5 STEPS TO THE Ultimate LASIK Consultation

5 STEPS TO THE Ultimate LASIK ConsultationStreamline your LASIK consultation and fast track your practice to success – we’ll focus on 5 key steps every practice should incorporate into their LASIK consultation process that will lead to an exceptional patient experience and will help your conversions soar:

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Does Your Practice Live up to its Promises?

Collateral & Patient Education Tools

Presentation of the Price – Make it a Science!

Interaction With the Surgeon – Minutes to Make an Impact

The Infamous Close

You think you’re great. That’s why you want patients to experience your practice. But what do

they think? Ensure that the patient’s perception of your practice matches your branding efforts

perfectly to avoid any letdowns. Does your practice scream “We’re the premier leading LASIK

provider in the area?”, or “We do LASIK occasionally.” Try and take a good look at your practice

with FRESH eyes to determine if you are delivering on all of your promises.

Even practice aesthetics from curb appeal, to the reception area, to exam lanes and collateral

should reflect cohesive brand messaging. Updating outdated brand posters, floor mats, and

wall colors can make a huge impact on your patient’s impression of you and their experience.

Never lose sight on how small changes can impact conversions. Going the extra mile, with

unexpected touches, such as reception perks and refreshments, or even a personal patient

concierge, can show patients how invested you really are.

Does Your Practice Live up to its Promises?1.

When was the last time you looked at

your practice with

FRESH eyes?

Heavily branded collateral and patient education tools are an important part of an

effective LASIK consultation. These materials directly impact the patient’s perception

of your practice, and can cement in their minds the fact that they’ve made the right

choice for LASIK. Assess your practice collateral and patient education materials to

make sure they cohesively tie together with your practice identity and message. A

polished, professional presentation will make a strong impact on your patients, all

while showcasing the unique details of your practice. Capitalize on these details and

your patient starts to equate the type of value they will receive when choosing you.

Patient education doesn’t stop at the consult! What you give to patients will directly

affect other decision makers. Arm them with materials that portray your practice in

the best possible light, and you will find yourself not only converting one person, but

family and friends!

Collateral Patient Education Tools 2.

Are you supplying your patients with an expertly focused & branded professional brochure, or a generic brochure from a manufacturer?

Price is the one area counselors report having the most difficult time. And honestly speaking

it can be tricky if you haven’t done the proper groundwork to uncover motivations, objections

and positioned your practice appropriately. Price presentation should be a formal, streamlined

part of the consultation process that is timed perfectly, and utilizes branded materials to

reinforce perceived value and branding points.

AffordabilityIf you aren’t a low cost provider, many counselors find it difficult to even quote patients nearly

$4,000 for a bilateral LASIK procedure. Keep in the mind the following to help break down costs

for even the most price conscious shoppers:

Presentation of the Price – Make it a Science!

Offer Promotions or Financing OptionsDon’t expect your patients to

ask. If you offer a promotion or

financing plans, be upfront about

the different ways you can make

the procedure fit their budget.

They will appreciate you going

out of your way to help.

Insurance

If your company matches or

participates with possible

insurance plans, contact their

insurance company and see if

the patient qualifies. Do some of

the leg work for them, and it just

may pay off.

FSA Plans FSA plans are a great way to make LASIK

affordable. If your patient has a health

savings or FSA account, they can use all

or even a partial amount to put a dent

in the payment. By combining this, and

a financing plan, LASIK is that much

more achievable for patients that are

excited about moving forward.

Credit Cards and CashNothing wrong with cold-hard cash.

Make it worthwhile for your patients

and offer a cash discount. Credit cards

are great too. Remind patients that

with the potential points they earn,

they could take their new vision on a

vacation.

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It goes without saying that your surgeon’s time is valuable. Use this time wisely and

a brief, meaningful interaction between the patient and your M.D. will help your

conversion rates soar. A streamlined consultation process, combined with collaborative

communication, will allow these precious minutes to be used wisely for a real and

lasting impact.

Interaction With the Surgeon – Minutes to Make an Impact 4.

Minimize chair time, maximize impact u Keep it brief and engaging.

Instill confidence, reconfirm candidacy, provide psychological reassurance u A firm handshake and a few sentences can make all the difference for a

patient, and remove any doubt or uneasiness about moving forward.

Create a lasting personal bond in seconds with the help of collaborative efforts and communication with LASIK team

u Make sure to use the patient’s name and highlight any of the discovered

motivations or fears, uncovered during the consultation, to let the patient

know your practice was listening.

You’re almost there. Make sure you can check off

the following before moving forward:

u You’re 100% confident that a genuine bond has

been established with the patient

u You’ve uncovered key objections and are confident

that they’ve been effectively addressed

u You’ve discovered the patient’s motivations for

wanting LASIK and have used them throughout the

conversation – if not, circle back and utilize again

u You’ve differentiated your practice from the

competition effectively

u You’ve established value

Now get them scheduled, congratulate the patient and send

them off with unmistakable excitement!

The Infamous Close

TIP: Avoid open-ended questions. This will help curb future objections.

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THE PRACTICE GROWTH EXPERTS SINCE 1998.

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