Many people are interested in elective medical or cosmetic procedures. Statistics from the American Society of Plastic Surgeons show that 5.9 million people elected to have reconstructive surgery in 2019 and 18.1 million opted for some form of non-invasive cosmetic procedure.
Potential patients might not know how to find a reputable center, however. That's why it's important to market your business. Advertising your medical or cosmetic services can provide the information someone needs to take the next step.
Here is a list of seven effective ways to market your elective medical or cosmetic center services.
1. Run a Commercial
Just like with any other business, many health and cosmetic businesses report an increase in sales when potential customers see an ad on television. A TV commercial has a way of establishing your services in people's minds. Ads shot inside your building showing you and your staff servicing clients goes a long way toward letting people know that you exist and that you are taking new patients.
Healthcare and cosmetic services commercials perform best during times when your target audience is likely to be at home watching TV. Your media partner will have access to a complete analysis of your target audience and how to best reach them.
2. Include a FAQs Page on Your Website
A question and answer page on your website helps potential customers know the extent of your services as well as what insurance you might accept. It can also give some indication of what clients can expect in terms of the time commitment a procedure might require or what a client should do post-procedure.
Questions you want to answer on your FAQs page should solve problems and help move the client to the next stage. Common questions you may want to answer include: How do I prepare for surgery? How soon after my procedure can I return to normal activity? Should I expect to scar?
3. Highlight Testimonials
Prospective patients want to hear from those who have undergone procedures with positive results. Testimonials build trust by acting as a third-party endorsement. They humanize your brand.
Insert testimonials into your ads and place them on your website. Remember, you're selling an experience. If customers can visualize themselves being happy once they've had work done, your marketing efforts will be successful.
4. Share Before and After Photos on Social Media
People like to see the results of elective procedures to feel more confident in their effectiveness. Before and after photographs go a long way toward proving how good you are at what you do and how pleased your clients are with the results.
Keep in mind patient confidentiality and the importance of getting permission to share pictures publicly. A media release form is required before you share an image on your website or social media channels.
5. Deploy a Digital Campaign
A strong digital marketing strategy brings traffic to your website and to your business. If your business does not have a digital plan, you are probably missing out on leads and revenue. SEO content and digital ads combined with calls to action should be placed on various social media channels like Facebook, Twitter, and Instagram. A successful digital campaign will answer questions about the services you offer while moving potential clients through the customer journey and bringing awareness to your brand.
6. Incorporate Video Marketing
Videos on your website stimulate the senses, evoke an emotional response, and add to the quality of your website. They are also easy to engage with. You can talk directly to your audience about procedures and services. This gives potential clients the chance to build a relationship with you before they ever enter your building. Use YouTube and Vimeo to post your videos on social media channels.
7. Use Email Campaigns to Target Existing Customers.
Email campaigns work because people love to stay informed and are constantly checking their inboxes. Emails provide more space to get your message across and can be easily tailored to your target audience. They are both reliable and cost-effective.
Send emails to past customers to remind them of your relationship, offer additional services, and ask them to recommend you to their networks. For those who have had previous consults but did not follow through, an email can get the ball rolling again.
With so much competition out there, it’s important to market your services as a healthcare or cosmetic clinic. A media partner can help you determine the best marketing avenues for your goals and execute your campaign seamlessly.