Did you notice the first four words in the title of this article? If you did, do you understand why I chose them? If not, keep reading as I'll explain how those four words are tied to the key to reaching more plastic surgery clients coming through your practice doors.
Plastic Surgery Marketing Strategy #1: Market To The Right Patients
Many of the clients I work with try marketing to the biggest audience possible. There thought is that if they reach out to more people, more people will be inclined to take advantage of their product or service.
There's one problem with this strategy, every other business on the planet is trying to reach your customer with the same boring, generic messaging about how awesome their product is.
A new customer could not care less how awesome your product or service is. They want to know how you and your products and services are going to get results and improve their lives.
To make matters worse, reaching out to a huge generic audience means you are going to reach people who have exactly zero interest in plastic surgery. You'd be better off going outside of your offices with a megaphone and just yelling at pedestrians walking by.
For example, a 2012 study showed that 91% of all cosmetic plastic surgery patients were women. In that same report 48% of all cosmetic surgeries were conducted on people ages 40 - 54. So, if your targeting had 25 year old men, you'd be better off paying someone to throw your money in the trashcan.
Plastic Surgery Marketing Strategy #1: Communicating Your Value Proposition Effectively
If I told you I was in the market for cosmetic plastic surgery, what would you say? How would you set yourself apart from all of your competitors? What makes you better than them? How will you get in front of negative press about you?
These are all questions you need to be able to answer. If you cannot convince me that I'm going to have an amazing experience with you that gets the exact results I want, I'm going elsewhere. Make sure you have answers to all this on your website. Make sure you can also communicate them verbally in one minute or less in person or over the phone.
Plastic Surgery Marketing Strategy #3: Coming Up First In Google, Alexa, Siri, Cortana Search
Word of mouth may still be king in the marketing world. However, making sure your plastic surgery practice comes up first in online search is a must.
By the way, this is why I titled this blog the way I did. Your customers, when they are ready to look for a plastic surgeon, are going to use search terms like this both in text and in voice searches. You need to make sure the appropriate language is on your website, in your blog articles, and connected to other websites who value you as a trusted resource for cosmetic plastic surgery information. This is how you dominate in search.
Also, you cannot neglect paid advertising on Google. Buying the key phrases that you know customers in your market search (use SimilarWeb or SEMrush to figure out what these are), will help you always show up first in search results.
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Plastic Surgery Marketing Strategy #4: Traditional Advertising Is Cute, But Do Not Avoid Social Media
Facebook now boasts over 2 billion active users each month. Do you think your customers might be there? Hint: they absolutely are. Your job is to figure out how to get valuable content in front of them so that they will be aware of your brand, engage with you, and eventually buy your services when they are ready.
Your best bet is to find a consultant with experience doing this who can take the reigns so you can focus on running your business (we can help with that).