How can you get more leads for your medical practice?
How can you get more leads for your medical practice? How do you get people to inquire either via a phone call or a form? How do you get them to raise their hand and show they’re interested?
These are age-old questions, especially within the LASIK industry. Because lead generation is like a shark, it’s got to keep moving. You have to keep driving leads constantly.
The mind-blowing power of lead magnets
Something that has been mind-blowing for us in the last six years, has been a complete reconfiguration of our lead generation funnel. We now include something called a “lead magnet”.
A lead magnet is intended for the 95% of people that will visit a website and then simply leave – never to be heard from again. Upon attending the website, they don’t take the action you want, which is booking a consultation.
How can you leverage the 95% of people who don’t book a consultation after visiting your site?
So what do you do with those people? They’ve already expressed some interest. You’ve paid money or invested in SEO, they’ve clicked on your ad, and you’ve finally gotten them to your website. Then they’ve left. This can be really infuriating.
Something that we’ve realised is that calling somebody is a really big cliff. If we think of somebody trying to walk up a mountain to get LASIK, well, that’s the equivalent of asking somebody to make a phone call. I know that it sounds minor to you, but we all know that nobody wants to get sold. We know that when we call somebody, we’re going to be asked to do something. Maybe we’re not ready. We don’t want the hassle. So the phone call is actually this big barrier. And people often assume that they’re going to be asked to purchase the surgery on the phone call. So they think, “No, I’m not ready for that.” However, they are ready for something. And that something needs to be really tiny.
How the suitability self-test has revolutionised our lead generation strategies
So one of the most valuable and effective lead magnets I’ve come across for laser eye surgery or cataract surgery is a self-test.
A self-test sits on your website, and we drive people to it through paid or organic traffic. You put little buttons on your website to lead people to that self-test as a secondary option. This option appears as much less of a commitment compared to booking an appointment.
What’s nice about a self-test is that it really hones in on people’s big insecurity when it comes to eye surgery.
The question they have most on their minds after “how much is it?” is, “am I suitable?” What’s lovely about that is that so many people out there think they might be unsuitable. Therefore, they are highly interested in taking a self-test, especially a self-test that might take less than five minutes to complete and give them a little victory. You can help these people.
That’s all you’re really trying to do with the self-test. You’re giving the prospect a little victory, something that gives them hope. And when they have a little bit of hope, that provides them with the momentum they need to book a consultation.
A real-world client example of how a self-test helped launch a new eye surgery clinic
Let’s put this into a real-world example. We have a client that came to us who wanted to generate more leads. They were getting a small trickle of interest because they were brand new. So we put up a self-test, and all of a sudden, the leads skyrocketed. We ended up with 100s of leads.
So let’s say there are 100 people this month who now have a fairly good idea of whether they might be suitable for eye surgery. Now, 20% of those people booked an appointment off the back of that self-test because they received emails that followed them up that were value-laden and consistently requested them to book a consultation. So now you’ve got 20% more leads, actually booking appointments than you otherwise would have gotten. That’s enabled us to double the sales of that clinic from one year back to now. So we’re super happy about the self-test.
We’d highly recommend you to adopt one. If you’re one of our competitors, take a self-test, do it. Give it to your laser eye surgery company or your client, because they really work. And if you’re a potential client, then talk to us and see whether or not we can build a self-test for you.
(NOTE: Want to see how your practice marketing measures up against the best in class? Take this 5-minute quiz to see how you stack up in the 9 areas of practice marketing and get specific tips and advice on how you can improve your weak points and better leverage your strengths).
About the author
LiveseySolar’s mission is to double the size of 150 cataract and refractive surgery practices. Using our proven marketing frameworks and deep market knowledge, our customers can predictably and sustainably grow their practices so that they can enjoy a healthy balance between both worlds – a successful private practice and a happy life.
Meet our Founders
Founder & Fractional CMO
Rod co-founded LiveseySolar and acts as a Fractional CMO for our customers. He’s on a mission to help transform the lives of 10,000 people with vision correction surgery by 2024. To achieve that, he inspires his customers to make confident decisions that will help 50,000 people take the first step towards vision correction.
LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.
— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO
Founder & CEO
Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.
Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.
— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK