How To Increase Your Surgeries Every Week! Use This Secret Weapon...

What If, By The Time Your Prospects Came In For A Consult, They Already Knew They Would Be Crazy To Even Consider Going Anywhere Else For Their Surgery!

What? Can that really happen? Well, yeah, as a matter of fact; Fast Track Marketing does it all the time for our client practices. It’s actually pretty easy when you know how to identify and effectively use an Ed-Spec.

So what’s an Ed-Spec you ask?  The secret weapon of course! If you want to increase the number of surgeries you’re doing, then you need to start with a clear understanding of this basic principal and how to apply it with a killer marketing strategy.

Educational Spectrum – The Core of Your Strategic Marketing Plan

We call it an Ed-Spec for short.  It is the root from which every piece of marketing we produce comes from.  In simple terms, this is a lay out of the process that a LASIK candidate goes through from the time they first have an awareness of laser vision correction all the way through the discovery process, overcoming their fears, the selection of a surgeon and ending when they pay for their surgery.  You have to start thinking of marketing as more than just your advertisements. A good marketing plan is in fact a strategy, based on your Ed-Spec, that wraps around your entire practice; the way you answer your phones, your on-hold message, your website, printed material, consults, follow up process, etc.

How To Use The Secret Weapon To Increase The Number Of Surgeries You’re Booking

Once you’ve laid out the exact path that a typical LASIK candidate takes on his journey to vision correction, you are ready to begin crafting your message.  Guess what? Your message is NOT– “We have the best price – Three Eyes For $299 – Buy From Me Cause I’m Not Making Any Profit!” Most practices use some variation of the price approach, not realizing they are effectively speaking only to the 5% or so of LASIK candidates who are at the end of the Ed-Spec and ready to do the deed. The correct strategy is to capture the attention of your prospects early and begin to feed them regular snippets of information addressing everything from typical fears associated with surgery and lasers, to positive lifestyle changes.  This approach of “dripping” educational marketing pieces to your prospects is designed to build trust and establish a strong value position for your practice. By the time they hit the end of the Ed-Spec or “sales funnel”, they will know they’d be “crazy to even consider going anywhere else for their surgery” – regardless of price!

So, I’ve Got My Ed-Spec Laid Out, Now What Do I Do?  What Is Going To Motivate My Prospect To Take Action?
Hit His Hot Buttons!

You must identify, relate to, and be able to address your prospects hot buttons.  In other words, what is it - both the positive and the negative - that motivates a typical LASIK candidate? On the positive side they have a desire to enhance their lifestyle and lose the hardware.  On the negative side – fear; a fear of surgery – possible pain, what if it doesn’t work, what if it goes wrong and my sight is worse, or I lose my sight?  The more you engage and educate your prospect by hitting his real hot buttons, the more confidence they will have as they move toward making that all important first call to schedule their consult with you. Confident candidates are going to say yes to the surgery because they arrive at their consult already sold on you, your practice and looking forward to a great future with clear vision!

So, How About It?

Are You Ready To Take A Closer Look At Our Secret Weapon And See What It Could Do For Your Future?

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