Laser Treatment Leads

Is marketing your LASIK practice that different from marketing any other product or service?

Well, yes and no.

How’s that for an answer.  Actually, there is no SUBSTANTIAL difference.  Regardless of what your product or service is (on or offline) there are three essential elements you need to get right in order to profit from your marketing efforts.

LASIK Marketing: Three Key Elements to Consider

1.  Traffic

The first element to discuss is traffic.  Only online is it possible to generate “free” traffic.  Of course, by “free” we mean you either…

• hired a company to do SEO for your website
• spent money learning about SEO
• and/or spent time optimizing your own site

Traffic is the first key to marketing success.  You need to communicate your marketing message to a targeted audience.

Plain and simple.

In the offline world, the closest thing to “free” traffic would be when one of your patients refers you other patients.

So far, marketing your LASIK practice is the same as any other kind of business.  And if you need to learn how to sell online, think about your offline marketing efforts first.

Which brings us to…

2.  Your Offer

Quite simply, when we talk about your OFFER we are discussing how you talk about your service.  Meaning, why should someone decide to schedule an appointment with you versus another doctor.

There are a number of items to consider when creating an offer that communicates the total value of your service.

Here is a short list of elements you may want to consider (in no particular order):

1. your convenience
2. your policies
3. terms
4. pricing
5. quality
6. perceived value
7. your guarantee
8. your reputation

As you can probably see, how you use these elements IS unique to your LASIK practice.  It’s about crafting a message that resonates with your target audience, so that they’ll take action.

On that note, that brings us to…

3.  Conversion

As you can imagine, conversion is about the exchange of value.  In a business setting, we’re talking about you making money.

Plain and simple.

The first item to get a handle on is KNOWING what your conversion rate is.  How well do leads convert on your website?  From other forms of marketing?

If you don’t know what your sales conversion figures are, we need to talk.  You simply can’t improve a process without having, and knowing, the data.

Once you have the data, the next step is to identify breakdowns in your sales process.  Look, you’re not going to convert 100% of your leads.  But knowing where breakdowns occur allows you to fine tune the system to improve your results.

It’s a question of profitability.  Getting more bang from your marketing buck.

Wrap Up

Hopefully you found the points raised here useful for you and your practice.  If you’d like to ask a question, feel free to leave a comment below.  If you’d like to learn how we can help you with your LASIK marketing issues, feel free to send an us an email:

We look forward to hearing from you.