Introduction: My Personal Transformation

Thirty years ago, I made a life-changing decision—to undergo laser vision correction in Vancouver, British Columbia. The treatment itself lasted just 22 seconds, but the impact has lasted a lifetime. I went from wearing glasses every day to seeing clearly without them. That single experience didn’t just improve my vision—it transformed my outlook on life.

That moment also shaped my career. I was soon leading the marketing efforts during the US launch of  LASIK.  After 8 years and a wild ride where our team helped build consumer demand for what is now the most commonly performed elective surgery procedure, I left and started my own firm, helping doctors and medical practices succeed in the self-pay segment of medicine. Today, I focus on patient experience (PX) as the key driver for business growth and differentiation in healthcare.

If you’re a medical professional, you’re in the business of transformation—whether you realize it or not. The question is: Are you leveraging that transformation in a way that creates lasting value for your patients and your practice?

The Experience Economy: Where Transformation Lives

In the Experience Economy, transformation is the highest form of economic value. While medical services are fundamental and a better experience is what drives more referral, transformation is what truly differentiates a practice. Patients don’t just want to receive a service; they want an experience that fundamentally improves their lives.

Think about the most successful elective medical practices—LASIK, plastic surgery, concierge medicine. What do they have in common? They don’t just provide medical treatments; they offer transformation. Their patients aren’t just paying for a procedure—they’re investing in a new version of themselves and look to the practice as their “guide” throughout the process.

As a practice owner, you have the opportunity to define your business in this way. When you shift your mindset from providing services to delivering transformations, everything changes.

Are You Stuck in the “Service” Mindset?

Ask yourself: Where does your practice fall on the value ladder?

• Are you merely providing a service—seeing patients, diagnosing conditions, performing procedures?
• Or are you creating a transformative experience that differentiates your brand?

Most practices remain stuck in the “service” phase. They focus on efficiency, reimbursement, and clinical outcomes. While these are essential, they don’t create an emotional connection with patients. Patients today are sophisticated consumers. They expect more than just competence—they expect care, convenience, and a seamless experience from start to finish.

To break out of the “service” trap, you need to focus on Patient Experience (PX).

PX90: The 90-Day Transformation Plan for Your Practice

PX90 is not just a strategy—it’s a movement. It’s a structured approach to making your practice more patient-centered, profitable, and differentiated within 90 days.

Step 1: Define Your Patient Experience

Patients don’t judge your practice solely on clinical outcomes; they judge it on how you make them feel. Map out the entire Patient Experience Cycle—from the first phone call to post-treatment follow-up.

Consider:

• How easy is it for a new patient to schedule an appointment?
• What does your reception area “say” about your brand? (hint: waiting room is a negative)
• Are your team members trained to create meaningful connections?

Step 2: Identify & Eliminate Negative Cues

Negative cues are small but powerful signals that detract from your brand and make patients hesitant to move forward with treatment. Examples include:

• A cluttered front desk
• A receptionist who seems rushed or unengaged
• Outdated magazines in the reception area
• Uncomfortable seating or poor lighting

The goal? Eliminate anything that creates friction or a sense of hesitation.

Step 3: Elevate Your Pricing Strategy

Many practices assume that price is the primary deciding factor for patients. It’s not. Patients will pay more for a superior experience. The key is to align your pricing with the transformational value you offer.

Consider:

• Do your pricing conversations focus on cost, or on value?
• Are you positioning your services as an investment rather than an expense?
• Do you offer flexible payment options that make your services more accessible?

Step 4: Train Your Team in the PX Mindset

Your team is your greatest asset. They have the power to make or break the patient experience. Invest in PX training so they understand how to:

• Communicate clearly and with empathy
• Handle objections with confidence
• Reinforce the value of your services

Step 5: Market Your Transformation

If your marketing focuses solely on what you do, you’re competing on price. If it focuses on how you change lives, you’re competing on value.

• Use patient success stories to illustrate transformation
• Create content that educates and inspires, not just advertises
• Leverage video to showcase real patient experiences

Get the Program Today!

Want to master the art of world-class patient experience? Join the PX90 program and learn proven strategies from customer service expert John DiJulius. Whether you’re attending the Outliers in Ophthalmology event or looking to transform your practice, PX90 gives you the tools to stand out.

Don’t just be another practice—be the one patients rave about. Get the PX90 program now!