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How to win at the “price wars” game

When it comes to elective surgery, the two main 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, Cataract Surgery 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.

You can’t expect your elective surgery website to carry the full load of educating consumers on why your practice is the very best choice; especially if your prices are higher than your competition.  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.

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 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.

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:

  • Fear
  • Cost
  • Uncertainty
  • Unrealistic expectations
  • The unknown
  • Unanswered questions
  • Physical limitations

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).

If you would like to discuss these topics or find out more about what Fast Track Marketing can offer your practice, call Brandi Musgrave at 303.731.2634 or email her at