Do patients really want cheap lenses?

There is a strong possibility that many patients perceive newspaper advertisements as a sign of dependability or prestige rather than the evidence of unethical behavior that professionals traditionally frown upon. "Confidence in the doctor" was the foremost reason given for seeking professional service in a survey by a major commercial optical corporation. Two hundred fifty patients interviewed in a contact lens practice agreed, and the tabulated results would indicate that price alone is not a major factor.