The Ultimate 2022 Guide for LASIK Marketing
The introduction of LASIK procedures throughout the years has become increasingly popular. Since its conception in the 70s, the LASIK industry has grown to be worth over billions of dollars. LASIK surgery is performed more than 600,000 times in a year in the USA. If you are a LASIK surgeon, you’re probably interested in making sure you are a part of the continuous growth of LASIK across the country. And while the discovery of LASIK eye surgery was an accident, you can’t just accidentally get clients – you have to work for it.
For LASIK patients, this popular life-changing surgery needs to be something they do plenty of research on before committing to proceed with it. While for many, a simple google search will be enough, some search engines may not be able to provide the best information at the top of the page.
The internet can often be plagued with plenty of misinformation. Therefore, it is important to communicate clearly to potential patients online. And explain the many benefits of LASIK surgery.
As a LASIK surgeon or eye care professional, this guide will help you employ the correct LASIK marketing strategies. Like social media marketing, search engine optimization, and other online marketing efforts to reach potential patients.
Make a LASIK Landing Page
There is no other way to say it other than a well-made website will do wonders for your LASIK practice. You want prospective patients to know that LASIK surgery is a procedure your clinic can do. Remember your patients want to be able to get the information they need. So make it a no-brainer for them to find it.
Design your site effectively so that they don’t have a hard time looking for a specific service. Having a list of all your practices services displayed clearly on your website’s menu is essential.
The last thing a potential patient would want to do is search through the entire website and not find accurate service information. Worse – they have such a hard time looking for it, they get a bad impression of your practice.
LASIK is such a specialty procedure, ensuring it has its own section on your website is key. Your LASIK landing page should have as much information as possible for prospective patients.
Take the extra time to make sure your copy is succinct and can properly outline the steps prospective patients will need to take. A great landing page will answer the most frequent questions patients have.
Make all of your web content accessible by covering all the channels patients use to get to your site. Most websites in the United States require you to fulfill certain accessibility requirements, so it is critical to ensure that yours does as well.
Here’s an extra tip you don’t want to be keyword stuffing or overusing keywords to get more clicks. This may appear to be a nice idea at first, due to the high number of relevant keywords present. But this technique may not be suitable for users of screen readers. Considering the fact that you’re reaching out to potential eye-care patients, they may be using different tools that will help them go through your website.
A screen reader is one such tool. Sometimes the anchor content and alt text may not be consistent for screen reader users making it jumbled and hard to understand. Furthermore, a good website design ensures that it’s easy to navigate.
In sum, content that is readable and has appropriate fonts, visible sizes, coloring, etc. are all things users will appreciate. Clear and concise wording, closed captioning, and features will help improve user experience and in turn your SEO.
Improve your Search Engine Rankings with a Blog
According to Tribute Media, an accessible website is doubly beneficial, as it can make it score higher SEO points.
Search Engine Optimization (SEO) is one of the most effective methods for boosting your online visibility. This popular strategy is important for driving visitors to your business website.
To begin, review how you can potentially optimize your existing content and tweak your website for updates. Visitors to your website will undoubtedly appreciate web design that incorporates high-quality photos, a variety of well-organized features, and, of course, educational and original content.
Organic SEO refers to unpaid search results rather than search results that mainly rely on the algorithms of major search engines. This implies you use strategies like link building, keyword research, and other white hat SEO techniques instead of tools like Google advertising or other paid search ads.
Benefits of a Blog
A LASIK-focused blog is a terrific method to put these strategies into practice. This type of material is a great approach to increase the number of keywords on your website. But while search engines may appreciate them, your readers may not.
Aside from the LASIK-related content you’re putting out, spend some time researching additional keywords. Keywords sometimes aren’t always just single words, they can also be key phrases. It’s also important to consider which target keywords would produce the best results.
These keywords may also serve as a framework for your material, allowing you to weave together relevant and high-quality information. You should always strive for meaningful, helpful, and quality content.
You’re catering to patients who are looking to do certain procedures. This is something you can leverage on. Make it a point to explain the procedure, what they can expect, how can they prepare. You might not know it but maybe they’re nervous to get LASIK surgery done and they just need a little confidence boost before pushing through. Your blog can be that extra push.
The content doesn’t always have to be serious. You can share fun facts. Or showcase the medical staff you work with, funny anecdotes from previous surgeries, and other such content. Remember that the entire point of directing people to a specific page is for them to engage with the material.
You don’t have to be an SEO professional to ensure that your website is mobile-friendly. This is important for your organic SEO. Remember an easy-to-navigate website is also easy for search bots to navigate to improve your search engine results.
Key Points to Follow:
- Quality: You will use keywords when you develop content for your website. Avoid keyword stuffing that gets in the way of the readability of your LASIK blogs. Instead choose relevant keywords for the content you’re creating. Nobody likes to hear the phrase “LASIK industry” in every sentence of a blog they’re reading.
- Answers: Treat your blog section like a professional page dedicated to answering the questions that your patients may have. LASIK procedures are commonly considered a life changing procedure. So take the time to make them feel heard. Make it a natural extension of your services. Here is a chance to tell them with how to better prepare for the procedure, what to expect the day after, and how to maintain their eye health and wellness. This is advice that will benefit them in the long run.
- Speed: Because, as previously said, user experience is an important Search Engine Optimization factor, a website that loads quickly will be a treat for your clients.
Navigation: It’s critical that your site does more than just attract visitors. It’s crucial to ensure that your website’s links work and that you can easily navigate from one page to the next.
Always keep the reader, your patients in mind, It’s okay to sprinkle in a few technical words but present your information in a way that is easier for your patients to read.
Show Patients Your Online Reviews and Case Studies
If you are trying to attract new patients, reviewing the feedback from existing patients who have undergone LASIK surgery can be extremely powerful. Check your reviews and encourage your current patients to leave one.
The procedure of choosing a surgeon to assist them in this specialized medical procedure is not easy for new patients. Surgeons will need a strategy to stand out in a crowded industry with so many options.
Gather and display feedback from those who have used your services or visited your clinic or practice. This is a fantastic approach to inform potential clients about your business. As doctors, you and your staff will have to put your best foot forward and provide the finest possible care for these patients. This is the only sure-fire approach to get positive feedback to brag about.
There is a wide range of reviews you can feature on your website. Testimonials from pre-care, procedure experience, and of course after-care are wells of knowledge that potential patients will be able to learn from. Adding real testimonials from those who have already experienced this will resonate with your future patients.
Getting testimonials from previous or current patients will offer new ones a sense of comfort and confidence. Hearing other patients’ stories can help push them in the direction towards securing a consultation or procedure with you.
This marketing strategy isn’t simply something left to past patients but rather something that requires some of your online presence as well. Making sure to respond to these reviews (even the negative ones) will be something that prospective clients will see when you feature reviews on your website. It is a great way for them to see how responsive you are. Also, they will see how they may interact and communicate with you in the future should they choose you to be their LASIK surgeon.
Try Pay-Per-Click (PPC) Advertising
One of the easier LASIK marketing strategies available is pay-per-click (PPC) advertising. To explain this method briefly, when employing this tool for your practice, you would be playing each time a user clicks on one of your online ads. This is one of the more widely seen types of pay-per-click advertising — the paid search.
When prospective patients use a tool like Google search to learn more about eye care practices that offer LASIK surgery, your ads will appear in their search results. The good thing about PPC ads is that you won’t be charged unless they click on your ad.
To apply PPC as one of your LASIK marketing strategies, you will have to take part in something called an Ad Auction. This means you will need to bid for search terms or keywords that will serve as triggers. An example of this would be if you successfully bid for the keywords “LASIK practice near me” your ad will appear for this search depending on the algorithm the Ad Auction you partook in.
With all of this in mind, you might think that PPC isn’t worth all these steps. Well before you look past this, take into consideration the benefits of applying this to your LASIK marketing.
Benefits of Pay-Per-Click Advertising
- Easy to track the results
- Highly targeted
- It is cost-effective
- It is quick to deploy
Create a Social Media Strategy
For LASIK marketing, social media is a terrific tool. It can help you stay in touch with your patients and spread the word about your practice to anyone interested in LASIK surgery. Furthermore, 70% of people utilize social media every month, with roughly 66 percent of Facebook’s monthly users using the site daily.
Aside from Facebook, Instagram, and YouTube are also great platforms. This strategy allows you to reach out to a large number of people. Using social media for LASIK marketing is the simplest and most accessible method to get started.
Try adding social media icons to your website with links to your social media platforms. Make sure the icons are visible. These easy tips can greatly help your LASIK practice.
Content marketing, as defined by Patient Pop, is “the creation of content that informs, educates, or entertains your consumers while indirectly marketing your brand.”
Being able to connect with, inform, or entertain your patients while also establishing yourself and your practice as competent, reputable, and even an expert would undoubtedly be a positive step forward.
What To Avoid When Marketing Your LASIK Services
- Posting the same content for each platform: Tailor your posts, photos, videos, and even posting schedule to the platform you’re using.
- Not being prepared with a plan: You’ll find yourself disorganized and your profiles cluttered with irrelevant information if you don’t think ahead about what you’re going to be posting online
- Being too focused on numbers: The measure for online success has gone past follow and like counts. Take a closer look at how your patients interact with your content and you’ll find more meaningful insights.
Digital Marketing Made Easy With iMatrix
It’s your priority as a medical practitioner to keep your patients at the top of your mind. Providing the best possible care for them is the most important and sure way to attract more patients to your practice.
A good social media presence, a new and improved website, and more patients are always positive for any business model. For more information on digital marketing packages to improve your eye care and LASIK marketing, call 800.792.8384 or click here.