initiators was taken to maintain their commitment in
service to the community and business commitment
so that SILC Lasik Center can become top of mind
in Indonesian society. While the Lasik Center
confirmed that the service to be provided at this
clinic is a special action lasik.
Tagline SILC Lasik Center is:
“Everyone can see.” Which means everyone can see
more clearly without having to wear glasses again.
From the tagline, it is clear that everyone can do
lasik with ease and lightness provided by SILC
Lasik Center. Everyone can also see how SILC
Lasik Center will show the quality and performance.
Everyone can see that lasik action is done with
affordable and flexible costs still put forward the
quality and satisfaction of patients.
Logo’s of SILC Lasik Center
Figure 2: Logo of SILC Lasik Center
Based on Figure 2, the emblem consists of two
colors namely indigo and green-blue, both colors are
the colors that are commonly used in the health
industry. Images that look like a human eye at a
glance indicate the type of service to be offered. A
blue image shows a picture of someone stretching
their arms reaching out and reaching out in a circle.
Its philosophy is SILC Lasik Center offers lasik
measures cost-effective and flexible with an ease of
repayment so that it can reach all the people who
need it.
Price. The pricing is based on cost-plus pricing
method based on unit cost calculation in every
action performed by keeping a flexible cost as the
excellence of SILC Lasik Center. Through
calculations and various considerations, then SILC
Lasik Center determine the price of lasik action to be
Rp.21.000.000, - cheaper than competitors who have
the starting price action Rp.26.000.000, -.
Place. Location selection based on ease of access
and data of screening result on high school children
in DKI Jakarta and supporting data from
competitors, SILC Lasik Center will occupy the
ground floor and 1st floor of an eye clinic that has
been operating since 10 years ago in the Season
City. The clinic occupies the 2nd floor of the
building and provides general eye care services
including cataract surgery. The number of visiting
patients in the clinic ranges from 120 patients per
month, and approximately 85% of patients perform
cataract surgery. An additional profit for SILC Lasik
Center comes from the location which can also be a
means of promotion for patients who come from
previous clinics.
Promotion. The promotion will be done by the
SILC Lasik Center in the form of advertising, digital
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marketing, public relations and direct marketing.
The advertising efforts that will be done are
advertising in two young Jakarta radio stations, radio
talk shows, and promotional barter as speakers in
health programs on radio and television, in addition
to the distribution of brochures at certain
predetermined points. Digital marketing will be the
main focus of promotional activities, in connection
with technological advances and the development of
the era. The form of promotion through digital
marketing starts from the creation of websites,
facebook and instagram that can be accessed directly
by consumers. More informative websites contain
ongoing activity updates and promotions at SILC
Lasik Center, while facebook contains articles and
testimonials from patients who have already visited
or performed lasik measures. Instagram contains
more photos and positive tags about lasik that are
interesting to look at.
Other forms of promotion both public relations
and direct marketing through direct face to face with
consumers are no less important to educate the
public and change the mindset so that they no longer
perceive lasik surgery as an expensive and
frightening action. All promotional activities need to
be carefully planned in a marketing blueprint, and
marketing personnel should follow the guidelines in
the blueprint so that activities are more targeted and
avoid the waste of marketing costs.
3.6 Marketing Risk
The SILC Lasik Center marketing will at least run
the risk in the following ways: The greatest risk is,
of course, the absence of the patient coming in, so
that the clinic's operational activities are not met by
the income. The second risk that may occur is, the
achievement of sales targets but the amount of
income is not able to sufficiently sustain clinical
operations to generate profit. The third risk that may
occur is, not achieving sales targets as a set. The
fourth risk that may occur is, not good relationships
established with consumers. The last risk that may
occur is after the clinic runs within a period of one to
three years, the clinic income does not also reach the
target and sales are not increased so that bankruptcy
is imminent. When this happens, the sale of assets is
the most possible step to be done. Machine and
equipment owned still has a high enough selling
value to minimize bankruptcy. Of course, this is a
very undesirable outcome and is the last option in
the event of bankruptcy. Before any of these risks
occur, the SILC Lasik Center's transfer team must
first attempt to mobilize all of their energy and mind
in order to realize the marketing objectives
according to the vision and mission set.
4 CONCLUSION
An important role of marketing is to introduce SILC
Lasik Center into the midst of Indonesian society so
that it becomes top of mind for people with the
refractive disorder. Various efforts need to be done
and need to make a marketing blueprint as a
reference targeted and targeted marketing activities
to achieve the goals by the vision and mission of
SILC Lasik Center.
Promotion strategy focused on digital marketing
and direct interaction with consumers through public
relations allows consumers to obtain information
easily and conduct questions and answers about eye
health and lasik through website, facebook,
instagram or call directly to SILC Lasik Center. The
messages displayed in the digital promotional media
are educating and provide an understanding to
consumers about the safe and practical lasik, so that
consumers are no longer afraid of them.
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