You see the ad for LASIK at a unbelievable price! $299 per eye for LASIK surgery. If your a little skeptical there is a good reason for it. The most common reason for eye institutes to advertise $299 LASIK is:

Advertising campaign lures in customers by advertising a product or service at an unprofitably low price, then reveals to potential customers that the advertised good is not available but that a substitute good is.

This style of advertising is know as the bait and switch.

Something to remember, the average price for traditional LASIK in the U.S.A. is $1600 to $2000 per eye. Prices can be much higher depending on the conditions of your eye. $299 is way below this price! If you saw an ad for a brand new Porsche 911 Turbo for $10,000 would you believe it? The old adage works here: If it sounds too good to be true, it probably is.

There are many ways for the eye institute to explain to you why the $299 LASIK as advertised won't work for you.

• You procedure is too complicated for this cost
• Your procedure will require different equipment
• There is a 12 - 18 month waiting list for this price break

Some eye institutes who use this method to get you in the door also try other pressure sales measures to get your business. The most common of these is to quote you a very high price then quote you a "discount" price that only applies if you say yes today. This way the institute stops you from shopping around and finding the best surgeon. Remember, these are your eyes. Don't be pressured into something by shiny advertising or slick gimmicks.