THANK YOUR PATIENTS, AND THEY’LL THANK YOU The Key to Getting More Video Testimonials
THE SPECTATOR LASIK
With Thanksgiving just around the corner, it’s time to think about gratitude. Personally, I’m grateful to have a business that provides me the opportunity to change people’s lives for the better. Though I’m no longer in the operating room like I was at King LASIK, I still feel like I’m making an impact, and I’m sure you feel the same way. Now, it goes without saying that neither you nor I could do what we do without our employees. But I think it can be easy to forget the other group we need to be thankful for: the patients. If those patients didn’t put their hopes in our hands, we couldn’t work; we wouldn’t be in business. It’s vital to let every patient who walks through your doors know how thankful you are they came in — and if you do that, they might just show you a bit of gratitude back. When I was working at King LASIK, I had a strategy for getting patients to do just that, with a specific goal in mind: getting them to agree to film a short video testimonial. Before we dive into the “how,” let’s look at the “why” behind video testimonials. Video testimonials are extremely valuable content for social media, your website, and your email marketing because they fall into the category of giving people what they want. Prospective LASIK patients want to be reassured there’s nothing to be afraid of when going into a procedure, that it will go well, and they’ll emerge on the other side without needing glasses or contacts. An engaging way to ease prospective patients’ minds is by having their peers give them information. Plus, video marketing is dynamic, stimulating, and eye-catching. According to Forbes, more than 500 million people watch videos on Facebook every day, and video traffic will make up more than 80% of all consumer internet traffic by 2021. That’s a lot of eyes that could be on you! Now for the “how.” When I was at King LASIK, I would start the conversation either while I was helping the patient schedule their procedure or
during their consultation. I would say, “You know, we’re going to be giving you the gift of clear vision. That means freedom from glasses and contacts! Please consider giving us something back by letting us know how we did. If we do a great job, we’d love to hear about it, and, if we didn’t meet your expectations, we’d like to hear about that, too. After your procedure, it would be really valuable for us if we could sit down with you and have a quick discussion. Is that okay?” With that diplomatic phrasing, our patients almost always agreed to the conversation, and from there, it was easy to convince them to let us capture it on film. Now, it’s vital you have that first conversation before the procedure. You need to set up the script early so they don’t feel ambushed, and let them know that honest and blunt feedback is okay. Be encouraging, and make sure the patient is comfortable. Then make sure to capture the testimonial at the time when they’re most euphoric — in other words, when they’ve realized how dramatically their vision has improved and can’t wait to share the good news. When it comes to filming the video, don’t worry about making it too perfect. What really matters is the patient is happy and you ask questions future patients would like to know the answers to. The truth is you don’t need to constantly have a low-cost offer on Facebook or Google to bring in new patients; you just need to find a way to connect with people. The majority of prospective patients who reach out to you aren’t going to go through with LASIK, but those who follow through probably won’t do it just because you offer them a discount. They’ll do it because they trust you, and testimonials are key to building that trust. If you could use help crafting effective, engaging testimonials, call LASIK Marketing Agency today at 206-437-0529.
3620 40th Street Court NW Gig Harbor, WA 98335
FILMING A VIDEO TESTIMONIAL? ASK YOUR CLIENT THESE QUESTIONS! • What challenges did you have with your glasses/contacts that drove you to consider LASIK? • What was your greatest fear about LASIK before your procedure? • What would you say to someone who has that same fear and is considering LASIK? • What made you choose us for your procedure? • How did our staff treat you? Was there anyone in particular who really made a positive impact on your experience? • Talk about the day of your procedure. What was it like? Was it harder or easier than you imagined? • What do you enjoy most about your vision now? • What activities do you love doing now that you are free of glasses/contacts?
– Michael King
Published by The Newsletter Prolasikmarketingagency.com
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