This is exactly what Ultralase did. As the UK's longest-established laser eye provider, and with over 25 years' experience in medical aesthetics by its parent company, Ultralase could be forgiven for assuming it knew its customer base inside out.

In fact, market research carried out by Hitachi Capital on Ultralase's behalf proved to be a real eye-opener.

Hitachi's vision

As part of our market research service to Ultralase, Hitachi commissioned an independent research company to carry out customer surveys. The results were enlightening, showing that while the idea of interest-free credit appealed as much to the company's older, more affluent customers as it did to the younger market, few customers had been aware of the interest-free option at the initial consultation.

The findings immediately prompted a combined marketing campaign between Hitachi and Ultralase to do more to promote interest-free at the point of sale. The survey also revealed that customers receiving eye treatment were more likely to consider cosmetic surgery if interest-free credit was available.

Hitachi has been able to support Ultralase's rising demand for interest-free deals with the help of its unique internet-driven application system. Quick and easy to use, the system - known as Credit Master - allows customer details to be keyed and processed online, with Hitachi underwriting applications in seconds.

Hitachi's impact

Market research commissioned by Hitachi has brought new clarity to Ultralase's sales strategy. Here are some examples:

• Greater recognition among sales staff of the value and importance of interest-free finance
• Doubling of credit volume for each of previous 3 years
• Ultralase now offers 'buy now pay later' interest-free packages as well as interest-bearing credit
• Hitachi has invested time in training Ultralase staff in Credit Master and the various finance options available

About our customer

Anyone who has seriously considered laser eye treatment will almost certainly have heard of Ultralase. As the UK's best-known and premier provider of laser eye surgery, the company has a reputation for medical expertise - employing only highly qualified and experienced ophthalmic surgeons - along with 15 years' experience at the forefront of laser techniques combined with exceptional standards of patient care. Having performed 115,000 procedures, of which 25,000 have been wavefront-guided treatments, Ultralase continues to lead the way with its state-of-the-art lasers and iris recognition technology.

Renowned for its commitment to safety and accuracy, Ultralase is part of Europe's largest medical aesthetics group, Corporación Dermoestética, and applies the same core values to its cosmetic treatments. Again, by concentrating on medical expertise as well as the very latest and most innovative surgical practices, Ultralase offers a full range of cosmetic procedures including breast augmentation, liposuction, nose reshaping, and more.

With 12 clinics throughout the UK and a head office in Leeds, the company has 230 employees and an annual turnover of in excess of £30 million.

"Clearly, Hitachi Capital’s input has made a significant difference to our business. We would have been foolish to ignore the findings of the market research and with Hitachi’s support we have been able to introduce interest free options making our premium healthcare services affordable. It has led us into new markets and increased repeat business"

Tony Veverka, Managing Director, Ultralase