ARE YOU READY TO TAKE CONTROL OF YOUR STORY? LET ME SHOW YOU HOW
After working in an ophthalmology office for more than a decade and helping successful practices across the U.S. in my agency, one thing has become crystal clear to me: No one knows as much about your industry as you do. An outside agency like mine can do good work for you, but it will never be quite as effective as what you’d be able to come up with yourself if you invested the time and money to learn how to create these assets on your own. This realization pushed us to change our strategy at LASIK Marketing Agency. Instead of simply offering to market for you, I’m now giving you the option to market for yourself — with my help and expert guidance to show you the way. I’m calling this new initiative the Clinic Marketing System Course. It’s an eight-week, immersive online experience tailored specifically for elective surgeons, and it will teach you how to take control of your marketing story. We are acutely aware of all of the operational, staffing, and hiring challenges that a practice has to juggle to be successful. Those things make hiring an outside vendor tempting, but I’ve seen far too many practices hire the wrong people and throw their money down the drain, or worse, let marketing fall by the wayside because they don’t have time for it. My goal is to let you keep your time and money and propel you to greater success by giving you the tools and strategies you need to convert patients and deliver outstanding care. Here’s a taste of what the Clinic Marketing System Course will cover: • WEEK 1: CRAFTING AN IDEAL CUSTOMER VALUE JOURNEY The most important thing your practice can do is identify who you’re trying to serve. This week, we’ll identify your target demographic by creating a customer avatar (see Pg. 2), a before and after grid, a tailored customer value journey, and a win-back campaign. These steps will get your practice immediate results, and help you lock in more five-star reviews. • WEEK 2: CREATING AND OPTIMIZING YOUR CONVERSION ASSETS It’s time to focus on optimizing the assets you have, starting with your website, landing pages, and patient communication. Before you start spending more money on paid
your own website audit. These steps will get your business primed to scale. • WEEK 3: DEVELOPING DATA TRACKING AND REPORTING This week, we’ll identify the metrics you need to report daily, weekly, monthly, and quarterly. Then, we’ll work with you to transform those data sheets into easy-to-consume reports that will let you keep your finger on the pulse of your business. • WEEK 4: PERFECTING THE IN-OFFICE PATIENT EXPERIENCE During week four, we’ll look internally. What are the best practices your staff can use when answering the phone? What should their follow-up be? We’ll help you streamline and enhance your patient experience and show you how to train your staff to convert more leads into consultations. • WEEK 5: PAID TRAFFIC—GOOGLE ADS This week is all about demystifying what it takes to successfully run paid traffic. We’ll reveal the truth of how Google Ads works, and show you how to use it to convert patients who are on the fence into paying clients. • WEEK 6: PAID TRAFFIC—FACEBOOK ADVERTISING According to Statista, 2.65 billion people were active on social media in 2018, and in 2021, that number could rise to 3.1 billion! We’ll teach you how to use two of the most popular platforms out there, Facebook and Instagram, for retargeting and running to cold traffic. • WEEK 7: SEARCH ENGINE OPTIMIZATION In week seven, we’ll pull back the veil on SEO, showing you the actions and strategies necessary to vault your organic rankings above the competition’s. Industry experts will join us to share their strategies, and we’ll audit your website to see how it stacks up. • WEEK 8: BONUS CAMPAIGNS Finally, we’ll share all of our insider tips for frosting on the marketing cake, like how to run patient webinars, how to set up employee discount programs with larger corporations in your area, and more! With these low-cost strategies, our clients have earned millions. As you can tell, I have an insane amount of information to share with you, and I can’t wait to get started! To learn more or get started on the course today, visit LasikMarketingAgency.com. I’m looking forward to marketing WITH you instead of FOR you.
THE SPECTATOR LASIK
3620 40th Street Court NW Gig Harbor, WA 98335
“My goal is to let you keep your time and money and propel you to greater success by giving you the tools and strategies you need to convert patients
and deliver outstanding care.”
traffic, we’ll show you how to improve performance from your website by doing
– Michael King
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IMPROVE PRODUCTIVITY BY CLEANING UP YOUR INBOX IS EMAIL CLUTTER DRAGGING YOU DOWN?
2. CATEGORIZE NECESSARY MESSAGES. Create folders to organize the remaining emails. You might use a time-based system, like “First Quarter of 2020,” or descriptive names, like “Receipts” and “Current Projects.” Choose a system that works for your personal preferences. 3. RESPOND TO URGENT EMAILS. Have unanswered emails that can’t be filed away? Use the two- minute rule: Immediately respond to anything that will take less than two minutes to answer. For the ones that need more effort, put them on your to-do list and schedule a time on your calendar to respond. 4. MAINTAIN A HEALTHY EMAIL HABIT. Now that your inbox is in a manageable state,
Do you cringe every time you open your email, preparing yourself for a barrage of unanswered messages? If so, then it’s time to take tidying up your inbox more seriously because poor organization results in far worse problems than simply missing out on happy hours with coworkers. According to psychology professor Susan Krauss Whitbourne, mental and physical clutter can impede productivity. It may also have long-term effects on our ability to process information. One University of Toronto researcher has even found evidence
that mental clutter may worsen age-related memory loss. Since most people can cite their digital inbox as a source of stress, starting there is a big step toward organizing your mind and your life. Plus, you can declutter it in just one hour by following these steps. 1. SWEEP AWAY THE JUNK. Begin by going through your emails from oldest to newest and deleting anything you know you won’t need. When you see an email you want to delete, search to find others from that sender — it’s likely there are multiple you can trash right away.
develop habits to keep it that way. Check your inbox when you get to work and follow the steps above. Once a week, set aside a few minutes to sort through and organize anything you missed. The more time you devote to decluttering your email first thing, the more time you’ll have to accomplish bigger and more important goals.
ARE YOU MARKETING TO THE WRONG PEOPLE? TRY MAKING CUSTOMER AVATARS
Sometimes, marketing for your ophthalmology practice can feel like
To create one, picture your ideal customer in your mind (if you have several ideal customers, choose one of them to start with), and ask yourself questions like this: • Where is that patient online? • What are they consuming? • Where do they go for information? • What challenges are they facing? • What is holding them back from getting LASIK? • What is their role in the purchasing process? Continue down this path until you’ve figured out this person’s goals, values, hobbies, income, and any other details you can dream up. Write all of this down, and pretty soon an avatar will emerge — a suburban mom, for example, or a wealthy urban 20-something year old. Ideally, your business should have at least three avatars. If you’re
struggling, try picturing your past patients and asking yourself what they have in common or even interviewing past patients directly for more information. Remember, you’re not selling LASIK surgery. You’re selling a transformation. What these patients have in common could be as simple as wanting to improve their golf shot or see their alarm clock better in the morning. Once you know the type of person you are trying to serve, for example, you can speak directly to them with your marketing. King LASIK, one of our clients, goes so far as to list their avatars (outdoor adventurers, busy professionals, and supermoms and superdads) on the front page of their website to do just that. If you’re still struggling to put together your avatars, we can help. Call us today at 206-437-0529, or visit our website to download a free client avatar worksheet.
stumbling around in the dark. According to several studies, somewhere between 60%–75% of the U.S. population wears glasses or contacts, which might leave you feeling like you could market to … well … just about anyone. Unfortunately, that’s a misconception. Just because someone wears glasses or contacts doesn’t mean they’re an ideal candidate for your services, so throwing your marketing dollars at every demographic would mean throwing them away. Instead, our experience shows that the best way to market your services is by zeroing in on your ideal client, and tailoring your advertising specifically to them. And the best way to do that is by creating customer avatars.
To put it simply, a customer avatar is a detailed breakdown of your ideal customer.
From the outside, social media marketing seems easy. You post a special, an ad, or a video, and boom! It’s in front of thousands of eyes. In reality, though, social media marketing is one of the most complex, nuanced, and strategic parts of a marketing campaign — you probably know this if you’ve tried it first-hand and fallen flat. That’s why here at LASIK, we’ve partnered with one of the best social media marketers in the business to help our clients succeed: Social Ads Made Simple. For more than a year, Social Ads Made Simple founder Melina Moreno has worked directly with Michael to take our elective surgery clients’ campaigns to the next level. After five years running Social Media Ads Made Simple and years before that working in marketing and sales for Fortune 500 companies like Infusionsoft, Melina is one of the best at what she does. “We help businesses leverage social media platforms to generate leads and sales, mainly through Facebook and Instagram,” Melina explains. “Specifically, we help them design ads that really call to people who are ready to take the next step, and we create campaigns to nurture those people and give them extra resources and education while they make that decision.” While some strategies can be applied to any type of business, Melina is adept at zeroing in on clients ideal for ophthalmologists and other targeted demographics (read more about that on Pg. 2) and offering them a seamless sales experience through social media. “With ophthalmologists, the key is to really identify the questions and the objections people have, and then address them. It’s not so much about getting them to the consultation right away, it’s more about answering their top 10 questions,” she says. PARTNER SPOTLIGHT: SOCIAL ADS MADE SIMPLE MEET OUR SOCIAL MEDIA GURU “What I do is make sure they have a sales machine,” she says. “... At the end of the day, there are 7.5 billion people on the planet, and 2.5 billion active daily users on Facebook. I help businesses navigate the digital landscape where people are spending their time anyway.” To learn more about Social Ads Made Simple, visit their Facebook page at Facebook.com/SocialAdsMadeSimple. 3 206-437-0529 Overall, her goal is to funnel leads directly to our clients and put them in the prime position to convert.
TAKE A BREAK
3620 40th Street Court NW Gig Harbor, WA 98335
PRST STD US POSTAGE PAID BOISE, ID PERMIT 411
INSIDE THIS ISSUE
Today Is the Day You Take Control Productivity Lagging? Check Your Inbox! The Trick to Pinpointing Your Perfect Clients Partner Spotlight: Social Ads Made Simple Avoiding Copyright Infringement for Your Business
IS THAT PICTURE WORTH $1,000? HOW TO AVOID COPYRIGHT INFRINGEMENT FOR YOUR BUSINESS
ALWAYS ASK PERMISSION FOR USE. Even if an image isn’t under copyright, you still might not have permission to use it. Find the source of the image, and inquire about using it for your own business. The image itself may have certain conditions you need to meet before you can use it. For instance, a licensing agreement may require you to pay a fee, give credit to the original creator, or guarantee the image’s use as-is without further alteration. In other instances, ask the photographer, designer, or artist for permission to use the image and agree to include a watermark or a link to their website. FIND AND USE FREE IMAGES INSTEAD. Several websites, such as Pexels, Pixabay, and Morguefile, provide hundreds of photos for businesses to use for free and without worry of copyright infringement. Creative Commons is also a great resource to consult. This nonprofit provides free licenses and tools that make copyright material easy to understand. You may need to meet some agreements under a Creative Commons license, but afterwards, you can access and use numerous photos.
We’ve all heard the saying, “A picture is worth a thousand words,” and for businesses, this is especially true. Images used on a website and in marketing materials contribute to a specific vision and encourage customers to buy into a service or product. However, obtaining and using those images requires much more than a quick search on Google. To make the biggest splash while avoiding heavy penalties that can tank your business, follow these tips when searching for images. PRESUME ALL IMAGES ARE PROTECTED BY COPYRIGHT. Never assume that an image you find while browsing the internet is free to use. It may be easy to download one you like and use it on your website, social media account, or blog, but it can have devastating consequences. Someone who wrongfully uses copyright material worth at least $2,500 may face up to five years in prison and up to $250,000 in fines according to federal statute. Play it safe by assuming every image or photograph you find online is protected by copyright law.
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