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Those CareCredit videos I keep yapping about…

If you’ve read my last few messages, you’ve heard me tease our upcoming CareCredit Video Series on kicking butt at marketing, communication and sales.

Michael King and I got together to rap about the hidden assets in your practice and how you can “activate” them to get more surgery patients with modest investments of money and/or time.

We did this at the request of CareCredit, they recorded it, and they turned into into a video series that’s quite informative while also entertaining. (It’s what we in the persuasion biz call “info-tainment.”)

For anyone who has been losing sleep, waiting with baited breath for the release of these discussions… Christmas morning has arrived, my friend.

In fact, the CareCredit crew has released not just one but the first TWO videos in this series, which you can find here.

Give them a watch (or a listen while you’re driving or in the gym)

And shoot me your biggest takeaways. Curious to hear what strikes a chord with you.

And remember, we’ll be live with CareCredit Saturday in Chicago – 11:15a and 3:30p at their booth. So come by and say hey, take a selfie, throw tomatoes at us, whatever your heart desires.

See you there…

– Troy

PS – Shout-out to the CareCredit crew and their production partners for the great work on these. The graphics, the audio/video… they made us look pretty darn good.

How to “Frack” for Surgery Patients

Being in Texas, I’ve got a lot of friends in the oil and gas business.

I find it fascinating – all the moving parts that come together to get these substances out of the ground and into usable form.

For example, one friend owns a company whose only role is to supply and recycle water to be used at drill sites. Super niche.

Last year, my curiosity got the best of me and I picked up a book called The Frackers (entertaining read). It’s about a group of folks who took unconventional approaches to develop Hydraulic Fracturing, commonly known as “fracking,” which revolutionized the oil and gas industry.

Fracking is a method of using high pressure to access oil and gas previously inaccessible in the deep shale beneath the Earth.

The original premise for even attempting to frack was: “Hey, we found out we’re sitting on a gold mine of oil and gas, but we can’t get it through conventional methods. These are hidden assets that we don’t know how to get to. So let’s figure it out.”

And through a lot of trial and error and bold decisions, the fracking process / technology came to fruition. In the relatively short time that it’s been done, fracking is now used in the vast majority of wells in the US.

So how does that connect to you?

You’re sitting on hidden assets in your practice. Your lead list, your non-converted consults, your happy patients, your website and more.

All of these can be “tapped into” just like the shale rock in order to extract valuable resources – new surgery patients. Think of it like “Patient Fracking.”

Your challenge is the same one the wildcatters had when they started to come up with fracking – “How do we get to the gold?”

Fortunately for you, you don’t have to spend gazillions of dollars and years of guesswork trying to refine the process like they did.

There’s already a playbook for this. And it’s exactly what Michael King and I discuss in our forthcoming video series with Care Credit – “Eyes on the Prize – Leveraging the Hidden Assets in Your Practice to Grow Your Surgery Volume.”

Will this revolutionize your practice the way Fracking did the oil and gas industry? That would be a tall order. But right now, when some markets are experiencing a dip due to economy, election distractions, and/or natural disasters, adding in “Patient Fracking” is a must to ensure you’re accessing all available channels of new patient acquisition.

CC will release the first few videos in this series any day now. In the meantime, Mike and I will be at AAO, at the Care Credit booth on Saturday 10/19, talking about this very topic.

Times are below, so mark your calendars. Drop by and say hey, get your questions answered, and have some fun with us.

Presentation 1

During the 11-11:30 Break

Presentation 2

During the 3:15 – 3:45 Break

And if you can’t make it or miss it for some reason, shoot me a text and let’s arrange a time to meet in Chicago. (If you don’t have my number, reply here and I’ll send it to you)

Troy “Frack-tastic” Cole

[PIC] I channeled my inner Travis Kelce for this

Before you get any ideas, yes I’m still on the Cowboys bandwagon. This is our year! 🤣

But when Jean and Amy from CareCredit asked me to join forces with my guy Michael King and do an online video series about ninja tactics for marketing and converting refractive surgeries, we knew it needed a vibe.

The series launches next week (I think), so I wanted to give you a sneak peek of the cover image:

And if that looks familiar, yes we totally did a play on Travis and Jason Kelce’s smash hit podcast, New Heights…

(Pretend I inserted a marketing lesson about not recreating the wheel, and a second marketing lesson about the power of learning from other industries and applying them to yours…)

Mike and I won’t be talking about winning Super Bowls or dating international pop stars. So if that’s your bag, sorry to disappoint. BUT we do dig deep into tactical ways to set yourself miles apart in how you market and convert high-ticket surgeries in your practice. What’s working NOW.

So keep your eyes peeled for when the first episodes drop. I’ll shoot you a link once they’re released.

A nugget for you to take and use today – Michael and I get into on the valuable concept of Hidden Marketing Assets. What do you have RIGHT NOW that you can leverage with little to no additional marketing spend, and minimal effort?

The answer is: Your list of non-converted consults and surgeries.

You are sitting on a (potential) treasure trove of surgery patients that simply need to be activated. We get into HOW you can activate them in the series, so be on the lookout.

Also – this video series is leading up to AAO, where you can join Michael and me LIVE at the CareCredit booth for rapid fire Q&A, maybe some arm wrestling and other shenanigans.

More details on that in coming days…

– Troy “Kel-Ce you in Chicago” Cole

PS – Are you going to AAO? Hit me back and let me know, we can connect and I’ll buy you a cocktail or an ice-cold cherry Pepsi (Travis Kelce’s favorite drink, according to his comments on the podcast… ¯_(ツ)_/¯ )

House DJ shares tip to increase cataract conversions

Like many folks, we’ve cut the traditional cable cord and gone full on streaming. (And yes, we have about 3-too-many streaming services. Trying to pare down at the moment…)

As you probably know with Smart TVs, you can download certain “apps” to watch various programming – Netflix, Hulu, Paramount+, etc.

One app I’ve always found interesting is the Red Bull TV app. For whatever reason (probably because Red Bull pays a LOT of money), the app comes pre-installed on my Roku TVs.

The Red Bull TV app offers a mix of extreme sports videos, live music events and more, all free. It’s worth checking out.

I don’t frequent Red Bull TV, but I’ll check it out from time to time just to see what other crazy things they’re getting into. And the other night, I stumbled upon an interesting interview with a world-famous house DJ from Germany named Steffen Berkhahn, aka “Dixon.”

(If you don’t know who that is, you’re in good company. I hadn’t heard of the guy, but apparently he’s a big deal in that niche).

One part of the interview that really stood out to me was when the interviewer was asking him about his approach to the show. Does he have a certain playlist of songs he uses, a specific vibe he’s going for, etc.

And his answer surprised me. Probably because I think about rock bands I enjoy, and they typically go out on tour with a fairly static setlist that they perform night after night.

But Dixon described how he would change his sets depending on the audience.

For example, if he’s playing a 90-minute set at the Leeds Festival in England, he’ll primarily play a mix of the hits. That audience isn’t necessarily a hardcore house music type of a crowd, so he’ll hit them with the energy and the songs they know.

But if he’s doing a 4-hour set at a club in Ibiza, he’ll still mix in a few hits, but have a much more wide-ranging set of tunes. Because he has the time and attention of an audience that’s more attuned to the house music scene.

Depending on where he is and who is in front of him, he changes his presentation to best suit the audience.

Interestingly, this ties into the very reason we call our coaching community the Green Room.

Because whether you’re going to see Taylor Swift at a stadium or Stephen Wilson Jr at an Oklahoma City bar, you can bet they’re spending time in their Green Room before the show.

In the Green Room, they’re rehearsing, having meetings, getting nourishment, planning the performance, venting frustrations, having fun, getting pumped up!

Every time you step in front of a patient – either on the phone or in the office – you’re giving a performance. And your team needs their own “Green Room” where they can prepare to give the performance of a lifetime. (which is exactly what we’ve created)

And just like Dixon adjusts his performance to his audience, your team needs to adjust theirs depending on who is in front of them. Yes, there are core pieces of info that need to be conveyed (the Hits)…

But different people need different info / education / reasons / emotional appeals to make them feel comfortable pulling the trigger with you.

So as you start the week, make sure this is happening in your phone calls and consults.

Rock out this week,

Troy

PS – Our DISC for Doctors coaching program is tailor-made to help your team understand who is in front of them, what their priorities are and what their communication style is. No guesswork.

The practices that have gone through it tell us what a profound difference it makes in sculpting their Patient Journey to different personality styles.

I can personally attest to our specific DISC approach making a huge positive impact in my communication not only with clients and patients, but with my wife Susan, my kids and even friends/extended family. Suz leveraged it for years as a pharma rep, calling on doctors and earning a number of top sales honors at Alcon. So it works well for OD Liaisons too.

She and I even did a fun, interactive presentation on DISC for Doctors at Outliers this year, and it triggered many ‘a-ha’ moments around the room.

Once our cATaract Conversion Masterclass wraps, we’ll be diving into a new DISC for Doctors coaching cohort in our Green Room Community. Ping me for details on either or both of these immersive programs.

(Cataract) Success is where prep and opportunity meet

As a Texan college football fan, it’s nice to see a team from the Lone Star State at the top of the AP poll again.

The University of Texas Longhorns have been in a football rut for over a decade. But starting last season (and continuing into this one), they’ve started to find their footing and build a dominant team.

Something interesting happened during their game Saturday night.

In the second quarter of the game, UT’s starting quarterback was injured. (Almost) anytime your QB goes down, it’s a problem. Especially when he’s a Heisman hopeful Quinn Ewers.

But the University of Texas is in a unique position because their backup quarterback is Peyton Manning’s nephew, Arch Manning.

Obviously this kid comes from good stock, and he had a fantastic high school career. But in his entire college career, he’s only taken a handful of snaps in 2 games. And both of those were last season.

Skill and ability are one thing, but the question is:

“How do you perform when your number is called?”

So Ewers goes down, and Manning goes in. And what happens?

He throws a 19-yard touchdown pass on his very first play.

Not a bad start. And not a bad finish either. He ended up completing 9-of-12 pass attempts, which included 2 more passing touchdowns. Oh, and he had a 67-yard touchdown run.

—————————–

Famed American IndyCar Racer Bobby Unser once said “Success is where preparation and opportunity meet.”

Manning has been preparing. Studying the playbook. Taking reps at practice. Hitting the weight room. Dialing in his footwork.

And when the opportunity arose, it was his time to shine. The moment was not too big for him.

Calm, cool and collected. He didn’t go out and do a good job. He absolutely put on a world-class performance. Why? Because he was prepared.

Every patient that walks into your office is an opportunity. An opportunity to:

Change a patient’s life
Coach a patient on how to make a confident decision
Help the patient from falling prey to lesser qualified practices
Create value in your practice, process and surgeon
Fill your surgery schedule
Create revenue for yourself and your practice
Convert patients into your Advanced Technology packages
Offer a patient experience so outstanding, they can’t help but refer their friends and family
Change their lives (yes, it’s worth repeating)

And in particular over the next few months, you will have plenty of opportunities to “take the field” with cataract patients.

Is your team fully prepared to seize these opportunities within your practice?

If you want to ensure they are, we’re launching our cATaract Conversion Masterclass tomorrow. This 8-week live coaching program is designed to give you all the tactics and strategies you need to maximize the number of patients booking an Advanced Technology cataract package with you (and yes, they’ll be recorded and you will have the recordings).

Our coaches are digging into everything soup-to-nuts that you need to be successful, including:

Mindset – The “Non-Salesy” Approach to Ramping Up Your Conversions
Rapport – How to Build it Fast and Make it Last
Common Objections and How to Stealthily Overcome Them
Build Iron-Clad Value in your Practice (show patients what they can’t un-see)
Optimize the Patient Journey – Save time and energy while creating a fantastic patient experience
Goldilocks Education Approach – Not too much, not too little
Inoculate Your Patients Against Choosing Your Competitors
Activate Your Referral Network (and Grow it at the same time!)
Creativity: The Hidden Key to Patients Investing in Advanced Technology
Establish Yourself as the Leader, Educator and Advocate for Your Patient

We have 2 spots left, so reply to this email if you want one (or even if you think you want one), and let’s figure it out.

If you have questions, send those too. All replies go right to my email.

The opportunity is there. Preparation is the question. Let’s get you ready to take the field and play your game.

Because that’s how we help our PATIENTS win. And when they win, so do you. 💪🏻

Go score,

Troy

PS – re: pricing – We don’t do cheap coaching here at LogiCole HQ. But depending on your pricing, 1-2 Advanced Technology patients will cover the investment. The rest is gravy. Deal of the century? Maybe.

PPS – “Troy, my team does good already.” Is there room to get even a little better? Do you have someone new on the team who could use a deep dive on all this? Do you want your team to have an injection of inspiration and energy to get through this busy season? Or even just a few more tools in their toolbelt?

Our philosophy is just 1% better every day. (Do the math on how that meager % compounds over a quarter or a year.) The moment you say “We’re good” is the moment someone else in your market hits the gas pedal and leaves you in the dust. Don’t fall prey to that thinking.