Help Your Patients Realize That Cheaper Isn’t Always Better
When it comes to elective surgery, the two main elective surgery obstacles people must overcome are Price and Fear.
As an elective surgery doctor, it’s your job to help potential patients understand that shopping for a bargain when researching procedures like LASIK or cosmetic surgery may ultimately cause more harm than good.
It’s also your job to educate potential patients on exactly how your procedures are done, what your success rate is and why you are the very best surgeon for the job. They’ll end up with true knowledge about elective surgery procedures.
Your website shouldn’t be the only way to do this, especially if your prices are higher than your competition. The more options you give people, the better chance you’ll have at breaking through their barriers.
Your website can be slick and professionally made, but without calls-to-action that are no-risk and valuable, you’re making it easy for potential patients to base their decision on price only…resulting in their going to a cheaper competitor.
You must help potential patients overcome their own real and imagined obstacles to elective surgery. The only way to do that is by offering educational materials in a variety of formats to tackle obstacles of:
- Unrealistic expectations
- The unknown
- Unanswered questions
- Physical limitations
Author John Naisbitt once said:
“We are drowning in information but starved for knowledge.”
And Albert Einstein has been quoted as saying:
“Information is not knowledge.”
With the plethora of elective surgery information on the internet, potential patients often become overwhelmed and somewhat scattered in their decision-making processes.
You have the power to help people achieve real knowledge about your elective surgery specialty. As a result, you become the “go-to” expert and the practice they choose when they are ready to proceed.
Most importantly, they won’t be basing their decision only on price.
Without easy-to-understand, comprehensive education about your services, you’ll lose patients. It’s that simple.
You live and breathe your surgical specialty every day. You are intimately familiar with how your:
- Technology is superior
- Staff is knowledgeable and caring
- Procedures produce great results
- Prices reflect your expertise
But potential patients don’t know this. They need to be told; again and again and in a variety of ways (not just on your website).