Going In CirclesGoing In Circles

By: Mike MalleyCentre for Refractive Marketing

By: Mike MalleyCentre for Refractive Marketing

1 Goal: 3 Steps… 3 Tips…10 Minutes!

1 Goal: 3 Steps… 3 Tips…10 Minutes! Goal: Increase Sx Volume

(…3 steps to get there:) Make the phones ringSchedule the appointment Convert the patient…

I know. I know. Sounds like we’re going in circles.

Goal: Increase Sx Volume (…3 steps to get there:) Make the phones ringSchedule the appointment Convert the patient…

I know. I know. Sounds like we’re going in circles.

Making The Phones Ring:Making The Phones Ring:

Few people ‘NEED’ LASIK Virtually everyone knows

about LASIK - ask around Most would like to have it A luxury they think they

can’t afford

Few people ‘NEED’ LASIK Virtually everyone knows

about LASIK - ask around Most would like to have it A luxury they think they

can’t afford

What They Want To Hear:What They Want To Hear:

What they don’t want to hear: Experience Technology Results Caring Staff Recognized Surgeon Convenience Safety Comfort

What they don’t want to hear: Experience Technology Results Caring Staff Recognized Surgeon Convenience Safety Comfort

So What Do They Want To Hear?

So What Do They Want To Hear?

LASIK Value & Opportunity Campaigns that beg the question… Campaigns that offer HOPE Campaigns that offer CHANGE

LASIK Value & Opportunity Campaigns that beg the question… Campaigns that offer HOPE Campaigns that offer CHANGE

Sounds Like Prez Obama!Sounds Like Prez Obama!

How did he get elected? Gave the people what they wanted to hear Worried about the details later

How did he get elected? Gave the people what they wanted to hear Worried about the details later

Same Works For LASIKSame Works For LASIK

Create HOPE & OPPORTUNITY: Focus on value, benefit, affordability Require a call to reveal specifics

Create HOPE & OPPORTUNITY: Focus on value, benefit, affordability Require a call to reveal specifics

A Chance To Role Play:A Chance To Role Play:

You will see how this works in 3 minutes You’ll hear an offer… You’ll want the information….

And you’ll probably email me to find out. Voila!

You will see how this works in 3 minutes You’ll hear an offer… You’ll want the information….

And you’ll probably email me to find out. Voila!

Scheduling thru ‘Self Directing’

Scheduling thru ‘Self Directing’

Leave NOTHING to chance: Direct the call, don’t answer questions Get basics up front Give two choices: free or paid (self direct) Appnt options: let them reply (self direct) Remember, they called you… Give them an appnt w/doctor…not consult Reminder calls - a sense of importance Tell them the Dr. asked you to call Give a name to the caller and the visit Make caller tell you they’re not sure why

they called!

Leave NOTHING to chance: Direct the call, don’t answer questions Get basics up front Give two choices: free or paid (self direct) Appnt options: let them reply (self direct) Remember, they called you… Give them an appnt w/doctor…not consult Reminder calls - a sense of importance Tell them the Dr. asked you to call Give a name to the caller and the visit Make caller tell you they’re not sure why

they called!

Patient ConversionPatient Conversion

Build Value Throughout Visit: Reinforce chief complaint everywhere Front desk, techs, ODs, MDs, counselors If CL wearer, show comparisons Compare long-term costs Give them two simple options: Wait for their answer (quiet time) “Of course I’d love to find an affordable

way to have LASIK with Dr. Wonderful..” Okay, what’s more important…?

Build Value Throughout Visit: Reinforce chief complaint everywhere Front desk, techs, ODs, MDs, counselors If CL wearer, show comparisons Compare long-term costs Give them two simple options: Wait for their answer (quiet time) “Of course I’d love to find an affordable

way to have LASIK with Dr. Wonderful..” Okay, what’s more important…?

Patient ReferralsPatient Referrals

What to ask every patient: Would you do me a favor? May I have your email?

To find out why, email mike@refractivemarketing.com

P.S. You see how this marketing thing works?

What to ask every patient: Would you do me a favor? May I have your email?

To find out why, email mike@refractivemarketing.com

P.S. You see how this marketing thing works?

Thank You!Thank You!