Patients seeking aesthetic treatments have an abundance of choices. The research and decision-making process now takes place online, where beauty bloggers and medical professionals find themselves competing in the same arena.
These are the circumstances into which plastic surgery clinics must venture in order to attract new patients. Practices that take online marketing seriously can seize a huge competitive advantage.
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Online marketing may seem like a daunting task, but the alternative is to miss out on educating and attracting prospective patients.
When plastic surgeons reach patients early in their journey, they can establish trust and help empower better decisions about their treatment options
Prominence in organic search results is the most cost-effective way to bring qualified patients to your plastic surgery website. Your website is your first chance to make the best possible impression with prospective patients.
There’s no advertisement better than a glowing patient review. Reputation is the currency of the plastic surgery industry, and a smart plastic surgery marketing strategy prioritizes collecting patient feedback
Building a strong search position and a social media following takes time. Managed well, paid plastic surgery ads can deliver measurable impact.
Social media is one of the most visual elements of online marketing. Engaging with prospective patients on social media is an ideal way to demonstrate successful cosmetic results, quality care, great facilities, and a caring staff.
Booking a plastic surgery consultation is a big step for prospective patients that requires trust in the plastic surgeon. Your online video content helps bridge the gap between online browsing and action steps to book a consultation.
In a typical month, 110,000 Google searches are made for the phrase [plastic surgery]. This doesn’t include searches for specific plastic surgery procedures and the unlimited potential of tapping into organic traffic from broader beauty-related searches.
Website keywords like [rhinoplasty] are too competitive for most plastic surgery clinics to rank highly in search. But, by combining keywords with a specific geographical location — i.e. [rhinoplasty beverly hills] — keywords can become opportunities for cost-effective patient acquisition. Having a dedicated page for each service you offer is a great way to increase organic traffic.
Bringing prospective patients to your website is just the beginning. To increase the chance they’ll take the next step, make sure your website is:
More on plastic surgery websites:
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Understanding Google search ranking factors for healthcare websites
When choosing a plastic surgeon, one of the best sources of reassurance for prospective patients is the experience of other patients via online reviews. Research shows people look to patient reviews when evaluating doctors like plastic surgeons. In fact, 70 percent of people consider a positive online reputation to be “very important” or “extremely important”.
Patient reviews have an impact on your website rank in organic search. Besides averaging as high as possible ( no lower than four-out-of-five stars), valuable reviews are:
That means your practice should not:
Plastic surgery clinics should acquire ongoing feedback from patients. The most successful plastic surgery clinics collect feedback via automated patient satisfaction surveys.
More on patient reviews:
How patient reviews influence your practice's search engine ranking
The top online sources for patient reviews
The dos and don'ts of patient reviews for healthcare practices
Paid search ads are a type of advertising that involves paying Google or other search engines a fixed rate each time your ad link is clicked. The key to getting value out of your investment is to make every click count, by putting thought into:
More on cosmetic surgery advertising:
Online advertising for doctors - the Practice Growth Podcast
Opt for a strong presence on the social networks where your patients are most active. For some practices, that means focusing on platforms like Instagram. Any visual sites like Facebook, YouTube, Snapchat, and TikTok also have a role to play.
Build a widespread social media presence and engage with people on each network. Stories are now a key feature on Facebook, Instagram, and Snapchat, and offer a unique way to share patient testimonials or explain specific treatments and procedures. Posting frequently, ideally with the help of an editorial calendar, will go a long way to keeping you top-of-mind for prospective patients.
More on social media marketing:
5 doctors killing it on social media
Instagram marketing tips for healthcare providers
Best practices for using Stories for healthcare social media
For first-time plastic surgery patients, choosing a doctor can be a life-changing moment. You can help them feel more comfortable selecting your practice by incorporating video into your plastic surgery marketing.Videos are the most engaging form of content on social platforms, and they’re especially helpful in plastic surgery marketing due to the importance of trust and relationship-building between patients and staff. Help prospective patients visualize their future experience by showing the facility, staff, and satisfied patients.
Some video marketing best practices include:
In the modern marketing world, digital is king. But businesses that rely on making their patients feel comfortable cannot afford to forget about their brand offline. Plastic surgery clinics are the quintessential example here.
Your in-office experience must meet and reinforce the expectations established online and help prospective patients feel welcome.
Magazines in the beauty niche are a good choice for highly targeted cosmetic surgery advertising. Radio — and its younger digital cousin, podcasting — are superb ways to add to your visual campaigns. Direct mail can also give your practice more visibility and add to your overall brand experience.
These methods are not as readily measurable as online marketing, but they offer an opportunity to reach prospective patients through other channels, and complement your online marketing.
All healthcare providers must ensure their patients’ personally identifiable information is protected and used responsibly. Plastic surgery marketing must comply with the Health Insurance Portability and Accountability Act of 1996 (HIPAA).
A few reminders: