In today’s digital age, targeting the right audience with an effective marketing strategy is crucial for any business. As an expert marketer aiming to generate awareness for refractive surgery services among 18-40-year-olds, it’s essential to focus on channels and media that resonate with this tech-savvy demographic. By employing the 80/20 rule, we can allocate our resources wisely to maximise the impact of our marketing efforts. Let’s explore the media and channels that should take centre stage in our strategy.

First, I’ll talk about refractive surgeons who are doing 1M or less. For more on this distinction, read how to get from 0 to 1 million pounds in your refractive surgery practice. For more general strategies for practice in this context, read Scaling Vision Correction Practice: Strategies for £1-£10M.

In this post, I’ll talk about the media mix that laser refractive vision correction surgeons can invest in, if they have already established a reliable 7-figure growth flywheel.

Furthermore, I’ve tailored my recommendations to create awareness among Millennials (born between 1981-1996). While some struggle to invest in vision correction, this demographic is vital to a successful laser refractive surgery practice.

Important: Markets are not one size fits all. The above segmentation will not necessarily work in every scenario. So, ask your marketing consultant to craft a specific segmentation based on your market conditions. They can use this as a starting point, but we will almost always deviate from it as we learn more of what works and what doesn’t, given the specific audience and competitive environment.

Digital Marketing: Leading the Way (60%)

With the 18-40 age group being highly active online, digital marketing emerges as a dominant force. Here’s a breakdown of the key components within this category:

1. Search Engine Marketing (SEM) & Search Engine Optimization (SEO) (20%):

Capitalize on search engine advertising to target individuals seeking information about refractive surgery. Optimise campaigns to appear prominently in relevant search results. Implement SEO strategies to enhance your website’s visibility. Focus on keywords and content optimisation to rank higher in organic search results.

2. Social Media Marketing (SMM) (15%):

Leverage the power of social media platforms such as Facebook, Instagram, and Twitter to engage and educate the target audience. Create compelling content, run targeted ad campaigns, and encourage user-generated content.

3. Email (10%):

Email still works. Email updates to warm audiences (unconverted leads who have permitted you to follow up) are an excellent way to keep your services fresh in the minds of potential patients. With engaging content and regular contact, you can convert interest into action.

Print Advertising: Niche Appeal (10%)

Although less prominent in today’s digital landscape, print media can still be in your marketing mix. Here’s how to utilise it effectively:

Lifestyle magazines and newspapers (10%):

Place ads in magazines and newspapers that cater to the interests and lifestyle of your target audience. Focus on publications with a substantial readership within the 18-40 age bracket.

Direct Mail: Targeted Messaging (10%)

Direct mail campaigns can deliver personalised messages directly to potential customers’ mailboxes. Consider the following approach:

Targeted direct mail campaigns (5%):

Develop a segmented mailing list based on demographic and geographic factors. Craft compelling mailers highlighting the benefits of refractive surgery, discounts, or free consultations.

Radio Advertising: The Power of Sound (5%)

Radio remains a viable channel for reaching a wide audience, including 18-40-year-olds. Consider the following strategy:

Select radio stations and peak hours (5%):

Identify radio stations with a significant listenership among your target demographic. Advertise during peak hours when the audience is most engaged. Create captivating radio ads that convey the benefits and convenience of refractive surgery.

Community Outreach and Referral Networks: Establishing Trust (7%)

Building strong relationships within the community can significantly impact the success of your marketing strategy. Consider the following approaches:

1. Partner with local optometrists and ophthalmologists (5%):

Collaborate with eye care professionals in your area. Offer educational materials, referral rewards, and joint events to increase awareness and generate leads.

2. Building relationships with community organisations and influencers (2%):

Engage with community organisations, fitness clubs, and influential individuals popular among the target demographic. Sponsor or participate in relevant events to enhance brand visibility.

Wrap up

Crafting a successful marketing strategy to generate awareness for refractive surgery services among 18-40-year-olds requires a targeted approach. By applying the 80/20 rule, we can allocate resources efficiently to channels that resonate with the target demographic. Digital marketing should take the lead, leveraging search engine marketing, optimisation, social media marketing, and display advertising.

Community outreach and referral networks help build trust, while TV advertising, print advertising, direct mail, and radio advertising provide additional avenues to reach the desired audience. Remember, regular monitoring and adjustment based on analytics and consumer response will optimise the effectiveness of your marketing efforts. Embrace these strategies, and watch as awareness for your refractive surgery services soars among 18-40-year-olds.