According to the American Society of Plastic Surgeons, more than 15.6 million cosmetic procedures took place in 2020. As a result, plastic surgeons are on their toes, looking to stand out as one of the best practices. This makes effective plastic surgery marketing ideas more valuable than ever.
Plastic surgeries range from simple face lifts to complex mommy makeover surgeries. Knowing how to market your plastic surgery clinic should help you understand how to grow your bottom line. Here are the three best strategies and how you can best utilize them for your needs.
Idea #1: Plastic Surgery Clinic Content Marketing
Content marketing remains one of the most effective ways to market your plastic surgery clinic. Content is king and an important avenue that helps pull customers to your website. Effective content marketing allows you to create compelling copy.
Every plastic surgery content marketing should follow four basic tenets, which include:
- Create content that informs.
- Create content that entertains.
- Create content that builds connections.
- Create content that gives value.
The content you post on your clinic’s social media feeds, website, and other outlets should inform, entertain, and/or create connections with your audience. It should encourage engagement with your audience and elicit a call to action.
Your content should also be valuable. For example, include content that answers common questions, gives tips, and shows your expertise. This content ultimately drives interest in you, your practice, and what you have to offer.
Where should you start?
Plastic Surgery Blogs and Videos
Blogging and video marketing are the top ways to create and share content with your target audience. The best places to begin are YouTube and social media platforms such as Facebook, Instagram, and Twitter. One powerful way to garner a bigger following is to start using blogs and educational videos to educate your patients.
If you’re new to blogging, start by creating content relevant to your patients’ needs. For example, you can answer frequently asked questions, such as why they need facial rejuvenation surgery or how they can prepare for their procedure.
Using videos is another excellent way to create quality content. With video, you can show your face and your credentials. This builds trust with patients and gives them a chance to get to know you better. If you think these are easy, you need to expect several challenges along the way.
For starters, writing a blog or making a video that lacks any personality type is easy. However, the truth is simply presenting a topic isn’t enough. Not only should you show how a procedure works, but you should also show that you’re both authentic and entertaining.
Blogs must delve into frequently asked questions to answer potential patient pain points. Vlogs need good camera work to show the procedure correctly and that the entire process will be a journey that a patient would want to take.
Idea #2: Google Search Advertising
Search advertising, also known as Google Ads or PPC, is a powerful tactic you can use to promote your clinics. There are different types of ads that you can use, but the most beneficial are search and display advertisements.
With this ad, you can promote your cosmetic surgery practice to people interested in your services. You can target specific demographics, such as age, income level, or gender. You can also advertise to those within a certain radius of your locations or who visit your website.
You can use search features on these platforms to bid on keywords related to your niche. This way, you can appear when someone searches for your specialty.
This advertisement method allows you to get in front of those actively searching for your brand. It also helps you gain valuable insights into who will respond to your ads.
Using Search Ads vs. Display Campaigns
Search ads or display campaigns are two options to reach out to your potential demographic through Google advertising. Each has advantages for your plastic surgery marketing and excellent potential to get the phone ringing.
The beauty of Google search results and search engine display campaigns is that they’re easily trackable and can provide data to help you adjust your strategy. With search engine marketing, you can control users’ search terms and match types and set budget caps.
With your PPC campaign, you can set daily and monthly budgets, bid amounts, and bids per keyword. You can select your ad campaign’s start and end dates and view performance reports. These features make it possible to get real-time results.
Idea #3: Conversational Chatbots
An increasing number of plastic surgeons are leveraging chatbots to connect with their prospects, grow their email list, and automate processes. These are computer programs that can simulate conversations with humans.
Instead of battling with complex and time-consuming email drip campaigns and constant social media posts, you can leverage the power of bots to improve your conversion rates. If done right, a chatbot can help increase revenues, as they allow you to provide instant answers to your leads’ questions and concerns.
Bots can engage your website visitors instead of letting them browse. A well-designed chat system can capture information, such as your prospect’s name, email address, and phone number.
A quality conversation engine can also collect information about your visitor’s needs, such as what they are looking for. Information like this can help you create a personalized experience. Again, this increases the chances of getting conversions.
Designing a Quality Chatbot
When designing your conversational chatbot solution, you must determine how you will engage your potential clients. You need to determine how you will organize your content and which types of conversations you can have.
To do this, you should study your industry. You should observe what your competitors are doing. You can learn from various sectors and emulate their best practices.
Once you have determined how you will design your virtual agent, it is time to create your script and design your interface. Your scripts and interfaces need to be simple and understandable. They shouldn’t bombard your visitors with jargon.
Your designers should also know that a well-crafted user experience can make or break your marketing strategy. Consider having your visitors fill out a form that would provide valuable information and trigger a relevant message.
The Bottom Line
Plastic surgery marketing involves giving patients the information they may need to make an informed decision. Producing informative blogs, creating engaging videos, and employing digital advertising methods like sponsored posts are just some ways to get the word out about your services.
If you don’t know where to start, talk to our team today. We specialize in marketing plastic surgery practices and helping you get the leads you need to grow!