About Rod Solar

Rod Solar is a co-founder of LiveseySolar and a Scalable Business Advisor for its customers. Rod mentors and coaches eye surgery business CEOs/Founders and their leadership teams to triple their sales, double their profit, and achieve their "ideal exit".

Healthcare marketing planning: the three starting points

2021-10-15T14:03:35+01:00Marketing Strategy|

The choice of target market, probably the most important decision facing a healthcare marketer, is based on recognising the differences among consumers and organisations within a heterogenous market. That choice, will also need to considered in the context of who you are competing against. However, selecting a target market must follow an understanding of not only the competitive context. You must first understand the environment for marketing decisions.

Healthcare consultation skills: Communicating your intent

2021-08-11T10:48:33+01:00Closing First Appointments|

At the beginning of a healthcare consultation (after the warm-up, of course), it helps to informs our patients of the itinerary and expectations of the day. The tool we use at this stage is the "intent statement". It's a great way of reducing the patient's fears and tensions so that they will open up to us later in the healthcare consultation process, and supply us with the information we need to offer a solution that will address their needs.

Healthcare consultation skills: Warming up cool customers

2021-08-11T10:48:33+01:00Closing First Appointments|

Very few customers, in a health care marketing environments, want to get right down to business. Usually, a customer wants to "buy" the person first, the company second, and the product third. Hence, there's very little advantage to launching straight into a discussion of either the company or the product/service you offer before the prospective patient is ready to buy you, personally. If they don't buy you, then whatever you say about the company or the product/service will likely fall on deaf ears.

Commoditisation in private healthcare

2024-01-11T12:45:58+00:00Marketing Strategy|

The enemy isn't your bargain basement competitor. The enemy is price competition. But because you chosen the wrong target, you've performed a principal role in what we perceive to be a marketing tragedy. We could write a book with this tragedy at the centre, and it could be called: The commoditisation of professional medical services...

Healthcare marketing sales processes get your patients on the bus

2021-10-15T13:59:16+01:00Marketing Strategy|

First, you have to ask yourself, is my healthcare marketing sales process valid? In other words, does it provide an organised method towards achieving the consultation's objective (usually, a conversion from an initial appointment to a treatment booking)? Second, is it reliable? Is the process repeatable, consistently applied, and operable in the majority of situations?

The space between the healthcare marketing moments of truth

2021-10-15T13:57:28+01:00Closing First Appointments|

The white space is the space in between those moments, which arguably carry even more risk. This is the time in which prospects and customers are alone to think, to doubt, to experience anxiety and remorse about their purchase decisions. This is when they start seeking evidence to justify their fear. This is when concerned friends and family are most prone to be overly-protective. This is the white space.

Does your health care business have an entrepreneurial culture?

2024-02-22T21:29:06+00:00Marketing Strategy|

Want to find out if you have an entrepreneurial culture? We challenge you to ask your receptionist to rate their agreement on a scale of 1 to 10 to the statements above. If they rate a high level of agreement to these statements, you can bet they probably feel on top of an inverted pyramid. If they don't agree, then they probably feel like they are at the bottom of the pyramid, which is indeed where they are, just slightly above your customers...

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