Going In Circles By: Mike Malley Centre for Refractive Marketing
1 Goal:  3 Steps… 3 Tips…10 Minutes! <ul><li>Goal: Increase Sx Volume  (…3 steps to get there:) </li></ul><ul><ul><li>Make...
Making The Phones Ring: <ul><li>Few people ‘NEED’ LASIK </li></ul><ul><li>Virtually everyone knows about LASIK - ask aroun...
What They Want To Hear: <ul><li>What they don’t want to hear: </li></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>...
So What Do  They Want To Hear? <ul><li>LASIK Value & Opportunity </li></ul><ul><ul><li>Campaigns that beg the question… </...
Sounds Like Prez Obama! <ul><li>How did he get elected? </li></ul><ul><ul><li>Gave the people what they wanted to hear </l...
Same Works For LASIK <ul><li>Create HOPE & OPPORTUNITY: </li></ul><ul><ul><li>Focus on value, benefit, affordability </li>...
A Chance To Role Play: <ul><li>You will see how this works in 3 minutes </li></ul><ul><ul><li>You’ll hear an offer…  </li>...
Scheduling  thru ‘Self Directing’ <ul><li>Leave NOTHING to chance: </li></ul><ul><ul><li>Direct the call, don’t answer que...
Patient Conversion <ul><li>Build Value Throughout Visit: </li></ul><ul><ul><li>Reinforce chief complaint everywhere </li><...
Patient Referrals <ul><li>What to ask every patient: </li></ul><ul><ul><li>Would you do me a favor? </li></ul></ul><ul><ul...
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Going In Circles Mike Malley Crm Group

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Going In Circles Mike Malley Crm Group

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Going In Circles Mike Malley Crm Group

  1. 1. Going In Circles By: Mike Malley Centre for Refractive Marketing
  2. 2. 1 Goal: 3 Steps… 3 Tips…10 Minutes! <ul><li>Goal: Increase Sx Volume (…3 steps to get there:) </li></ul><ul><ul><li>Make the phones ring </li></ul></ul><ul><ul><li>Schedule the appointment </li></ul></ul><ul><ul><li>Convert the patient… </li></ul></ul><ul><ul><li>I know. I know. Sounds like we’re going in circles. </li></ul></ul>
  3. 3. Making The Phones Ring: <ul><li>Few people ‘NEED’ LASIK </li></ul><ul><li>Virtually everyone knows about LASIK - ask around </li></ul><ul><li>Most would like to have it </li></ul><ul><li>A luxury they think they can’t afford </li></ul>
  4. 4. What They Want To Hear: <ul><li>What they don’t want to hear: </li></ul><ul><ul><li>Experience </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>Caring Staff </li></ul></ul><ul><ul><li>Recognized Surgeon </li></ul></ul><ul><ul><li>Convenience </li></ul></ul><ul><ul><li>Safety </li></ul></ul><ul><ul><li>Comfort </li></ul></ul>
  5. 5. So What Do They Want To Hear? <ul><li>LASIK Value & Opportunity </li></ul><ul><ul><li>Campaigns that beg the question… </li></ul></ul><ul><ul><li>Campaigns that offer HOPE </li></ul></ul><ul><ul><li>Campaigns that offer CHANGE </li></ul></ul>
  6. 6. Sounds Like Prez Obama! <ul><li>How did he get elected? </li></ul><ul><ul><li>Gave the people what they wanted to hear </li></ul></ul><ul><ul><li>Worried about the details later </li></ul></ul>
  7. 7. Same Works For LASIK <ul><li>Create HOPE & OPPORTUNITY: </li></ul><ul><ul><li>Focus on value, benefit, affordability </li></ul></ul><ul><ul><li>Require a call to reveal specifics </li></ul></ul>
  8. 8. A Chance To Role Play: <ul><li>You will see how this works in 3 minutes </li></ul><ul><ul><li>You’ll hear an offer… </li></ul></ul><ul><ul><li>You’ll want the information…. </li></ul></ul><ul><ul><li>And you’ll probably email me to find out. Voila! </li></ul></ul>
  9. 9. Scheduling thru ‘Self Directing’ <ul><li>Leave NOTHING to chance: </li></ul><ul><ul><li>Direct the call, don’t answer questions </li></ul></ul><ul><ul><li>Get basics up front </li></ul></ul><ul><ul><li>Give two choices: free or paid (self direct) </li></ul></ul><ul><ul><li>Appnt options: let them reply (self direct) </li></ul></ul><ul><ul><li>Remember, they called you… </li></ul></ul><ul><ul><li>Give them an appnt w/doctor…not consult </li></ul></ul><ul><ul><li>Reminder calls - a sense of importance </li></ul></ul><ul><ul><li>Tell them the Dr. asked you to call </li></ul></ul><ul><ul><li>Give a name to the caller and the visit </li></ul></ul><ul><ul><li>Make caller tell you they’re not sure why they called! </li></ul></ul>
  10. 10. Patient Conversion <ul><li>Build Value Throughout Visit: </li></ul><ul><ul><li>Reinforce chief complaint everywhere </li></ul></ul><ul><ul><li>Front desk, techs, ODs, MDs, counselors </li></ul></ul><ul><ul><li>If CL wearer, show comparisons </li></ul></ul><ul><ul><li>Compare long-term costs </li></ul></ul><ul><ul><li>Give them two simple options: </li></ul></ul><ul><ul><li>Wait for their answer (quiet time) </li></ul></ul><ul><ul><li>“ Of course I’d love to find an affordable way to have LASIK with Dr. Wonderful..” </li></ul></ul><ul><ul><li>Okay, what’s more important…? </li></ul></ul>
  11. 11. Patient Referrals <ul><li>What to ask every patient: </li></ul><ul><ul><li>Would you do me a favor? </li></ul></ul><ul><ul><li>May I have your email? </li></ul></ul><ul><ul><li>To find out why, email [email_address] </li></ul></ul><ul><ul><li>P.S. You see how this marketing thing works? </li></ul></ul>
  12. 12. Thank You!

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