Prospective cataract patients – much like prospective LASIK patients – often spend time researching the surgery before committing to a procedure or a doctor. How much does cataract surgery cost? What’s the difference between traditional and laser-assisted cataract surgery? Which IOL is the best? Does cataract surgery hurt?
Answering these questions – and questions like them – is key to fostering engagement with your patient base.
We used Answer the Public, a free online tool that aggregates common search inquiries, to determine what cataract patients are searching for.
Does your website answer these questions?
“Can cataract surgery be done under sedation?”
Surgery makes people squeamish, particularly eye surgery. (Remember to be mindful of this when selecting promotional images!) The people who search for this phrase are most likely anxious about the surgery and want to be put at ease. For you, cataract surgery is completely routine – for them, it’s a frightening unknown. Make sure your website content is reassuring, but accurate. Discuss sedation options, and emphasize the surgery’s stellar safety record.
“How cataract surgery works”
Patients like to be informed before receiving surgery – after all, that’s why they’re using a search engine! On your website, make sure you explain the procedure in layman’s terms without talking down to your audience. What does cataract surgery entail? How does it work?
There’s no need to get into the nitty gritty, but most people would like a general idea of what you’re going to do to their eye before going under the knife. (Or laser.)
“When is cataract surgery covered by insurance?”
Healthcare is expensive, and people want to make sure they can afford it before setting up an appointment. Mention your payment options, and stress that cataract surgery is often covered under typical insurance providers and Medicare. If you offer premium IOLs or laser cataract surgery, make sure patients understand they may need to pay out-of-pocket.
“Will cataract surgery correct nearsightedness?”
As laser-assisted cataract surgery and premium lenses grow more common, patients dream about recovering their youthful vision in addition to losing their cataracts. On your website, you should outline your premium procedures, and discuss how they can reduce a person’s dependence on glasses or contact lenses. Don’t give your patients unrealistic expectations – remember, the key is to get them to 20/happy.
“How to choose cataract surgery lenses”
Chances are your patients don’t know what an AcrySof IQ Toric IOL is, nor do they care. When it comes to lens options, focus on results rather than brand names. A lifestyle questionnaire like the Dell Questionnaire can be an excellent way to gauge a patient’s expectations without causing decision fatigue.
The best way to bring new patients to your website – and therefore your practice – is to give them what they’re looking for. Take a look at your website today, and make sure you’re providing patients with the answers they need!