Cosmetic surgery remains a competitive field—and the practices that stay on top are the ones that keep abreast of all the latest technologies and techniques. This includes not just clinical breakthroughs, but marketing trends, as well.
In particular, cosmetic surgeries need a robust online presence if they wish to remain successful. An overwhelming majority of consumers turn to the Web to research any major purchase, and plastic surgery certainly qualifies.
But what should your online presence do? How can you use online assets, such as a website and social media, to brand your plastic surgery effectively? We’ve got a checklist of best practices and rules of thumb for you, right here.
A Marketing Checklist for Your Plastic Surgery Practice
Prove that you’re an expert in your field. People are understandably cautious when selecting someone to perform cosmetic surgery, so your website should help instill trust. Show that you know what you’re doing; provide helpful information about the different procedures you do. Make sure your website is not just a sales portal, but a knowledge hub.
Optimize for local search. There are some simple but effective steps you can take to make your website more easily discovered in local searches. Include NAP information (name, address, phone number) throughout your site. (And make sure you list it consistently—e.g., don’t use different phone numbers, different street abbreviations, etc.) Start a Google My Business account. Get your practice listed in online directories, particularly localized ones. All of these steps can help you be found by the potential clients right in your own backyard.
Consider video. Video is the next wave of digital marketing, and can be a great way to humanize your practice and to convey your knowledge. A short video that explains a particular procedure, for instance, can go a long way toward building confidence in potential clients.
Don’t forget about social media. Facebook, LinkedIn, and Twitter are all useful channels for distributing information about the procedures you perform; again, the goal is to build trust by asserting your knowledge, and proving that you know what you’re doing.
Invest in AdWords. Paid search is an important way to augment your organic SEO approach, and specifically to target potential clients at different stages of the consumer journey. Use AdWords in tandem with SEO.
Practice email marketing. A regular email newsletter can help you stay connected with past clients. Keep your practice somewhere close to the forefront of their minds, and encourage them to refer their friends to you.
Make sure your website is optimized for mobile users. View your site on a few different browsers and devices, just to make sure it looks crisp and sharp. If your site isn’t mobile-optimized, that’s something to discuss with your website designer ASAP.
Remember the personal touch. Pictures and bios of your team members, especially the clinicians, can really make your website more effective. Remember that you’re trying to build trust, so a warm and relatable touch is always a good idea.
Display trust seals on your website. Degrees, certifications, and professional affiliations can all be helpful ways to convey a positive, authoritative reputation—and, again, to foster a sense of trust.
Develop an Engaging Online Presence
One more thing: Driven2020 has unique experience working with plastic surgery practices. We take a data-driven, results-oriented approach to digital marketing, and know what it takes to help your practice thrive. We’d love to speak with you about it directly. To begin building your competitive edge on the Internet, reach out to the digital marketing team at Driven2020 right away.
Reach out to the Driven2020 team today to talk about marketing for your plastic surgery practice.