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-- John Wanamaker, one of the pioneers of modern marketing.
As Physicians, we focus 99% or more of our attention on delivering the highest quality healthcare possible for our patients – relying on the most current, evidence-based methods and technologies. But when it comes to marketing and advertising, far too many of us rely on random chance, not science. We send an email here, we mail a coupon there, we hope something sticks. More often than not, it doesn’t. You’re wasting at least half your marketing investment dollars.
My name is Peter J. Polack, MD FACS. and I’m a practicing ophthalmologist and managing partner with Ocala Eye, a large group practice in Florida. I completed a residency at The New York Eye & Ear Infirmary followed by a Cornea & Refractive Surgery Fellowship at the University of South Florida, and I have been in practice for over 20 years.
Like most Doctors, I left medical school convinced that success required little more than hanging that shingle and greeting the new patients as they walked through the door. Of course, reality quickly slapped me in the face – and recognizing my need for more education, I jumped into learning as much as I could about marketing.
But by following the lead of what my peers were doing, just like our friend Mr. Wanamaker, my efforts were mixed at best. Yes, I was spending plenty of good money on ads. Yet I had ZERO ideas as to which worked and why.
Then I discovered a concept that relied on a system I call “Scientific Marketing Funnels.”
Want to see for yourself? If you can find a Yellow Pages book, crack it open and look at any ads…
The result? Zero differentiation from every other alternative.
But there’s a better way. Rather than following the crowd, instead use carefully crafted, multi-step marketing campaigns – “Scientific Marketing Funnels” – where each step is 100% measurable and you know immediately what results are produced.
Once in place in your practice, you no longer have to rely on “low-ball” or “discount” pricing to pull in new patients. Instead, you’re able to attract exactly the kinds of patients you want, with a positive Return On Investment (ROI) that you can track and rely on.
Recognizing that other Doctors could benefit from this Scientific approach to advertising, I’ve devoted the past several years identifying and – as necessary – creating a suite of “Scientific Marketing Funnels” that anyone can put into place in their practice.
Each one of these strategies, templates, and tools have been proven to help you move away from “random chance” advertising towards marketing that’s effective, reliable, and measurable.
Not only will your practice experience greater success, you can measure the effectiveness of every dollar you invest.
Thanks for your time.