LivseySolar contributes Editorial Spotlight article to Cataract & Refractive Surgery Today Europe
We’re delighted that the editors of Cataract & Refractive Surgery Today (Europe) asked Rod Solar to contribute an article entitled “Marketing for All Practice Sizes” for their March 2016 issue:
Marketing for All Practice Sizes
Small and large businesses can flourish by playing to their individual strengths
The competition. This phrase is always on the lips and minds of cataract and refractive surgeons. Competing practices’ pricing, service offerings, Google advertisements, and customer perks are all scrutinized. Yet most health care businesses get the whole concept of competition wrong.
Many surgeons who lead practices worry about competing with larger players. Most medical practices, however, are micro or small businesses. For them, a competitor is simply another product that a prospective customer might purchase instead of their services to fill the same emotional need. Generally, if potential patients are interested in the types of offerings a practice provides—the values, services, and quality—they will also be drawn to other businesses that have a similar feel. After more than 15 years of marketing experience with LiveseySolar Practice Builders, our research suggests that if a smaller practice chooses a niche in which to compete, many consumers will not compare that practice to larger players. Instead, they will compare it to other practices within that same niche… (Read more)
Read the full article on the Cataract & Refractive Surgery Today site. You can download the PDF version here: Marketing for All Practice Sizes – March 2016 – CRST Europe – PDF