The challenge
The practice was reviewing low virtual-consultation volume and uneven lead costs. A raw inquiry did not automatically become a conversation with the doctor.
The outcome
The practice used a free initial call followed by a reserved pre-op exam. A later recap recorded 21 confirmed September appointments and more consistent scheduling.
The starting point: make the next step easier to understand
LASIK is a considered decision. A prospective patient needs to understand the process, discuss suitability, and know what happens before an in-person examination. Advertising can create interest, but interest alone does not reserve the doctor’s time.
During the April 27 review, the team discussed low virtual-consultation volume and differences between Google and Meta lead costs. The conversation turned attention toward the handoff after an inquiry: how a patient moves from a form or advertisement into an actual consultation.
The consultation pathway
Dr. Eisner described a simple sequence. The first phone call was free. The pre-operative examination cost $150, and the practice took a $50 deposit to hold that examination. The deposit established a commitment before an in-person slot was reserved.
He reported that the smaller deposit worked as well as collecting the full exam fee for the attendance problem he was addressing. That is a client-reported operational observation. The call did not establish a measured attendance percentage, so this case does not assign a numerical show rate to the deposit.
The follow-up work
ModFXMedia’s May 28 marketing recap identified friction in the lead form and nurture sequence. It called for shorter, conversational follow-up, clearer questions, and removal of a financial-readiness question the client considered too early in the process.
The purpose was to make follow-up feel like a useful exchange rather than another bulk message. Form answers could support more relevant conversations, while the clinic’s own consultation remained the point at which medical suitability and the next clinical step were addressed.
Those May review items are documented recommendations. By the September recap, the client had reported that automation updates had helped scheduling consistency. The evidence supports that scheduling observation without assigning every later appointment to one specific message change.
The documented endpoint
The September 4 recap recorded about 46 Google leads and 136 Meta leads for August, or approximately 182 combined inquiries. It also recorded 21 confirmed appointments for September and a steady average of two to four consultations scheduled per day.
These figures describe different periods and different milestones. August inquiries are not a denominator for September appointments. The graphic therefore presents the August channel counts together and the September appointment milestone separately.
The April review discussed Meta lead costs around $17. That was cost per lead, not cost per booked call or surgery. Keeping that definition intact makes the case useful to a practice owner comparing where the funnel needs work.
Education before the decision
The later recap also noted that a couple of leads had specifically referred to the practice’s LASIK education blog. That is a useful qualitative sign: some people were engaging with the explanation before reaching out.
For a procedure with questions about candidacy and safety, educational content can support the consultation journey. It does not replace a physician’s assessment, and a mention of a blog is not a financial attribution report. Its role in this story is to show how information and conversation can work together.
What the clinic still owns
The practice answers questions, carries out the initial consultation, explains the exam and reservation terms, and conducts the clinical examination. ModFXMedia’s role is to support the acquisition and follow-up system around that work.
The lesson is practical: define the next step, explain the commitment, and measure inquiry, scheduled consultation, attended exam, and completed procedure separately. Eisner’s story shows how a considered healthcare purchase can be organized around a clearer patient journey.
MEASUREMENT & CONTEXT
Deposit terms are from the April 27, 2026 client call. August lead counts and September appointment counts come from the September 4 recap; they are not one matched conversion cohort. No surgery-revenue or booked-call cost claim is made.
Engagements shown here were delivered through ModFX Media. The scope described is team work; it is not a claim that Justin personally performed every task or independently caused every outcome.