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The
following is the transcript of a video made available on various websites on
March 5, 2009.
This is
Steve Straus, CEO of LCA Vision. Welcome to the second installment of
our informative video series where we keep you, our constituents, up to date on
what's happening with the Company.
I hope
you enjoyed the last video, and thank you if you made comments- we'll be taking
them into account as we move forward.
Last time
I mentioned that we are beginning to implement significant changes in our
marketing approach, with an eye towards being both more effective and more cost
efficient.
As a
result of extensive consumer research and message testing, we are currently
developing a comprehensive, integrated communications plan that we believe will
deliver the right message to the right potential patients at the right
time.
This
effort includes a local flavor to our ads in each market where we operate
centers, featuring the surgeons from those vision centers so that patients know
who they're going to meet when they come into a LasikPlus center.
Some of
our new marketing efforts are already beginning to show results. We increased
our market share to 11.9% in fourth quarter from 10.5% in third quarter
2008.
As our
new marketing approach evolves, we also expect to reposition LasikPlus away from
being a one-time experience, towards a more holistic patient experience that
ultimately builds long-term relationships between patients and their LasikPlus
center.
We'll be
communicating to you in subsequent videos about this as it continues to
evolve.
Now I
would like to turn to a topic that I am sure is on everyone's mind. I imagine
you may be following the news regarding the actions being taken by a group of
our dissident stockholders.
I want to
update you on our efforts to respond to this attack upon the current board of
directors and management team.
We
continue to meet face to face with many of our stockholders to explain our
vision for our Company and to ask for their support. We have asked all of our
stockholders, as we ask all of you who are watching, to look at the facts about
the progress we've made at LCA Vision. Our vision for LCA
Vision/LasikPlus is one of responsible management, agility in a changing
marketplace, and ultimately growth for the Company and value for its
stockholders.
One
concern that stockholders raised is our relationship with our
surgeons.
This
relationship has never been stronger. We have been collaborating with
our surgeons to ensure that they have the tools they need to provide the highest
possible level of service to LasikPlus patients.
We are
also working with them to test and implement new ideas for LCA Vision and to
work toward the brightest possible future.
Recently,
we met with all of our surgeons at two regional conferences in Houston and
Orlando. We discussed our new marketing plans and tools that improve
communication between the surgeons and patients.
We also
discussed initiatives to better identify the ideal LASIK candidates, and to
convert each exam into a procedure. We have also asked that our
surgeons become more involved in working with our marketing and field leaders in
order to maximize input, and hopefully maximize results.
I want
all of you to know that our overall goal for LCA Vision and LasikPlus remains
the same.
We are
absolutely dedicated to continuing to transform people's lives by helping them
to improve their vision, and to being the vision correction center that patients
choose first because of the high caliber of professionalism and customer
service.
I hope
you have found this edition of our update to be helpful and informative. Please
provide us with your comments below… I assure you we do read them, and they do
help us understand how we can better serve you.
In the
meantime, until we speak again, I'm Steve Straus. Good
day.
************
Due to
the nature of the Consent process, your voting instruction is extremely
important and time sensitive. LCA-Vision urges all stockholders to
vote their GOLD cards to REVOKE CONSENT on all three
proposals. Please discard any proxy card that you receive from the
Joffe Group. If you have already voted to consent and wish to change
your vote, you have every right to revoke your consent and vote the GOLD
proxy. Only the latest dated card counts.
LCA-Vision
filed its Definitive Consent Revocation Statement (“Consent Revocation
Statement”) with the Securities and Exchange Commission on Monday, February 9,
2009, and copies of the Consent Revocation Statement with a GOLD Consent
Revocation Card were mailed to stockholders beginning February 10,
2009. The Consent Revocation Statement can be obtained immediately
from the SEC’s website at the following link:
http://idea.sec.gov/Archives/edgar/data/1003130/000114420409006021/v139094_defc14a.htm
or from
the Investor Relations section of the Company’s website at www.lasikplus.com and
www.lca-vision.com. Copies
of the Consent Revocation Statement and consent revocation card may also be
obtained from Georgeson Inc.
Additional
Information:
Georgeson
Inc. has been retained by LCA-Vision as consent revocation solicitation agent.
Stockholders with questions are encouraged to call Georgeson toll-free
1-800-457-0109
. Copies of the
Company’s Consent Revocation Statement, and any other documents filed by
LCA-Vision with the SEC in connection with the consent solicitation can be
obtained free of charge from the SEC’s website at
www.sec.gov
, from the
Company’s website at www.lasikplus.com and www.lca-vision.com., or from
Georgeson.
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