Adventist Vision Centre specializes in state-of-the-art iLASIK vision correction surgery, the only technology approved for use for NASA astronauts and the US Army.

Despite possessing the most advanced of all laser eye surgeries, the marketing team faced a few problems. It was tough for them to market this service as its technology made it too technical to explain. Plus their iLASIK surgery is priced much higher than most surgery providers (due to the advanced custom technology). At it is, iLASIK is elective surgery where it’s not a do-or-die matter. iLASIK was competing not only with lower price point providers but also alternatives to eye surgery such as contact lenses and eye glasses providers.

Adventist Vision Centre didn’t just have one marketing problem. They had a few! They needed to convince potential customers they were the best surgery provider and choose them over the alternatives of wearing contact lenses or eye glasses. They also needed to allay customers’ fears and doubts. They needed to convince the customer to call or email them, scheduling the eye assessment. Once a customer eagerly arrives for his eye assessment, he can be considered a ready and willing iLASIK patient.

We began by asking – “What would it take to convince someone that he needed iLASIK?” The main issues are fear of surgery, fear of losing one’s eyesight and the inability to afford such a treatment even though the benefits outweighed the risks.

We decided to focus on content first because prospects who want to undergo iLASIK have plenty of questions to ask. This was eye surgery, after all. What fears would we have? What do we need to know or see in order to be convinced that this eye surgery was safer than most surgeries out there? We strategized it such that every webpage led the way in overcoming the fears of potential patients.

We decided to include videos of the iLASIK surgery. But these weren’t just their run-of-the-mill 10-minute videos. We edited these videos, snipping them to 2 minutes each with a goal of demonstrating crucial yet safe aspects of the laser surgery. That wasn’t all. We composed relevant questions and answers, being as comprehensive as we could to cover all aspects that a potential patient would be interested in (especially during surgery and post-surgery).

We discarded all technical mumbo-jumbo – we explained difficult medical concepts in as a plain a language as we could. This enables everyone, regardless of their education level, to understand the iLASIK procedure easily.

The outcomes have been phenomenal resulting in so much more business for the Adventist Vision Centre.

The website succeeded in getting potential patients to email or call the centre to make appointments to get their eyes assessed (not everyone’s eyes are suitable for iLASIK surgery so assessment is a must). The visible increase in the number of people wanting to come for their eye assessments meant they had read and understood that having their surgery at Adventist Vision Centre was preferable over other (cheaper) laser surgery providers. Despite the higher pricing, potential customers were keen to visit the Adventist Vision Centre. This meant our copywriting had done its job well.

Another interesting success factor was in the type of enquiries. If previous enquiries taxed their staff (almost everyone asked the same questions in their calls and emails), now these enquiries no longer focused on details. Potential patients could now get all their questions answered by visiting the Adventist Vision Centre website. When they did ask questions, their questions were more informed and serious. This saved a lot of the staff’s time. They could also refer potential patients to find the answers at their website.

Their website also ranks well for search terms related to laser surgery and comes out tops in the keywords of their choice, particularly iLASIK.

Patients were also more confident because everything is openly and clearly stated on the website, leaving nothing to ambiguity. Understandably, the successful outcomes of their website has freed up the marketing team from doing mundane marketing or market as vigorously as they did before. They can now focus on higher level marketing tasks as their website – a powerful marketing tool – is helping to persuade and convince prospects why Adventist Vision Centre is the better choice, 24/7.

See the Adventist Vision Centre website: www.Adventist-iLasik.com

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