At AECOS 2024 this year, I was invited to speak on a panel where industry representatives and I discussed how to best name procedures like lenticule extraction, lens replacement and ICLs. These are some of my remarks relating to naming on that panel:

Many practices tend to use highly scientific or technical jargon—terminology that only they understand. That often leaves patients confused. They want clear answers—”what benefits they will I gain from this procedure?”

Avoid using medical terminology

Let’s take SMILE as an example. SMILE is a brand. Other names for similar procedures are:

• ReLEx
• FLEx
• LALEX
• Lenticule Extraction

And now, there are all the other brand names for the same procedure…

• CLEAR
• SILK
• SmartSight
• and by I press “Post” maybe even more!

Too many alternatives confuse patients. They don’t help them understand.

You could blame the industry, but that throws away your power. Until the industry aligns on a standard (don’t hold your breath), control the conversation with your patient.

When a patient asks about SMILE (and you offer another brand of lenticule extraction), ask them: “What is it about SMILE that’s important to you?”

Then, no matter what they say, tell the patient the truth: “SMILE is a brand. We call it [X]. Here’s what those two things have in common…”

Don’t waste energy explaining why your procedures are (let’s face it, marginally) “better”—there’s little gain. Explaining that you have a version of SMILE will satisfy most patients.

Most patients don’t need to know the technical terms. They need to know what the procedure does for them. Explain the benefits, not the tech. Instead, say, “This surgery helps you see clearly without glasses so you can do [whatever it is you want].”

Empowering patients with clear communication about treatment benefits

This approach helps patients feel informed and confident. Patients care about results after surgery, not jargon. Show them how the procedure improves their life. Most don’t need the technical details.

Cut the tech-talk. Use simple, clear language.

Make it easy for patients to understand their choices. They’ll trust you more, and you’ll help them better.

If you’re uncertain about the best way to persuade patients or are struggling with patient engagement, consider taking our Practice Marketing Assessment quiz. This tool can pinpoint which stages your practice needs to improve first, allowing you to focus on critical areas for increasing conversion rate. Alternatively, if you’d like to discuss further, book a free 15-minute compatibility call with Laura today!