Driving 194 New Ophthalmology Patients in 9 Weeks

Discover how a vision practice drove net new procedural patient demand, creating so much patient behavior change they asked physicians directly about the technology.

The Challenge

Millions of patients suffer from cataracts, and many continue to deal with lasting symptoms from previous procedures designed to alleviate the condition. In this particular situation, a new technology and treatment became available that offered better patient outcomes – one that patients would benefit from immediately. The treatment was designed to repair the surface of the eye before cataract surgery and provides better results and a better recovery period. The problem was . . . patients weren’t aware of the treatment, and despite the treatment being great for the patient and extremely healthy for the revenue of their business, physicians were hesitant to bring up the option with patients for fear of the added expense.

In order for this to be successful, patients would need to start asking providers for it, with the buy-in coming from their desire to improve their quality of life. This would alleviate pressure on the discussion of expenses when discussing the treatment options, and would eventually translate to additional revenue opportunities.

The Solution

The company brought in TrackableMed to help accelerate patient appointments from a very specific patient population. Because the product was not “flashy” and could not create interest merely by showcasing the technology, TrackableMed knew they needed to leverage heuristic-based neuromarketing to overcome emotional barriers and drive patients to act. First off, patients and physicians were interviewed to understand the pain that patients were dealing with and how the treatment would help alleviate pain. Armed with these insights, the team designed commercials, messaging, phone scripts, and more.

Each part of the campaign was carefully crafted to push behavior change, i.e., book an appointment with an ophthalmologist to discuss their issues and the treatment. The initial plan called for a 9-week campaign for multiple locations in two cities, while the original intent was to generate patient interest, the desire was also to gain buy-in and support from the providers. With the marketplace being educated about the treatment, they could feel more comfortable bringing up the treatment option on their own among patients.

The Results

Over the course of the next 9 weeks, the campaign produced:

The results of the campaign proved that even with an unknown treatment without a lot of flash, when a campaign uses heuristic-based neuromarketing, it can produce patient behavior change in a positive way that impacts the bottom line.

“This particular initiative was a great example of how practices can acquire new patients that they didn’t even factor into their original target market.”
– Zed Williamson CEO, TrackableMed

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