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MY BIG RESOLUTION FOR 2020 (AND A FEW SUGGESTIONS FOR YOU)
THE SPECTATOR LASIK
2. FIND OUT WHAT YOUR COMPETITION IS DOING: Taking a close look at your biggest competitors, and at practices like yours in other cities, can give you valuable ideas for improving your marketing. Ask questions like, “What is their ad copy like?” and “What is their latest offer?” and brainstorm ways to improve your paid traffic ROI based on what you find. 3. START AWINBACK CAMPAIGN: To rapidly increase your client roster, pull a list of everyone who expressed interest in your services in 2019 but didn’t convert. Then, launch a winback campaign by emailing them a limited-time offer with significant savings. Follow up with anyone who doesn’t answer the email by texting them using TextMagic.com, which makes it easy for recipients to express their interest simply by To make it easier for you to follow through on these resolutions, I’ve put together a bundle of resources for you that I’m calling the Kickoff 2020 Package . It includes a 48-point checklist of ideas for doubling your LASIK volume; our in-depth, meticulous research on the advertisements put out by LASIK practices in cities nationwide; and even a series of three email templates you can use for your winback campaign. Head to LasikMarketingAgency.com today to download the full bundle. Best of luck on those endeavors, and frommy team to yours, Happy New Year! I can’t wait to see what 2020 will bring for all of us. typing “YES.” I’ve seen this method bring in dozens of new clients in a matter of hours!
When I left King LASIK in 2017 to start LASIK Marketing Agency, my goal was to help as many ophthalmologists as possible. For years, I’d watched dedicated, brilliant doctors struggle to market their valuable services, and I knew I could make a difference in their lives and businesses by leveraging my marketing expertise. Since striking out on my own, I’ve certainly been able to help more ophthalmologists than I could at King LASIK, but in the last year, I’ve realized that’s not enough. For 2020, my New Year’s resolution is to launch additional creative, versatile programs that will let me reach even more elective surgeons in the LASIK field and beyond. I’ve already put the wheels in motion on a few of these projects, and I can’t wait to share them with you! One, the Clinic Marketing System Course, will give participants access to my team’s vast array of marketing resources (including templates, landing page designs, and strategic insights for paid traffic) and our team of experts, who will help diagnose issues and brainstorm volume-building ideas tailored specifically to elective surgeons. The other initiative, the Clinic Marketing Mastermind, will offer an intimate group of business owners direct access to me to field their ideas, questions, and concerns, as well as opportunities to network with each other as they grow their clinics. Keep a close eye on future editions of this newsletter and our website, LasikMarketingAgency.com, for updates on these packages and their launch dates! In the meantime, I have a few suggestions for resolutions you might make to grow your business in 2020. To give your clinic the best odds of thriving this year, resolve to do these three things: 1. TEST NEWMARKETING STRATEGIES:
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“For 2020, my New Year’s resolution is to launch additional creative, versatile programs that will let me reach even more elective surgeons in the LASIK field and beyond.”
– Michael King
There are thousands of marketing strategies out there, and dozens of them could work for you. You’ll never know what works until you try it!
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AND MAKE 2020 YOUR BEST YEAR YET GET YOUR SALES GOALS RIGHT THE FIRST TIME
support the overall growth goal of your business and keep employees engaged and challenged. SHIFT, SHIFT, SHIFT Think about the beginning of 2010. Were you the same person then as you are today? There’s a good chance you are not, which means you’ve set different goals for yourself each year to reflect your growth. The same principle applies to business. It’s perfectly okay to shift your sales expectations and end results to better suit your current success and what you need — no matter what you did in previous years. Be flexible and make changes in your sales goals as you see fit. To start off the 2020s strong, you need to create attainable goals that improve your business. Don’t model your goals after another business that seems to be thriving; focus on what you need to achieve success! It all starts with setting the right goals to get there.
Goldilocks goal: Look at the number of sales you made each month for the past two years. Identify the months with the highest and lowest sales and find the average of those numbers. Use this figure as the starting point. KEEP IT PERSONAL There’s no hard-and-fast rule on setting sales goals other than this: The goals need to fit your business. For car dealerships, for example, setting individual goals for your employees
No matter what industry you are in, you can’t build a successful business without sales. Making a sale establishes a relationship, almost always yields a profit, and lays the foundation for future growth. When your sales fall flat and you fail to meet goals — or even set them — your business suffers negative consequences. As we head into a new decade, follow these suggestions for short- and long- term goals to guarantee your sales success. THINK LIKE GOLDILOCKS
may be ideal. For physical therapy clinics and chiropractors, however, it may be best to
The problem with goal- setting is many people aim too low or shoot too high. Instead, you need your sales goals
to be just right. The key is to find a goal that is challenging for your team to reach, but also attainable. Here’s one way to go about creating that
develop company- wide goals. Regardless of your industry, you must
make sure sales goals
ARE YOUR PRICING DISCUSSIONS PUSHING CLIENTS AWAY? TAKE THESE 4 STEPS TO LOWER THE RISK OF STICKER SHOCK
opportunity to begin building a relationship with the client. If you know why they hate their glasses and manage to laugh a little in the process, they’ll be more likely to trust you and make a financial commitment. 3. BE TRANSPARENT While it’s best not to drop your prices on the client right away, don’t be evasive or beat around the bush too much. Instead, discuss your prices openly, but focus on illustrating the value of your service. Make sure you discuss with them you’re worth the investment! 4. DISCUSS THEIR OPTIONS Instead of offering your potential clients the big, scary numbers, make sure you discuss your office’s financing options. Low monthly payments are much less intimidating than one-time charges and could give them peace of mind. If you’re still struggling to lock in new clients after implementing this strategy, our team can help pinpoint the problem and identify next steps. Call 206-437-0529 today to learn more about our services.
Everyone working in ophthalmology knows that most clinics offer LASIK procedures for $220–$295 per eye. However, outside of our offices, a good share of the public has no clue what surgery costs. That’s why they call in and ask — and when they do, you need to know how to handle that tough question with finesse. If your immediate response to a potential client is to simply spit out your prices, you’re under-optimizing the process, and there’s a good chance that client will never walk through your doors. To ensure a conversion, take these four steps with your next caller: 1. ASK KEY QUESTIONS When a caller asks about prices, always answer with questions. Ask what their expectations are about pricing, whether they have any reservations about the cost of the procedure, and why they’re interested in LASIK. This conversation sets you up to build rapport right off the bat, before you talk numbers. 2. BUILD A RAPPORT As you’re asking questions, make sure you’re engaging in a conversation, not an interrogation. This is a great
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When it comes to growing their practices, one of the biggest challenges our clients face is converting clicks into consultations. That’s why we’ve partnered with Convo360, a team of marketers that specializes in helping LASIK surgeons overcome that hurdle. “A big problem in LASIK industry is that they get a lot of web traffic, but only 3% or less of that traffic turns into consultations,” explains Convo360 founder Nick Sudhaus. “That’s where we come in. By installing different tools and software, we help LASIK practices increase that conversion rate, capture more leads, and turn those leads into consultations.” Convo360 focuses specifically on elective surgeons, and for the last three years, Nick has worked closely with Michael to bring in incredible results for our clients. Nick developed our unique LASIK self-test, and regularly runs ad campaigns for us on social media. We’re particularly proud of the self-test, which is unique in how it gives respondents the option to relay their level of interest and receive tailored follow-ups. “If someone says in the test that they aren’t open to a consultation right now, we don’t collect their phone number, just their email. That’s entered into Michael’s system for long-term follow-up. If they are open to a consultation, we capture their phone number and follow up right away,” Nick says. That process allows for a segmented lead list, and saves LASIK surgeons the time and frustration of following up with uninterested leads. It also increases the chance of conversion as adhering to a lead’s preferences starts the relationship on the right foot. Convo360’s services, which are an integral part of our complete LASIK Marketing System, focus on taking would-be clients through three phases: Capture, Converse, and Close. It’s a proven system that includes creating eye- catching content, building a relationship over text, and ultimately scheduling a consultation. Nick’s work has been a key part of client success, and we truly appreciate his expertise. If you’re interested in learning more about Convo360, email him at nick@convo360.com! 3 206-437-0529 PARTNER SPOTLIGHT: CONVO360 MEET THE TEAM BEHIND OUR LASIK SELF-TEST
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INSIDE THIS ISSUE
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A Look at Our 2020 Initiatives Start the 2020s Off Right With Good Sales Goals How to Discuss Pricing Without Scaring Your Clients Partner Spotlight: Convo360 The Tech of 2020
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TECH OF TOMORROW WHAT’S COMING IN 2020?
reality devices, and more, and it is expected to become a household term this year. While price and hardware limitations have made this technology little more than a novelty until now, interest in XR is burgeoning in major industries like architecture and education. The line between digital and physical worlds may truly start to blur this year. MEDICAL IMPLANTS While devices like pacemakers and artificial hips have been around for decades, a new generation of implanted care devices has begun to emerge. For example, Stimwave’s micro-stimulators made a splash in the medical world last year when early tests showed they were an effective means of pain relief. As an alternative to drugs, these wireless implants block pain signals using an electrical field. This breakthrough alone may bring an end to the opioid epidemic. No one can say for certain what the future may hold, but with so many promising new technologies being implemented and improved upon today, the sky’s the limit for what we might see tomorrow.
Here we are in the future. We may not have flying cars yet, but 2020 promises to be an exciting year for multiple tech industries. Judging by predicted developments for this year, this new decade could see many of our sci-fi fantasies come to life. Here are a few of the most promising trends we have our eyes on. EXPANDED 5G ACCESS While the long-coveted 5G mobile network became a reality in 2019, it was by no means widespread. Now, with many cellphone companies upgrading their equipment at the beginning of this year, it’s likely the average American will soon have access to this latest generation of mobile internet. If it’s anything like the rollout of 4G, we may not see much of a difference in our connectivity right away. However, as access increases, 5G devices will become more common, paving the way for some very high-speed experiences in 2021 and beyond. EXTENDED REALITY Extended reality, or XR, is an umbrella term covering virtual reality headsets, Instagram filters, augmented
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