Increasing LASIK Eye Centres’ conversion rates by 40%

LASIK Eye Centres, based in Vancouver is one of the largest volume laser eye surgery providers in Canada. Offering a high volume, value-priced market positioning, they felt they had many leads but poor conversion rates. We increased their conversion rate by 40% in 8 months and their gross margin by 483%.

Reporting to Dr Hugo Sutton, Medical Director, we lead the clinic’s sales and marketing efforts, ranging from lead generation through regional advertising, patient and optometric referral programmes. These leads were then converted to patients.

• Re-engineered the sales process to increase sales by 63.3% during 9 months
• Helped to increase the LASIK volume from 80 to 420 eyes while increasing the average price
• Assisted the company in reaching first time gross profitability during a six month period
• Exceeded overall sales projections by 21%
• Supervised sales reps who sold $3.6M in revenue under our supervision

As a result, Hugo Sutton, MD FRCSC, Ophthalmic Surgeon and Medical Director, said “Ms Livesey and Mr Solar have to be two of the best marketing practitioners I have ever had the pleasure to work with.”

How we did it

By targeting their advertising to specific markets that were most likely to purchase their services, we lowered their leads by 45%. This enabled their call centre staff to focus on creating relationships with callers, leading to getting deposit over the phone.

Invested leads were more likely to complete their appointments and were more committed to proceeding through to surgery. This lead an increase in conversion rate of 40%.

Once we corrected the sales system from a high-volume, low-value model, we then set about increasing the price. After two staggered price increase, LASIK Eye Centres was charging 68% more per transaction resulting in a gross margin lift of 483% in 8 months.

Dr Hugo Sutton was the founder and lead surgeon in one of North America’s largest chain of laser refractive clinics, encompassing 32 clinics and 60 surgeons. Today this clinic remains the busiest laser clinic in Canada, performing over 400 eyes per month.