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. Assessing the Patient Mindset in 2015 What are Your Cataract Patients Thinking?
- 2. Ophthalmology consulting and marketing since 2001 Brandi Musgrave Business Development Manager Fast Track Marketing Welcome
- 3. Assessing the Cataract Patient Mindset 1 Analyzing the cataract industry 2 Understanding your audience 3 Targeted approach to market, educate and see
- 4. { }1 Section 1 Assessing the Cataract Industry
- 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. 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. • 20% aged 65 or older by 2030 • 70,000,000 people Soon to be Booming Cataract Industry
- 10. { }2 Section 2 Understand Your Audience
- 11. Two Segments of Cataract Patients 1 Know they have cataracts 2 Know their vision isn’t good but don’t know why
- 12. • 65-80 year olds • Been diagnosed with cataracts • Need educated on options Segment 1: Know They Have Cataracts
- 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. Lifestyle Trends Know what they want Will pay for better results
- 15. { }3 Section 3 Targeted Approach
- 16. Targeting your cataract patients 1 Marketing 2 Educating 3 Seeing
- 17. Marketing to the Cataract Aged Population
- 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. • Internet Friendly • Will respond to both Internet and Traditional Ads Reaching Segment 2: 45-65 Year Olds
- 20. Baby Boomers: 55-70 Year Olds • Headlines that appeal to everyone over the age of 50 • Elaborate on technology benefits, experience, value
- 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. Body Copy: • Can be read in 45-50 seconds • Focus on symptoms everyone can relate to
- 23. Calls To Action Self Evaluations Consultations/Evaluations Phone Consultations
- 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. • Segment 1 will relate to Segment 1 & 2 messaging • Segment 2 will only relate to Segment 2 messaging Mixed Messaging
- 27. Educating the Cataract Aged Population
- 28. 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
- 29. Start the Education Early • Send materials to patients prior to exam • Educational emails talking about options
- 30. What Do They Ultimately Want?
- 31. Think in Your Prospect’s Mindset
- 32. Seeing the Cataract Aged Population
- 34. The Cataract Exam • Pre consultative Q & A session • Exam • Surgery Scheduling
- 35. 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
- 36. The Exam • Perform any tests needed to determine candidacy • Most questions should have already been answered • Less time needed by doctor
- 37. 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
- 38. Review 1 Average Cataract Mindset 2 2 Segments of Cataract Patients 3 Understand & Market to 2 Segments
- 39. THANK YOU Brandi Musgrave Fast Track Marketing fast-trackmarketing.com
Editor's Notes
- *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.