New York LASIK Practice Case Study: $3M+ Growth and Two Record Years
How a New York City LASIK practice grew sales by more than $3 million in 22 months and set records two years in a row.
Executive Summary
A LASIK practice in the highly competitive New York City market wanted to improve its conversion rate and grow. Staff had little structure or customer service training, there was no follow-up program for patients after their first consultation, and morale and teamwork were low. The Novak Group installed Sales Management 2.0, trained the entire staff, doctors included, and launched a patient follow-up program that booked $1.2 million in surgeries in its first year.
The Challenge
Market & Process
- Intense competition in New York City
- No follow-up program for patients after their initial consultation
- A doctor who loved surgery but not meeting with patients
People & Culture
- Little structure or customer service training for staff
- Low morale and weak teamwork toward practice goals
- Staff issues that undermined trust in the office
The Solution
Assessment & Strategy
- Ran a sales assessment, including mystery shopping and interviews with past patients about why they chose the doctor
- Set daily, weekly, and monthly sales goals and action plans with the doctor
- Ran Sales Management 2.0 for the full 22 months
Training & Coaching
- Delivered 4-hour “Make the Human Connection” customer service and sales training to all staff, including the doctors
- Held monthly all-staff meetings to build a sales culture and review mystery shopping results
- Provided monthly 1:1 coaching for key staff
Motivation & Communication
- Introduced monthly bonuses for all employees tied to booked surgeries and customer service
- Opened communication channels between the doctor and the staff
Patient Follow-Up
- Hired a follow-up specialist to contact consultation patients who hadn't booked surgery within 10 days
- Projected about $500K in booked surgeries; the program delivered $1.2M in its first year
The Results
- Increased sales by more than $3 million in 22 months
- Delivered record-breaking years two years in a row
- Booked $1.2 million in surgeries from the new follow-up program in its first year, more than double the projection
- Trained the entire staff, doctors included, in customer service and sales
- Tied every employee's bonus to booked surgeries and patient experience
Frequently Asked Questions
How did The Novak Group grow this LASIK practice's sales by $3 million?
The Novak Group assessed the practice with mystery shopping and patient interviews, set clear sales goals with the doctor, trained all staff in customer service and sales, tied monthly bonuses to booked surgeries, and launched a patient follow-up program. Sales grew more than $3 million in 22 months.
How can a LASIK practice convert more consultations into surgeries?
Follow up. This practice hired a specialist to contact every consultation patient who hadn't booked within 10 days. The program was projected to bring in about $500K and delivered $1.2 million in booked surgeries in its first year.
Should doctors attend sales and customer service training?
In this practice they did. Training the doctors alongside the staff created one shared approach to the patient experience, which supported two record years in a row.
How long did it take to see results?
The engagement ran 22 months and produced record-breaking years two years in a row.
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