Marketing Education

The Consumer Communication Experience
Bill Mercier, President and Founder, OptiCall Inc., Senior Vice President, Refractive Partners

Course Objective:  The objective of the course is to assure that there is a consistency in message and dynamic flow of consumer communications that will result in a higher likelihood of securing a well qualified consultation. We will address areas such as:

• Making a great first impression
• How to secure demographic information
• Determining the callers needs
• Building trust with the caller
• Taking control of the call

Course Abstract:  2006 was an unusual year for refractive practices in the US. Many offices saw record highs, others saw declining numbers from previous years. Now more than ever, you have to make every phone call count. Are you prepared? How does your practice sound when the new refractive call is coming through? Let’s spend some time together fine-tuning some skills that can have a big impact on every call.

LASIK Practice Growth: Pearls to Understanding, Attracting, and Consulting Gen Y
Lauren Kanner, Global Director, Consumer Market Development, AMO USA, Inc.
Carrie Hanson-Huete, Business Development Manager, AMO USA, Inc.

Course Objective:  The objective of this course is to educate on and prepare the audience for the changing LASIK patient population.

Course Abstract:  As the single largest generation of available LASIK candidates, it is important for LASIK practices to consider Gen Y in their internal and external marketing plans and LASIK consultations. This course will define and describe the attitudinal behaviors of Generation Y. It will then apply this knowledge and provide suggested advertising tactics, outreach programs, practice scripting and role play opportunities to help the audience increase their LASIK volume.

Course Objective:  Learn how to improve your marketing results on Web. The Internet has become the primary consumer portal to the world of vision correction, and it is essential that your practice constantly find better ways to leverage this evolving medium. Learn why your Web site itself is the foundation for getting top search engine listings, and what search engines, as well as consumers, look for when they visit your Web site. Discover new strategies to implement on your Web site that will attract more quality visitors and convert them into new patients.

Course Abstract:  Why do certain competitors’ Web sites dominate my local market on search engines, while I can’t find my Web site when I research local LASIK providers? How can I determine if it’s because of my Web site, or are there other things I am not doing, or doing incorrectly? And even if I attract more visitors, am I converting a high percentage of them into actual leads and new patients? This course will point out critical elements to legitimate search engine positioning and how to move Web-generated leads through the decision-making process.

Putting Refractive IOLs into Practice: Six Steps to Starting Patient Flow                  
Presenter: Gay Wince, Business Development Manager, AMO

Course Objective:  This course is designed for cataract-focused practices that did not adopt laser-based refractive surgery and now want to participate in RIOL’s.

Course Abstract:  Even though a refractive IOL is still an IOL and many of the steps to starting patient flow look the same as those for conventional cataract surgery, the details and implementation of what needs to occur outside the surgical suite are very different. This course will outline the goals, recommendations, scripting, tips and available materials to help you succeed with each of the six steps to starting patient flow.

Marketing Refractive IOLs: Choosing the Right Tools for the Right Job in Your Practice          
Alan Peck, Business Development Manager, AMO

Course Objective:  This course is designed for practices that have added RIOL’s, but are not able to get over the “10% hump” in terms of patient adoption.
 
Course Abstract:  This course will give you an overview of all the marketing tools available for an RIOL offering in your practice and examples of how they are being put to use. Both internal and external marketing is covered, along with the importance of measuring results.

Presenting the Advanced CustomVue™ Procedure to Increase Your Conversions
from Lane to Laser
Wallace A. Ryne, O.D. Clinical Director, Clearview Eye and Laser Center Southlake, TX
Coni Fisher, M.S., C.O.E. Business Development Manager, AMO

Course Objective:  Present an alternative to the “one on one” consultation - yielding a more productive use of time and increased purchase of Advanced CustomVue procedures. By providing the attendee with a fresh overview of communication techniques identified to “close the refractive sale”, they will have the tools to implement change to produce a higher conversion rate for their practice or center. A high amount of interaction between attendees will be encouraged to share successful experiences. The presentation is designed to focus on sales communication and relationship building. Learning how to use the motivation and barriers individual to each candidate in the conversion process is a key to conversion. This course will supply the key elements required to successfully integrate advanced technology into the consultation and build a refractive brand offering. 

Course Abstract:  The past decade has demonstrated a high success rate in the vision correction business, but alongside the success stories other approaches have slowed both growth and acceptance of refractive procedures. The introduction of advanced technology presents a new opportunity to increase the volume of procedures and profitability in the refractive practice. Many practices are excited about the potential of Advanced CustomVue™ procedures and through improved outcomes, surgeons are demonstrating the reason advanced technology is rapidly becoming the “gold standard” of patient care. Unfortunately, the lack of a strategy to implement this exciting advancement in LVC technology has led to a relatively flat LVC market. Understanding the unique demands and desires of refractive patients along with the discussion of pricing and consultation techniques designed to influence the less motivated candidate will provide additional aspects for delivering a successful consultation. This course will provide a proven plan for successfully presenting and implementing Advanced CustomVue into your refractive practice. 

Get People Talking:  Word of Mouth Marketing Essentials
Andy Sernovitz, Author, Keynote Speaker AMO University, New Orleans

Course Objective:  You’ve heard the talk, you’ve heard the hype. Word of mouth marketing is the latest marketing tactic smart businesses are adopting. But what exactly should you do to create a word of mouth marketing campaign for your practice? Learn specific strategies to engage with consumers and generate long lasting positive word of mouth about your center and its refractive services. 

Course Abstract:  Andy Sernowitz is the author of the book, Word of Mouth Marketing: How Smart Companies Get People Talking, he is also the founder of the Word of Mouth Marketing association, CEO of GasPedal and President Emeritus, Association for Interactive Marketing. This course picks up where Andy’s keynote presentation leaves off − digging deeper into the specifics and strategies for building and maintaining successful word of mouth marketing campaigns.