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Dr TC Botha

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Dr TC Botha’s ideal customers are 20-40 year olds, needing refractive surgery, who value a high standard of service and prefer a local provider.

Audience Type

  • B2C
  • Health-conscious individuals wearing spectacles

Needs – Primary Buying Considerations

  • High standard of medical care
  • Local refractive surgery services
  • Inclusive follow-up care

Demographics

  • Age Range: 20-40
  • Gender: Not specified
  • Geography: South Africa
  • Income Level: Moderate to high
  • Profession: Not specified

Psychographics

  • Lifestyle: Health-conscious and spectacle wearers
  • What they value: High-quality local healthcare services
  • Pain Points: Need for refractive surgery and lack of local providers
  • Buying Behavior: Prefers face-to-face consultation and surgery

2. My Message to My Target Audience

Refined Elevator Pitch

  • Dr TC Botha offers refractive surgery to 20 - 40 year-olds still dealing with spectacles, delivering a high standard of care that's unique in the region. The result? Freedom to experience life with clear, unhindered vision.

Understanding Their Pain Points

  • Constant dependency on spectacles
  • Frustration with the inconvenience and discomfort of glasses
  • Lack of local, high-standard refractive surgery options

Transformation

  • Freedom from glasses enabling more active lifestyle
  • Confidence in their improved vision
  • Enjoyment of a higher quality of life post-procedure

Unique Selling Proposition (USP)

  • The only refractive surgeon of this caliber in the area
  • Included follow-ups ensuring patient satisfaction
  • Expertise demonstrated through word-of-mouth reputation

Brand Values & One-Liners

  • 'Clear Vision, Clear Life'
  • 'Redefine Your Vision. Redefine Your Life.'
  • 'Excellence in Eye Care, Close to Home'

Tone

  • Dr TC Botha's brand communicates expertise, trust, and approachability. Customers should feel reassured of their decision and excited for the life-changing transformation awaiting them.

Hero Text Idea

  • Flag Text: 'Pioneering Refractive Surgery in South Africa'
  • Main Headline: 'Life Beyond Glasses Starts Here'
  • Sub Headline: 'Experience the world with new clarity. Trust the region's sole high-standard refractive surgeon and see life as it's meant to be seen.'
  • CTA: 'Book Your Consultation Today'

3. The Media I Will Use to Reach my Target Market

Website

  • Update current website with new messaging and branding
  • Track conversions for 'Book Consultation' calls-to-action
  • Focus on mobile optimization as the primary audience may access information on-the-go

Social Media

  • Focus on educational content on Instagram (2x per week)
  • Host patient testimonials with consent on Facebook (1x per fortnight)

Paid Advertising

  • Google Ads targeting keywords related to refractive surgery and eye health
  • Retargeting ads on Facebook for website visitors

Content Recommendations

  • Blog posts about the benefits of refractive surgery
  • Infographics on eye healthcare and glasses alternatives

Podcasts

  • Guest appearances on health and wellness podcasts popular in South Africa

Directories

  • Listing on health-focused and local business directories

Partnerships & Outreach

  • Partnership with local optometrists for referrals

SEO and Content

  • Blog strategy focused on eye health, refractive surgery benefits, and patient stories
  • Optimize site for local SEO

Offline and Local Media

  • Sponsor local health-related events
  • Partner with local opticians to offer informational brochures

Online Networking

  • Participate in health-focused Facebook communities and Reddit threads

Cold Outreach

  • Outreach to local influencers and bloggers for collaborations
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Eye Health and Refractive Surgery' Educational eBook
  • Interactive 'Do I Need Surgery?' Quiz
  • 'Life After Surgery' Case Study Report

Tripwire Offer

  • Introductory Consultation at A Small Fee
  • Reduced price for 'Complete Vision Health' check-up

Welcome Sequence

  • Automated email with educational eBook after signup
  • Follow-up email with quiz result and consultation booking link
  • Post Consultation email for Surgery Booking Option

Segmentation

  • Tag leads based on source (Website, Instagram, Newsletter etc.)
  • Segment leads by their quiz results

Chatbot and Automation

  • Embed a chatbot on the website for instant Q&A
  • Automation sequence for quiz results and lead nurturing

2. My Lead Nurturing System

Marketing CRM

  • Suggested platform: HubSpot CRM due to its robust automation capabilities and user-friendly interface

Sales CRM

  • Google Workspace or Zoho for scheduling and managing patient consultations
  • A patient consultation tracking process integrated with the Marketing CRM

Automated Follow-Ups

  • Post-consultation follow-up emails
  • Reactivation sequence for inactive patients not proceeding with surgery

Newsletter

  • Monthly newsletter focussing on eye care education and patient success stories

Retargeting & Ads

  • Google Adwords for retargeting website visitors
  • Facebook Ads for retargeting website visitors and increasing brand visibility

Social Media and Content

  • Weekly educational Social media posts about refractive surgery
  • Regular FAQ posts addressing common surgery-related queries

Webinars and Events

  • Quarterly online webinars on eye health awareness
  • Biannual participation or sponsorship of local health-focused events

Other Nurture Channels

  • Chatbot on website answering basic patient queries
  • SMS notifications for upcoming consultations and webinars

3. Sales Conversion Strategy

Sales Process

  • First contact via 'Book Consultation' form
  • Initial consultation with the patient
  • Discussion about the benefits and process of the surgery
  • Final review with patient before surgery booking
  • Reminder emails or calls for pre and post-surgery

Sales Assets

  • FAQ document addressing common patient questions
  • Create a 'What to Expect' guide for potential patients

Testimonials and Case Studies

  • Collect testimonials post-surgery, with patient consent
  • Display testimonials on the website and in surgery brochures

Conversion Rate Insights

  • Identify conversion rate from consultation to surgery booking
  • Implement tracking on website form submissions

Urgency and Offers

  • Educate patients on the long-term health benefits to increase urgency
  • Promote early booking incentives

Guarantees and Risk Reversal

  • Highlight qualified expertise and experience for trust building
  • Clearly articulate the extensive follow-up care provided
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Detailed orientation email on what to expect during surgery and recovery period
  • Welcome phone call to discuss and clear any concerns or queries
  • A printed wellness guide with tips to support eye health and recovery

Communication Cadence

  • Pre-surgery reminders though emails and SMS
  • Post-surgery check-in calls at 1 day, 1 week, and 1 month intervals
  • Access to dedicated helpline for any immediate health concerns

Client Education

  • Video and PDF guides on maintaining eye health post-surgery
  • Regular newsletters with tips for maintaining eye health and vision clarity
  • Q&A forum for patients, monitored and responded by medical staff

Personalized Touches

  • Hand-signed thank-you note post-surgery
  • A complimentary eyewear cleaning kit for those needing reading glasses after surgery
  • Celebration email for 1st 'Glasses-Free' Anniversary with a discount offer for family referrals

Visuals and Documentation

  • Educational infographics on eye health and surgery procedure
  • Periodic visual health reports to patients
  • Testimonial videos from happy customers sharing their 'vision transformation' journey

Feedback and Proactive Support

  • Post-surgery feedback form for patient's experience evaluation
  • Prompt and empathetic customer support for any health concerns or issues
  • Systematic process for identifying and resolving patients' problems effectively

Guarantee or Promise

  • Complete transparency in process and pricing, no hidden charges
  • Surgery redone at no cost if results do not match initial expectations
  • Full refund available within a certain time if patient is not satisfied with the service

Operational Excellence

  • Guaranteed punctuality for all appointments
  • Adherence to highest sanitation standards in the clinic
  • Clear communication at all stages of the patient's journey with the brand

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer special rates for annual check-ups post surgery

Upsells & Cross-Sells

  • Offer lens care and cleaning packages post surgery
  • Include advanced eye tests and premium lens replacements in the offer

Bundling & Packaging

  • Bundle pre-op consultation and post-op follow-ups with surgery at a discounted rate

Loyalty & Retention Programs

  • Provide referral incentives for patients to suggest Dr. TC Botha to friends and family

Custom Services and Personalization

  • Offer personalized post-operative care programs based on individual needs

Pricing Strategy

  • Offer flexible payment plans for surgery package
  • Value-based pricing reflecting high-quality service and unique positioning

Customer Data and Insights

  • Implement CRM to track customer outcomes and satisfaction over time

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Discounted future consultations for referrers
  • Complimentary eye-care kit for referees

Shareable Assets

  • Informational posts detailing the refractive surgery process
  • Email templates for referral sharing

Timing and Triggers

  • Request referrals post successful surgery and during follow-up sessions
  • Reception staff to be trained to request for referrals during check-out

Client Success Stories

  • Promote patient testimonials on website (respecting privacy laws)
  • Share 'life after glasses' stories on social media and via email newsletters

Partner or Affiliate Programs

  • Develop a health ambassador partnership with local fitness centers

Thank-You Experience

  • Surprise rewarding top referrers with complimentary eye health check-ups
  • Take time to personally thank each individual who refers a new patient

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