The American Society of Plastic Surgeons conducted a study in 2014 and discovered that there were over 15.6 million cosmetic procedures done in the US. This was a 5% increase from the previous year’s figures.
In the competitive industry of plastic surgery, staying on top of the latest technologies and techniques is crucial. Just like other medical fields, marketing plays a vital role in the survival and growth of your practice. As a plastic surgeon, you need effective online marketing strategies to promote your practice to the local patients and add more patients to your practice.
One of the reasons traditional advertising methods have an unfavorable ROI and unqualified leads is because the ads do not target a segment of people. Internet marketing allows you to put your message before people probably to become customers.
1) Prove That you are an Expert in Your Field
While having an optimized site is essential, it is insufficient to turn your online visitors into paying clients. People trying to find plastic surgeons are intelligent and are ready to invest in cosmetic procedures. To convince them that you are the right person for the job, you need to incorporate quality content into your marketing strategy.
Include information about the different procedures you offer. Search engines value quality content and the more information you provide, the higher your chances of ranking highly on search engines. You can make work easier by having all the relevant and current information in different formats like infographics, contact information, blogs, and social media posts. Most importantly, prominently display before and after pictures of your work to ensure that clients can get an understanding of your quality.
2) Optimize Your Practice for Local Search
The majority of patients searching for a plastic surgeon will first head online to check your reviews and ratings. If your practice is not listed in the local search results page, you may be losing out on traffic.
The only way to increase your local market share is to create complete and informative business profiles of your practice on local business directories, as well as, Google My Business.
Moreover, listing your practice on local directories improves your brand identity and reputation. To get the full power of search engine traffic you’ll need Plastic Surgery SEO experts.
3) Do Some Online Video Promotion
Videos have become increasingly popular as more people are now shifting from plain text listings. Unlike plain content that may not be as convincing, videos create a deeper influence on the mind of the target audience. This improves your chances of converting potential leads into customers.
4) Bring Social Networks into Your Strategy
Many practices believe that having a website is enough. Unfortunately, that’s far from the truth. Integrating social networks into your marketing strategy can multiply your visibility exponentially. Having a Facebook page gives you a chance to reach new patients who may not have been searching for a plastic surgeon.
If you are just beginning, Facebook and Twitter would be ideal. Do not forget to link your blog to these social media sites to alert your audience about the most recent article.
5) Go Virtual And Put A Face With Your Brand
Several clients would like to know more about plastic surgery without meeting you one-on-one. These clients would appreciate an opportunity to air their concerns on any one of the procedures that you perform. You can hold a webinar with prospects that you exposured to email marketing or can also go live on social sites like Facebook.
In the live sessions, you explain the basics of plastic surgery to the prospects, include some information on potential risks (do not go too deep on this set) and other concerns within the industry. You can then give your listeners a chance to ask questions. Some of the questions can be answered during the session while others communicated through the email.
6) Make Sure That Every Patients Experience is Exceptional
An exceptional patient experience is one of the most effective marketing tool for any healthcare and cosmetic surgery institution. To achieve an outstanding customer experience, you have to create and maintain key performance indicators that ensure quality service.
A few of the strategies that you can put in place to enhance the experience include cultivation of a healthy work culture at the premises, quality leadership programs, bench-marking the leading plastic surgery organizations in the industry and developing ways to measure customer satisfaction.
In the digital era, many people will take a look at the reviews of service or product before deciding to buy. Numerous raving customer reviews will get the institution hundreds of interested customers.
7) Use Emotionally Compelling Adverts on Offline Media
Despite having the rise of the online media, the offline media is still very effective in marketing plastic surgery and healthcare services. Thus, it is important to include it in your marketing plan. According to a study by Google on healthcare marketing in 2012, it was found that 84 percent of the clients used both offline and online sources for their research before deciding on the provider to use for their treatment. A similar thing would occur with plastic surgery.
Emotionally compelling print, TV, and outdoor ads stimulate the emotions and feelings of happiness, self-love and achievement. These adverts are very effective in driving the audience into action. Just ensure that the adverts are spun in such a way that they are positive and have a clear call to action. You can then reinforce this strategy by providing a lot of information and offers through your online platforms.
Feel free to come check out our Plastic Surgery SEO page to see what all we can do for you.