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    Use social media to market LASIK to millennials

    Be sure to highlight the good you do for your patients and community

     

    Practice website

    Our practice website (www.clarityrefractive.com) provides comprehensive education for potential LASIK patients. We have incorporated videos and links to helpful forms on every page as well as a calendar so interested individuals can make an appointment online for a consultation.

    The LASIK section of the site is divided into sections that include defining LASIK, its evolution, what makes a patient eligible, testimonials, frequently asked questions, and a LASIK kit that reviews what the patient can expect at the first visit.

    The sections on defining LASIK and the procedure’s evolution ensure that patients have the opportunity to understand the benefits of today’s advanced procedure. On the site, we explain that LASIK is now even more accurate using wavefront technology that performs a high-technology analysis of the optical characteristics of a person’s eye. Patients learn that LASIK is a customized excimer laser treatment.

    Related: Mastering social media marketing for your practice

    Testimonials

    Patient testimonials can be very important to practices—they provide “real-world” information to potential patients.  In fact, polls indicate that 80 to 90 percent of potential patients read reviews.1,2

    We have found great value in encouraging patients to write unbiased reviews and testimonials. These reviews are featured on the practice website as well as on social media and online review sites like Yelp.

    Financing

    Offering patients a procedure with a significant price tag requires that you also make available a way for them to pay for it. We use CareCredit as a financing option, and we make sure patients know that financing is available. We include this information on our website and social media outlets as well.

    Related: How ODs can capitalize on social media in their practices

    Confidence and outcomes

    We have been able to maintain and grow our LASIK practice due to confidence in our optometric network and commitment to integrated patient care between these ODs and our surgeons. About 70 percent of our patients come from our OD referral sources, and 30 percent come from word of mouth.

    Another key to providing excellent outcomes and happy patients is technology. Using the newest version of iDesign System and the iLASIK Technology Suite (Johnson & Johnson Vision), we have a 99 percent patient satisfaction rate. We convert almost 85 percent of our patients to this procedure.

    Results

    Thanks in large part to our social media push over the past 12 to 18 months, we have seen a 30 percent increase in our overall patient consultation volume and a 10 percent increase in surgical volume.

    The internal marketing department at the practice manages the social media accounts. As we seek to grow surgical volume further, we will consider all options in terms of how to optimize the potential of social media channels.

     

    References

    1. Grace K. The importance of patient testimonials and online reviews for your medical and dental practice. IntellaHealth. Available at: https://www.intellahealth.net/importance-of-patient-testimonials. Accessed 11/22/17.

    2. Testimonial Tree. Three surprising ways patient use online reviews of medical doctors. Available at:  http://get.testimonialtree.com/?s=Three+surprising+ways+patient+use+online+reviews+of+medical+doctors.  Accessed 11/22/17.

    Read more iTech content here

    Keisha M. Reedus
    Keisha M. Reedus is practice administrator at Clarity Refractive Services/TLC Laser Eye Centers in West Orange, NJ. She has no financial ...

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