At the time of the engagement, Yorkshire Eye Hospital was a private ophthalmology hospital that wanted to get serious about laser eye surgery. They wanted to increase their leads, their conversion rates and their levels of customer service.
At the time of the engagement, Optimax Laser Eye Clinics operated 22 clinics in the UK turning over approximately £30 million per year. As one of the top 3 laser eye surgery chains in the country, they offer no-frills laser eye surgery at a value price.
Focus Laser Vision, based in London, is a private ophthalmology clinic focusing on delivering high quality laser eye surgery at a value price. At the beginning of our engagement, Focus wanted to initiate a sales system in the clinic, hire sales personnel and increase their conversion rate. We increased their conversion rate by 131% in 6 months and helped them achieve a 369% increase in gross margin lift.
The number one job of the doctors in the consultation is to perform the necessary clinical examinations to diagnose and recommend a treatment. The number two job involves helping the patient believe in the doctor, the clinic or the company the doctor works for. Doing so, involves selling. The trouble is, even mentioning the word 'selling' to most doctors will cause them to recoil in abject horror.
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