As the race to the bottom has proven, price-cutting is not the route to jump-starting eye surgery volumes. For the majority who could benefit from laser eye surgery, even the lowest-price inducements of £399/eye are insufficient. No, the price objection is a superficial smokescreen that often masks a deeper objection - fear. Overcoming the fear objection, therefore, is one of the most important jobs for anyone offering laser refractive surgery. In this post, I write how using the hero's journey in patient stories can help people overcome their fear of surgery.
In November of 2018, I had laser eye surgery. In doing so, my relationship with the medical procedure I’ve marketed for almost 20 years changed forever. I became my customers’ patient, and it transformed my understanding of their patient’s psychological journey and what they most fear and desire.
In this post, we share our top "lessons learned" after writing our first book - How to Grow Your Practice with Presbyopic Patients. If you've ever contemplated writing a book of your own, read our tips to help you get started, and most importantly, finish that book inside of you.In 2017, ZEISS commissioned us to write a book aimed at summarising everything we know about what we do best - growing medical businesses - and apply it to their most recent innovation - PRESBYOND Blended Laser Vision - or LASIK for people who wear reading glasses.We've wanted to write a book for a long time. We even had about 70,000 words written as a draft that we'd been slowly working on for years. However, it took a customer (ZEISS) to prompt us to finish it, and for that, we're genuinely grateful.If you want a copy of our book, you can get it in this post but first, let's get started by answering the question - why should you write a book at all?
Creativity is a crucial business skill - especially in healthcare marketing. Most of the medical marketing we see out there is boring, bland and has a bad case of me-too-itis. Patients hate it. The good news is creativity isn't solely a talent possessed by artists, designers or musicians. You can learn how to be creative about your clinic or healthcare business by tweaking the way you think and behave. Here are 7 approaches to upgrade your mindset and produce the results you need from your patient communications...
In this post, we give you some quick facts about what you need to know about the Google Medic Update, what you can do about it if the Google Medic Update affected you, what we’re doing to help our customers deal with the Google Medic Update and what you can do for yourself.
Writing website copy that keeps your prospect's attention and interest is a crucial skill. But we know you're busy and have no time to waste on writing healthcare blog posts if they don't generate results. That's why we've packed over 30 specific writing tips in this post to help you write compelling healthcare blog posts that drive leads to your clinic. The quality of your copywriting can mean the difference between a website bounce versus a website conversion. After reading this post, you'll have an easy-to-follow blueprint you can use to write compelling healthcare blog posts that produce qualified leads for your practice. Does this sound like a good way to spend 5 minutes? Great - let's get on with it...
Should refractive surgeons consider the presbyopic market in the laser eye surgery marketing mix? Or should they leave this market to at worst, reading glasses and at best, intraocular surgery? In this video (and the transcript), I argue the case for complementing your practice marketing efforts by offering presbyopic LASIK.
In this post, we'll share some of our standard timelines and orders of dependencies for healthcare marketing projects. We break down a realistic timeframe for a website project, showing why a good website takes the time it does. To make the exercise a bit more relevant, let's also attach some sample dates starting January 1st, 2018.
There's something very different about the website we launched for Professor Michel Michaelides in August 2017 - it's only one-page. In this content heavy marketing era of "more-content-is-king", why did we design it this way? We'll reveal the reasons in this post and how one's choice of website size depends entirely on one's objectives...
Despite having expert power, our doctor clients are prepared to be challenged on their marketing and sales opinions. Of course, we listen to their views with an open mind. In this post we reveal why we challenge our healthcare clients and why it's critical to do so.