Aesthetic medicine is booming right now. It’s an industry that’s both lucrative and competitive, and businesses of all sizes are trying to capitalize on the public’s demand for cosmetic surgery and similar services. Patients seeking this type of expertise are almost spoiled for choice today; good plastic surgeons need savvy marketing in addition to their medical skills.
The Importance Of Flexibility
In the same way that every patient has unique needs, the perfect marketing message also varies from person to person. Trends, media, and tastes change over time as well, meaning that the marketing technique that worked perfectly last year may not move the needle this year. You need to think strategically when marketing plastic surgeons. Your plans should include a variety of long and short-term plans across many different media; you don’t want to miss out on an effective strategy by narrowing your focus at the wrong time.
Start With Your Ideal Patient
No matter what medium you’re using to market cosmetic surgery, you need to expend productive effort in defining your target audience. Reaching out to everyone is a recipe for ending up as the “not quite good enough” option. Learn everything you can about your ideal patients for cosmetic surgery. What are their needs? What do they look like demographically? Most importantly, where do they spend time online? You need to gather as much audience information as possible because the total number of people seriously looking for cosmetic enhancement services isn’t that high. You need to define your niche well and concentrate your marketing efforts on reaching the right people.
Your Current Patients Can Be A Marketing Asset
While you’re planning out more long-term marketing efforts, you can also get the ball rolling with smaller, faster projects that will generate useful revenue quickly. Your current cosmetic surgery patients can be viewed as a marketing opportunity. They know you, they trust you, and they’ve already made the decision to engage your services. They’re a receptive audience which, by definition, falls within the niche you’re trying to target. Cross-promote the different services you offer to turn one-time patients into repeat customers and encourage more referrals. All of the following tactics can help:
Direct Mail Marketing To Patients
Cultivate an ongoing relationship with your patients by keeping them updated with all the latest news about you, your office, and the field of aesthetics. Plan mailings to fall at opportune times of the year. Direct mail can be remarkably effective when it’s targeted well.
Email is one of the fastest and most cost-effective ways to share a marketing message with your patients. You want to create emails that are informative, attention-getting, and fun. There should be an effective call to action (such as a limited-time offer) included in each message to encourage more patient responses.
Entrust the technical parts of crafting your email (graphic design, copy writing, etc) to experienced professionals. When sending marketing emails, remember that you need to have permission from the recipients and provide them with an “opt out” opportunity.
Make it as painlessly easy as possible for existing patients to refer friends and relatives to you. Satisfied customers can turn into some of your most effective promoters, so you should strive to make sure all of your cosmetic surgery patients are completely happy with your services. Cultivate a way to recognize patients who refer others to you and find a way to show your appreciation for their help.
Tracking Marketing Results
Finding out how a patient found your office should be a vital part of taking on new patients. The messages you send out – in any medium – can be coded and separated so that you know which messages are bringing in the most patients. If you’re offering a special deal to new patients, for instance, use different codes for that deal in marketing messages sent via email and direct mail. Dore Aesthetics found this out when growing their business via marketing. It showed them areas such as V-shaped face surgery performed better than some of the others in particular areas. In turn they could alter their approach to achieve more results and retarget differently in the future.
Finding more of your preferred patients takes time, effort, and a variety of different marketing strategies. It’s important to be both persistent and consistent in your marketing; a person who’s not ready to take advantage of your services today may turn into an ideal patient in six months’ time.