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Assessing the Patient Mindset in 2015
What are Your Cataract
Patients Thinking?
Ophthalmology consulting
and marketing since 2001
Brandi Musgrave
Business Development Manager
Fast Track Marketing
Welcome
Assessing the Cataract Patient Mindset
1 Analyzing the cataract industry
2 Understanding your audience
3 Targeted approach...
{ }1 Section 1
Assessing the Cataract Industry
Assessing
the Patient
Mindset
Analyzing the Cataract Industry
The average cataract patient
• Fixed Income
• Use a walker
• Pulling an oxygen tank
• Reti...
Who is Affected With Cataracts?
o 20.5 Million Aged 40 or over
o 50% Aged 80 or over have cataracts
o 3 Million every year...
• 20% aged 65 or older by 2030
• 70,000,000 people
Soon to be Booming Cataract Industry
Reaching the Audience
{ }2 Section 2
Understand Your Audience
Two Segments of Cataract Patients
1 Know they have cataracts
2 Know their vision isn’t good but don’t know why
• 65-80 year olds
• Been diagnosed with cataracts
• Need educated on options
Segment 1:
Know They Have Cataracts
• 45-65 year olds
• ‘Settle’ for reading glasses because they
don’t know options
• 80% would be willing to pay for upgrade...
Lifestyle Trends
Know what they want
Will pay for better results
{ }3 Section 3
Targeted Approach
Targeting your cataract patients
1 Marketing
2 Educating
3 Seeing
Marketing to the
Cataract Aged Population
• Small digital base
• Larger will appeal to Traditional Ads
• 40% of Baby Boomers claim to still listen to talk
radio eit...
• Internet Friendly
• Will respond to both Internet and
Traditional Ads
Reaching Segment 2: 45-65 Year Olds
Baby Boomers: 55-70 Year Olds
• Headlines that appeal to
everyone over the age of
50
• Elaborate on technology
benefits, e...
Only generation with a
foot in both
old and new media
• 70% go online to read news
• 93% regularly research
products onlin...
Body Copy:
• Can be read in 45-50 seconds
• Focus on symptoms everyone can
relate to
Calls To Action
Self Evaluations
Consultations/Evaluations
Phone Consultations
Segment 1: 65-80 Year Olds
Create ads that are geared towards the procedure
• All-Laser Cataract surgery now available
• P...
• Segment 1 will relate to Segment 1 & 2 messaging
• Segment 2 will only relate to Segment 2 messaging
Mixed Messaging
Educating the
Cataract Aged Population
A Need to be Educated
• Don’t know what they don’t know
• Need to educate
• Procedure
• Premium Lens
• Laser Cataract Surg...
Start the Education Early
• Send materials to patients prior to exam
• Educational emails talking about options
What Do They Ultimately Want?
Think in Your Prospect’s Mindset
Seeing the
Cataract Aged Population
Consultative Selling
The Cataract Exam
• Pre consultative Q & A session
• Exam
• Surgery Scheduling
Pre Consultative Q & A
• Reviewing what will happen during exam
• Addressing any questions
• Discussing benefits of proced...
The Exam
• Perform any tests needed to
determine candidacy
• Most questions should have
already been answered
• Less time ...
Surgery Scheduling
• Doctor should have selected appropriate lens
• Discuss final questions, concerns, advantages of surge...
Review
1 Average Cataract Mindset
2 2 Segments of Cataract Patients
3 Understand & Market to 2 Segments
THANK YOU
Brandi Musgrave
Fast Track Marketing
fast-trackmarketing.com
What are your cataract patients thinking:  2 Types of Patients
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What are your cataract patients thinking: 2 Types of Patients

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There are 2 types of patients, those that know they have cataracts and those that know their vision isn't great. There is a strategy to increasing both into your practice.

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What are your cataract patients thinking: 2 Types of Patients

  1. 1. Assessing the Patient Mindset in 2015 What are Your Cataract Patients Thinking?
  2. 2. Ophthalmology consulting and marketing since 2001 Brandi Musgrave Business Development Manager Fast Track Marketing Welcome
  3. 3. Assessing the Cataract Patient Mindset 1 Analyzing the cataract industry 2 Understanding your audience 3 Targeted approach to market, educate and see
  4. 4. { }1 Section 1 Assessing the Cataract Industry
  5. 5. Assessing the Patient Mindset
  6. 6. Analyzing the Cataract Industry The average cataract patient • Fixed Income • Use a walker • Pulling an oxygen tank • Retired • Healthy lifestyle • Active in life (sports, kids, etc)
  7. 7. Who is Affected With Cataracts? o 20.5 Million Aged 40 or over o 50% Aged 80 or over have cataracts o 3 Million every year have surgery
  8. 8. • 20% aged 65 or older by 2030 • 70,000,000 people Soon to be Booming Cataract Industry
  9. 9. Reaching the Audience
  10. 10. { }2 Section 2 Understand Your Audience
  11. 11. Two Segments of Cataract Patients 1 Know they have cataracts 2 Know their vision isn’t good but don’t know why
  12. 12. • 65-80 year olds • Been diagnosed with cataracts • Need educated on options Segment 1: Know They Have Cataracts
  13. 13. • 45-65 year olds • ‘Settle’ for reading glasses because they don’t know options • 80% would be willing to pay for upgrades Segment 2: Know Their Vision Isn’t Good but Don’t Know Why
  14. 14. Lifestyle Trends Know what they want Will pay for better results
  15. 15. { }3 Section 3 Targeted Approach
  16. 16. Targeting your cataract patients 1 Marketing 2 Educating 3 Seeing
  17. 17. Marketing to the Cataract Aged Population
  18. 18. • Small digital base • Larger will appeal to Traditional Ads • 40% of Baby Boomers claim to still listen to talk radio either daily or at least several times a week • 66% also read the newspaper daily! Reaching Segment 1: 65-80 Year Olds
  19. 19. • Internet Friendly • Will respond to both Internet and Traditional Ads Reaching Segment 2: 45-65 Year Olds
  20. 20. Baby Boomers: 55-70 Year Olds • Headlines that appeal to everyone over the age of 50 • Elaborate on technology benefits, experience, value
  21. 21. Only generation with a foot in both old and new media • 70% go online to read news • 93% regularly research products online before purchasing them
  22. 22. Body Copy: • Can be read in 45-50 seconds • Focus on symptoms everyone can relate to
  23. 23. Calls To Action Self Evaluations Consultations/Evaluations Phone Consultations
  24. 24. Segment 1: 65-80 Year Olds Create ads that are geared towards the procedure • All-Laser Cataract surgery now available • Promote the benefits of having cataract surgery done at your office • Insurance coverage
  25. 25. • Segment 1 will relate to Segment 1 & 2 messaging • Segment 2 will only relate to Segment 2 messaging Mixed Messaging
  26. 26. Educating the Cataract Aged Population
  27. 27. A Need to be Educated • Don’t know what they don’t know • Need to educate • Procedure • Premium Lens • Laser Cataract Surgery • Surgery • Recovery • Expectations
  28. 28. Start the Education Early • Send materials to patients prior to exam • Educational emails talking about options
  29. 29. What Do They Ultimately Want?
  30. 30. Think in Your Prospect’s Mindset
  31. 31. Seeing the Cataract Aged Population
  32. 32. Consultative Selling
  33. 33. The Cataract Exam • Pre consultative Q & A session • Exam • Surgery Scheduling
  34. 34. Pre Consultative Q & A • Reviewing what will happen during exam • Addressing any questions • Discussing benefits of procedure, lens or laser upgrades, etc. • Find out when they would like to have the procedure if deemed a candidate
  35. 35. The Exam • Perform any tests needed to determine candidacy • Most questions should have already been answered • Less time needed by doctor
  36. 36. Surgery Scheduling • Doctor should have selected appropriate lens • Discuss final questions, concerns, advantages of surgery, etc. • Confirm surgery date and lens choice • Set expectations of next step
  37. 37. Review 1 Average Cataract Mindset 2 2 Segments of Cataract Patients 3 Understand & Market to 2 Segments
  38. 38. THANK YOU Brandi Musgrave Fast Track Marketing fast-trackmarketing.com

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