*We had some great discussions today *This is your last and hopefully you are ready for an interactive role playing session.. Ha Ha *I’m joking. We won’t be doing any role playing today. But I will have a few questions as we go through that I’m hoping you can help answer. *But, let me start by introducing myself.
*Cataract prospects and patients *How they think, investigate and purchase *Assessing the patient mindset is something I have done over the past 15 years.
*Assessing each segment of the practice is essential for growth.
*Analysis is deeper than surface level *History and current scene tell a story *Paints a picture of what is to come
*In looking at your cataract patients and potential patients, it is essential to assess their mindset. *What they do day to day *What they read *Where they read it *Their spending habits
*average cataract pt demographic has shifted dramatically in past 10 years *Used to be 70 yo and higher was the average
*20 ½ million over age 40 have cataracts *70.2 million over the age of 50 (not necessarily with cataracts) *50% of Americans over 80 y.o. have developed them *3 million per year have the procedure *How many of those 3 million are you seeing? *If you haven’t figured out what makes them tick by now…what is going to bring them to your practice, it is time to do so.
*Within next 15 years, will be hitting record numbers *70 million will be 65 or older by 2030 *The Baby Boomer generation makes up about one-third of the U.S. population but it controls three-fourths of the wealth. $2 trillion in annual buying power! *Better know how they think, more importantly, what factors into their buying decisions. *If you don’t someone else will!
*How do you reach those people *What message do you give that resonates that your place is the place to have surgery
*Good place to mention that all cataract patients can’t be shoved into one stereotype *Need to understand who they are, what they want
*2 types of cataract patients *Those that know they have cataracts. Have a doctor who is already monitoring their cataract development. *Second larger group are those that are not happy with their vision due to refractive errors, presbyopia or both.
*You can agree that these 2 segments are in fact different *Treated different from the onset, which is marketing to them
*65-80 year olds-sometimes older *been to a doctor who diagnosed their vision problem *need to be educated on the options they have *need to understand that they have the OPTION to have something more than standard cataract surgery, to potentially have no glasses in their future *Now, before we get too in-depth about this segment, let’s look at the other, bigger, segment.
*Segment 2: 45-65 year olds *Don’t have a clue that they have cataracts *They are walking around, day through day, feeling as if their vision just isn’t what it used to be. *Roughly 80% of these prospects would be willing to pay for ‘upgrades’ if they are properly informed on upsides. *It’s your job as a practice to educate them on options
*Baby Boomers are coming into this age where they are starting to have issues with their vision. *Know what they want and will pay for it *Lifestyle trends that they have become accustomed to *They are willing to pay for things they want. *From a practice perspective, you want to ensure you are showing that you can help them achieve the lifestyle or vision that they are looking for.
*To get the best results, do your research, strategize on how to get the results you want, then take a targeted approach. *Think about sports *If you are playing a major component, you study their moves, you strategize on how to beat them and then every move you make is targeted. *Same goes for your practice *In this case, we are targeting your cataract patients or future patients.
*Now, we have talked about how there are 2 segments of cataract individuals and what sets them apart but we haven’t talked about how to reach each segment.
*very loyal to brands, grew up in the branding age *Takes a ton of $$ to brand the practice, not to market *Incorporate branding and elective surgery marketing techniques *Great customer service, patient experience
*Up to 70, studies have shown that people are very engaged in email and internet. *70+ individuals are more prone to print and TV, and talk radio. *More costly to practice *Must determine if this age group is one you want to increase *Example: most practices are wanting to increase cataract surgeries and the # of premium lens and/or laser assisted cataract surgery
*very internet friendly *Women 55-65 is fastest growing segment on Facebook *Print and tv that appealed to Segment 1 will also appeal to Segment 2. *can also do a lot with internet advertising on Google and Facebook. *sample pay per click ad that would appeal to anyone who knows they have cataracts or someone with cloudy vision.
*older segment that has a small section that are active online *they are a part of the Baby Boomer age group *you need to create ads to get their attention *headlines need to appeal to everyone over the age of 50 *Elaborate on all of the technology benefits, the experience you or your practice have, the value of having the procedure done at your practice.
**Target Segment *Will want and pay for the upgrades you offer *only group out there that use both the old and new media. *70% of them go online to read the news *93% will go online to research the product or procedure before purchasing. *need to have adequate information on your website or a concise educational booklet they can access online
*body of the ad shouldn’t take more than 50 seconds for someone to read or hear. *average individual, they are busy with work, and just life in general. *8 second attention span *relating to symptoms that everyone in this age group experience. *will relate to this and pay attention to what the next step is.
*Next Steps for this prospect to take with your practice *Guide them to that next step.
*for anyone over 70, create ads that are geared towards the cataract procedure *include the benefits of this procedure *What does it mean to the patient *why should they care about laser cataract surgery
*Cross marketing *If you don’t know you have cataracts, you aren’t going to read the fine print about cataract procedures *If you do know you have cataracts, then anything written about cataract procedures will catch your attention
*gives just enough information about the ‘great vision without lenses’ to make the prospect want to learn more
All of those interested people or people coming in for a cataract evaluation, what are you doing to educate them?
*They don’t know what they don’t know. What I mean is… *It is our job to educate your patients. On you, the procedure, their options, downtime, next steps, etc. *I think that sometimes we get so caught up in our day to day operations that we forget to look at all the details. *You may have put something in place years ago and it is still being used, simply because no one looks at the details. *Is all of your material relevant? Is it up to date? *Does it do justice to what you are trying to accomplish?
*Many practices have found that it is beneficial to start that education early. *Send out educational material to people scheduled for an evaluation. *And for people who have just been diagnosed with cataracts, you could send out emails periodically with educational tidbits on them. *If you remember from previously, the younger cataract patients do their research so give them the right places to find the answers.
*What do people want? *Well, for the most part, they are putting their trust in you to give them their sight back.
*A step beyond that would be to say that they are looking at you to guide them to make the best decision *whether to have surgery *what lens *whether or not to do laser assisted.
*There is more to the cataract evaluation or exam than just an eye exam. *We all may think that the education is just for the educational materials but it goes into each of us.
*Every single person in your practice is a sales person, whether they like it or not. *You are doing what we call Consultative Selling. *You are a trusted consultant to your patient, consulting them on a life changing decision.
*Elements are the same, order may change *This flow has been beneficial for practices – Q&A, Exam, scheduling *putting a 70+ patient directly into an exam and talking to them about all of their options, without any prior education, is simply too much *when faced with too much information, they go with what they know.
*If you set up your cataract evaluations the same as a refractive consultation, you will see your patients will be happier, less confused and your conversions for upgrades will go up. *first step is the pre consultative Q&A session *performed by the surgical counselor typically *You are setting the stage for them to make an informed decision.
*normal testing in order to determine candidacy *in doing the Q&A session prior to the exam, it cuts down on the amount of doctor time *most of their questions have been answered *knows what to expect and what their options are *doctor gives candidacy and recommendation
*In order to be successful, you have to devote some time in putting yourself in your prospects shoes. *Once you do so, look at all your options to grow this segment of the practice and put together a strategy to do so. *If you are not able to dedicate the time, consider hiring someone to do it for you.
*we discussed how the average cataract individual thinks and buys *there are 2 entirely different segments of cataract patients *we went through how to look at each of those segments and put together a working strategy for both. *As you all know, cataract patients aren’t going to stop anytime soon. How we choose to serve them is up to us.
What are your cataract patients thinking: 2 Types of Patients
Assessing the Patient Mindset in 2015
What are Your Cataract
and marketing since 2001
Business Development Manager
Fast Track Marketing
Assessing the Cataract Patient Mindset
1 Analyzing the cataract industry
2 Understanding your audience
3 Targeted approach to market, educate and see
• 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
• Internet Friendly
• Will respond to both Internet and
Reaching Segment 2: 45-65 Year Olds
Baby Boomers: 55-70 Year Olds
• Headlines that appeal to
everyone over the age of
• Elaborate on technology
Only generation with a
foot in both
old and new media
• 70% go online to read news
• 93% regularly research
products online before
• Can be read in 45-50 seconds
• Focus on symptoms everyone can
Calls To Action
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
• Segment 1 will relate to Segment 1 & 2 messaging
• Segment 2 will only relate to Segment 2 messaging
The Cataract Exam
• Pre consultative Q & A session
• Surgery Scheduling
Pre Consultative Q & A
• Reviewing what will happen during exam
• Addressing any questions
• Discussing benefits of procedure, lens or laser
• Find out when they would like to have the procedure
if deemed a candidate
• Perform any tests needed to
• Most questions should have
already been answered
• Less time needed by doctor
• 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
1 Average Cataract Mindset
2 2 Segments of Cataract Patients
3 Understand & Market to 2 Segments
Fast Track Marketing