2 Ways To Outsmart The $299 LASIK Competition

Uninformed Patients Choose LASIK Surgeons Based On Price

Let’s face it, refractive surgery is expensive for most patients.  And these days people are watching their spending more closely than ever.  So—all other things being equal—it’s reasonable for them to try to get their surgery done as inexpensively as possible.  In fact, if no one has taken the time and effort to explain to them the right way to choose a refractive surgeon, they’ll almost always defer to price as their main consideration.

One Way to “Win” Is To Match Their Prices And Spend More on Advertising

If you outspend the competition, you can build enough brand equity in your practice to attract lots of patients.  The problem with this approach is that your margins will shrink even lower, and you’ll attract more of the low-end business.  Your advertising expenses will go through the roof.  If, for any reason, your advertising stops working, you’ll be deep in the red.

A Better Way Is To Give the Prospect  What He REALLY Wants

If the prospective LASIK patient truly knew what you know about refractive surgery, choosing the right procedure and the right surgeon, he wouldn’t care as much about the cost of the surgery.  And he’d certainly take other factors into consideration.  How do you do that?  You have to build a completely integrated marketing program (not just ads) that helps to educate the buyer on how to make the best decision for himself. 

Look at it this way: if you had a sister who lived 2,000 miles from you, and she was considering LASIK surgery, what would you tell her so that she got the right procedure done at the right time by the right surgeon?  That is what needs to go into your ads, your website, your brochures, your consultations, your telephone scripts, etc.

How You Can Beat the Competition at Their Own Game and Become the Hands-Down Winner in Your Market

If you can build a marketing program like the one we just described, you’re going to grow your LASIK practice.  But if you want to go the extra mile and do a better job at competing against the discount LASIK centers, then you’ll have to find a relatively inexpensive way to offer incentives.  You can do that by partnering with other businesses to package discounts for their products and services.  That way, the patient still pays you a higher price, but he gets more for the money he spends with you. Your “partner” wins too by gaining new customers.

How about a 50% Cash Rebate?

Our clients are able to offer their patients a 50% Cash Rebate on their surgery expenses.  We do this through the National Rebate Fund.  It only costs the surgeon 15% of the amount rebated to the patient.  This is an exclusive program with Fast Track Marketing so please speak to a representative to find out more.

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