According to the American Society of Plastic Surgeons, 2.3 million cosmetic surgical procedures were done in 2020. An Aesthetic Surgery Society report indicated that surgical services rose to 54% in the United States in 2021. The main drivers for increasing demand include wider social acceptance, transparency, and technology use.
Being a lucrative sector, plastic surgeons need to market their services effectively to build a client base. Below, you’ll find useful strategies to sell your brand, gain customers, and improve your bottom line.
1. Invest in automation
Several forms of digital marketing exist, some of which are discussed in the succeeding sections of this article. These tactics, including email, social media, content, and search engine optimization, increase a practicing plastic surgeon’s digital footprint and online visibility. But managing campaigns can be a nightmare if you can’t integrate and process voluminous data in one digital tool.
Plastic surgery marketing software helps streamline and monitor your operations, leading to smarter business decisions. For instance, identifying the most sought-after surgical services online lets you create and show paid advertisements with higher chances of conversion.
Automated marketing platforms address different marketing concerns and therefore come with various features, although some have comprehensive functionalities customized for your niche. Choose one that addresses your primary challenges most effectively to optimize your investment.
2. Develop an effective branding strategy
With 7,000 practitioners, the US has the most plastic surgeons worldwide, according to Statista. In such a competitive industry, gaining an advantage through effective branding techniques is crucial.
This strategy involves developing the right messages, visual identity, and reputation that help shape consumers’ impressions and perceptions of your organization or practice. Branding considers these elements to create a cohesive campaign across all your contact points. Effective branding strategies help you secure a place at the top of consumers’ minds when they’re ready to avail of surgical procedures.
For instance, your brand logo and tagline should make a positive first impression. These images should be used on your website to show consistency and professionalism. Similarly, creating perfect brand messaging that appeals to your consumers’ emotions helps build trust by proving that you can solve their pain points.
Understand your market’s main concerns and position your brand as the ultimate solution. However, don’t overpromise to avoid harming your practice and driving potential patients away.
3. Create an SEO and conversion-driven website
In this digital age, maintaining a website is a must for entrepreneurs. No matter how great you are at what you do, your patients wouldn’t know it unless you have a website. According to research, up to 82% of consumers launch an online search for brands, products, and services before a store visit.
An SEO-friendly website helps present your brand to the public in a positive light while making it easier for search engines to analyze and rank. To do this requires on-page, off-page, technical, and local SEO knowledge, so it’s best to hire professionals who can do it for you.
Moreover, these elements can boost your marketing efforts by facilitating lead generation and conversions:
- Compelling landing pages
- Upgraded content containing relevant keywords
- Before and after photos
- Client reviews
Landing pages draw in interested readers who may not be ready to purchase. In marketing jargon, these are called leads. Creating relevant content helps nurture these leads, keeping them until they become prospects.
People who seek plastic surgery want different things. Yet all of them need to enhance their appearance. As such, posting before and after photos is necessary to persuade your prospects that you’re the best in business. When boosted by client reviews, your campaign will be much better. A survey found that 71% of patients use online reviews to find a new doctor.
4. Optimize social media marketing
As of 2021, there are around 4.2 billion active social media users worldwide, per Statista. Besides maintaining a website, it’s worthwhile for plastic surgeons to increase their presence across all platforms, focusing on channels where their clients are most active.
Posting links directing readers to their website content helps increase traffic and distribute these knowledge resources to a wider audience. But these platforms can serve multiple marketing functions.
Increasing traffic and engagement
Besides being a content marketing tool, social media channels are a valuable communication tool for your current and potential clients. Through these sites, you can post your promotions and encourage referrals or upload user-generated content, which is highly effective among patients preparing for their purchase.
Pay-per-click advertising
Paid advertisements are also an option on social media channels. By subscribing, you’ll get access to an artificial intelligence-driven campaign that precisely targets interested patients, making them more effective.
Word-of-mouth advertising
Social media channels can help you find influencers or brand ambassadors who can boost your marketing efforts. Research indicates that 90% of consumers are likelier to trust a brand their friends, family, and even strangers recommended.
5. Tap email marketing
Contrary to the common notion, email marketing isn’t dead. Numerous businesses continue to use them to generate leads and conversions, with some reporting a return on investment as high as USD$36 for every dollar spent.
This tool can boost your website and social media marketing strategies. Creating emails that drive conversions involves writing an impactful and intriguing subject line and a body of useful information. With email marketing, you can send personalized marketing messages that increase conversion rates.
Of course, you mustn’t forget your traditional marketing tools like newspaper, radio, and billboard advertisements if you’re hoping for a wider reach.
Wrapping up
There’s an increasing interest in plastic surgery procedures worldwide. Plastic surgeons must take this opportunity to present themselves at the front and center of this trend using the abovementioned strategies.
Besides automating repetitive tasks, employing digital marketing tactics helps refine your long-term strategy, allowing you to tweak and modify your techniques until they’re optimized for the best results.
