If the promotion of medical business is characterized by certain difficulties and specifics, then the marketing of plastic surgery services is doubly difficult. This is quite understandable: plastic surgery – a field that stands apart in traditional medicine.
Clients of plastic surgeons are rarely caught by those "hooks" that marketers are used to, because often patients want to remain incognito and are more than meticulous about choosing a clinic and a doctor. But this does not mean that it is impossible to successfully promote plastic surgery services.
Do you want to know the secrets of marketing and sales increase in plastic surgery? Read about it in the article estet-portal.com!
Target audience and brand role in plastic surgery services
We hope that from the previous articles on our website you have already firmly learned that a successful start of any promotion is impossible without the initial definition of the target audience. It is necessary not to shoot at sparrows from a cannon, but to hit it right on target and for sure!
Obviously, the target audience of any plastic surgeon has at least one thing in common – dissatisfaction with one's own appearance or one of its components. This is both your trump card and your riskiest card. After all, trust is not easy to earn and easy to lose.
But a client who trusts and remains satisfied automatically becomes an advocate for your brand. Therefore, your goal is #1 – inspire confidence in potential patients.
Be careful: some clients are dissatisfied not so much with their body or face, so much with themselves, but their complexes are so deep that people are afraid to admit them even to themselves. In this case, even a series of operations to improve the appearance will not correct the person's dissatisfaction with himself, which can automatically spread to the doctor.
If you are not ready to be also a part-time psychologist, then be sure to establish cooperation with a psychologist or psychotherapist and send patients for consultations to him. So it will be possible to weed out problem patients who will obviously be dissatisfied, regardless of the quality of services. And the reputation for a plastic surgeon or clinic is the most valuable thing!
Speaking of reputation. It is directly related to building a personal brand or a clinic brand. A strategic advertising campaign for plastic surgery services should be aimed specifically at building a brand, since it is this brand that is most often the decisive factor when choosing a clinic or doctor who will help change the appearance. After all, hundreds and thousands of patients cannot be mistaken in advising relatives and friends of you, right?
However, this still needs to grow. And you need to start small – marketing and obtaining leads, that is, potential patients.
Internet marketing tools for plastic surgery sales
Internet Marketing – driving force of modern business. Anyone. Yes, even something as specific as plastic surgery. With proper use, Internet marketing can bring up to 70% of all leads per month.
Own quality website and pages in social networks – this is such a priority by default that we will not talk much about it, because there has already been said enough earlier.
So, plastic surgery services are well promoted with the help of many internet marketing tools.
Among them:
- content marketing;
- email marketing;
- SMM (social media promotion);
- contextual advertising;
- hidden marketing using thematic resources.
Social media business or SMM in aesthetic medicine
Content marketing is more important than anything else for building a reputation. And both among clients and among colleagues. Therefore, we will not get tired of repeating: watch the quality of any content that appears on your site or in social networks especially carefully! Content – this, by the way, is not only articles and posts on social networks, but also videos, and photos, etc. Your audience can enter your Youtube channel with a bang! Guest posts by appointment on the blogs of popular beauty influencers – also a great move.
E-mail marketing rarely leads direct leads, but it warms up potential customers well and consistently and also serves as an indirect factor in creating an expert reputation.
Social Media Promotion is ideal for generating leads. But here you need to think not only about good content, but also about targeted advertising. Indeed, in social networks, potential clients of plastic surgeons rarely talk about themselves openly. Facebook, Instagram and Youtube have proven themselves best in promoting the plastic surgery service sector. You can try other social networks – Most importantly, keep track of performance indicators. And do not forget about the ethical standards of the behavior of doctors in social networks!
Context advertising – this is a rather expensive pleasure, but in the hands of a good specialist (by the way, there are many freelancers among them), the effect is priceless, and the spent budget pays off many times over. Of course, you can’t set up good contextual advertising for a penny, but it can be the most successful tool for lead generation. In the hands of an experienced marketer, of course.
Hidden (aka guerrilla) marketing – one of the most inexpensive, but incredibly effective means. It does not work directly, but it forms a stable reputation, which will then work for you and bring customers for a long time to come. We are talking about drawing attention to the brand through comments and posts on thematic sites, forums, blogs, communities in social networks.
Comments should not directly advertise the clinic, but should only provide expert opinions, unobtrusively mentioning, for example, which institution the doctor represents.
When using Internet marketing tools, do not forget to monitor the quality of service in your institution. Otherwise, all your efforts may be nullified.
Helpful Tips to Boost Plastic Surgery Sales
Are the leads coming? Time to turn them into clients. And this is where other tools come into play.
Start by checking the quality of service in the clinic. You can even send in a "mystery shopper".
Check how the administrator answers the phone? Does a friendly and inviting voice greet the client enough, does the manager speak competently? Do managers have scripts according to which they skillfully lead the client to a visit in a conversation?
Objectively evaluate the reception of the clinic. To make the wary patient feel comfortable, only friendly administrators at the counter are not enough. Take care of such nuances as comfortable and beautiful furniture, a clean and bright room (photos of impressive transformations and happy patients with their consent and ethical standards are welcome!), a coffee table with publications and thematic brochures, the availability of water, coffee and tea.
All these little things can also be considered marketing, because everything that forms the impression of the client – helps and sell later.
Maintaining – Another important nuance, which should be in order, not in chaos. Plastic surgery – an expensive area, so your customers deserve to be congratulated on their birthdays and other holidays (it’s not necessary to call, nowadays there are instant messengers and email newsletters), make personal special offers, notify them of promotions and discounts, etc.
Main trends in the service of medical institutions
You can try video consultations. They are very convenient for customers who live far away or even outside the city.
Sometimes you can practice promotions like a free consultation for a limited period of time (for example, only a few days a month). It will not be expensive, but it will attract even those customers who still had doubts.
Don't neglect partnership. Elite beauty salons and sports clubs, solariums can become your partners advertising the services of a plastic surgeon. And remember what we wrote above about the mandatory partnership with a psychologist or psychotherapist?
Do not forget to follow the activities of competitors, firstly, not to step on the same rake, and secondly, to come up with something that they did not think of.
The audience of plastic surgeons is very specific. But that doesn't mean it can't be approached. If you use a complex of several promotion tools at once (the more, the better, of course) and monitor the quality of the services provided, then sooner or later you are simply doomed to success! More grateful patients to you!
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