Use Radio to Capture New Lasik Leads
By contributing writer, Steve Rossi
Several years ago, Lasik Surgery advertising completely broke open the direct to consumer surgical marketing category. You couldn’t turn on any radio station without being bombarded with commercials for, So and So’s Lasik Surgeon. And still today, you can’t turn on any radio station without being bombarded by commercials for, So and So’s Lasik surgeon! The point is: radio has made many Lasik surgeons millionaires many times over.
Why aren’t you using radio? I’ve talked to Lasik surgeons who don’t want to advertise on radio because they don’t want to “sound desperate” or “hokey”. What they don’t realize is that radio advertising done properly will make you sound more professional and approachable than any other form of advertising. Radio allows you to build a relationship with your target patient. Endorsed commercials work the best. Endorsed commercials are like having your best patient tell all of their friends about you, but in this case they have a million friends. Think about it. Would you rather send a flier out to 10,000 people screaming “$599 per eye! Financing available!” Or, would you prefer to have a million potential patients hear their favorite morning drive personality, someone they’ve been listening to for years, say “I went to Dr. ______ Lasik last year and my vision has been perfect ever since. Dr. __________ Lasik Surgeon is the only one I would trust my eyes to and the only one I’d send my wife to. He answered all my questions and made me totally comfortable. If you would like to see if you’re right for Lasik, call my friend Dr.__________ Lasik Surgeon at . . .”
Now, if you’re the type of surgeon that doesn’t like to talk to people then you better be the type of surgeon that doesn’t like money. Radio will bring people through your door, but it is your job to back up all the promises you made in your ad. That means sitting down with your potential patients and explaining everything to make them feel comfortable with the procedure. If you do that, you can charge whatever you want. If you want people to come through the door and sit down under your laser then go with the “599 per eye! Financing available!” flier. However, if you’re ready to build a great reputation and increase your profit per patient then go with radio. We can show you how.
steverossi@clearchannel.com
If you want direct response advertising now! Advertise on Talk Radio KFI AM 640, KNX 1070, KFWB News 980, KRLA, AM 570 Sports
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