For anyone who relies on corrective lenses, LASIK eye surgery can mean freedom — from the annoyance of glasses sliding down your nose every time you go for a jog, or from the discomfort of having dried-out contacts while you try to read a bedtime story to your children. But if you're starting to consider LASIK surgery, you likely have a few questions.
"When you're in consideration mode, you're in education mode, which means you have a lot of questions," said LaGenia Watkins, Marketing Assistant at LasikPlus. "You want to do a lot of research."
Patients typically come to the LasikPlus website through Google, so the brand first enlisted Yext to help improve its discoverability across search experiences. Using the Yext platform, LasikPlus can answer patient's questions whenever and wherever they search for information about the procedure — reaching them in critical decision-making moments.
Eventually, the team at LasikPlus realised that if they want patients to do their research right there on the brand's website — rather than bouncing back to Google every time they think of a new question — they would need to improve the brand's site search experience.