How small can beat big
The competition. It’s something always on the lips and minds of private healthcare surgeons. Pricing, service offerings, Google adverts, and customer perks are all watched with scrutiny, yet most healthcare businesses get the whole concept of competition wrong.
Many surgeons leading practices worry about competing with larger players. Most medical practices, however, are micro or small businesses. A competitor to that business is simply any other product option that your prospective customer might purchase instead of your service to fill the same emotional need. If a potential patient is interested in the types of things that you are offering (the same values, service level, and quality level), your potential patients will often be drawn to other businesses who have a similar feel to yours.
After more than 15 years of private healthcare marketing, our research suggests that if you choose a niche in which to compete, many consumers won’t compare you to larger players. Instead, they’ll compare you to those in your niche.
A lot of the metaphors and ideas in marketing, like the concept of a niche, stem from watching the animal kingdom. Animals don’t attempt to compete in areas where they can’t win. Chimpanzees that try to act like gorillas won’t survive. Chimps need to eat things that grow from high trees because they can climb them: leaves and insects. Gorillas need to eat things that grow on the ground because they don’t climb well: stems, bamboo shoots, and low hanging fruit. Both win by playing to their strengths.
Small can be just as powerful as big. Small practices have many hidden advantages that larger players just don’t have. If you play to your natural business strengths, you’ll run a much more successful (and enjoyable) business.
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