Marketing masterclass

Rod Solar and Laura Livesey are the keynote speakers at the 36th ESCRS Congress

Colin Kerr

Posted: Tuesday, May 1, 2018

Rod Solar

Rod Solar and Laura Livesey will deliver the ESCRS Practice Management and Development Masterclass at the 36th Congress of the ESCRS in Vienna.

Mr Solar and Ms Livesey founded LiveseySolar Practice Builders in 1997. The company specialises in helping cataract and refractive surgery clients, large and small, to grow.

They have been working with the ESCRS Practice Management and Development Programme since 2011 and have been among the most popular speakers on the programme since it was first established in 2008.

“We are delighted with this opportunity to speak at the leading ophthalmological conference in Europe,” Mr Solar told EuroTimes, “and we look forward to delivering a first-class masterclass to delegates attending the Congress.”

The topic for this year’s Masterclass, which takes place on Sunday, September 23 from 8am to 5pm, is How to Master the Conversion Funnel: Marketing to patients at every stage of their journey, from information seeking through to surgical booking.

“Most clinics have some sort of funnel for generating leads and converting those leads into paying patients,” said Ms Livesey, “but very few have a truly optimised funnel that maximises customer service and treatments booked, while simultaneously reducing the overall acquisition costs of patients.”

The seven-hour course, split into seven modules, is designed to equip participants with the knowledge and tools they need to increase the growth potential of their refractive surgery practices.

Among the topics to be discussed are: the growth formula that doubles clinic revenues; how to craft a Statement of Value that positions a clinic’s services and gives your ideal patients exactly what they want; the right and wrong way to use discounts in healthcare marketing; the two types of doubt almost every patient experiences; how to deploy an automated follow-up system that converts more leads into patients; and a step-by-step plan to execute the ideas discussed in the Masterclass.

“The idea of the Masterclass is to encourage ophthalmologists to listen, learn and participate,” said Mr Solar. “While myself and Laura will lead the Masterclass, we will be encouraging those in attendance to share their ideas and experiences with us and to tell us what barriers they face when trying to grow their practices.

“At the end of the Masterclass, we hope they will leave the room with valuable take-home messages and actionable ideas that they can bring back to their practices and, most importantly, to implement them for the benefit of their practice staff and their patients.”

After the Masterclass on Sunday, September 23, ophthalmologists are invited to attend a full day of Practice Management and Development lectures delivered by leading marketing experts including Mike Malley, US, David Evans, US, Dr Soosan Jacob, India and Kris Morrill, UK.

These lectures will discuss a wide range of topics including practice management, marketing, social media and website development. Both the Masterclass and the lectures are free of charge to all delegates attending the ESCRS Congress.

To register for the Congress, visit For more information on the Practice Management and Development Programme, contact Colin Kerr at