Interested in marketing your plastic surgery practice, but don’t know where to start? If you’re looking to attract new patients, look no further than your own computer. Approximately one in four Americans report being online constantly, and 77 percent report going online daily, according to Pew Research Center.
As internet usage rises among Americans, digital marketing is an integral part of any independent healthcare provider’s practice growth strategy. Help patients who are interested in your services find you online by following the proven steps discussed in this blog post.
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The majority of people use online search engines to find medical providers. Because plastic surgery involves changes to one’s personal appearance, patients interested in your services might more heavily rely on search engines, such as Google or Yahoo, to quickly access information about procedures, analyze before-and-after photos, and compare online reviews from current and former patients.
Perform a content audit to ensure your website has information about you, your practice, and your services as well as contact information and patient testimonials. Organize your site in a way that makes it easier for search engines and prospective patients to find.
Check out: 5 pages your medical website needs
Online profiles on directory sites like Google My Business and Vitals can help you increase your presence on the web and your likelihood of appearing organically in search engine results. It’s important that you claim these profiles to ensure all your practice information is up to date. If the information is outdated, it can hurt your search engine rankings and cause confusion for prospective patients, steering them away from your practice.
According to Software Advice, 72 percent of patients use online reviews as their first step in finding a new doctor. By claiming your online profiles, you can also stay ahead of your online reputation and get notified of any new patient reviews, positive or negative.
After you optimize your web presence, consider ramping up your plastic surgery marketing with paid ads. Paid ads appear above organic listings for selected keywords on search engines and in people’s social media feeds even if they are not yet following your account.
Purchasing plastic surgery ads on search engines or social media channels helps put your practice in the spotlight — especially if you live in a competitive market. Not only will you increase traffic to your website, but you can target your ads to reach people who are searching for your services and live in your area, increasing the potential for prospective patients to land on your site.
Content marketing — or driving potential interest in a product or service through the creation of valuable content — is an integral part of marketing plastic surgery. The more quality content on your site, the higher your chances of appearing on searches on Google. Think of it as casting a wider net.
Try writing a blog including specific keywords around the services you offer, or maybe some of the innovative tools you use. Writing authoritatively on your plastic surgery services is also a great way to set yourself apart from the competition, as it helps establish you as a subject matter expert and increase your trust level among consumers.
People who are seeking more information on plastic surgery procedures and are willing to give you their contact information are more likely to become patients than people who just happen to stumble across your content.
Consider including an online form on your site to collect contact information for prospective patients who are interested in requesting an appointment or consultation. This will provide you with an audience of engaged users you can target with an email campaign, offers, or other marketing plastic surgery tactics.
Instagram can be a game changer for your plastic surgery marketing. The visual nature of this social media platform aligns well with an aesthetic specialty such as plastic surgery. It’s a great place to explain various procedures and show positive results.
Instagram is also the ideal platform to engage with Millennials, a group that is more increasingly interested in cosmetic surgery services. According to the American Academy of Facial Plastic and Reconstructive Surgery, 56 percent of AAFPRS members saw an increase in cosmetic surgery services among patients under age 30 in 2017.
Before opting for a cosmetic or reconstructive procedure, patients are likely to vet their doctors online and seek examples of their work. An analysis of online breast augmentation reviews that appeared in the medical journal Plastic and Reconstructive Surgery showed that nearly 70 percent of online reviews mentioned aesthetic outcomes, demonstrating that this is an important consideration for cosmetic surgery patients.
Include positive testimonials on your website and social media accounts, because your prospective patients will expect to see them. Use high-quality images whenever possible, as they appear more professional. Just make sure you’ve received written consent from your patients to share their protected health information, so you don’t violate the Health Insurance Portability and Accountability Act (HIPAA).
Want more ideas for marketing plastic surgery? Check out the blog post “5 medical online marketing ideas to outpace the competition.”
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