It’s currently estimated that approximately 75% of plastic surgery patients find their plastic surgeon online. It’s neither accurate nor fair, but a strong online presence is often the determinant in a patient deeming you an expert. Keeping this in mind, it’s important that you take the necessary online marketing steps to help your practice be seen by patients and search engines. Some online marketing ideas specific for plastic surgeons that we’ve come up and had success with are:
In order to effectively market plastic surgery using content, you have to clear, concise, credible, and valuable content that’s centered around the patient. You have to be able to communicate without selling. Selling surgery will kill your online marketing strategy. As you know better than we do, creating an image where you’re not selling surgery can be tricky.
One of the best ways to do it is by creating content that educates and informs future patients. When patients receive enough credible content that truly was created for them, they’re enabled to take the first step and make an appointment to see you. They feel comfortable with you before they’ve even met you because you’ve reached out and helped them make an important decision.
Content could be:
- Blog posts
- Patient profiles
- Case studies
- White papers
Local Search Engine Optimization
Seventy-five percent of patients never make it past first page Google results. Thus, being on that first page is critical. What’s also critical is being mentioned in the top 3 local practices that automatically come up on Google’s map at the top of the page. Our goal for your clinic is both. We incorporate keywords and specific elements into your website’s content to get your Google ranking as high as possible. We also pride ourselves in being able to do so in a way that’s natural and reflects the image and mission you want for your clinic.
Online advertising is unique in that it’s more efficient in allowing you to advertise to the customers you want while filtering out those you don’t. With AdWords, you can target users and reach out to them (in the form of an ad) at the exact moment they’re reaching out to you (in the form of their internet search). As you can imagine, AdWords is an extremely effective, powerful marketing tool. The key with AdWords is that they have to be used properly. If they’re not, they can be a waste of time and money.
When used properly, you can use AdWords to effectively target ads, reach out to a very specific audience, and advertise across multiple platforms. We’ve seen this work tremendously well with plastic surgery clinics and potential patients, as it’s a never before seen or used strategy in plastic surgery marketing.
Social media consumes the lives of a lot of people, but that doesn’t mean that it’s automatically an effective marketing strategy. One of the things about social media is that it’s “social”. Meaning, people aren’t logging into their social media accounts to look for plastic surgery clinics; however, this doesn’t mean that social media can’t be an effective way to market your clinic. We’ve found that one of the best ways to promote your clinic via social media is by providing a link on your website.
After the link has been established, before and after photos come into play. Before and after photos are how your clinic can be effectively marketed on social media. Social media has created an invaluable way for you to show off your before and after photos and you should absolutely use it. Like content, they should be carefully chosen in a manner that allows them to reach out to your patients with out selling. They too should enable, not persuade.
Putting It All Together
Using content as the backbone of a plastic surgery online marketing campaign while incorporating the above mentioned strategies produces proven results. A five-year plastic surgeon case study on one of our plastic surgery clients shows remarkable changes after implementation of Brandignity’s marketing plan. Here are some of them:
- 500% increase in site traffic
- An increase in average of 350 new, unique visitors per day
- Ranked 1st in 101 keywords ranking
- 100% conversion increase each month
In today’s world, it’s imperative that your plastic surgery clinic be seen by search engines and patients. By having a strong online presence that revolves around content and the marketing strategies listed above, you’ll ensure that your clinic will be where it needs to be for you to increase the amount of patients you see and ultimately help. Contact Brand Dignity today and the results you see can be similar to the ones we’ve shown above. We will be there to help turn your website into your clinic’s most valuable asset.