It’s called Proof | Promise | Plan. Let me show you how it works…

Proof:

Eye surgeons who share bonafide and tangible proof of their expertise consistently build trust and stand out more than eye surgeons who don’t.

Here’s what works:

• Video testimonials: A simple, powerful way for your patients to speak about their results.
• Immediate pre- and post-surgery videos (avoid the surgical part) showing how fast it is and how quickly it works
• Success metrics: Simple stats like, “98% of my LASIK patients achieve 20/20 vision.”
• Professional milestones: Awards, certifications, or recognitions that validate your expertise.
• Quantity and quality of Reviews: “1000 reviews on Google with a 4.9 ⭐ rating”.

This content – communicated in hundreds of different ways – helps hesitant patients take the leap to trust you with their vision.

Promise:

Your expertise already changes lives. The right free content ensures that patients know that before they ever meet you.

This is called the “Probative Conversation”. This conversation happens without you present. It’s a function of your reputation preceding you and how you build that reputation through word of mouth, thought leadership or those who refer you.

The objective of the probative conversation is called “the flip”. The flip is your change in status in the prospective patient’s mind from a vendor to expert practitioner.

Plan:

Speak the facts and tell the truth. Tell them what successful patients typically do in three simple steps:

1. They take a self-test or explore educational material. Learning about their options helps them feel informed and empowered.
2. They book and attend an appointment. A consultation determines their suitability and answers their questions.
3. They trust the process. They feel confident moving forward with the right surgeon, credentials, and care.

It doesn’t have to be any more complicated than that. You don’t need to worry about convincing. Just tell them what successful patients do.

If you’re showing patients what’s possible—and speaking to their fears and hopes—you’re giving them the proof and plan they need to take the next step.

Your proof is your strongest asset. Are you showing it yet?