Why Are More Patients Turning to Online Research?
With the click of a button, patients can now search for the best treatment options for almost every disease and condition. If they want to look into cosmetic surgery, they can compare the results of different procedures and pick the one that is right for them. This is huge progress from the days when patients had to rely on word of mouth, magazine spreads, or television commercials to learn about new procedures. But while this increased access to information is a great thing, it also means patients have more options than ever before and there is no one-stop-shop to learn about all the different procedures.
As a cosmetic surgeon, it is your job to provide patients with the best possible care. One of the most effective ways to do this is by educating them about their options. Unfortunately, a lot of clinics fail to utilize the most basic marketing tools, leaving them with confused and anxious clients. The good news is, all it takes is a little bit of digital marketing to set up shop and get the word out there about your services. With these five steps, you will be able to attract new patients while also maintaining and even growing your base of loyal customers. Let’s get started.
Step One: Create a Website
The first and most fundamental step in any marketing campaign is to create a website. No matter what industry you are in, you need a website to grow your practice. Why? Well, it’s much easier to find and engage with potential customers who are already oriented towards your industry online. When patients visit your website, they should experience a streamlined flow from the first contact through to the final appointment. This is what we mean by having a digital marketing strategy that is integrated and cohesive across all platforms and channels – from web to social media.
Step Two: Develop a Logo and Brand
Next, you should develop a logo and brand for your practice. This is more than just a pretty face; you are starting a business after all, so you want to establish a brand that is memorable and easy to recognize. The color, font, and shape of the logo should work in harmony and support each other. For example, if you are using Helvetica Neue as your main font, your logo should match the look and feel of this typeface. Developing a brand takes some time, but it is worth it. Your logo and brand will act as a shorthand for your practice – patients will know what they are getting into if they visit your website or read your reviews. Keep in mind, however, that the logo and brand you develop for your practice will likely be different than the one you choose for your own personal use. The point of this step is to develop a brand that is tailored for patients while also being memorable to you as a surgeon.
Step Three: Personalize your Website
Once you have a functional website, you can begin to personalize it. First, find out what pages get the most traffic and click-throughs – this will help you determine what areas of your site need the most attention. After you have determined this, you can begin to develop content that is relevant to and compliments these pages. For instance, if you find that your Home Page gets the most traffic, your next step might be to write a blog post about the latest trends in cosmetic surgery or how to choose the right surgeon for your needs. This will not only attract new patients, but it will keep existing ones coming back for more.
Step Four: Set Up Automated Email Newsletters
It is important to establish a relationship with your patients and create brand loyalty through continuous engagement. One way to do this is through automated email newsletters. These emails will regularly provide your patients with important information about your practice, helpful tips on how to choose the right surgeon for their needs, and news articles that are relevant to their position as a patient. You can use a tool like HubSpot to create these automated email newsletters and schedule them to go out periodically during the year.
Step five: Optimize your Website
The last step of any digital marketing campaign is to optimize your site for the best possible performance. You can begin by using tools like Google Analytics to find out what works and what doesn’t work on your site. Based on this information, you can make small adjustments and improvements that will make a massive difference in your practice’s overall performance. By taking the time to study and understand the behavior of your patients, you will be able to provide the best possible service and increase your practice’s overall revenue.
Why Should You Focus On Marketing On the Web?
While all marketing is important, some methods are more effective than others. Using digital marketing methods to attract new patients is a tried and tested way of generating leads, but it is difficult to achieve the perfect blend of creativity and technicality that is required to outperform your competitors. If your goal is to increase your cosmetic surgery practice’s revenue, it is best to utilize the web, where you can gain credibility and build a brand with limited cost and effort.
If you are looking to grow your cosmetic surgery practice, it is important to set up automated email newsletters and develop a brand identity for yourself and your practice. By creating and maintaining a website, you will be able to attract new patients while also encouraging existing ones to come back for more.