In the ever-evolving world of eye surgery, it’s easy to get caught up in the whirlwind of new names and flashy procedures. But how much of what’s being marketed as “new” is truly revolutionary? Often, it’s more about rebranding than reinventing. Let’s cut through the marketing jargon and find out what’s really happening behind these procedures.

PRELEX: Just CLE and RLE Renamed

PRELEX, or Presbyopic Lens Exchange, sounds like the latest breakthrough in vision correction, but in reality, it’s just a rebranding of a procedure that has stood the test of time, known as Clear Lens Exchange (CLE) or Refractive Lens Exchange (RLE). These procedures have been around for years and involve replacing the eye’s natural lens with an artificial one to correct vision. While PRELEX might sound like the next big thing, it’s essentially CLE or RLE under a new name using Premium intraocular lenses . It’s an effective treatment, but it’s not new—just renamed.

SILK & SMILE: A Refined, Not New, Procedure

SILK (Smooth Incision Lenticule Keratomileusis) & SMILE (Small Incision Lenticule Extraction) has been touted as a cutting-edge procedure, but it’s not entirely new either. It’s an evolution of the lenticule procedure that’s been around for a while. The technology has been refined, and the process is smoother, but the core concept remains the same. The SILK & SMILE rebranding gives it a fresh appeal, but it’s important to recognise that it’s a refinement rather than a revolution.

LASIK: Oldie but Goodie

LASIK (Laser-Assisted In Situ Keratomileusis) is well-established as the gold standard for Laser Vision Correction procedure. Many “new” vision correction surgeries are essentially LASIK with minor tweaks and new branding. The technology is proven, but don’t be misled by the shiny new names. While some of these variations may offer slight improvements or address specific patient needs, the core technology and method remain unchanged. The marketing often focuses on minor tweaks, but at its heart, it’s still LASIK.

PRK: Repackaged and Remarketed Under New Names

PRK (Photorefractive Keratectomy), While it was one of the first laser eye surgeries, advancements in technology have allowed it to be reintroduced with slight modifications and new branding. Despite the rebranding, PRK remains fundamentally the same procedure that has been used for decades. The procedure remains largely the same, despite the fresh repackaged marketing.

Blended or Monovision: Ageless Technique

Monovision, used for decades in contact lenses, is now being marketed in surgical contexts under different names. The concept remains unchanged—correcting one eye for distance and the other for near vision.

Wavefront-Guided LASIK: Customisation, Not Reinvention

Wavefront-guided LASIK offers more customisation but is still fundamentally LASIK. The core procedure hasn’t changed; it’s simply being marketed as more advanced.

Implantable Collamer Lenses (ICL): Not So New

ICL, or “permanent contact lenses,” has been in use for over 20 years. It’s marketed as a new alternative to LASIK, but the procedure has been around for a while.

Conductive Keratoplasty (CK): Repackaged Radiofrequency

CK uses radiofrequency to reshape the cornea and correct vision. Though occasionally repackaged as new, this technology has been around for years.

PresbyLASIK: Old LASIK, New Audience

PresbyLASIK adapts LASIK for older patients with presbyopia. While it targets a different audience, the technology is essentially the same as traditional LASIK.

So What Now?

In vision correction, what’s marketed as new is often just a rebranded version of existing procedures. While there are genuine advancements, it’s essential to look beyond the marketing and understand what you’re really getting.

The next time you’re considering a procedure, ask yourself: is this truly new, or just dressed up to look that way?