please answer all 6 questions

A multi-physician ophthalmic surgery practice had long made its living from cataract surgery. There was no shortage of elderly patients who required this service, and Medicare readily covered the cost of surgery for its beneficiaries. Over time, however, the reimbursement rate for cataract surgery secined to the point that the surgeons were performing more surgeries but generating less income. To reverse this trend, the practice decided to cormmit fully to the laser eye surgery business and relegate cataract surgery to a side practice. Thinking it knew the ophthalmic surgery market well, the practice began marketing its laser eye surgery for nearsightedness and farsightedness through its usual approaches, Much to its surprise, the practice generated little business despite the industry-Wide boom in laser surgery. The practice brought in a marketing expert to assess the situation, and the problem quickly became clear. The target population for laser eye surgery was different from that for cataract surgery. Cataracts affect people tegardless of race, sex, or social class, making every alder American a potential customer for cataract surgery. Further, virtually all cataract surgery is paid for by Medicare and, for younger patients, by private insurance. On the other hand, the market for laser eye surgery is more narrowly defined. Potential customers for laser eye surgery fall into certain age, income, education. and lifestyle segments. In addition, because laser eye surgery generally is not covered by insurance plans, patients must finance the procedure by same other means. Based on above scenario, cataract surgery could be considered a modically necessary procedure and laser eye surgery is an elective procedure After reviewing the preceding case, critique their marketing plan and be sure to discuss the following points: 1. To what extent had the practice researched the market for laser oye surgery? 2. Why did the practice find that a more targeted marketing approach was required? 3. What are the differences between the marketing message to be corveyed to the traditional cataract market and the marketing mesisage to be conveyed to 4. The case has identified two distinct patient populations. What are the differences in terms of desired benelits between the two patient populations? the emerging laser eye surgery market? 5. With an elective procedure such as laser eye surgery, is competing on price reasonable? Why or why not? 6. What innovative financing approaches might be required for laser eye surgery patients and will those same approochea be required for cataract patients