New Media Boosts Plastic Surgery Marketing

Signet Interactive playbook

In 2013, more than $12 billion was spent on cosmetic procedures. People are investing in their appearance, so what are you doing to attract those people to your practice? Let's nip/tuck to the point and look at how new media and digital advertising plays a role in the success of your practice.

Understanding the Customer Journey

Customer behavior can be summed up by asking one question: What inspired an individual into action?

Individual customer journeys vary when it comes to the "how, what and when"; however, at a final point, each of those individuals broke from the mindset of "just browsing" to the action of "I'm doing this." The journey is simple even if the psychology is complex.

Customers all go through the same thing:

  • Interest
  • Consideration
  • Decision

And in your world, that decision leads to:

  • Procedure
  • Post-op
  • Recovery
  • Re-interest

So, how do you make sure that your marketing efforts fit into this cycle? From customer interest to retention, your efforts must address your audience; first by providing the right content for their needs and eventually by making the digital handshake. Promote. Connect. Interact. Repeat. What your brand isn't doing today (or isn't doing enough of) could be severely impacting the way you acquire leads, convert them or keep them.

New Media and Digital Advertising Impacts Your Practice

When dealing with businesses and brands, people care about the little things. All of the little, daily interactions between your brand and your followers matter, meaning the platforms you choose to be on and the touch points that you can create to get the audience moving closer to a decision-state are incredibly important for your bottom line. So where do you start?

Websites: Every second your site takes to load, you will lose 7% of conversions

Ahh, the website conversation. Every website is a conversion tool. How it looks, how fast it loads, how well your information is organized - all of these are vital to getting transactions. Looks can matter a whole lot (you know this, you're in the industry). Does your presence look outdated? Is contact information easy to find? Can you be found in search engines? Take an unbiased approach to the way you are presenting yourself online.

Blogging: Small businesses with blogs generate 126% more leads

A regularly updated blog is one of the best ways to get more traffic to your website. Your blog is probably already educational, but does it consider your entire audience? Broaden blog categories that will help with repeat sales as well as first-time sales. For example, many surgeon's blogs address pre-surgery worries, but not all of them discuss post-surgery tips.

Your blog doesn't always have to be about surgeries, new techniques or trends - try looking at the "bigger picture" of your audience. Do they care about fashion tips? Wellness features? Giving back to the community? Stay or become a leader in those aspects of their lives. Keep content relevant with what's going on in your industry, as well as what's happening with your audience.

Social Media: 72% of all internet users are now active on social media

Your social media strategy should be personal, efficient and relevant. Do not, I repeat, do not shoot off post after post of "Buy! Contact! Learn more!" Content is about the consumer. Open up the conversation so individuals can ask questions, comment about relevant topics or stay generally interested in what you're communicating. The flip side is that it's also a bad idea to never ask for the sale, provide your contact info or refer users to your services on social media. It's all about balance.

We suggest getting started on Facebook and Twitter and then expanding your social channels out to others. But remember, the more places you exist in social, the more you have to keep up with. Social channels that have gone stagnant make you look disengaged and disinterested - and may cause people to question whether you're even in business anymore.

Email Marketing: Email marketing has an ROI of 4,300%

Critical to customer retention, email marketing is a great way to promote premium content targeted to different groups of people. Email marketing is a proven way to stay top-of-mind with your customers by bringing content and information to them, instead of requiring them to seek it out from you. It's simple, it's affordable and it's incredibly effective.

Advertising and Retargeting: Retargeting can boost ad response up to 400%

Being found in a saturated market like cosmetic surgery is critical to your success. Ad budgets can go a long way toward generating new business - especially if you tie them to retargeting initiatives. Just because someone wasn't interested today, doesn't mean that you can't stay in their line of sight until they finally are ready to commit. Advertising, display and retargeting can appear just about anywhere, so picking and choosing where you want your ads to show can reap big results.

Reviews and Feedback: 70% of individuals consult reviews or ratings before purchasing

It's okay to ask for reviews and feedback from your customers - and you should. Use the tools you have available to request customers to leave reviews on channels that are important to you (like Google Reviews, Yelp or Healthgrades). However, if you ask for feedback, don't get pushy. If you aren't getting a good response rate from your clients, try taking a different approach, like a client appreciation dinner, to get the testimonials you're looking for.

Connect the Dots

All the emails, social media, website and advertisements your business uses should seamlessly work with one another to help prospects and customers move further along in the customer journey. These people are all at different phases of the journey, and making sure your content speaks to these different phases helps speed the process along for some, and keep others from jumping ship before they've made the purchase decision. Whether you're wondering how to get more patients, how to keep your existing audience informed or how to retain previous patients for future transactions, using a variety of complementary media will allow you to readily and efficiently make connections with your target groups of people.

Signet Interactive has improved leads and sales for a variety of clients in the healthcare and cosmetic surgery fields. See some of our results or contact us to find out how we can help your business.

Sources:

http://www.plasticsurgery.org/Documents/news-resources/statistics/2013-statistics/plastic-surgery-statistics-full-report-2013.pdf

http://blog.kissmetrics.com/loading-time/

http://www.thinkcreativedigital.com/blog/bid/136585/Increase-Lead-Generation-by-126-Through-Better-Blogging

http://www.searchenginejournal.com/growth-social-media-2-0-infographic/77055/ http://www.searchenginejournal.com/increased-roi-4300-true-possible-email-marketing/96537/

http://www.cmo.com/articles/2013/11/20/15_Stats_Retargeting.html

http://www.searchenginepeople.com/blog/12-statistics-on-consumer-reviews.html

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