What Do Your Prospective Patients Really Care About?
(And What They’re Just NOT Interested In Hearing…)If you know the answer to this question your next marketing step is simple: address those concerns.
If you don’t know the answer, your marketing is going to be expensive and inefficient.
Brand Building & Benefits of Ownership
Hundreds of millions of dollars are spent every year on advertising, most on a mainstream marketing technique called ‘brand building’.
Brand building works for products that are well-established as parts of the culture. It isn’t a matter of persuading someone to buy any cell phone or any car but rather to buy your products instead. The basic benefits of owning a cell phone or a car are obvious and widely recognized. Therefore the challenge is to offer some additional benefit of ownership that is unique (at least for the moment) to your car or phone. This is main-stream marketing as we know it: focused on brand building and the benefits of ownership.
Now take a look at the benefits most LASIK patients articulate after their LASIK, in descending order of subjective importance:
- Being able to read the alarm clock in the morning
- Freedom from the hassles of wearing contacts and glasses
- Freedom to engage in water sports
- Better vision
- Improved physical appearance
Most LASIK marketing over the past decade, when it has not been preoccupied with selling on price, has exclusively and naively addressed these Benefits of Ownership – and has failed to attract more than 10% of the eligible lens-wearing population.
The REAL Problem
The vast majority of LASIK patients are not focused on hard to articulate Benefits of Ownership as favored by mainstream marketing – they are focused on Objections to Ownership, such as:
- Safety
- Risk
- Pain
- Uncertainty of outcome, and
- The deep, human fear of ‘someone cutting on my eyes’.
If you don’t have the means or inclination to address these, you are missing up to 90% of your market and burning your marketing dollars by the bucketful.
We can show you how to raise your marketing game by correctly – and economically – addressing the real barriers to a healthy influx of patients.
Contact us now for a confidential analysis of your marketing: [link to email form]
Not ready to talk to us yet? Take our FREE 4-Minute Refractive Marketing Self Evaluation for an accurate overview of your current marketing [link to Free Eval]
