Record-breaking new LASIK patient intake
24%
Increase in new patients
Record-high
New patients in 2021
32%
Increase in YOY conversions
Challenge
Maida Custom Vision is one of the largest LASIK practices in Florida. They partnered with the BroadBased team to drive new patient leads.
The strategy combines patient testimonial and staff interview videos, social media advertising and conversion rate optimization to keep their waiting room full and grow their practice.
The LASIK market is saturated with large, national companies that advertise heavily on both traditional and digital platforms. They are low-cost solutions that lack the personal touch and friendly experience that can be provided by local practices. Maida CustomVision provides the highest quality LASIK procedures with the most advanced technology available, which comes at a higher price point and can only be performed on qualified patients. The target audience needed to be defined, and the right message needed to be delivered to not only drive new appointments but make sure they would convert to LASIK patients.
Solution
We produced a series of patient testimonial videos that showcase the personalized experience that Maida’s team provides, and highlights how happy patients are with the LASIK procedure. These videos are then promoted on Facebook and Instagram to a targeted audience that matched the geographic and demographic characteristics from Maida’s patient base, as well as retargets website visitors. We also created a marketing automation funnel on the website with a gated download that captures prospective patients’ email addresses and sends them a series of nurturing emails. These messages feature interview videos with the LASIK surgeons and office staff.
Results
- 24% increase in new patients over a 2-year period
- A record amount of new patients in 2021
- 32% increase in website conversions year-over-year
Key Insights
- Video is very effective in engaging top-of-funnel leads.
- Testimonials are critical to drive conversion for a premium product/service.
- Leads aren’t always ready to purchase right away and need to be nurtured.