In 2018, laser vision correction surgery grew in volume for the third straight year in the U.S., according to the Refractive Surgery Council (RSC). That includes more than 843,000 laser vision correction surgeries performed that year—a 6.2 increase from 2017. This growth can be attributed to several factors, including:
- Technology advancements
- High healthcare spending
- Government support for research & development
- Increased partnerships with insurance providers
- A growing population of those with vision problems
Positive metrics are undoubtedly good news for LASIK practitioners. However, they also illustrate how competition has never been higher.
While the RSC says that consumer confidence in the procedure has improved, your consumers still demand access to accurate information. In a vision industry underscored by competition, building trust with consumers is paramount. Because new patient acquisition is a perpetual challenge for firms of all sizes, generating high-quality leads can be difficult in a landscape that’s so cutthroat.
So, how do you set yourself apart from the pack? Through smart digital marketing.
LASIK marketing strategies—and how digital drives results.
Content marketing builds trust.
You may know that LASIK has one of the highest patient satisfaction rates of any surgical procedure at more than 96 percent. But that doesn’t mean that the general public is aware of this number. Although technology has only improved over the years, there are still some hesitations from prospective patients.
Digital marketing can help correct any misconceptions by providing patients with accurate information. Investing in content marketing strategies—a foundation of any effective SEO strategy—helps ensure that relevant resources are delivered to patients. Focusing on your readers means tailoring your content around their needs. And maintaining a medical blog can help you improve your organic search rankings.
Targeted blogs that discuss LASIK surgeries can help engage prospective patients. Patient success stories portray medical procedure in relatable terms. For example, you can discuss quality of life improvements of happy patients. Or, you can address FAQs about laser correction surgery. (This blog from the American Refractive Surgery Council is a great example, as it takes a conversational approach to answering questions about LASIK eye surgery).
Paid search advertising adds a personalized touch.
Your LASIK marketing strategies should focus on fostering trust with prospective patients. Paid search marketing—including pay-per-click advertising—helps ensure that your practice’s ads and landing pages are seen by the right eyes.
First impressions matter in marketing. And paid campaigns ensure your content and ads are being delivered to a targeted audience. At this point, prospects are at their most engaged. They’re displaying intent. Generally speaking, users are searching for more information on LASIK surgery. And paid search advertising can help target local patients based on real-life data.
For example, during research for one of our clients at Workshop Digital, we found that LASIK prospects were interested in learning more about insurance costs. To account for this, we ran relevant paid advertising campaigns on Google Ads and Facebook that targeted relevant keywords—and delivered them to local audiences.
Citations influence public opinion—and boost your SEO.
The modern patient journey often begins with a Google search. To the uninitiated, ranking number one on Google seems like a mystery. While there are hundreds of factors that contribute to Google’s algorithms—many of which are unconfirmed by Google itself—there are ways that businesses can set themselves up for success.
Your Google My Business (GMB) listing is generally the first thing a prospect will see. As we’ve reviewed, GMB listings can improve your rankings and provide a better user experience for patients. In fact, a 2018 Local Search Ranking Factors Moz report considers GMB signals the number one signal for local SEO. This means that the quantity of citations, the accuracy of data, and quality of the platforms you’re listed all influence your rankings.
Remember the yellow pages? Think of GMB listings in the same regard. Optimizing your GMB listing—and other third-party business directory websites like Yelp and Angie’s List—means that patients find the right information about your practice. But it also means that Google is going to take note. Your local SEO presence largely depends on your GMB listing. And claiming and maintaining an accurate listing can help boost your rankings.
Want to learn more? We put together a quick guide on verifying and optimizing your listings.
Why you need a LASIK marketing agency.
Much like the LASIK industry, the digital marketing industry is experiencing massive growth. In fact, digital media is on track to outpace traditional by the end of 2019. In this regard, there is overlap between LASIK marketing and digital marketing as a whole. Digital marketing agencies understand what competition means—and know how to speak your language.
As we’ve already mentioned, competition is a sign of a healthy economy. But it also makes your marketing approach that much more important. Partnering with a digital agency—one that’s constantly in the digital weeds finding innovative ways to stay afloat—can help you refine your LASIK marketing strategies and ensure you’re making the most of your digital spend.