A strategy with the vision to drive more leads.

Maida Videos-900x500MaidaCustom 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.

About the Project:

Campaign Goal: Maida CustomVision is an ophthalmology practice in Jacksonville, Florida that exclusively performs LASIK procedures. They were acquired by Florida Eye Specialists in 2016 and sought to grow the practice with an aggressive marketing strategy. The goal for the practice is driving new patient appointments.

Challenge: 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 patient’s email addresses and sends them a series of nurturing emails. These messages feature interview videos with the LASIK surgeons and office staff.

Results

  • New patient increase of 24% over 2 year period
  • Record amount of new patients in 2021
  • Average 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

Key Tactics:

What better way to promote the incredible results of LASIK than with enthusiastic testimonials from happy patients? BroadBased has shot over 50 testimonial videos as part of our online lead generation strategy with MaidaCustom Vision, from couples to Jaguar players to features from the doctors themselves. 

The videos have been incorporated in social media, email marketing and landing pages for Google Ads and continue to be a primary drive of qualified new prospective patients. 

Raising awareness with targeted Facebook ads has been a key part of the digital strategy’s success. Remarketing campaigns continue to keep the practice and their LASIK procedure top of mind for prospective patients, and drive conversion throughout the marketing funnel. 

Patient testimonials are featured in ads, as well as informative videos featuring the practice’s doctors and staff to create a personalized experience that drive results.

Maida_Leads_Website_DevicesWe incorporated a Lead Magnet that entices website visitors to download their exclusive LASIK guide to begin the marketing automation process. Once subscribed, users receive informative email communications that focus on providing value in advance to drive new LASIK patient consultations. 

The campaign is refined on an ongoing basis to improve performance, and all key engagement are tracked along with new phone calls and contact form submissions.

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