We recently had a great conversation on LinkedIn that I wanted to invite you to join: Who would you say is the most challenging group to convert for vision correction?

I’ve got my opinion. From a commercial standpoint, I think it’s the 40–45-year-old myopes. They’re not quite presbyopic yet, but they hesitate because they fear losing their ability to read up close after treatment.

I’m curious—what do you think? How do you approach this group in your practice?

Take a look at the responses from some of your colleagues below. 👇

Valerio Bo
Refractive surgeon

Bojan Kozomara
Cataract and Refractive Surgeon

Francesco Carones
Refractive surgeon

Tina Khanam
Refractive, Cataract & Cornea Surgeon

Bijan Farpour
Co-Fondateur et Médecin responsable Vision Laser

Florian Tobias Alwin
Cataract and Refractive Surgeon

Purvi Thomson
Head of Optometry

Romesh Angunawela
Vision Correction Surgeon

Aanchal Gupta
Laser Refractive and Cataract Surgeon

Andrzej Dmitriew
Cataract and Refractive Eye Surgeon

Masara Laginaf
Consultant Corneal, Cataract and Refractive Surgeon

Nino Kobakhidze
Cataract and Refractive Surgeon, Glaucoma Specialist

Now, what about you? After hearing from some of your colleagues, do you agree with their insights? Have you encountered similar challenges, or do you have a different perspective?

Every patient group presents unique hurdles, and the way we approach them can make all the difference.

It’s called Proof | Promise | Plan. Let me show you how it works…

Proof:

Eye surgeons who share bonafide and tangible proof of their expertise consistently build trust and stand out more than eye surgeons who don’t.

Here’s what works:

• Video testimonials: A simple, powerful way for your patients to speak about their results.
• Immediate pre- and post-surgery videos (avoid the surgical part) showing how fast it is and how quickly it works
• Success metrics: Simple stats like, “98% of my LASIK patients achieve 20/20 vision.”
• Professional milestones: Awards, certifications, or recognitions that validate your expertise.
• Quantity and quality of Reviews: “1000 reviews on Google with a 4.9 ⭐ rating”.

This content – communicated in hundreds of different ways – helps hesitant patients take the leap to trust you with their vision.

Promise:

Your expertise already changes lives. The right free content ensures that patients know that before they ever meet you.

This is called the “Probative Conversation”. This conversation happens without you present. It’s a function of your reputation preceding you and how you build that reputation through word of mouth, thought leadership or those who refer you.

The objective of the probative conversation is called “the flip”. The flip is your change in status in the prospective patient’s mind from a vendor to expert practitioner.

Plan:

Speak the facts and tell the truth. Tell them what successful patients typically do in three simple steps:

1. They take a self-test or explore educational material. Learning about their options helps them feel informed and empowered.
2. They book and attend an appointment. A consultation determines their suitability and answers their questions.
3. They trust the process. They feel confident moving forward with the right surgeon, credentials, and care.

It doesn’t have to be any more complicated than that. You don’t need to worry about convincing. Just tell them what successful patients do.

If you’re showing patients what’s possible—and speaking to their fears and hopes—you’re giving them the proof and plan they need to take the next step.

Your proof is your strongest asset. Are you showing it yet?

I like to set the stage early. When patients come in for a consultation, I don’t wait until after their procedure to bring up reviews. I plant the seed right from the start. Why? Because asking for a review at the moment of greatest satisfaction works best when you’ve prepped them for it.

This isn’t just a nice idea—it’s science.

Cialdini’s excellent book, “Pre-Suasion” teaches us that people are more likely to say yes when you prepare them in advance. From the moment patients walk into our practice, they see glowing testimonials everywhere:

📖 The Wall of Love: A physical display of real patient reviews all over your walls. Massive social-proof.

📖 The Testimonial Book: When patients register, they get a book full of our best reviews and handwritten cards. I tell them, “Take a look—find someone in here who had the same journey you’re about to start.”

What’s happening here? Patients see the outcomes they want and start imagining themselves as the next success story. That’s powerful pre-suasion.

Later, after the procedure, I send an NPS survey. I ask, “On a scale of 1-10, how likely are you to recommend us?” The nines and tens are gold—these are your advocates. They’re not just likely to leave a review—they’re likely to refer others.

But here’s the kicker: they’re not surprised when I ask for a review. They expect it because I told them upfront, which primes them to say yes when satisfaction is high.

And how do I ask? In-person – 100% reach rate.

Followed by SMS. With a 98% open rate, it’s the best way to get seen and acted on quickly.

Email? I’ll do it, but expect a 20% open rate at best.

If you’re not setting expectations early, you’re leaving reviews—and referrals—on the table.

Want more happy patients sharing their success stories? Start seeding the idea on Day 1.

In elective medical settings—like vision correction—money isn’t just a topic. It’s the topic.

Why?

Because no one needs elective procedures.

People choose them.

And choices have a cost.

Yet, for people working in practices, talking about money often feels… awkward.

I’ve seen staff dance around the price question until patients get frustrated.

I get it. People worry that mentioning money might seem pushy or scare patients off.

But avoiding the subject creates mistrust.

Money is part of the conversation from the moment a patient walks in—whether you acknowledge it or not.

I believe in making it clear from the start:

• Discuss the value of what you offer.
• Explain pricing clearly and confidently.
• Offer options, not surprises.
• Discuss money in the same room where the “discovery” happens—it’s more effective than at a crowded reception area.

Remember, patients are usually already familiar with the costs. Don’t overcomplicate it—be confident.

Patients want to know if they can afford the choice they’re considering.

Helping them understand the value and the cost isn’t pushy.

It’s respect.

I’m fortunate that I have no problem talking about money, and I even like talking about it. However, I appreciate that’s not the case for many. When I first started consulting for vision correction clinics, I noticed the money talk often got pushed to reception at the very last possible minute of the consultation—leading to awkward conversations. Now, we make sure it’s handled privately and directly.

Do you think we, as an industry, do a good job of talking about money?

If this resonates, I’ve shared a short video below about why and how to have these conversations confidently:

I am happy to have written the second-most-read article of 2024 for The Ophthalmologist, “What Should You Charge?”

As a twist, I thought I’d write this “inversion thinking” post on the fastest way to LOSE your expert status.

Want to make sure no one takes you seriously as a top-tier surgeon? Perfect – here’s your step-by-step guide to ruining your expert positioning with your price:

1. Go for Bargain Basement Pricing.

Why set your fees to reflect years of training, surgical experience, and patient outcomes? Instead, focus on being affordable. After all, nothing says, “Trust me with your most precious sense,” like pricing so low that it makes patients feel like you are as commoditised as a loaf of bread.

2. Keep It Random.

Forget strategy – just pick a number out of thin air – ideally somewhere in the messy middle. Patients love the thrill of average, especially when trusting their vision to someone who figures they’re just as good as the next guy.

3. Be the King of Discounts.

Run specials – all year round. Offer discounts and negotiate fees. Nothing screams “world-class surgeon” like turning your practice into a BOGO sale. Who needs credibility when you’ve got volume?

4. Avoid Differentiation at All Costs.

Why stand out when you can fit right in? Copy your competitor’s pricing down to the cent – it’s not like patients are looking for someone who actually leads in their field.

5. Never, Ever Raise Your Prices.

Did you invest in cutting-edge tech or extra certifications? Doesn’t matter. Keep charging what you did 10 years ago. Inflation? Who cares? Consistency is key – who cares if it makes you look outdated?

6. Apologize for Your Prices.

“Oh, I know it’s a little high…” Perfect! That’s precisely how to inspire trust. Patients love knowing their surgeon isn’t confident about the value of their own work.

Follow this advice, and you’ll never have to worry about being seen as an expert again. Why dominate your field when you can comfortably linger in its shadow?

Now, if you would like my honest advice on pricing – you can find a link to the full article here.

The power of your brand is equal to the surplus you can charge for the same product or service offered by alternatives in the market (your competitor).

If your brand is strong, you can charge significantly more than your competitors (or rivals – whatever you wish to call them), even if you offer a similar service.

The power of your brand equates to the extra value people perceive, which they’re more than willing to pay for.

Think about a white T-shirt that sells for £5 on Amazon. Stitch a Nike logo on it, that same white T-shirt will sell for £20. Remove the Nike logo from the front and replace it with a BOSS label on the inside, and it’s £35.

Don’t believe me? Look it up.

Yet, branding isn’t about logos… or catchy slogans, colours, or even the words you use. Branding is the act of pairing your product’s or service’s outcomes with your customers’ dream outcomes.

Perceived status? Perceived success? Doesn’t matter.

Good branding is like playing business on “easy-mode”.

1. It lets you charge more for the same service everyone else offers.
2. It helps you get referred and repeat customers
3. It nearly guarantees sales for new offerings.

For private-practice ophthalmologists, success is when potential patients see you as THE choice, not an option. Why? Because you’ve paired (or been paired) with other things they want.

Most practices get branding wrong. They focus on elements that don’t connect with their target audience, like generic imagery or empty taglines. The right approach creates a standout brand. It pairs your service with experiences, values, and outcomes that matter. This brand attracts patients and commands premium prices.

A strong brand is powerful through consistency. Patients must associate you with a better life and nothing less. It increases loyalty, draws in new patients, and ensures that your practice stays top of mind.

I’ve put together ten actionable steps to help you craft a brand that does that (check out my latest article in Eye News. Thank you, David Lockington for the invitation to contribute my views on this topic.)

Dive in and build a brand that changes how patients pair you with their dream outcomes—and drive them to choose you.

Aanchal came to us with a vision—before her business even existed. She needed guidance to turn her idea into a thriving practice. Together, we built it from the ground up.

Hear firsthand how she navigated the challenges of building her brand and what she values most about our collaboration:

Today, she’s established a patient and referral base, expanded her marketing reach, and is well on her way to creating a premium brand in laser vision correction in Adelaide, Australia.

We couldn’t be more proud of her.

The journey wasn’t always smooth. Aanchal pivoted her strategy, put in countless late nights, and navigated the challenges of building something entirely on her own. But she wouldn’t trade it for anything.

Here’s her key takeaway: It’s hard work, but the reward of building a brand you’re proud of—one that patients associate directly with you—is worth every ounce of effort.

We are proud to be part of her journey.

A client recently asked me for an example of the Promote stage. Here’s the best example I could come up with: Ed Sheeran, unprompted, saying nice things about Dan Reinstein after his laser eye surgery.

The Promote stage happens when a customer is so thrilled with their results that they can’t help but share their experience with others – unaided. It’s raw. It’s authentic. It’s powerful.

In this case, Ed wasn’t just sharing his results—he was endorsing Prof. Reinstein and the London Vision Clinic to millions of fans.

Here’s what Ed said in the video I’m sharing: “I got my eyes lasered, and it changed my life. I’ve never seen a crowd before. I’ve never seen my daughter properly before. Dan Reinstein, my doctor who lasered my eyes… he changes people’s lives.”

And let’s be honest: it doesn’t hurt when your customer has Ed Sheeran’s clout.

His words didn’t just reach his inner circle—they reached millions.

But here’s the thing: you don’t need a superstar like Ed to win in the Promote stage. All you need are customers who feel like superstars in their own lives because of what you’ve done for them.

Are you delivering results so impactful that your customers want to tell the world? If not, it’s time to revisit how you create moments worth sharing.

If not, you’re missing a vital link in your conversion chain. In this blog post, I’ll walk you through 3 key links that will transform your consultations into successful surgical bookings and help you create lasting relationships with your patients.

There are 3 key links to success in any business:

1. Convert inquiries into first appointments.

This step sets the tone for everything. It shows patients that you have a system and know what you’re doing. Your goal here is to make them feel confident and eager to take the next step.

2. Convert first appointments into bookings.

Now that you have your patient’s attention, this is where your consultation must *wow* the patient. Give them an unforgettable experience that shows how much you care. Even if they don’t book immediately, you want them to feel: “That was different. That was all about me.” A positive and personalized consultation builds trust and increases the likelihood that they’ll commit to the surgery.

3. Convert happy patients into raving fans.

Happy patients are your best advocates. A remarkable experience turns patients into advocates who spread the word. Focus on delivering exceptional service, and actively ask for feedback and reviews. These raving fans are key to building a thriving practice.

Remember, it’s not just about the sale. A great consultation is about building a relationship, offering an exceptional experience, and making your patients feel valued. When you get this right, you’ll see a clear boost in your conversion rate.

You always ask about your patient’s medical history during your workup. Here’s a powerful tactic to use during this routine: while asking about their family history.

Seed your family history conversations with the idea of referrals – it’s a natural fit!

For example, if they mention a family member with similar vision issues, you can later offer a private discount for that family member. When? At the point of your patient’s greatest satisfaction (most likely a few days or weeks post-op, depending on the procedure).

An essential tip: Never offer discounts publicly, only privately. Public discounts reduce your perceived value. Private discounts feel earned.

The referral discount can be as high as 1/3 of your patient’s lifetime value (LTV). Why? You’re spending less on the referral than you would to acquire a new patient through paid advertising.

Here’s the best part: Referrals are exponential, unlike advertising. When a successful ad brings in one customer, that’s it. To repeat, you pay again. But with referrals, your satisfied patient tells two family members, those two folks tell two more, and so on. It’s the gift that keeps on giving.

Maximize the value of every patient interaction by turning family history into an opportunity for exponential growth!