Laser surgery specialist Ultralase plans to expand to meet an ever-growing demand for treatment of defective vision, says the company’s chief executive Tony Veverka

How long has Ultralase been operating in Northern Ireland? How many do you employ?

Ultralase has been operating in Northern Ireland since 2008, employing 24 in Belfast. Following the opening of clinics in Dublin, Cork, Waterford, and Limerick, Ultralase now employs over 50 people across the island.

Do you have any plans for expansion?

We intend to open further consulting rooms in both Northern Ireland and the Republic, and indeed across the UK. We currently operate a number of consulting rooms, including one in Limerick, and find the broader reach they provide is a great benefit for patients. Our consulting facilities give more people access to specialist advice on laser eye treatment.

Was your expansion into the Republic deliberately timed?

Yes. That represented the first phase of a growth strategy to become a more geographically-diversified business. Expansion is an important part of our model.

How was it executed?

Via acquisition, which allowed us to use the experience we have as a business to combine our model with local management knowledge and reputation.

Do fewer people go for laser eye surgery during a recession?

Although seen by some as a large purchase, the average person will spend upwards of £30,000 on glasses and contact lenses in their lifetime, making laser eye treatment a cost effective option.

Whilst consumer confidence does have an impact on the number of people undergoing laser eye surgery, there are still segments that see it as an absolute must and are having treatment. Those that are taking more time to think about laser eye surgery due to the recession are still a valid future market — it’s not a perishable purchase — so there is some pent-up demand in the market to come.

Do you market laser eye surgery as a medically important step or a luxury?

Laser eye surgery is a serious procedure that has amazingly successful results and which can markedly enrich people’s lives on many levels, whether on a practical level, by taking part in sport unhindered, or on an emotional level, giving people confidence and allowing them to see the real ‘me’ in the mirror. Our marketing reflects this, as well as highlighting the important elements of laser eye treatment: surgical skill, clinical leadership and quality of service.

Have you launched new initiatives to combat any challenges facing Ultralase as a result of the recession?

We’ve launched a new product, Ultra Elite, which is the latest refinement of Wavefront treatment, available nationally exclusively at Ultralase. The treatment has produced the best results seen at Ultralase. We’ve also developed out Intra-ocular lens offering, which means that |we are able to help more people than ever before, including those with complex prescriptions and cataracts.

We’ve continued to drive a more targeted marketing approach as we continue to develop our understanding of our consumer.

In a competitive marketplace with plenty of choice for consumers, how do you win business?

By being the best. We base our offering on what we know to be important to consumers; clinical leadership, quality of service and proximity to the customer both in terms of understanding what the customer wants and delivering outstanding clinical outcomes. We see being the best as a continuous drive forward.

How many people went for laser eye surgery through Ultralase last year? How many in 2008?

Sales grew by 11% in 2008, were relatively flat through 2009, but have grown by 8% this year to date, which we see as a great performance through challenging economic times.

More men than women or about the same?

We treat roughly equal numbers of men and women. Children are unable to have treatment due to clinical guidelines; generally we advise people to wait until they are 21 or over, as a person’s prescription needs to be stable.

Is laser eye surgery a good business to be in, given that there must be few opportunities for repeat business?

It’s a great business to be in because we truly improve people’s lives.

So much so, that while laser eye treatment doesn’t provide opportunity for direct repeat business, many of the people we see have been recommended by friends to come and see us. Penetration levels to date are also relatively low, so there is plenty of room for growth and broadening into a wider range of eye care solutions.

What’s been Ultralase’s toughest lesson to learn since opening in Northern Ireland, and what’s been its greatest achievement?

The toughest challenge really was establishing ourselves as a brand from scratch in a new market, however this has also been our greatest achievement so far.

We have seen fantastic growth in brand awareness and sales during challenging economic conditions.

Can you foresee any future trends in laser eye surgery?

Laser eye surgery has developed to become a safe and predictable procedure in terms of outcomes. Development here will be about reaching more people (as parameters mean more people are suitable for treatment).

Another area for growth is developing solutions for more conditions, particularly presbyopia, the condition that causes the need for reading glasses as we age.

Are people’s attitudes changing to it?

Laser eye treatment is now established as an alternative to glasses and contact lenses with an outstanding track record. It is becoming more accepted as a safe and efficacious procedure by medical professionals, opticians and consumers — quite justifiably, as it’s the most successful elective surgical procedure in the world.

How do you compare to other laser eye specialists?

Ultralase was established in 1991, and in the 19 years since then, we have developed the highest standards of clinical excellence backed by an unrivalled level of patient care.

Our experience as the UK’s first and longest established laser eye treatment specialist means that we understand what’s important to our consumers and so ensure we’re at the forefront of technological advancements.

How much does it cost for laser eye surgery?

Prices vary between providers. We offer fixed prices per treatment, so that our prices are easily understood and very transparent to the consumer. We also provide a range of payment options, allowing the most suitable and advanced treatments to be affordable for everyone. We don’t link our price to prescriptions as some providers do, which means that their prices can be very confusing and vary wildly from those advertised.

Are laser eye surgeons and opticians sworn enemies?

No. Laser eye treatment is accepted by the wider optical industry as a valid alternative to glasses and lenses. We have recently announced our partnership with Specsavers, whereby we are their recommended laser eye treatment provider. By working together we are both able to provide a more complete solution to the most important people in both organisations — our patients.