As a plastic surgeon, you not only make people look good, but you make them feel good about themselves and improve their quality of life. Your services are important and are of high demand. So, how do you maximize your plastic surgery marketing efforts to help more patients and grow your practice? There’s a lot that goes into healthcare marketing, which is why we’ve put together a comprehensive guide where you will learn:
- The benefits of hiring a healthcare marketing company for your plastic surgery practice
- Everything that’s involved in plastic surgery marketing
- How to brand your practice and develop a website that attracts new patients
- Which online marketing strategies can help grow your plastic surgery practice
- Methods to generate new leads and bring patients through the door
When it comes to the field of plastic surgery, people want to know that the surgeon they choose is trustworthy, qualified, and dedicated to customer satisfaction. Your potential patients are doing a lot of research before deciding who to call. That’s why marketing a plastic surgery practice involves more than just creating a great website – it’s about convincing potential customers that they should choose you over your competitors.
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Table of Contents
Why Should Plastic Surgeons Invest in Digital Marketing?
The majority of healthcare marketing is done online. Let’s face it – it’s 2020 and nobody is looking through the newspaper for a medical service. Instead, they’re pulling out their smartphone, tablet, or laptop and looking for the service that they need. If prospective clients are unable to find your practice on the internet, you can’t expect to get many phone calls much less keep your practice up and running. However, if users can go online, search “plastic surgeon near me,” and find your practice accompanied by hundreds of 5-star Google reviews – they’re going to pick up the phone to call and schedule a consultation. It’s as simple as that.
While the idea is simple, the strategy behind accomplishing this takes some skill.
How do you make sure you’re taking advantage of digital platforms to get the word out about your practice? How do you make your website moves from the 11th search position to the first one?
You use a variety of digital marketing strategies to grow your online presence, market your plastic surgery practice via social media and email, and nurture your potential leads to keep patients walking through the door.
Now, that’s a lot to handle if you’re also trying to manage a practice, pay your employees, and help people improve their quality of life, isn’t it?
That’s why you invest in a digital marketing company – to handle all of that stuff for you.
What Does Plastic Surgery Marketing Consist Of?
Plastic surgery marketing looks different today than it did ten years ago. In fact, virtually all healthcare marketing strategies are based completely on your online strategy. However, there are a lot of different factors that go into marketing a healthcare company, including:
- Developing your brand
- Creating your website
- Getting 5-star reviews
- Search engine optimization
- Content marketing
- Local search marketing
- Social media marketing
- Display advertising
- E-mail marketing
- Lead nurturing
- Data tracking & detailed reporting
All of these tactics take time and a certain skill set. You don’t want to invest in these services unless you have a plastic surgery marketing company that you can trust. When you choose Stodzy, our dedication to your practice, attention to detail, along with our regular updates, and detailed reporting will keep you up to date on where your investment is going and how successful our strategies really are.
Branding Your Practice and Developing Your Website
Before you begin putting your digital marketing strategy into action, you have to know what your brand represents, who your target audience is, and what makes your practice unique from the rest. If you want to bring in new patients, you need people to recognize and remember your practice. That’s why your website should present your practice in a visually appealing, trustworthy, and memorable way. Having a clearly defined brand and a website that reflects your mission is a crucial first step when it comes to marketing a plastic surgery practice.
Branding Your Plastic Surgery Practice to Attract New Patients
Plastic surgery is about more than facelifts and elective cosmetic procedures. Plastic surgeons restore burn victims while helping them regain normal functioning, perform reconstructive surgery on trauma victims and cancer patients, and are responsible for practicing life-changing procedures on children born with deformities.
Your work is important and driven by passion – and your brand needs to reflect that.
People who are looking for a plastic surgeon value honesty, reputation, and comfort, so it’s important to consider this in your brand’s messaging. More importantly, your brand needs to reflect the philosophy that your practice stands behind and the dedication that you provide to your patients.
The problem is that many people don’t know who their target audience is or how to increase their brand awareness. When you work with a healthcare marketing company, the marketing experts will develop an effective strategy to improve your brand messaging, target the right audience, and get your practice out there.
Developing a User-Friendly Website that Reflects Your Brand
Nobody looks for ads in the newspaper for plastic surgeons anymore and they’re not going to walk right into your office – they’re going to search online. Developing a user-friendly website to display your brand and highlight your practice’s specialties is the best way to give prospective patients a good first impression and get your message across.
Many surgeons put a lot of energy into making their practice look good, but most people will see your website before they walk into your clinic. Ultimately, websites are what will provide your practice with trust and social-proof. However, when designing a custom-built plastic surgery website, there are a lot of factors that come into play. You have to consider everything from site speed to visuals and call-to-action (CTA) forms.
More importantly, the vast majority of internet searches come from mobile devices, so ensuring that your website is mobile-friendly is essential. This allows for easy smart-phone or tablet navigation and overall better user experience.
Not only do you have to choose from a premade template or build a custom theme that is mobile and desktop friendly, but you have to take into consideration SEO tactics, CTA forms, color schemes, videos, infographics, content, and more. While there are many platforms that advertise a build-your-own-website approach, the key to developing a user-friendly website that accurately reflects your brand and shows up in search results is by hiring a healthcare web designer.
Capitalizing on Positive Reviews
Word-of-mouth referrals have the best conversion rates of all marketing tactics and the latest data suggests that 91% of consumers aged 18-34 trust online reviews just as much as personal recommendations. If someone notices a positive review or testimonial when they see your website or Google My Business listing, they’re more likely to take interest in your practice. Moreover, if someone is seriously considering getting cosmetic surgery or enhancements, they’re going to find your practice online and look at the reviews before scheduling a consultation.
Plastic surgery isn’t like choosing a restaurant. If you go to a burger joint that has 2 stars on Google My Business, you won’t be surprised if your burger doesn’t taste good. But, it’s just a burger – it probably didn’t put a huge dent in your wallet or significantly affect your life. When it comes to plastic surgery, on the other hand, the patient does a lot of research before making a decision because the services they are looking for are going to change their lives dramatically.
So, if your practice doesn’t have positive reviews and the competition does, your prospective patients are likely to go to the competition. In the end, nothing makes a better first impression than hearing positive stories from past patients.
There are many ways you can get more positive reviews. For example, after a patient’s visit you can ask them how their appointment/procedure went. If their experience is positive, you can ask them to write you a review. Another strategy is to use e-mails. After a patient visits your clinic, you can shoot them an email thanking them for their visit and include a link to your business listing reviews. If you’ve done your part by providing exceptional patient care, we’ll do our part in making sure your review strategy is one that attracts visitors who see your online listings.
As your positive reviews roll in, it’s important to capitalize on these reviews by posting the best ones on your website. If someone leaves a detailed review of their experience, your services, and your staff, highlighting this review on your website or other online platforms can help catch a user’s attention and encourage them to look more into your practice.
Digital Marketing Strategies that will Grow Your Plastic Surgery Practice
Every plastic surgeon who wants to grow their practice needs to invest in a long-term digital marketing strategy. In order to find new patients, you have to have a way to reach them. If you don’t invest time and effort into marketing your practice, you aren’t able to help more patients.
Television commercials and flyers aren’t effective anymore – so the best way for your plastic surgery practice to succeed is by increasing your online presence using a variety of online marketing methods.
Search Engine Optimization (SEO)
If people can’t find your website, there’s no point in having one. That’s why it’s so important to follow Google’s SEO guidelines and implement long-term SEO strategies that allow your website to show up in search results.
Studies show that 80% of people who are seeking health information look to search engines before any other option. If someone searches for the “best plastic surgeon near me” and they don’t find your website – there’s a good chance that you’ve lost that person as a potential customer. So, how do you make sure potential customers are able to find your website?
You create an effective and targeted search engine optimization strategy.
Search engine optimization is one of the most important aspects of any online marketing strategy. While there are numerous moving factors when it comes to SEO, search engines are constantly taking in new information about websites to determine how trustworthy, relevant, and reputable a website is. This data is then used to determine which web pages rank for specific search terms.
Let’s look at a few aspects of SEO that are crucial in plastic surgery marketing.
You can’t simply throw your practice’s information onto your website and expect it to rank. Instead, you have to follow Google’s on-site SEO guidelines. On-site SEO involves properly optimizing all of the elements of the website to increase your search engine rankings and web visibility.
Search engines are constantly clicking on links and crawling various webpages. As these bots crawl pages, they take in information and signals that help the search engine determine how that page will show up in SERPs. If your content isn’t relevant, if the HTML source code isn’t optimized, and if search engines can’t collect the right information from your webpage, you’re not going to be visible to potential customers when they search for your services.
When optimizing your plastic surgery website, there are several on-page ranking factors that our healthcare SEO experts will optimize, including:
- Page content
- Internal and external links
- Title tags
- URL structure
- Image alt text
- Keyword distribution and relevancy
- Meta descriptions
By fully optimizing your practice’s website, we’ll make sure your services are showing up in local search results for the keywords that you need to target.
In-depth, researched, and quality content that ranks well can help drive potential patients to your website. However, the key here is relevancy. If you post a blog about the “Top Ten Worst Celebrity Nose Jobs” and you optimize the page to rank for “the worst celebrity nose jobs,” you could potentially drive a lot of traffic to your blog post.
But, is this content going to drive phone calls to your practice or generate leads?
Probably not. That’s because the people reading this blog aren’t looking for cosmetic surgery or enhancements. They’re looking to read about botched celebrity nose jobs.
Instead, you want to create content outlining your practice’s specialties and services. For example, creating a comprehensive guide to “Skincare Rejuvenation” is more likely to attract potential customers because this is an actual service that you offer that many people are interested in.
When it comes to content marketing for plastic surgeons, your content should provide valuable and reliable information because people want a surgeon they can trust. However, not everyone who searches for cosmetic surgery or enhancements is ready to schedule a consultation right away.
Most want to do their research – which is completely understandable. This is also why your website should offer some kind of incentive or way to capture a person’s information to use it in an e-mail marketing campaign. This method can bring your content marketing strategy full circle by staying in touch with potential patients who have visited your website in the past.
Local Search Marketing for Plastic Surgeons
Of course, outlining your services is important, but any plastic surgery marketing strategy should place a heavy focus on local search. After all, if your practice is in Tennessee, you’re not going to see many patients from New York. Instead, the vast majority of your patients will live near your practice or in surrounding areas. So, if you’re a plastic surgeon in Tennessee, you don’t just want to rank for your services like “non-ablative laser resurfacing.” You want to rank for “non-ablative laser resurfacing in Tennessee.”
Google My Business (GMB) listings are one of the most important parts of local search marketing. More than 46% of Google searches are local searches, and the top 3 GMB listings for local searches get the vast majority of traffic and phone calls. Optimizing your GMB listing and taking the time to get more positive reviews will improve your practice’s chances of showing up in the local search results when a person searches for a plastic surgeon near them or for one of the specific services that you offer.
If you’re not already using GMB and your competitors are, it’s safe to say that you’re losing potential patients to them. The importance of local search marketing for any healthcare practice can’t be stressed enough.
Social Media Marketing for Plastic Surgery Practices
Most plastic surgeons have a social media account. The problem is that they don’t know how to use it to build a community, spread brand awareness, and connect with new potential patients. It’s 2020 and virtually everyone uses social media – so if you’re not using Facebook, Twitter, Instagram, and Linked in to grow your practice, you’re seriously missing out.
Social media is a great way for plastic surgeons to build trust around their brand by providing the community with an inside look at your practice, your surgeons, and your specialties. Sure – people can find your website by running a quick Google search, but social media is a way to interact in real-time with potential patients. It also provides a platform to share photos, patient stories, links to blog posts, before and after pictures, videos, and more.
Whether you’re using Facebook or Instagram to share before and after photos of enhancements and fillers or you’re using Twitter to make announcements or share links to blog posts, the most important part of social media marketing for plastic surgeons is to ensure that you’re content is relevant and visible.
Simply posting once a month to target a certain demographic isn’t enough – you have to interact with potential patients and remain active on your social media platforms if you want to be seen by the community and generate more leads. By sharing valuable and informative content on a regular basis and taking the time to develop trust between your brand and your potential customers, you will build a following of people who will use and recommend your practice.
E-mail Marketing and Newsletters
A common misconception is that e-mail marketing is outdated. However, this couldn’t be more inaccurate. When you do e-mail marketing the right way, this traditional marketing tool helps you nurture leads, target specific demographics, and ultimately grow your practice.
As mentioned previously, informative content on your website yields the best results if you have a way to capture a user’s contact information. One way to do this is by providing up to date and medically-reviewed information that provides value to your readers. If your content provides value, potential patients will be more than happy to sign up for a weekly e-mail newsletter. They will simply enter their e-mail address on a CTA form on your website and, just like that, you have a direct and reliable point of contact for a potential patient.
Whether you offer an incentive, discount, or valuable e-mail newsletters, capturing a prospect’s information is only the first step. In order for e-mail marketing to be effective, your e-mails need to be written and displayed in a manner that is likely to convert your readers into patients. So, how do you make sure someone actually opens and reads your emails?
You start with a concise and intriguing subject line. If your subject line isn’t catchy, many people will just delete the e-mail.
The great thing about e-mail marketing is that you can customize your e-mails and target them towards particular audiences. Personalized e-mails have higher open rates. After all, not every person is going to be interested in reading about “lip fillers,” so targeting and customizing your e-mails to catch the attention of the reader will increase your open rates and pave the way for more conversions. Furthermore, you have to consider the content and length of your newsletter. Some people won’t spend ten minutes reading a lengthy newsletter – so links to your blog or short video clips can help keep your reader’s attention.
People don’t want to waste time reading something they don’t care about and you shouldn’t waste time on newsletters that won’t be read. Our e-mail marketing strategies for plastic surgeons will make sure your newsletters have quality content, high conversion rates, and detailed e-mail analytics – so you get the most out of each and every e-mail you send out.
Display Advertising and Pay-Per-Click (PPC)
Aside from basic web hosting fees, the digital marketing tactics we’ve discussed so far are all free online advertising that will drive organic results. However, if you want to take your plastic surgery marketing efforts one step further, you might consider investing in display ads or PPC advertising.
Display and Social Media Ads
Display advertising can come in the form of banner ads that appear on webpages. For example, an online magazine about cosmetic enhancements might be a good place to start because you are targeting a specific demographic. On the other hand, another popular form of display advertising is social media ads.
Social media ads are a great way to boost your social media presence and gain more brand visibility across a variety of social platforms. Social media ads, much like web page display ads, can be targeted to specific demographics and locations to increase the chances of someone who is interested in your services seeing your ad and clicking on it for more information.
Another effective form of paid advertising is pay-per-click advertising (PPC). Think about the last time you ran a Google search for a product or service. Did you notice if any of the top search results were ads? Although Google marks them as ads, many people don’t notice the difference.
Although there are several types of PPC advertising that plastic surgery marketing can take advantage of, the most prominent is Google Adwords. This is a method that will place your website and services directly in front of your target audience.
The process starts with an Ad Auction where advertisers place bids on the keywords they want to display their ads for. This automated process determines the relevance of your ad and the keywords you bid to determine which advertiser will appear on the SERPs.
For example, if you create a targeted and relevant ad for “Botox and fillers in California” and bid on these keywords, your ad can show up above the organic search results for these keywords and potentially drive more patients to your practice.
As the name “pay-per-click” entails, you will have to pay money each time a user clicks on your ads. Over time, these ads can add up, and might not provide you with the steady long-term results you would otherwise expect from organic search traffic. That’s why plastic surgeons shouldn’t focus on paid advertising alone, rather, it should be considered one small part of your comprehensive marketing strategy.
Help More Patients With Plastic Surgery Marketing
Whether you’re opening a new cosmetic surgery practice or need a marketing company that produces real results, our team at Stodzy Internet Marketing is here to help you grow your practice and help more patients. From branding your practice and developing your website to digital marketing and lead nurturing, our experts are dedicated to helping you connect more potential patients to your surgical practice.
With nearly a decade of experience in healthcare marketing, we’ll work with your team to develop a plastic surgery marketing strategy that will set your practice apart from the competition.
What are you waiting for? Give us a call today.