Cosmetic surgery is an increasingly competitive field. Leveling up the marketing for your plastic surgery practice is essential to beating your competitors and winning your local market. Building a strong marketing strategy and implementing it isn’t easy, but with a few proven tactics, you can drive significantly more leads to your business and grow your customer base.
Our marketing experts have outlined eight of the most effective tactics to successfully market your plastic surgery practice. Using all or even some of them can help your business stand out from the pack and become a top choice in your area for cosmetic surgery.
How To Get More Leads For Your Plastic Surgery Practice
Getting leads for new customers is the heart and soul of any business – plastic surgery included. In the following section, we go over the marketing tactics that are most important to building a winning campaign and generating leads that turn into customers.
You may be able to implement some of these tactics on your own, depending on your experience. Some of them take specialized skills to do properly. But like with anything else, you’ll get the best results if you put your marketing campaign in the hands of a professional.
1. Take Control of Your Google Listing
The very first step you should take is also one of the easiest. When most people are searching for a business to fulfill their needs, especially for a local business, they head straight to Google. For that reason, you should ensure that your Google listing is properly set up and optimized.
First, make sure you’ve claimed your business listing with Google My Business. Then, make sure that it has all of the relevant information, including your phone number, website, physical address, and operating hours. You’ll also want to add some high-quality photos to the listing if you have them. If you don’t, consider hiring a photographer to get photos that appeal to potential patients.
2. Make Sure All of Your Online Information Is Consistent
One of the goals of a good digital marketing campaign is to become one of the first results when people search for businesses in your industry. Before moving into things like SEO and digital ads, make sure that the information listed in various places across the internet like your website, Google listing, Yelp listing, and other places is consistent.
Search engines take this as a signal that your business is professional, transparent, and trustworthy. When your information is inconsistent, it has the opposite effect and search engines may penalize you.
3. Implement SEO Best Practices on Your Website
Search engine optimization, or SEO, is a term that gets thrown around and misused a lot. But while many marketers do their best to make it sound like rocket science, SEO is essentially the practice of putting high-value content on your website and organizing it in a way that makes it clear and accessible to readers.
There are very technical things you can do that fall under the category of SEO, but there are many more things you can do to make significant improvements to your site without knowing how to code or build websites. For example, one easy SEO best practice is to line up the written content on your site with what people search for when they look for a cosmetic surgeon. That means making sure you mention all of the procedures you offer in one place as well as mentioning the city in which you operate in a natural way.
An SEO expert can supercharge your website to set it up for search engine success. But if you don’t have the budget to hire one, at least make sure the information on your website is clear, accurate, and complete.
4. Create a Powerful Landing Page for Your Site
A landing page is the page people get to when they come to your site from a search engine or advertisement. In the marketing world, a strong landing page is one of the most valuable things a business can have. That’s because they are incredibly effective at generating leads when done right.
The key to a strong landing page is delivering the most important information quickly and directly to the person who lands there, and then leading them to perform an action like making an appointment or signing up for an email list. Marketing professionals know how to tweak page and design elements to maximize the number of people who perform the action you want them to. This is known as a “conversion” and is one of the pillars of a successful digital marketing strategy.
5. Utilize Social Media
Social media is no longer the new kid on the block when it comes to marketing. It is now an essential part of a business’ brand presentation. You should have at least some kind of presence on major platforms like Facebook, Instagram, and LinkedIn. If you don’t, create them as soon as possible.
Plastic surgery especially can benefit from Instagram, since it is primarily a visual medium. Your Instagram account is a great place to show off the results of successful cosmetic procedures. It’s also a great channel to highlight the tools and technology you have in your office.
6. Roll Out a Targeted Digital Ad Campaign
Thanks to advances in tracking and data technology, you can now pinpoint the customers you want and serve them ads with laser-like precision. With the help of a professional, you can identify the types of people most likely to become patients based on their demographics, internet activity, and real world activity and run ads that only reach those people.
You can also serve them ads when they are most likely to engage with them. For your business, this may mean delivering ads when your target audience is at the gym, or shopping for cosmetics.
7. Start a Blog
Currently, blogs may seem a little old-fashioned. However, content marketing is still a favorite of digital marketers because of how it can generate leads and help you define your brand.
Blogs allow you to do a lot of things that benefit you at once. They can target specific keywords to draw in organic search traffic. At the same time, they can help you demonstrate your knowledge and expertise as a cosmetic surgeon and position you as an authority in the industry. They also add relevant content to your site, improving SEO and increasing the likelihood that you appear high in the search results.
8. Create a Referral Program
Digital marketing is king when it comes to reach, but in terms of effectiveness, it’s hard to beat word-of-mouth. Despite how much time we spend on the internet, or perhaps because of it, people still trust recommendations from their friends and family more than information they find online. A referral program can encourage your patients to recommend your business to their social circle and provide an incentive for them to come back.
This works best by offering discounts to people who refer new business to your practice. You can set up a referral program by creating online codes for people to use on your website when booking an appointment. These codes will tell you who made the referral so that you can reward that person with a discount. But you can also do this simply by asking people to mention who referred them when they come into your practice.
Getting Leads with Plastic Surgery Marketing: Conclusion
There are many marketing tactics you can use to generate leads for your plastic surgery practice. The ones we’ve outlined above are some of the most effective, but they’re far from the only ones. Taking even a few of the most basic steps we went over can greatly improve your marketing presence. Hiring a true professional to assess your business goals, develop a plan tailored to your practice, and implement it properly, however, can deliver results that help your plastic surgery practice reach its full potential.