Use strategic marketing and quality copywriting to grow your plastic surgery practice
These days the level of competition among plastic surgeons and cosmetic surgeons is extremely high. It’s not enough to rely only on word-of-mouth referrals or a prominent office location with external signage.
Building a successful plastic surgery practice takes more than having the best surgical skills. It also takes good copywriting and marketing to attract a steady flow of clients. A plastic or cosmetic surgery copywriter who is skilled at crafting persuasive copy for physicians is your best bet for generating leads and sales.
Ask yourself the following five questions about your cosmetic surgery or plastic surgery website.
If you didn’t answer “yes” to all those questions, then it’s time to consider making changes. You can’t keep doing the same thing and expect a different result.
A skilled copywriter for plastic and cosmetic surgeons can improve your website content. She can help you establish a rapport with prospective clients even before they meet you for their initial consultation. And she can help you persuade them that you’re the best qualified person to help them solve whatever issues they’re having.
According to ClearPivot Marketing, “For plastic surgeons, your website serves as your storefront. Potential patients do not casually drop by your office to browse surgery procedures or treatments, the way they shop for clothes or furniture. Instead, today’s patients search online. When they find you, they click over to your website to learn more. Will they stay, and eventually become new patients?”
While your plastic surgery website is a comprehensive promotional tool for your practice, a landing page can be a narrowly focused marketing tactic for your specialties. It can explain in detail how you approach this type of surgery and, ideally, include persuasive visuals such as before and after photos.
You should consider creating a unique landing page for each type of procedure you’d like to target such as:
Each landing page will give the impression that you are uniquely qualified to perform that specific type of surgery or treatment. When a prospective patient is comparing your services to a general plastic surgeon or cosmetic surgeon, your ability to look like an industry leader via your landing page could be the tipping point for his or her decision.
Landing pages are your silent sales team designed to persuade prospects that you’re the plastic surgeon with the optimum solution to their problem.
According to Digital Logic, plastic surgery landing pages are “where visitors convert to leads and leads convert to consultations.” They recommend writing your landing pages with a two-pronged objective: 1) to educate readers, and 2) to encourage them to take a particular action.
Those actions can be:
Each of these actions is designed to obtain a visitor’s email address, phone number or other contact information. And once you have those details, you now have the means to continue marketing to this prospect, providing information on specials you’re offering, new products or services, upcoming events and more.
Your patients are your best source for additional work and referrals. So even though they’ve had their surgery and no longer visit your office, you can still benefit by staying in touch with them.
A regularly-updated blog written by a professional copywriter is an excellent way to stay top of mind for existing patients and also attract new prospects.
A weekly or monthly blog post can include copywriting on such subjects as skincare, plastic surgery advancements, new cosmetic surgery procedures and changes to your office whether they be personnel or equipment.
Existing patients know you and have a natural interest in your services, so they’re likely to read your blog posts. It’s almost like they’re receiving a personal letter from an old friend. And prospective patients considering a procedure have an interest in getting to know you as well.
Blogs will help you to:
Another option is to send out regular emails, as often as once a week. Promote new cosmetic treatments or special offers. You can also write stories that are educational in nature to teach your clients about the exciting plastic or cosmetic surgery work you do.
While your clients and prospects lack medical knowledge, they’re hungry for information about what surgical or non-surgical procedures are in vogue and the problems they can solve. They want to know what benefits can be derived and whether they might be a possible candidate.
“Marketing for a doctor’s practice is part science (applying proven strategies and tactics), and part art (creatively and effectively connecting with a target audience),” according to Healthcare Success. The beauty of using blogs and email as communication tools is that they’re not only proven tactics, they’re also no cost, quick to implement and easy to deploy.
If you have a Facebook or Instagram page or ever poke around Twitter, then you know how much it costs to get visibility on social media. Zero! Can’t beat free publicity.
Of course, there are paid options, but even if you don’t have an advertising budget, you can benefit from promoting your practice on social media. It’s an opportunity for you to stay in touch with your clients and maintain their loyalty.
Tell them who’s new in your office. Mention if you’re doing any public speaking engagements. Talk about new treatments you’ll be offering. Show pictures of one of your staff person’s new puppy.
Social media can help you:
An endless array of interesting topics can be introduced on Facebook, Twitter, Instagram and even YouTube (in video form). The price is right when it comes to social media promotion, so don’t miss out.
Social media can give your plastic surgery practice free publicity and valuable visibility.
Here’s a list of ideas for social media content:
If you don’t have time to write for social media or create original content, hire a social media copywriter who can develop engaging, entertaining or enlightening posts.
Are you more likely to go see a movie or eat at a restaurant if you see it has good reviews? Most people would say yes.
The same concept applies to plastic surgeons. Most people considering a procedure will read written reviews about surgeons. They want to be sure they’re going with someone who has experience and has proven results.
Third-party endorsements, as they’re sometimes called, can be incredibly compelling because they represent real people telling their story.
The best time to request a review from a patient is shortly after their surgery, when they can see the outcome and know they are pleased. If they’re unsure how to word their review, have a professional copywriter contact them, ask a few key questions and then construct the written testimonial for the patient’s approval.
To be clear, the sentiment of the review must come from the patient, but expressing that sentiment in a concise manner may be done with the assistance of a copywriter.
Post reviews on your website, but that’s not the only place they belong. You can encourage your patients to also post their reviews on:
Positive reviews have value as well in all of your marketing materials. Don’t hesitate to incorporate them into brochures, sales letters, blog posts and ads.
It would be easy to think that marketing isn’t critical. But the truth is, it’s how today’s most successful cosmetic surgery and plastic surgery practices thrive and continue to grow each year.
Well-written copy on your website, in your blog and on social media can make a significant difference on the number of new business inquiries you get as well as repeat business from existing customers.
Working with a copywriter who understands strategic marketing for plastic/cosmetic surgeons can help ensure the money you invest in promoting your practice gives you a solid return in the form of increased market share and revenue.
While interest in plastic surgery and cosmetic enhancements is greater today than ever before, the market is also significantly more competitive with more practitioners angling for their piece of the pie.
Smart, strategic marketing combined with engaging copywriting will differentiate your image from other surgeons, give you an edge in growing your practice and accelerate your success.