Best Plastic Surgery Advertising Strategies
With the significant hike in plastic surgery clinics and treatments, the need to stay competitive and differentiated among tonnes of cosmetic surgery facilities also increases.
If applied efficiently, plastic surgery marketing strategies can help boost your clinic’s online presence, client base, brand loyalty, and revenue.
In this article, I have listed the top 10 plastic surgery marketing tactics that can help you push your boundaries and get away with outdated advertising strategies. These tactics will develop a positive perception of your brand and attract more and more patients to get cosmetic treatment from your clinic.
Let’s begin!
What is Plastic Surgery Advertising?
Plastic surgery advertising refers to the marketing and promotional activities aimed at promoting plastic surgery services and attracting potential patients to a plastic surgery practice or clinic. It involves strategic communication and advertising campaigns that highlight the expertise, services, and benefits offered by the plastic surgeon or clinic to engage and convert prospective patients.
Top Plastic Surgery Marketing Strategies
Here are the ten best cosmetic surgery promotional tactics:
1- Create Patient Personas
When you know what kind of patient persona your clinic will cater to, shaping your plastic surgery marketing strategies becomes much easier.
To create an effective client persona, you should begin with evaluating your customer data, including audience demographics, concerns, motivations, purchasing parity, challenges, and decision-making process.
Example Patient Persona
Here is an example of a patient persona for your inspiration:
Evaluate what attracts patients to an aesthetic surgery clinic: client reviews, educational content, online reputation, or surgeon expertise.
Use this information and create a fictitious patient. Solve their queries with your marketing tactics and clinical services. Update your patient persona consistently according to the latest trends.
2- Perform Competitor Analysis
It is essential to keep a check on your competitors as to how they attract patients and what tactics help them to improve their clinic’s profitability.
Start with the identification of your top-performing competitors in the medical market. Evaluate their digital presence through their website, online reviews, and social media.
Compare your existing strategy and find out the gaps you can fill to acquire more patients. Also, look for what kind of content they offer to build brand authority in the niche.
A comprehensive competitor analysis will help you craft a unique stand-out marketing strategy that drives profitability for your constructive surgery facility.
Plastic Surgery Competitor Analysis: Key Aspects To Track
Here is a sample table of the date you should track:
3- Create a User-Friendly Reconstructive Surgery Website
An updated and user-friendly website is what clients ask for when looking for a credible plastic surgery facility. A professional, updated, and patient-friendly website acts as a communication medium between your brand and the patients, leading to an improved customer loyalty rate.
Begin with selecting a professional design for your website. Use a responsive design, emotion-evoking color schemes, and a mobile-friendly layout. Mention your clinic's essential services and highlight the techniques your clinic uses with clear descriptions on all the landing pages.
Dedicate specific pages for all different purposes, including the service page, testimonial page, contact page, appointment page, surgeon profile page, FAQ page, and educational resource page.
Example of an Excellent Plastic Surgeon Website
Here is an example of a plastic surgery website from MedStar Health. They have an excellent mobile-friendly menu. Patients can find all the information about the clinic and its services on the website. Also, the image of a smiling doctor adds to the patient's comfort level. Finally, a compelling CTA button helps visitors to make an appointment:
Hence, you should ensure that your website is patient-friendly. Implement an automatic appointment booking system where patients can schedule their appointments with a few clicks.
Use the latest technology like AI chatbot, CRMs, and 24x7 live chat in your website to enhance user experience on your clinical website and offer patients omnichannel communication.
It is essential to optimize your clinic’s website regularly using various tactics like link building, keyword research, competitor analysis, and updating outdated content.
4- Leverage the Power of SEO
Implementing SEO for plastic surgery websites can significantly improve their visibility and organic traffic.
Here's a step-by-step guide on how to do plastic surgery SEO:
- Keyword Research: Identify relevant keywords and phrases that potential patients may use when searching for plastic surgery services. Use keyword research tools to determine search volume, competition, and long-tail keyword variations.
- On-Page Optimization: Optimize your website's on-page elements, including meta tags (title tags, meta descriptions), headers (H1, H2), URL structure, and image alt tags. Incorporate target keywords naturally and ensure content is well-structured and user-friendly.
- Content Creation: Develop high-quality, informative content that educates and engages your target audience. Create blog articles, procedure pages, FAQs, and patient testimonials. Focus on addressing common questions, concerns, and providing valuable information.
- Local SEO: Optimize your website for local search by including your practice name, address, and phone number (NAP) in a consistent format across your site and online directories. Create and optimize a Google My Business (GMB) profile, and encourage patient reviews.
- Mobile Optimization: Ensure your website is mobile-friendly and responsive, as a large portion of online searches are conducted on mobile devices. Optimize page load speed, use responsive design, and ensure a seamless user experience on mobile devices.
- Link Building: Earn high-quality backlinks from reputable websites in the healthcare or related industries. Seek opportunities for guest blogging, collaborations, and partnerships. Backlinks from authoritative sources help improve your website's credibility and search rankings.
- Social Media Signals: Utilize social media platforms to promote your content, engage with your audience, and build brand visibility. Social media activity and shares can indirectly impact search rankings by increasing website traffic and brand mentions.
5- Manage Your Clinic’s Online Reputation
When you market your clinical services online, keeping track of your online reputation is essential so that your marketing efforts are not wasted but utilized profitably.
Maintaining a positive digital perception that helps your aesthetic surgery clinic drive more patients and create an authoritative image in the medical niche is vital.
Here is what you can do to improve your brand’s online presence and justify your marketing efforts:
- Keep a constant check on your clinic’s mentions on various platforms, including local healthcare directories, social media, websites, and review sites.
- Make sure you respond to all the reviews and feedback your clinic receives on different channels, whether positive or negative.
- Maintain a positive online reputation and ensure you have good Google reviews. For example, Line Plastic Surgery Center has many positive Google reviews and a complete NAP (Name, Address, and Phone Number).
- Encourage and thank positive reviews so the patients revisit your clinic and new patients get tempted to try your services.
- Handle negative reviews with a positive and empathetic approach.
- Deliver high-quality experience to the patients, which includes the best assistance before, during, and after treatment.
- Engage with your patients on social media to solve their queries, address their concerns, and seek their suggestions to get inputs to improve your marketing strategies.
- Address and respond to misleading information related to your clinic online. Make sure you correct all the inaccurate information. Also, ensure that you update content published by your clinic across all platforms, as this helps establish authority in the niche.
6- Showcase Patient Journeys
One of the most effective ways to gain audience trust is by displaying and demonstrating past clients' journeys, challenges, and transformations.
From the initial consultation to post-treatment follow-ups, depict everything your potential patient can expect from your aesthetic surgery clinic.
Here are the best tips to demonstrate your patient journey through various marketing channels:
- Respect the patient's privacy and take their consent before demonstrating their journey.
- Share photos and videos of before and after transformations that act as evidence of your plastic surgical treatments. Here is an example of a patient transformation journey shared by JW Plastic Surgery Clinic.
- Include reviews, testimonials, and positive feedback from your patients in your content through videos and case studies highlighting the challenges, self-confidence, motivations, and satisfaction they experienced during their journey with your medical company.
- Dedicate your landing pages and social media highlights to the client section, where you can put your happy patients' success and their transformative stories.
- Encourage your patients for user-generated content so the reach of your clinic is expanded. Reshare their content on your website, social media, email newsletters, and brochures.
- Create educational content on skin care-related topics for various marketing channels to keep your audience engaged. Incorporate the examples of your existing customers in the content to enhance its effectiveness.
7- Use Plastic Surgery PPC Advertising And Remarketing
PPC advertising allows your plastic surgery business to gain instant visibility in search engine results and other online platforms. With PPC, your ads can appear prominently at the top of search results, giving your business immediate exposure to potential patients.
Plastic surgery pay per click advertising allows you to target specific demographics, locations, and keywords, ensuring that your ads are shown to the most relevant audience. This targeting capability enables you to reach individuals actively searching for plastic surgery services or displaying relevant online behaviors, increasing the likelihood of attracting qualified leads.
Moreover, remarketing involves targeting your potential customers who have previously interacted with your reconstructive surgery facility in any form. It boosts your ongoing advertising tactics and increases the chances of improving the customer retention rate of your clinic. Further, it plays a significant role in converting your potential traffic into valuable conversions.
To remarket your medical services, install a tracking pixel on your clinic’s website to gather visitor data, which can be leveraged to market your services to visitors on various platforms.
You should also follow up on your existing patients on their well-being. Further, market your additional services swiftly, explaining their value-added benefits to the ongoing treatment. This will ensure that you get repeat business from your loyal customers.
Leverage various formats of remarketing like video, paid ads, and email to ensure you don’t miss out on any opportunity to acquire clients.
8- Showcase The Expertise of Your Best Plastic Surgeons
Leverage the best of your staff and surgeons to attract patients to your reconstructive clinic. Showcase the expertise of each of your surgeons on your website, social media, and local listings to build a credible image of your clinic in the public domain.
It also plays a crucial role in displaying the main differentiating factor of your medical facility and building audiences’ confidence in your brand.
Here are the top methods to showcase your best surgeons:
- Display your plastic surgeons’ awards, accreditations, experience, and qualifications prominently on your key landing pages.
- Show customer testimonials and successful results of the surgeries your doctors have performed.
- Create profiles of your plastic surgeons on your website displaying their bios, specialties, experience, and accomplishments. For example, Yorkshire’s top plastic surgery clinic, The Skin Surgery Clinic, has a page showcasing its team of specialized doctors:
- You can create various forms of content like research papers, patient testimonials, and case studies mentioning the names of the surgeons involved in the treatment.
- Create surgeons’ videos showcasing their approach and care toward patients.
- Leverage various social media platforms, including Instagram, YouTube, Facebook, and Snapchat, to display the work of your top doctors using high-tech equipment through posts and videos.
9- Collaborate With Medical Experts To Create Content
Leverage the power of influencer marketing to add value and credibility to your medical facility. Besides patient reach and trust, influencer collaborations also allow your clinic to tap into the expertise and knowledge of top cosmetic surgeons.
Here are the top tips for collaborating with cosmetic surgery experts:
- Look for the best dermatologists and surgeons who have a solid fan base on social channels and are willing to share their knowledge to enhance audiences’ scope of awareness. You can conduct manual research through social monitoring or networking with peers. Another method to find the best medical influencers is using online tools like HypeAuditor, Klear, and BuzzSumo.
- Define your brand objectives and the content formats you want to create for your audience. Make sure you offer the freedom of content creation and ideating in the hands of influencers and experts. Contribute your input and expertise if they ask you to do so.
- Create a transparent communication system with the influencers and convey to them the benefits of collaborating with your clinic. The benefits could be anything from monetary gains to improved digital visibility and mutual promotions.
- You can also create research-based material with top industry experts leveraging emerging cosmetic trends and techniques.
- You can also host collaborative webinars, online events, and Q&A sessions addressing popular skin surgery topics that include direct interaction with your target audiences.
10- Participate in Plastic Surgery Communities and Forums
Participate in medical events, communities, and forums to nurture relationships with industry leaders, influencers, and audiences. It also plays a massive role in expanding your clinic’s patient reach while promoting your services on various online and offline channels. Community participation is also one of the methods to drive referral marketing.
Find out the right connecting platforms where plastic surgery stakeholders are present. Offer your expertise on various cosmetic structuring topics through advice and Q&As. This plays a massive role in establishing authority in the medical niche.
For instance, you can join a Telegram community where multiple medical professionals share news, insights, and trends related to the plastic surgery industry. Contribute your knowledge to that group and strengthen relationships with different cosmetic surgery stakeholders.
Ensure you naturally provide insights on different topics and avoid promoting your brand actively. Maintain a professional tone and cite reliable sources while connecting with your industry peers. Ensure to offer your participation in these events and platforms consistently.
You can also talk about your patients’ journey and successful results during particular treatment while maintaining client privacy. This builds audiences' trust as well as connects your brand with them on an emotional level.
11- Measure Your Aesthetic Surgery Marketing Efforts
It is essential to regularly review and evaluate various marketing metrics and efforts to understand where you could be doing better in attracting patients. It helps refine and optimize the existing advertising strategies while crafting new ones to reach out to more and more patients.
Here are the key metrics you should evaluate when auditing marketing efforts:
- Website analytics: Check and compare your website traffic, bounce rate, session time, and traffic source to measure the strengths and weaknesses of various landing pages.
- Patient conversions: Keep track of the number of patients and website users who, besides spending time on your site, perform various actions like appointment booking, consultation requesting, and downloading an ebook through advertising campaigns.
- Social engagement: Pay attention to what prospective clients say about your clinic and how they interact with your organization. Measure the likes, shares, comments, and follower growth on the social content you post to keep the audience engaged.
- Online reviews: Analyze the reviews and feedback your clinic gets on various platforms like Yelp, Yellow Pages, and Google Maps. This will help you analyze your brand’s online reputation and patient satisfaction level, significantly optimizing your marketing strategies.
- Referrals: Keep track of patients you acquire through referrals, as it helps optimize your referral programs and strategies.
- Return on investment: ROI is one of the key metrics, as the returns are the driving force behind marketing strategies. Calculate and compare the amount spent on your marketing efforts with the revenues generated on advertising campaigns.
Use tools like Ahrefs, SEMrush, and Google Analytics to get accurate results and make data-driven business decisions for your reconstructive surgery clinic.
Related FAQs
1- How important is patient communication in plastic surgery marketing?
Here is what effective patient communication offers for plastic surgery marketing:
- Builds patient trust in your medical facility
- Helps address patient concerns and solve them
- Drives a high patient satisfaction rate
- Encourages patients to drop positive reviews about your plastic surgery facility
- Improves customer retention and patient acquisition rate
- Plays a vital role in measuring your clinic’s marketing efforts
2- Why is marketing important for plastic surgery clinics?
Here are the top advantages of aesthetic surgery marketing:
- Enhances your clinic’s online visibility
- Gives your brand a competitive advantage
- Improves the patient acquisition and retention rate for your clinic
- Instills a sense of trust among the prospective patients
- Creates a positive image for your cosmetic surgery organization
- Contributes to your organization's growth and profitability
- Keeps you updated with the latest medical and cosmetic trends
3- Should you consider hiring a plastic surgery marketing agency for your clinic?
Whether you want to hire an advertising agency for your aesthetic surgery clinic depends on your marketing requirements, budget, and expertise. However, it is recommended to take assistance from one of the leading plastic surgery marketing agencies, like Brenton Way. We can leverage our specialization, professionalism, time, resources, medical marketing expertise, flexibility, and ethics to enhance your clinic’s online presence and drive more patients to your medical facility.
Conclusion
It is essential to curate an effective marketing strategy to take your plastic surgery facility to new levels of success and profitability. However, before implementing any marketing tactic, you should understand its positive and negative outcomes.
This cosmetic surgery marketing guide has all the winning strategies to boost any skin and body surgery clinic's ROIs, digital presence, and patient rate. Experiment and tailor them according to your business needs, goals, target audience, and budget to reap the best results.
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Joydeep
Content Writer