As we wrap another year and take a glance in the rear view…
WOW it’s been a wild few years, hasn’t it?
Remember that time you were coerced into closing your practice literally overnight? That was nuts.
But you took action and figured out a way through. And your reward – a prosperous 12-24 months (depending on your market) of refractive surgery volume that had the essence of the “good ol days” of LASIK.
Yet now, like a ruby-slippered protagonist gazing across the technicolor Land of Oz, it’s safe to say…
“We ain’t in Kansas anymore, Dorothy.”
More accurately, we ain’t in 2021-22 anymore.
During the initial wave of the “Refractive Resurgence,” marketing your practice was fairly straightforward. Get in front of your prospects, showcase your brand and the trust you have with your patients, and book the consult. Get em in the door and do your thang to get folks on the books.
But we’re in a different time. The refractive wave has faded, the economy has dipped, and it’s yet again a strange new world. The only constant is change.
And the playbook from a few years ago doesn’t work nearly as well anymore. At least not on its own.
So let’s talk about 2024.
Big changes are happening in the marketing world. For example, Google is changing how we get answers to our questions in search. So is TikTok. Social media is changing how attention is gathered. And we’re seeing major shifts in the types of brands that are exploding (and those that are falling by the wayside).
Not only that, but we’re moving into a contentious election year. You wanna talk about added distractions in the marketplace… we’re gonna see em this year.
All that said… you STILL have folks in your market in need of your services.
You STILL have people who can afford them at your premium price point.
And you STILL have people in your market turning 18 every day and reaching ocular maturity (and people turning 45 every day needing RLE, and people turning 65 every day in need of laser cat sx…). So there’s an “evergreen” element to the market that can benefit you.
The question is: what pivots do you need to make to take full advantage of the current opportunities?
You know how to pivot. You did it during the plandemic, and look at you now. You made it out on top, even stronger than berfore. You prospered from the shifts you made.
So what’s your move now? Well, that’s what we’re talking about this week and next. I’ll be messaging you about the opportunities in the market / marketing / sales / comms that you need to take full advantage of in 2024 if you want to dominate.
Keep your eyes peeled on your inbox tomorrow, where we’ll dive into the rise of “Covert Content” and how you can double your lead volume from certain ad channels by adding 3 specific types of “Covert Content” to your digital marketing mix.
See you tomorrow…
– T-Cole
PS – If you clicked the Ejector Seat link by mistake and want to make sure you don’t miss a message, reply and let me know, and I’ll get you sorted out.
PPS – If you have specific questions about marketing / sales going into 2024, hit reply and ask away. I personally read every reply.