If you’ve heard of LASIK treatments before, and how successful they are, you would be forgiven for thinking business is booming for LASIK practices. On the contrary, Market Scope reports that only about 700,000 LASIK surgeries are performed each year. If that seems like a lot, you should know that back in 2000, a whopping 1.4 million people underwent the procedure. So in the last 20 years, the use of LASIK treatments has dropped by half. In addition, the competition among LASIK practices is significantly higher now than it was two decades ago, even though the amount of business is lower. This means employing superior tactics and finding unique LASIK marketing strategies to increase your LASIK volume. Here are tips to help you go one better than your competitors:
1. Offer more than just LASIK surgery.
LASIK is the most common refractive surgical procedure on the market, but it isn’t the only option patients have. In fact, it often isn’t the best option for every patient requiring refractive surgery. Older patients may do better with refractive cataract surgery or dysfunctional lens replacement.
Including more than one procedure in your service catalog gives you more flexibility to accommodate all patients who need refractive surgery. It also reduces the loss of patients to other, more all-around practices who do offer them all.
2. Prioritize the patient in your marketing content.
The urge to talk about an excellent laser tool you acquired recently may prove hard to resist, but that’s not what fetches you clients. Many people know nothing about refractive eye surgery, and mentioning a machine or technology they have never heard about isn’t likely to elicit any curiosity.
Instead, focus on the benefits, and how it is different (benefit-wise) from what the other surgeons are using. Mention its success rates and what it takes to be a candidate. More importantly, use the most straightforward terms, or you will be lost on the bulk of your target audience.
3. Avoid dwelling on price.
Talking too much about price may portray you as money-obsessed when all you wanted was to inform your prospects on one of the aspects they care most about. Additionally, it may put off high-quality leads who have limited knowledge of the many benefits of LASIK surgery.
Focus on the benefits, pain, success rates, your experience, safety, insurance information, follow-up procedures, and downtime. Serious prospects will get in touch with you for price details. When that happens make sure you have a simple, accurate answer to provide so you don’t seem like you’re shady.
4. Make LASIK surgery available to all candidates.
One common mistake LASIK surgeons make is talking about the treatment only to patients who ask about it. Many patients do not even know they have options, so they will only discuss what they know. If a person is a candidate for LASIK surgery, let them in on it even if they didn’t ask. You will be surprised at how many of them take an interest in your suggestion. Remember, you are the doctor, and if they came to you for help, it means they trust you are qualified for the job. So, give them options and let them choose.
Success with a LASIK practice is not all down to your expertise and experience. It also depends on how you treat your prospects and the information you feed them. The above tips will help you get started and achieve success with your private healthcare facility.