Kyle Song, MD

Most private eye surgeons don’t actually have an “offer.” They have a procedure and a price. “LASIK – £X per eye.” “RLE – £Y per eye.” That’s not an offer. That’s a line on a fee schedule. Given how you’re trained, it’s understandable. You weren’t taught to think like a business owner; you were taught to think like a clinician. So you see LASIK, SMILE, lens replacement, ICL as “the products” you sell… and the game becomes: Who can sell the same procedure for a bit less? Result: a race to the bottom where you feel pressured on fees, even if your outcomes, experience, and service are clearly superior. In reality, the procedure is just one component of an offer. An offer is how you assemble everything around the procedure to increase value: 🌤️ The dream outcome (what life looks like after surgery) 🎯 The perceived likelihood of achievement (how certain I feel I’ll get that result) ⏳ The time delay (how fast life gets better) 😓 The effort & sacrifice (how hard, scary, or annoying this will feel for me and my family) Most practices only compete on “dream outcome + price.” They largely ignore the other three – which is exactly where you can become a category of one. For example: Typical “product” offer “LASIK – £2,400 per eye. Includes surgery and 3 postop visits.” Patients can (and do) compare that with every other “LASIK – £X per eye” in your region. That’s a commoditised offer, so the decision is largely price-driven. Now contrast that with a structured offer: “Lifetime Clarity LASIK Package” ⭐ One all‑inclusive fee for both eyes ⭐ Dedicated counsellor before, during, and after surgery ⭐ Evening & Saturday slots for pre‑op and early postop ⭐ Direct WhatsApp access to the team for 30 days ⭐ Written enhancement policy with a defined window ⭐ Annual “Vision Check & Lifestyle Review” for X years ⭐ Transparent financing (no small print, no teaser rates) Same lasers. Same surgeon. Same clinical outcome. But a completely different perceived outcome, certainty, speed, and effort profile – which means a completely different value. You can do this with RLE, ICL, SMILE, premium cataract packages – without discounting and without making unsafe clinical promises. You’re not changing the medicine; you’re changing how the value is structured and communicated, so patients stop shopping you like a commodity and start seeing you as the obvious choice. If you run a private refractive or lens replacement practice and suspect your “offers” are really just procedures and prices, I’ve put together a short Offer Playbook for Premium Vision Correction Clinics: ➡️ How to turn your existing treatments into differentiated offers ➡️ 3 ready-to-use package structures you can adapt ➡️ Compliance-safe ways to increase perceived value without gimmicks Comment “OFFER” or DM me “OFFER PLAYBOOK” and I’ll send it over.

22

8 Comments