Take a look at this month's edition of the newly rebranded Elective Medical Spectator! (Formerly the LASIK Spectator from LASIK Marketing Agency)
08.20
SURVIVING AND THRIVING IN A COVID-19 WORLD WHAT I’VE LEARNED HELPING ELECTIVE SURGEONS ADAPT TO THE PANDEMIC
THE SPECTATOR Elective Medical
Hey there readers, it’s been a while since we talked! I apologize for going radio silent for the last few months. As you can imagine, I’ve been busy helping my clients adapt to the COVID-19 pandemic and the changing landscape of marketing elective medical procedures. Fortunately, it’s been going well. My team and I have implemented some new strategies, and I’ve picked up valuable insights I’m ready to share. Here’s a rundown of the top five things I’ve learned! 1. VIRTUAL CONSULTATIONS WORK, AND THEY’RE HERE TO STAY. When the pandemic hit, many of our industries’ patient volume fell off the proverbial cliff. But within a week, I started working with clients to promote virtual consultations (learn more on Pg. 2). These are convenient, safe, and can be done online from the patient’s home. My clients who picked up this strategy have rebounded and recovered incredibly well. In fact, one client whose pandemic win-back campaign, funneled to a virtual consultation, saw an increase in their average weekly conversation rate from 35–41% to 50–60%. That’s huge! 2. SOME CLINICS ARE DROPPING OFF THE MAP — WHICH MEANS MORE MARKET SHARE FOR YOU. When this crisis started, many clinics either closed down or paused their marketing. If you’re still in the game, that means more market share awaits you on Google Ads. Don’t leave it on the table!
cancel vacations, weddings, etc. have more to spend. They’re great candidates, as many are looking to improve themselves while off the radar. 4. SUCCESSFUL CLINICS USE THEIR ‘DOWN TIME’ WISELY. You have two options when business is slow: Go home and relax, or put time and effort into improving your business. The clinics succeeding right now did the latter, using this time to update their websites, create content, plan social media strategies, and implement win-back campaigns. 5. IN ORDER TO THRIVE, YOU NEED TO PUT YOUR PATIENTS FIRST. To succeed, you need to devote your time to being transparent and communicating directly with patients about safety, pricing, and more. Offer discounts, answer vital questions, and allay fears if you want to thrive. Looking back on the last few months, I’m grateful for two things: I’ve been able to help my clients recover and succeed, and my family has stayed healthy and safe. As you might know, I have a wonderful wife named Carolyn and two beautiful daughters, Avery and Alyssa. Thankfully, they’re all doing well and we’re spending more time together than ever. It’s certainly been challenging, but working from home and being spoiled with awesome food from my wife and big hugs from my daughters has made me feel like a winner. I hope that whatever your situation, you’ve been finding joy where you can, too. If you’re struggling with your clinic’s recovery, reach out to me or visit my new website, ClinicMarketingSystem.com. I’m here to help.
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“One client whose pandemic win-back campaign, funneled to a virtual consultation, saw an increase in their average weekly conversation rate from 35- 41% to 50-60%. That’s huge!”
3. MANY PATIENTS HAVE A MORE DISPOSABLE INCOME AVAILABLE.
It may seem as though everyone has less money right now, but those who had to
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MIKE MICHALOWICZ SHARES WHAT YOU NEED TO KNOW MANAGE CASH FLOW WITH ‘PROFIT FIRST’
Running the day-to-day operations of a business while also managing the money can be difficult to juggle for many small- business owners. Even if they have systems and processes in place, these methods don’t always work as well as they should
been so successful because Michalowicz has faced these types of challenges before, and he used these experiences to develop principles that make life (and business) that much easier for small-business owners. You’ll get the scoop on Michalowicz’s profit-centered approach and how his innovative system flips traditional accounting on its head, making money management more streamlined. If you find yourself struggling to manage the financial side of your business, then he has you covered. His tips are especially useful for businesses that have cash flow that varies from month to month or that have a peak season. Michalowicz’s insight is even more valuable in the wake of the COVID-19 pandemic, as business owners and entrepreneurs everywhere look to get back on track in the second half of 2020, boost their businesses, and recover lost profits. If you’re a seasoned business owner and are already money- minded and exceptionally organized, this book will likely serve as a quick refresher, but if you’re a startup business owner and want to improve your accounting systems and catapult your profits, then “Profit First” is just what you need.
and can easily become difficult to navigate. When you hit this kind of wall, it can be hard to keep your focus on growing a profitable business. Enter Mike Michalowicz and his book “Profit First: Transform Your Business from a Cash-Eating Monster to a Money-Making Machine.” The book was published in 2014 but was updated in 2017. It’s been a huge hit, garnering rave reviews from the business world due to its simple yet innovative profit- first formula. The book has
5 STEPS TO A SUCCESSFUL VIDEO CONSULTATION OUR PROVEN STRATEGY FOR CONVERTING LEADS VIRTUALLY
As Michael discussed on Page 1 of this newsletter, COVID-19 has dramatically changed the marketing landscape for elective medical practices. One of the biggest changes has been the shift toward video consultations — and we think that move is here to stay. Video appointments have a lot of perks. They let you adhere to social distancing, speed up your pipeline, meet more patients face-to-face, and prequalify patients before they come into your clinic. They’re also more convenient for the patient, so they’ll be more likely to show up and benefit from services. That said, a video consultation is only valuable if it’s done right. In the last six months, we’ve helped our clients perfect their techniques and narrowed the process down to five steps: 1. BUILD YOUR TECHNOLOGY STACK. Make sure Calendly, Zapier, Zoom, Stripe, and other customer relationship management tools are working well for you. 2. PREPARE YOUR DIGITAL SPACE . Create an easy path to a virtual consultation on your website, including a consult
button, a pop-up banner that advertises your new service, content about the experience, and a confirmation page. 3. RUN THE CONSULT ITSELF. This should include several phases: introduction, discovery (where you ask the right questions), assessment (where you discuss the patient’s concerns and options), close, and follow-up. 4. SEND OUT A CALL TO ACTION . After you wrap up the consultation, this is the time when you lock in your price, pre- sell your services at a discount, and/or offer pre-booking with a deposit. 5. MARKET YOUR NEW SERVICE . At this point, it’s time to leverage the work you did in Step 2. Promote your video consultations on your website, social media, and via email marketing and Google. This will keep your pipeline full and return you to Step 3 over and over. Do you want to learn more? We’re offering a free in-depth download on creating a successful video consultation. To snag your copy today, visit ClinicMarketingSystem.com.
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STRUGGLING TO STAY POSITIVE? TRY THESE MINDSET TIPS FROM OUR RESIDENT OPTIMIST
As you might have noticed, Michael King is a pretty positive guy. No matter what challenge our company is facing, he’s always ready to tackle it head-on. That optimism doesn’t come naturally, though. It’s actually a mindset he’s cultivated over time. Since we’re all struggling with the pandemic blues these days, Michael agreed to share a few of his top tips for positivity with you! Tip No. 1: Move your body. (Michael’s Secret: The Peloton) Studies have linked exercise to a whole host of mental health benefits. Getting your heart rate up can improve your self-esteem; reduce anxiety, depression, and negativity; and sharpen your
TAKE A BREAK
focus. If you’ve let your physical fitness slide during the pandemic, consider this your reminder to get back on the bandwagon — or, if you’re like Michael, the exercise bike. “I’m a huge advocate of riding the Peloton,” Michael says. “It’s been instrumental in maintaining my positive focus. In addition to biking, the Peloton app includes a lot of other guided exercises like cardio, strength training, yoga, and meditation.”
Start sweating, and you’ll see the effects in the mirror and your company’s bottom line.
Tip No. 2: Get high-quality sleep. (Michael’s Secret: The Oura Ring)
Like exercise, sleep has an insane number of mental upsides. According to the National Sleep Foundation (NSF), getting 7–9 hours of quality sleep each night “can heavily influence your outlook on life, energy level, motivation, and emotions.” Lack of sleep also has a strong correlation with clinical depression and anxiety, so it’s vital to avoid sleep deprivation. If you’re having trouble sleeping, technology can come to the rescue. Michael is a huge fan of the Oura Ring, a smart sleep tracker that looks like a simple piece of jewelry. “Having good rest is incredibly important to performing at a high level,” Michael says. “The Oura Ring helps me calibrate my sleep and know how rested I am. Amazingly, one West Virginia University study has even found that the rings can detect symptoms related to COVID-19 before they appear with 90% accuracy.” For more positivity tips we can get behind, head to Entrepreneur.com and check out the article “Harnessing the Power of Positive Thinking to Grow Your Business.” 3 206-437-0529
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INSIDE THIS ISSUE
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Elective Surgeons Are Adapting to the Pandemic — Are You? What Small-Business Owners Can Learn From ‘Profit First’ 5 Steps to a Successful Video Consultation Michael’s Top Tips for Staying Positive in Tough Times How StoryBrand Can Clarify Your Message and Attract Customers
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DOES IT FEEL LIKE YOUR CUSTOMERS ARE IGNORING YOU? USE STORYBRAND TO GET THEIR ATTENTION
What if one small shift in your messaging could change the way you do business and make your clinic more successful? No, it won’t cost you thousands of dollars in your marketing budget. In fact, it will save you money in the long
to the Galapagos? Chances are when someone has your attention, it’s because they’re telling a story, and StoryBrand teaches you how to use stories to do the same for your business. At its core, every story contains a hero, something the hero desires, an obstacle the hero must overcome, and a guide who helps the hero on their journey. These are elements you can utilize in your messaging. To do so effectively, your business must address three crucial questions:
run because it will make your marketing more effective. Though it may not feel easy at first, this simple shift accomplishes a big task: It makes your patient, not your business, the star of your advertising. That’s the concept behind StoryBrand, a marketing framework developed by author Donald Miller that has changed the game for thousands of companies. StoryBrand helps businesses clarify their message by making them answer the crucial question of how their company will help patients survive and thrive. As Miller has figured out, the easiest, most engaging way for humans to digest information is in the form of a story. Think about some of your favorite high school teachers. Did they spice up a lecture about American history with anecdotes of George Washington or Benjamin Franklin? Did your biology teacher regale you with stories of their trip
1. What does the hero (your patient) want?
2. Who or what is opposing the hero’s journey to get what they want?
3. What will the hero’s life look like if they do (or do not) get what they want?
By recognizing your patient’s journey and positioning them as the hero and your company as their guide, you can create messaging they actually hear rather than marketing that simply sounds like the rest of the noise out there. Learn more about the StoryBrand process at StoryBrand.com.
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