Marketing your LASIK practice this summer

ByPaul M. Stubenbordt

Prepare for a summer slowdown.

For the last few months (January to May), LASIK volume has been really good — almost to 2007 numbers once again. However, after looking at June and going to July, I see a major summer slowdown happening. Don't worry too much; summer is usually a slow time for refractive surgeons. Hopefully this blog will help you make the most of this slow time.

The economy

We knew it would happen. The 2010 Census jobs boosted employment rates to phantom numbers. As of today, payrolls dropped 125,000, raising national unemployment to 9.5%. Then you have the oil spill in the Gulf, inflation, ending of unemployment benefits, problems in Greece, tension with Iran and North Korea — what's next? Needless to say, consumer confidence, one of the key indicators of LASIK volume, isn't going to be rising anytime soon. It might get a lot worse, perhaps even to a double-dip recession, before it gets any better. Here are some things you can do to help with the slowdown and prepare for upcoming stronger months.

Streamline and update

Typically, summer is a time to look back on your previous months and see what worked, what didn't and what can we catch up on while it's slow. When summer hits, you'll also want to cut dead weight. What we'll usually do first is evaluate our media expenses. We'll do this at the call, consult and surgery level. We'll usually keep the marketing that performed well and cut the marketing that has historically been slow. After that, we'll look into internal operations. Have you sent out all patient communications such as non-convert letters, recalls, etc.? Have you called patients who seemed interested but never came back? Do you need to replace or update posters or brochures in the waiting rooms and lanes? It seems like a lot of practices I've visited recently have the same posters and brochures from 2004. It's time for an update.

With the Internet growing more and more every day, now might also be the best time to launch that social media initiative you've been talking about. While we're on the topic of discussing the Internet, when is the last time you updated your website? Has it been 3 months, 12 months or 3 years? Make sure you thoroughly go through your website and add new technologies, update staff photos and, because it's slow, discuss your current summer LASIK promotion, even if it's only "Free LASIK consultation, call today." Updating the content on your website also helps with search engine optimization.

Messaging and media

Make sure all of your ads have some type of emotional tie-in, but especially with your summer message, ie, "Spend this summer with clear natural vision." One campaign we often run is "Free designer sunglasses when you get LASIK in July and lounge by the pool in style." For August, "Get LASIK before school starts" and take advantage of our $1,000 savings and 0% financing. Let's face it: No one likes wearing glasses or contacts while enjoying the great outdoors.

I usually allocate more to radio and Internet during the summer. TV ratings usually drop as folks spend more time outside, rather than cooped up inside being couch potatoes.

Summary

Trim marketing that has been ineffective and maintain only your strongest mediums.
Follow-up with non-converts and no-shows.
Streamline internal marketing.
Update posters, brochures, videos, etc.
Start social media.
Update your website.
Have a "summer" message.
Spend more on radio and Internet, less on TV.

Summer is a time for practices to prepare for the upcoming ramp up. Take advantage of this slow time by tweaking your marketing. You'll find the slow time flying by.