- Breast Augmentation
- Tummy Tuck
- Eyelid Surgery
- Breast Lift
Americans spent more than 13.5 Billion on cosmetic procedures. The business is growing. Is your practice?
The internet is the greatest tool in the contemporary world of plastic surgeon marketing. Why? Because people looking to have elective procedures hold the power to choose and they must be educated about the procedure before taking action. Also, they’re not in a hospital setting where they’re mandated to have surgery. They’re “choosing” to make a transformation on their own and looking at what they could be getting into. For this reason, it’s imperative that as a plastic surgeon your position online is one of authority and education. As the top ranked website online and with a website that provides immense value, plastic surgeons today can grow their practices exponentially.
Currently, websites, social media, and search engines are part of the daily lives of many prospects and patients of plastic surgeons. This has made digital marketing or online marketing one of the most effective marketing techniques for growing practice. Any doctor not leveraging the power of the internet and digital marketing techniques is missing out on the greatest opportunity for the growth of your business today.
Is a website enough? Nope. Sorry, it just isn’t. Ten years ago, if had a website you were guaranteed success online. Today, it’s not. There’s too much competition and too many people fighting to steal your business.
What makes the difference today is targeted digital marketing campaigns that start with SEO and end with complete dominance online in every aspect. Additionally, it’s not about taking every single action possible; it’s about taking the right actions at the right time that will produce the greatest ROI for you and your business.
Where does it all begin? It starts with your goal, your understanding of what will grow your practice and what we can target with keywords and your site’s optimization. The content that you publish on every page of your website should support the end goals of your plastic surgery practice. You should not produce content just for the sake of having content on your site. You need a strategic approach to the content of your site to ensure that what you publish on your website considers the end goal of having visitors hire your services. Keywords form the foundation of search engine optimization. These are phrases or words that people enter in the search bars of the search engines. When potential patients search these words or phrases, search engines will list pages with the keywords or phrases being searched for online right now. Therefore, starting your digital marketing campaign by selecting unique keywords for your web pages is critical and making these keywords selected, and subsequent actions form the direction we’ll head for in growing your practice.
Understanding your local market and what people want regarding selective plastic surgery procedures is vital to building the right site and growing your practice. Some markets are more competitive for certain procedures, while others are less competitive, and some are underserved. It’s critical to figure this out and then align your growth strategy with these facts.
So what are some easy fixes?
If you don’t already, start tracking your site’s performance. You must have a baseline. Then, make sure your site is optimized correctly and built to rank. So many people’s sites are not even competitive and built to demosntrate to Google that they’re the most relevant answer to the user’s search. After it’s built to rank, it’s ranking online, and you’ve got the traffic you can track and observe. The next move is to increase the value your site provides to the searcher and increases the conversions from that traffic.
We call this Conversion Rate Optimization.
When users visit your website, they will decide whether to start a relationship with your practice depending on the impression that they get from your site. If your site is outdated with poorly organized pages and images that load slowly, your conversion rate will be lower. Visitor behavior and experience are very important. How visitors click on pages of your site, the duration of which they read them and view the content on your site including photos and videos determine whether they will contact you or leave your site and visit that of your competitor. Therefore, make sure that your site is easy to navigate, with fast loading pages and content that compels visitors to take your desired action.
A further enhancement is to get active on social media and write!
“Content is Powerful.” This is a common phrase in the digital marketing field. It highlights the importance of quality content that is rich in target keywords. However, you need to establish your plastic surgery practice as an authority in the industry. To do this, you need to network through digital PR. This entails connecting with other surgeons that have an online presence. For instance, look for opportunities to publish guest blog posts in the blogs of authoritative surgeons. You can also connect with other online allies like local organizations, journalists, and bloggers that need the kind of industry prominence and expertise that you have. You also need to contact with clients through the social media. For instance, you should create profiles for your plastic surgery practice in social networking sites like Facebook, LinkedIn, Instagram, SnapChat, and Twitter and make them vibrant hubs where patients and prospects can get expert information, engage with your practice and even share information about your practice with friends and relatives. This will help in not only marketing your practice but also in branding it.
It’s a fact that your reputation online matters tremendously.
Perception is very important when it comes to the success of a plastic surgeon practice. What other people, especially prospective patients, think about your practice is very important. Personal recommendations and online reviews have a significant impact on your practice. This implies that what a dissatisfied or satisfied patient or even a disgruntled staff publishes online will affect the online presence of your practice, actions of prospective patients and the success of your practice. Therefore, engage in online reputation management as a way of influencing perceptions and protecting your plastic surgery practice from attacks in the future.
Tracking metrics matters. If you don’t already, have Key Performance Indicators for your business. This could be visitors to the site, sales, or impressions. It’s dependent on the goal you have and the amount of growth you can handle all at once.
Overall, I’ll close with this. What you offer is special and transformational. It has the power to help so many people and provide immense value to people. The opportunity to impact so many people commands a premium and your skills are in high demand and actively people want to connect with you. With this opportunity, there’s a lot of competition, and it’s never been more important to dominate.