How A Plastic Surgeon Can Increase His and Her Patient Leads With A Successful Marketing Strategy
In order to grow your plastic surgery practice at an unbeatable ROI in today’s increasingly competitive environment, it is critical for you to reach out to new patients and create awareness about your procedures, facilities and unique services.
If it’s hard for you to hear from others, I’ll make 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 optimizing paid and organic search keywords will help you attract more patients. Only then, can you will take your practice to the next level.
Developing an annual marketing plan for your surgical practice can be difficult, but is necessary to the success of your practice. Strategic planning ensures you target the right customers, in the right place, with a louder and better message than everyone else on the block.
Your plastic surgery brand sets your practice apart.
Your unique brand messaging 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 lean on referrals for business. You must directly speak to patients through a well-planned and well-executed marketing plan.
Plastic surgery marketing is competitive – everyone’s doing 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 heading to the Internet to find the most skilled and effective plastic surgeons, and your competitors are capturing leads in scores. You must 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’m telling you, the most efficient and cost-effective way to achieve this is through an online marketing campaign that begins with a modern and user-friendly unique and innovative website.
Today’s consumers begins their search via the Internet; instantly confronting a bewildering forest of options for breast reduction or augmentation, liposuction, facelift or “mommy makeover.” Plus, they find non-surgical, laser and other procedures such as botox injections.
With more than 1.7 million cosmetic surgery procedures across the United States, plastic surgery practices are a fast-growing medical practice area. If you are a savvy plastic surgery practices, you are looking for innovative and effective ways to improve your online reputation and outrank your competing neighbors…
I completely 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 wish to ensure you keep up with the competition (of course the goal is to surpass your competing plastic surgeon neighbors).
So how can you go about dominating and practically stealing patients from other surgeons?
Happiness and trust…
People buy from people they trust. What is the price of happiness? The prospective cosmetic surgery candidate will weigh pros and cons, although financial considerations are only part of the equation. All surgery-even less-invasive procedures-includes risk factors and consumer concerns that they will achieve the anticipated outcome and that they are safe (clinically and emotionally) in the hands of a qualified and experienced doctor.
Patients don’t buy procedures. Skilled surgeons devote years of professional training and experience to the fine art of excellence in Augmentation Mammaplasty, Blepharoplasty, Liposuction, Rhinoplasty and many other procedures that many patients don’t recognize by name. For that matter, patients are not motivated to shop for “eyelid surgery,” “nose reshaping,” or even “breast augmentation.”
What people buy is happiness. Although these are the names of some of the most common plastic and cosmetic surgery procedures-what plastic surgeons DO-it is not what patients BUY. The individual purchase decision factors may vary somewhat, but the primary motivations are to improve their appearance, bolster their self-image and/or to feel better about their appearance.
Trust building begins early in the process of research, consideration and provider selection-often by way of advertising, marketing, online information-as well as personal and professional recommendations.
Anticipating and answering these concerns, and building a bridge of trust between the patient and the provider, is essential to building a successful plastic surgery marketing strategy.
Your branding addresses the entire patient experience and should communicate your main value proposition to them.
One of the cornerstones of successful plastic surgery marketing and advertising is to effectively communicate the prospect of improved self-esteem, life satisfaction and self-rated physical attractiveness-happiness.
There are many strategies you can implement to enhance your online reputation. Let’s prioritize reputation management activities for your practice so that you can outrank your competition and focus on reaching your business goals.
You need a great website. It is the foundation of your 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. In order to attract more patients, you need more than just a modern and user-friendly unique and innovative website. That’s the last piece of the puzzle your patient sees. It’s important but so is what I’m about to tell you…
These key components-recognizing a patient’s definition of happiness, and inspiring a patient-surgeon bond of trust-are essential to a plastic surgery practice marketing strategy that wins new patients.
Develop Your Brand Image: Your brand is a promise to your patients, and it must convey trust and professionalism.
Create Content Centered Around Your Practice: Content stays live online forever and helps build your online reputation. Your content is your best marketing tool.
Be The Top Plastic Surgeon In Your Area: Plastic surgeons who are invisible to search engines are also invisible to potential patients.
Social Media Engagement: Create engaging content tailored for user communities across all social networks. Your social media presence will increase, brand awareness will skyrocket and patient engagement costs will decrease.
Your Innovative Responsive Website: Your patients prefer a smooth interface with easy navigation and useful content. If you consider yourself an elite plastic surgeon, you should have an elite website.
One ever-constant factor in the highly competitive world of plastic surgery marketing is change. Change happens; in the geographic marketplace, in healthcare competition, and in the effectiveness and efficiency of your plastic surgery marketing strategy.
Boost your numbers and increase your plastic surgery case sizes 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 the leads.
Unlike many other medical specialties, cosmetic surgery is almost an entirely cash-pay, consumer-direct business. Operating on the fringe of the referral system means that a solid, comprehensive plastic surgery marketing plan is mandatory for success.
As a result, plastic surgery is saturated with campaigns. To compete, you need to stay at the forefront of tomorrow’s marketing and advertising strategies. However, when you’re spending your days helping patients look and feel their best, staying up-to-date can be difficult. That’s where we come in. We live and breathe marketing.