Marketing, Sales & Advertising Solutions for the Refractive Surgery Industry




Most refractive medical practices have never had to deal with the sometimes frustrating world of consumer marketing, and many are simply not well-equipped to do so.

Some practices turn to traditional marketing agencies for a professional approach to the problem.

Most marketing and advertising companies think only in terms of “brand building”: if you say your name loudly and often enough the consumer will choose you when it’s time to buy. But the contemplation of eye surgery engages a whole different set of human emotions to choosing a soft drink.

Fears, uncertainties, and concerns about safety, comfort and outcome predominate in the prospective patient’s mind. Brand building never addresses these issues, and misses the point entirely – and expensively.

The road to building a large and successful refractive surgical practice is not laid overnight. It means breaking out of unsuccessful main stream marketing patterns and creating a cost effective marketing system, built on firm foundations, that results in profitable, stable growth.

  • This marketing system MUST address real consumer concerns in its materials and messaging.  This builds respect for the integrity of the doctor and his expertise.
  • The system MUST differentiate the practice from others in the same marketplace – otherwise patients default to “price” as their only means of doctor selection.
  • Elective surgery patients like to learn as much as they can about the procedure and the surgeon, for sometimes up to 5 years. The marketing system MUST engage this research mode and increase its momentum by generating leads with “calls to action” that resonate with the consumers’ needs.
  • The system MUST include an effective follow-up procedure to build a relationship with the newly interested prospect, before that patient considers walking through any center’s door.
  • The system MUST also include an effective in-house sales function - compassionate and persuasive enough to help patients gain the confidence to move forward – and move them forward.
  • The system MUST also simultaneously develop “outside sales functions” such as corporate account programs and professional referral networks. Word of mouth and professional recommendations are still the most trusted form of marketing there is.

These are the essentials of any marketing program for the elective surgical sector.

These are what we specialize in at Fast Track Marketing: reducing marketing expenses while increasing profits. In fact, we don’t make any money until your profits are better than before we took you on board.

We look forward to helping you increase your elective surgery revenues while minimizing your marketing expenses.

 



  • Where You Should Place Your Ads


    The Fast Track Marketing System is derived from the ground-breaking Monopolize Your Marketplace (MYM) marketing methodology which is based on the successes gained from decades of experience marketing small to medium sized businesses in economically challenging marketplaces. What works for a multi-national - branding and expensive, gimmicky TV ads - is well outside of the budget of a small business, and completely inappropriate for an eye surgery procedure. At Fast Track Marketing we have tailored the MYM techniques of separating our Refractive Surgery clients in the LASIK marketing arena from the competition which has helped to increase surgeries and profitability.

  • Medical Sales Staff Training


    Rarely does a good medical practice also have in place the tools, personnel and skills to effectively sell elective surgery. The medical industry has evolved by caring for people with ailments rather than offering people a better quality of life because of advances in technology.

    Therefore, the ability to offer a better way of life requires educating patients to help them overcome their fears and motivating them to take the risk to receive the reward of a better way of life. This process requires a special set of tools and personnel skilled in the art of compassionate persuasion.

  • Get Referrals with Social Media


    Your patients are talking about you, and they're using social media to do so. Social media has dramatically changed the landscape of communication. Never before has it been possible to stay connected and share information on such a large scale.

    Fast Track Marketing's L.I.V.E. (LASIK Internet Video Experience) Program leverages the power of social media communication channels to help increase your word of mouth exposure.


  • Client Case Studies


    Prior to Fast Track Marketing we used an in-house marketing director and a media placement agency. We are a sizable practice and spend a significant amount on advertising. In fact, in a marketplace of about 450,000 people we were running on 11 radio stations and 7 TV stations including Cable. Our number of surgeries had not increased in the previous two years and yet our cost of advertising was continually rising. I was beginning to feel like I was on a treadmill, working harder to continually feed the advertising engine.


  • Free Marketing Consultation


    Agreeing to implement a comprehensive marketing system for your practice depends on the current state of your practice, your own objectives and whether we believe we will be able to help you achieve them. Due to the very considerable work involved and our success participation based fee structure, it is as much a commitment for us as for you.


Home Contact Us About Us Medical Sales Staff Training A la Carte Services Full Service Marketing FAQs What Our Clients Say Free Guide View a Video Self Evaluation Ads That Work Overcome The Economy Social Media Generate Leads Client Case Studies Sales Procedures & Conversion Ratios Generation Y - The Echo Boomers Respectfully Decline Prospective Patients Differentiate Your LASIK Practice Premium IOL Sales Tools Is Your Website Producing at Least 30% of Your LASIK Patients? How the LASIK Bubble Burst Cost Effective Marketing Calls to Action New Lead Follow-Up Effective In-House Sales Function Outside Sales Function LASIK Price Wars Search Results



© 2009 Fast Track Marketing, Inc. All Rights Reserved. | Website by Glacial Multimedia