Unlike other healthcare products and services, marketing cosmetic procedures can be extra challenging especially that these are elective (optional) procedures. Add to that the aesthetic needs, trends and concerns of patients are complicated and continuously changing. For instance, according to beauty magazine Allure.com, for the year 2018, expect more patients requesting for Laser Bra Lift, Botox 2.0, customized labia, and eye filler procedures. These are relatively new procedures that many cosmetic surgery clinics have not offered yet in the previous year.
Considering the ever changing trends in this field, plastic surgeons and cosmetic clinics must develop effective marketing strategies that can keep them up-to-date with the latest beauty trends. The goal of these marketing campaigns is to retain current patients and recruit new ones.
Here are seven tips for marketing a cosmetic surgery clinic
Think The Way Patients Think
For a marketing campaign to be successful, you should prioritize the needs of your patients. Always consider their current needs in terms of medical aesthetics. What procedures are most popular at the moment? What beauty trends are sought after? Think about what questions, concerns, and desires a patient might have in mind – and be ready to answer them.
Focus On The Right Audience
Train your marketing campaigns to higher-value clients. Study the demographics of your current clients and from there know what types of individuals are most likely getting cosmetic procedures. Know where to find them and how you could reach them. However, this doesn’t mean you need to ignore other prospective patients – you just have to give special focus on this target audience.
Invest In Digital Marketing
The majority of patients search for cosmetic surgery services online which makes SEO for plastic surgeons and clinics a vital part of a successful marketing campaign. Quite understandably, the concepts of digital marketing such as SEO, content marketing, social media marketing and Google AdWords are alien to plastic surgeons, so you have to do double time in learning these techniques as you’ll surely need them. If you don’t have time to study and implement digital marketing strategies, you might need to consider consulting a digital marketing company to help promote your services online and reach more prospective patients.
Give Importance To Your Patients
Marketing shouldn’t stop after you get patients sign up for a cosmetic procedure. One of the top reasons why clients change cosmetic surgery clinic is that they feel ignored. Make sure to always follow-up on potential leads as well as current patients. You can do this by replying promptly to their concerns or sending follow-up emails or by simply being attentive to them while they are in the clinic. The secret to marketing your cosmetic surgery practice is to make your patients feel special!
A great way of increasing your census is by encouraging current patients to refer new prospects. According to a study published in PubMed, the method of referral ranks second in the best marketing strategies in aesthetic plastic surgery. You can encourage referrals by giving discounts or rebates for patients who refer new clients to your cosmetic surgery clinic. This strategy is less costly and has a very high conversion rate.
Build Alliances And Collaborations
Social networking sites, such as LinkedIn, Twitter, and Facebook, provide a direct link to clients as well as to other physicians. You can join local physicians’ groups and attend their events. You can also participate in activities within your community, which can help promote your services. Many cosmetic surgery clinics even partner with other establishments that are completely unrelated to healthcare just to increase their exposure.
Strive For Excellent Patient Experience
Last but most important marketing strategy for cosmetic surgery clinics is to ensure the best experience of all prospective and future clients. From initial contact of clients to your clinic until after their surgery, make sure that you leave them with the best service and amazing experience. Train your staff on how to give the best customer service possible. At the same time, make sure that you offer them the best cosmetic procedures that will solve their problems. This, perhaps, is the cheapest yet most effective marketing strategy for your plastic surgery clinic.