How to best use third-party patient stories to help patients overcome the fear of surgery

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.

2019-03-25T17:30:40+01:00By |Categories: Customer Service and Sales Observations, Marketing Feature, Marketing how to, News|Comments Off on How to best use third-party patient stories to help patients overcome the fear of surgery

To people who want to write a book but can’t get started

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?

2018-12-10T20:51:30+01:00By |Categories: Marketing how to|Tags: , , |Comments Off on To people who want to write a book but can’t get started