“There’s More to Marketing than Meets the Eye”

The Refractive Surgeon’s Marketing Guide

Can your marketing be handled effectively by a refractive coordinator or someone else on your staff, or is an outside Marketing Agency the best way to improve your profitability?

This is a complex question and deserves your careful consideration. If you want to expand your refractive practice and do not have professional marketing expertise on your staff, then this guide may be of help.

What is Marketing?
What should it do for a Refractive Practice?
Should you do your marketing In-House or hire a marketing company?
What makes one company or marketing technique different from or better than any of the others?

This guide can help you with this evaluation process. We hope you find it useful.

What is Marketing?

When most people think of marketing, we automatically think of advertising. While advertising is a very important component of marketing, it is only one aspect of the subject and your best efforts may still fail even if you’re running good ads.

Marketing should create an ongoing demand for your services, resulting in consumers taking those services.

The overall subject of marketing actually encompasses three separate and distinct disciplines:

Advertising
Sales
Public Relations

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