How a Plastic Surgeon Can Increase Your Leads and Hers With a Successful Marketing Strategy
To grow your plastic surgery practice with an unbeatable ROI in today’s increasingly competitive environment, it is critical that you reach new patients and create awareness of your unique procedures, facilities and services.
If it’s hard for you to listen to others, I’ll be sure to tell you… Don’t make excuses for your failed campaigns and be honest about the real benefit each marketing channel brings to your practice. You are looking to identify which organic and paid search optimized keywords will help you attract more patients. Only then can you take your practice to the next level.
Developing an annual marketing plan for your surgical practice can be difficult, but it is necessary for the success of your practice. Strategic planning ensures that you are targeting the right customers, in the right place, with a better and stronger message than everyone else on the block.
His brand of plastic surgery distinguishes his practice.
Your unique brand message attracts potential patients and influences your professional reputation. An “all fronts” marketing strategy is necessary to maximize your development and return on investment.
Because aesthetic plastic surgery is dominated by elective procedures, you can’t rely on referrals to do business. You need to speak directly to patients through a well-planned and well-executed marketing plan.
Plastic surgery marketing is competitive: everyone does it.
Research shows that the more often a consumer sees your brand, the higher their comfort level with your practice and the more likely they are to schedule an appointment.
Like it or not, your patients are turning to the Internet to find the most skilled and effective plastic surgeons, and your competitors are capturing leads in scores. You need to start dominating the online landscape if you want to grow your practice, attract more patients and improve your brand image…
The best marketing strategies incorporate both branding and advertising marketing.
I tell you that the most efficient and profitable way to achieve this is through an online marketing campaign that starts with a modern, user-friendly, unique and innovative website.
Today’s consumers start their search through the Internet; instantly facing a bewildering forest of options for breast reduction or augmentation, liposuction, facelift, or “mommy makeover.” In addition, they find non-surgical, laser and other procedures such as botox injections.
With more than 1.7 million cosmetic surgery procedures in the United States, plastic surgery practices are a rapidly growing medical practice area. If you’re an expert in plastic surgery, you’re looking for innovative and effective ways to improve your online reputation and outperform your competitive neighbors…
I fully understand how difficult it can be to manage your staff and operate a plastic surgery practice while trying to market your practice. But your marketing efforts should be on your to-do list this year if you want to ensure that you keep up with the competition (of course, the goal is to outperform your competing plastic surgeon neighbors).
So how can you dominate and practically steal patients from other surgeons?
Happiness and confidence…
People buy from people they trust. What is the price of happiness? The potential cosmetic surgery candidate will weigh the pros and cons, although financial considerations are only part of the equation. All surgeries, even the least invasive procedures, include risk factors and consumer concerns that they will achieve the expected result and are safe (clinically and emotionally) in the hands of a qualified and experienced physician.
Patients do not buy procedures. Qualified surgeons dedicate years of professional training and experience to the art of excellence in Augmentation Mammoplasty, Blepharoplasty, Liposuction, Rhinoplasty and many other procedures that many patients do not recognize by name. In fact, patients are not motivated to buy “eyelid surgery,” “nose job,” or even “breast augmentation.”
What people buy is happiness. Although these are the names of some of the most common cosmetic and plastic surgery procedures, what plastic surgeons DO is not what patients BUY. Individual purchase decision factors may vary somewhat, but the primary motivations are to enhance your appearance, enhance your self-image, and/or feel better about your appearance.
Building trust begins early in the process of researching, considering, and selecting vendors, often through advertising, marketing, online information, as well as personal and professional recommendations.
Anticipating and responding to these concerns, and building a bridge of trust between patient and provider, is essential to building a successful plastic surgery marketing strategy.
Your brand addresses the entire patient experience and needs to communicate your core value proposition to them.
One of the cornerstones of successful plastic surgery marketing and advertising is to effectively communicate the potential for improved self-esteem, life satisfaction, and self-rated physical attractiveness-happiness.
There are many strategies that you can implement to improve your online reputation. Let’s prioritize reputation management activities for your practice so you can outperform your competition and focus on achieving your business goals.
You need a great website. It is the foundation of his practice and that website keeps patients excited as they navigate through it.
But I’m not here to lie to you and tell you that’s all you need. To attract more patients, you need more than just a unique and innovative website that is modern and easy to use. That is the last piece of the puzzle your patient sees. It’s important but so is what I’m going to tell you…
These key components—acknowledging a patient’s definition of happiness and inspiring a bond of trust between patient and surgeon—are essential to a plastic surgery practice marketing strategy that wins over new patients.
Develop your brand image: Your brand is a promise to your patients and should convey trust and professionalism.
Create content focused on your practice – content stays online forever and helps build your online reputation. Your content is your best marketing tool.
Be the best plastic surgeon in your area – Plastic surgeons that are invisible to search engines are also invisible to potential patients.
Social Media Engagement: Create engaging content tailored to user communities across all social networks. Your social media presence will increase, brand awareness will skyrocket, and patient engagement costs will decrease.
Your Innovative and Responsive Website – Your patients prefer a smooth interface with easy navigation and helpful content. If you consider yourself an elite plastic surgeon, you should have an elite website.
An ever-constant factor in the highly competitive world of plastic surgery marketing is change. Change happens; on the geographic market, on healthcare competition, and on the effectiveness and efficiency of your plastic surgery marketing strategy.
Increase your numbers and increase the size of your plastic surgery cases by marketing to the right patients.
The value of a lead generation campaign is based on the number of leads it generates and the cost per lead. A successful lead generation campaign will generate more revenue for the plastic surgery practice than it costs to generate leads.
Unlike many other medical specialties, cosmetic surgery is almost a direct-to-consumer cash-pay business. Operating outside the referral system means that a solid and comprehensive plastic surgery marketing plan is mandatory for success.
As a result, plastic surgery is saturated with campaigns. To compete, you must stay ahead of tomorrow’s advertising and marketing strategies. However, when you spend your days helping patients look and feel their best, staying current can be difficult. That’s where we come in. We live and breathe marketing.