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.