Laser eye surgeryLaser eye surgery adverts and sales tactics

Are the prices in laser eye surgery adverts misleading?

The most recent Mintel report into the laser eye surgery industry found that in 2007 the average laser surgery spend per eye was £900. Our researchers also collected pricing information during their laser eye surgery visits.

Optimax and Optical Express advertise laser eye surgery prices from £395 per eye – £790 for both eyes – varying because of factors such as the individual’s prescription.

But the lowest laser eye surgery price that our researchers were offered was £1,090 at one branch of Optical Express. Indeed, a staff member from another Optical Express branch told another researcher: ‘We keep the lower prices for advertising, really’.

But prices for the same laser eye surgery treatments often vary between chains and branches. For example, prices for Lasik with Wavefront and Intralase for both eyes ranged from £2,590 at one Optical Express to £3,990 at a branch of Ultralase. Premium laser eye surgery techniques were heavily promoted by staff and sometimes, according to our experts, the benefits were exaggerated.

You may still need glasses after laser eye surgery

Laser eye surgery benefits exaggerated

For example, at one branch of Ultralase our researcher was misleadingly told: ‘The only way of guaranteeing that you’re not going to have glare is with the Wavefront treatment.’ One expert says: ‘Customers can choose standard laser eye surgery treatments but, given the descriptions of more expensive laser eye surgery options included comparing “a Porsche and a Mini”, you feel as though you don’t have a choice.’

One researcher’s suggested laser eye surgery treatments ranged from Lasek, at £2,490, to intra-ocular (implantable) lenses, at £6,200. 

There may be several laser eye surgery treatments that are right for your eyes, and what’s recommended will vary between laser eye surgery clinics and their expertise, so it’s important to ask lots of questions and shop around.

It’s hard to tell who’s giving the best information, though. When we asked our researchers to each choose their top laser eye surgery clinic, they told us that ‘friendliness’ was key. However, our laser eye surgery experts rated their choices as ‘unsatisfactory’ or ‘very unsatisfactory’.

Questionable techniques used to sell laser eye surgery

Our experts also criticised financial incentives used at the big three laser eye surgery clinics, including discounts of up to £200 for quick laser eye surgery bookings or recommending a friend.

But the experts were most concerned that our 19-year-old researcher was pressured into making an immediate laser eye surgery booking at a branch of Optical Express. She was repeatedly asked to contact her parents to get her deposit for the laser eye surgery costs, even though she told staff that they were busy. 

One expert said: ‘To cajole people into making snap decisions regarding operations is inappropriate and unprofessional.’