Why a Marketing Execution Plan is your first step to success

So you might be wondering what the first step is to get started with your marketing. Well, we recommend starting with what we call a Marketing Execution Plan (MEP).

1. It helps you understand your patient avatar

Unlike a typical bulky marketing plan that gathers dust on your bookshelf, an MEP is a concise guide that tells you exactly what you need to know…

  • It identifies who you’re trying to attract
  • What their emotional drivers are
  • What they’re experiencing before they see you
  • And, what they might experience after you help them

2. It helps you understand your competition

It helps you get a clear picture of your competition so you can understand who else is attempting to attract that ideal customer that you’re after.

3. It helps you evaluate your website

You must know how your website and marketing materials stack up visually. A marketing executive plan enables you to identify what you should be doing at every stage of the funnel. By using a customer value journey, we can see every step that a prospect must go through. From the awareness stage to the engagement and conversion stage, until, eventually, they’re out in the world saying nice things about you and recommending you to all of their friends and family.

So what we need to do is we need to document those steps for every single customer avatar that you’re trying to attract. That is the essence of the marketing execution plan. It should provide you with the foundational tools and tactics that you can employ to the best effect to realise your goals.

Most eye surgery marketing doesn’t work

After working with healthcare clinics for the last 20 years, we’ve noticed that many people are doing marketing wrong. They have websites, email campaigns, videos, a social media presence, but a lot of it doesn’t work. In fact, in most healthcare marketing and many other industries, there’s a long-standing joke:

“50% of my marketing budget is working, but I’m just not sure which 50%.”

This is one of the biggest reasons there’s a real lack of strategy in marketing in general, particularly in the healthcare industry.

Why we ALWAYS start with a plan

Ten years ago, to address this problem, we started insisting that every one of our clients go through what we call a marketing boot camp as part of the marketing execution process. What this does is it gets you ready to compete in the market. Essentially, it helps the people that most want to find you if you are what they’re looking for.

By establishing the essence of what you offer, we can identify the people who want you and those who don’t. Remember, there’s plenty of patients that, upon seeing you in the market, will not like you. We don’t want to spend money reaching them because that’s a waste. So instead, we want to laser focus on who you should be speaking to so that your marketing budget is best spent and so you can be the top competitor in the market for the people you most want to reach.

(NOTE: Want to see how your practice marketing measures up against the best in class? Take this 5-minute quiz to see how you stack up in the 9 areas of practice marketing and get specific tips and advice on how you can improve your weak points and better leverage your strengths).

About the author


LiveseySolar’s mission is to double the size of 150 cataract and refractive surgery practices. Using our proven marketing frameworks and deep market knowledge, our customers can predictably and sustainably grow their practices so that they can enjoy a healthy balance between both worlds – a successful private practice and a happy life.

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What our clients say…

“In a matter of weeks, we already saw results with LiveseySolar. Far before we were even finished with our project.”

Erik Chotiner, MD, FACS, Ophthalmologist

“The whole group has been very, very professional. We’re quite early in the stages, but we can see the benefits.”

Dr Nick Mantell , MBChB FRANZCO

“They’re very professional. They know what they’re doing, but they also put us at ease. This helped us to cut through what’s needed to get what we want.”

Mr Praveen Patel, MA (Cantab), MB BChir (Cantab), FRCOphth, MD (Res)

“It’s wonderful to work with an agency that engages on our level and understands our market.”

Dr Anton Van Heerden, MBChB; FRANZCO, Ophthalmologist

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Meet our Founders

We’re passionate about helping leaders of high-quality, growth-minded practice owners double their practice revenue

Rod Solar

Founder & Scalable Business Advisor

Rod co-founded LiveseySolar and acts as a Fractional CMO and Scalable Business Advisor 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.

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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

Laura Livesey

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.

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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