As the market of LASIK surgery grows more competitive, independent providers are often confronted with the challenge of keeping pace with larger corporate discount providers. With their substantial financial backing and high-volume business models, these corporate giants pose a formidable obstacle. But the good news is that independent providers can indeed hold their own and even excel with the right strategies.
SEE WHAT HAPPENS WHEN CHEAP LASIK IS OFFERED AS A GIFT ON KING OF QUEENS:
1. Prioritize Personalization and High-Quality Service
One of the most significant advantages that independent LASIK providers hold over corporate entities is the capacity to provide personalized service. Make sure to invest time in each patient, grasp their specific needs, and customize your services to cater to these individual requirements. This one-on-one interaction not only builds trust and a robust rapport with your patients, but it also increases their satisfaction and loyalty towards your service. Let patients know they will meet with the surgeon beyond just the surgery, they will meet the surgeon during the initial consultation and post-op visits as well vs a visiting physician that covers multiple locations for corporate practices.
2. Construct a Robust Brand Identity
In the face of fierce competition, brand differentiation becomes a powerful tool. Your brand identity should effectively communicate your core values and mission statement. Every practice has its own unique story and perspective. Embrace this individuality and let it shine through in your brand, whether that means focusing on bespoke care, cutting-edge technology, or a specific surgical expertise or training that sets you apart.
3. Champion Patient Education
Patients considering LASIK surgery often carry a mix of misconceptions and anxieties. While the low costs of discount providers might seem attractive, they are also seeking reassurances regarding safety and efficacy. Utilize your digital platforms, such as your website and social media, as well as your in-person consultation sessions to deliver factual, comprehensive, and easily understandable information about the procedure. Helping your patients make an informed decision will strengthen your relationship with them. Let them know you aren’t a bait and switch practice, that there are no hidden fees, and the price won’t change based on RX or technology.
4. Harness the Power of Advanced Technology
In the world of LASIK surgery, the role of technology is pivotal. Incorporating the latest and most effective equipment in your practice can significantly improve your services. Such an upgrade can lead to more successful outcomes, faster recovery times, and a reduced risk of complications, which will inevitably attract more patients to your clinic. It’s essential to view this as a long-term investment, the rewards of which are multiple. For patients over 50, let them know you’re more than just a LASIK practice and also offer Refractive Lens Exchange (RLE) might be a better long-term solution for their visual goals. After all, it may allow them to see at most distances, even up close, with little to no dependance on glasses. Plus, they never have to worry about cataract surgery in the future.
5. Deliver Outstanding Follow-Up Care
Corporate discount providers, due to their high-volume model, often compromise on the quality of follow-up care. This is your opportunity to outshine them. Offer thorough follow-up care to ensure better patient outcomes, reduce complications, and foster higher patient satisfaction. This heightened level of care can improve patient loyalty and increase your chances of receiving referrals.
6. Leverage Patient Testimonials and Reviews
The power of positive patient testimonials and reviews in shaping your reputation and attracting new patients is immense. Encourage your satisfied patients to share their experiences online or through word-of-mouth. To make this process effortless for them, send links to review sites via email or text messages. Showcasing these reviews on your website or social media platforms will help foster trust among potential patients.
7. Formulate a Comprehensive Digital Marketing Strategy
In the digital age, a strong online presence is key to reaching your potential patients. Your website should be search engine optimized, your social media engagement should be consistent, and online advertising should be considered as part of your marketing budget. By effectively highlighting your unique selling propositions and showcasing patient success stories, you can reach a broader audience and strengthen your stand against corporate discounters. You know the old riddle? “Where’s the best place to hide a dead body? Page 2 of Google, because no one will ever find it!”
8. Build Synergistic Collaborations
Collaboration is a potent tool in the healthcare industry. Build alliances with other healthcare providers, such as optometrists and ophthalmologists, to establish a strong referral network. This partnership can offer a steady influx of patients to your practice, benefiting all parties involved, and giving your practice an edge in the competitive landscape.
While competing with corporate LASIK discount providers may appear overwhelming, independent clinics can not only survive but thrive. By leveraging their strengths like personalized care, superior patient education, comprehensive follow-up, and advanced technology, they can create a distinctive niche in the market. Implementing these strategies will help independent LASIK providers maintain and expand their patient base, securing their position in the competitive field.
The truth is, no one wants to budget when it comes to their vision. But it’s up to you, the solo provider to show how your practice differs from a corporate discount LASIK program. All in all, patients just don’t have a clue when it comes to what is shown to them in advertisements. Spend time to educate them on their choices and why they should choose your practice for their unique vision.