4 Ways to Make Your Cosmetic Surgery Marketing More Successful
Written by Khalid Ali on July. 20th 2017
Every day we hear about a new social media channel popping up, how to use PPC ad campaigns, which CRM is best, and how to craft an effective email and the latest trends in web design. Without the advice of an expert, it is very difficult to determine which approach or tactic will be most effective for promoting cosmetic surgery. While every practice has its own personality, and each market is a little bit different, there are four factors that remain consistent, which can contribute to producing outstanding results:

• Direct marketing messages to very specific audiences
• Once you get a person’s attention, keep them engaged
• Distribute marketing messages in many different ways
• Integrate marketing activities for greater results

We will now walk through each strategy so you can understand exactly what needs to be done.

DIRECT MARKETING MESSAGES TO VERY SPECIFIC AUDIENCES

The most effective marketing is directed toward a certain type of person from a point-of-view they know, like, and trust. Think of it like celebrity endorsements; if you see a person idolize drinking a branded beverage, you may be more likely to choose that beverage because of the association with the celebrity. The beverage company knows what you like and it is using that information to influence you.
In the same way, experienced marketers develop personas, or pseudo-fictitious characters, that represent each type of person our practices would like to attract. Think of your favorite sit-com character; how would you tailor your approach for Elaine Benes from Seinfeld, or Phoebe Buffay from Friends? If you are familiar with these characters, you can probably estimate the facts that make up their personas, such as:
• Name
• Age
• Gender
• Ethnicity
• Household income
• Family status and type of home
• Age and gender of children (if applicable)
• What online resources does she use to find answers to health questions?
• Which online platforms does she utilize?
• How does she spend her free time?
• What are her interests and hobbies?
• Why might she be interested in cosmetic surgery?
• What specific concerns or obstacles does she face?
Building personas for each type of ideal patient enables us to create highly-effective campaigns that address actual needs and desires directly, offering information and solutions that fit. When we approach people from their perspective, mentioning their specific needs and desires, they are much more likely to engage with us then if we were only to describe our services to a non-specific audience.


ONCE YOU GET THEIR ATTENTION, KEEP THEM ENGAGED

It only makes sense that a person who shows interest may need some time to think about it before they are ready to make a decision about cosmetic surgery. Once they have shared their contact information, demonstrating their interest, you face the challenge of reaching out to them often enough that they are still hungry for more, and not so often they become irritated. This balance is hard to come by and may vary significantly between different personas and areas of interest. The key to keeping them wanting more is to make most of the messages you deliver. Ensure the messages you send carry information that is relevant to their inquiries. This cultivates the relationship virtually, so by the time they are ready to schedule a consultation, they will be familiar with your practice and the procedure.


DISTRIBUTE MARKETING MESSAGES IN MANY DIFFERENT WAYS

There are many different avenues we can take to attract and engage with the public. When we build our personas, one of the important factors to uncover is where they spend their time online, for fun and entertainment, and also for seeking information about beauty, health, and wellness. In order to deliver a balanced blend of relevant information and specific offers, it helps to distribute these messages over multiple channels. For example, as summer comes to a close, we may want to attract people with messages about skin damaged by the sun. We may publish a Q&A blog about sun damage, advertise a special offer for a consultation on Facebook, run PPC ads promoting the same special offer, recommend skin products to treat sun damage via email, publish sun damage statistics on Twitter, and publish a video on our website that explains what the sun does to skin and what can be done to repair it.
By using a combination of many different ways to deliver the same message to one or more specific personas, it is likely that our intended audience members will see more than one message. Because the messages are spread across multiple platforms our personas gain knowledge about the potential risks of sun damage and can begin thinking about remedies. It helps us strike a balance of consistent messaging without becoming bothersome.

INTEGRATE MARKETING ACTIVITIES FOR GREATER RESULTS

The secret sauce to this formula is putting it all together. You can make sure the right hand not only knows what the left hand is doing, but both hands are actively engaged and working together for mutual benefit. That is the magic an inbound marketing platform. By having your website, email campaigns, blogs, social media, and various forms of advertising in one place, you have greater control over ‘if-then’ scenarios. For example, if Mrs. Jones sees a Facebook ad and clicks on a link, reads a blog, and downloads an ebook, each of these actions will be noted with her contact information will be in our database and we can use that to trigger a series of email messages that will provide her with more information about our practice and her area of interest. We can use HubSpot to make this happen automatically.

Khalid Ali

Khalid Ali helps Cosmetics and Plastic surgeons get new patients online and grow their practice. He is an expert at generating new high value patients every single month.
If you're interested in growing your Cosmetic or Plastic surgeon practice online and scale up, then definitely reach out and request a free strategy session today.
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