Three funnels, one patient
Direct, co-managed and financed.
Direct response, which is phone-heavy and price-sensitive. Optometrist referrals, which are the most profitable and the least measured. And financing, which sits across both and kills more cases than either.
The vocabulary
Terms the pack models.
- Candidacy screening
- The pre-consultation assessment state with an outcome, so a screened-out patient is a recorded result rather than a lost lead.
- Co-management
- The referring optometrist as an attributable source with its own conversion rate, revenue and post-operative pathway.
- Per-eye quoting
- Pricing and consent that model each eye separately, because a monovision plan is a different quote.
- Procedure type
- The refractive approach on the case, since it changes the quote, the consent and the follow-up schedule.
- Enhancement policy
- Terms recorded at consent, so a request years later is answered from the record.
- Financing decline
- A lifecycle stage. The single largest silent loss in this vertical.
Why the phone decides it
Four minutes, and the case is settled.
Refractive patients call after a screening, after a seminar, after an advertisement, often all three. Price, candidacy and confidence are settled on that call.
We run seminars. Can those be a source?
Yes, with their own attribution, cost and conversion rate, comparable against paid search on the same basis.
Our optometrist referrals are our best channel.
They usually are, and usually the least measured. Each referring practice is a source with its own numbers.
Two eyes priced separately?
Per-eye lines on one quote, with the consent modelling each eye.