The art of plastic surgery is first mentioned in an ancient Egyptian medical dissertation from the Old Kingdom period (c. 2500 — c. 2100 BC). The ancient text specifies the way in which to repair a broken nose. Fast-forward about 4,000 years and New Zealand native Sir Harold Gillies, M.D., working in London, took the reigns of plastic surgery to become known as the father of modern plastic surgery. Sir Gillies developed modern plastic reconstruction techniques for soldiers who had been wounded facially during the First World War. There are two main types of plastic surgeries —
- Reconstructive — a medically oriented procedure that improves a body’s functioning.
- Cosmetic/Aesthetic — an elective procedure, which seeks to improve a body’s appearance.
The Business of Plastic Surgery
Despite its attachment to the medical community, plastic surgery is a business. Technological advancements frequently uncover new and innovative ways to improve one’s body — with safer procedures and reduced recovery times! Many modern plastic surgical techniques are same-day surgery and are, therefore, cost-effective. Additionally, the business of plastic surgery often chooses to offer financial assistance to clients who do not have the resources to pay for procedures. The financing portion of the plastic surgery business is yet another internal profit center. Recently, the plastic surgery industry has become incredibly competitive. This elevated competition has been generated by –
- The expansion of plastic surgery procedures and the number of practitioners. Essentially, there are more practitioners vying for the same amount of business.
- The employment of strategically, well-designed marketing tactics that delve deeper, to find the unmet needs of members of a target market.
Plastic Surgery’s Sales Cycle
In terms of marketing, it is important to remember that cosmetic plastic surgery is an optional procedure. Many potential patients spend months (if not years) ruminating about the concerns of an elective medical procedure. Therefore, a successful plastic surgery business must recognize the steps to their sales cycle –
- The creation of brand awareness.
- The continual education of potential customers
- Repetitive marketing initiatives.
The reality is, a plastic surgery business must reach potential clients several times if the business is going to boost their chances of a sale. In this way, plastic surgery marketing ideas generally adhere to the principle of persistence! Check out some awesome plastic surgery marketing ideas shown below. While the digital platform remains all the rage, it is noted that it is prudent to allow a portion of your marketing budget for local coverage.
Plastic Surgery Marketing Ideas
Design an Awesome Website
While the Internet at one time was a cutting-edge marketing strategy, these days a proprietary website for a plastic surgery business is not an innovative option, but simply a must. A website has many practical uses that offer information regarding the business, the services offered, and any other relevant plastic surgery business information. However, a business’ website is also a great opportunity to digitally market its services. There are many ways in which to give your website a face-lift — just remember that the goal is to create a simple to use, interactive experience that carefully delivers your business’ value proposition. This entails –
- The dynamic use of imagery that speaks to business’ ethos.
- A polished simplicity.
- Functional & Logical Layouts.
- Persuasive text & information that focuses on the needs of potential clients.
It is critical to note that a website should avoid confusing a potential client. Confusion is counterproductive to achieving sales objectives.
Dominate the Search Engines with SEO
One of the goals of a digital marketer is to create a website that appears at the top of a search result page. A strong search result creates one of the most important commodities of a successful business — traffic.
One way to reach for search marketing domination is to establish a no-cost Google My Business account. This account automatically places your business on Google Maps as a searchable location and creates a forum for client testimonials to be seen by the searching public. It is also a great location for SEO optimized keywords and shareable information about your plastic surgery services.
It is also critical to optimize your website’s SEO content as it impacts how the website hits as an organic listing. This includes adding fresh content regularly and driving traffic through creative, coordinated social media efforts.
Create an Introductory Video About Your Services
In 2015, Microsoft Corporation conducted a study to calculate the current human attention span. The study revealed that the attention span of the average individual had fallen to 8 seconds from 12 seconds, only a decade earlier. A clever plastic surgery marketing idea takes advantage of these statistics by offering short videos that deliver a swift message, that pops visually or tickles someone’s funny bone. Be certain your video includes –
- A great first impression.
- A short testimonial.
- An articulate value proposition.
It is important to include a Call to Action at the end of the video to encourage viewers to call for a free consultation, if possible.
Offer to Show Them What They Will Look Like
Effectual plastic surgery marketing ideas often address the many motives potential patients have that cause them to delay their decision regarding plastic surgery. In other words, this marketing ploy helps potential patients to allay their fears, which in this instance, are likely to be slipshod surgical results. One way to address the angst borne from a logical fear is to offer a free consultation that includes the technology to show how the client will look after the surgery during the meeting.
Make Use of Other Visuals
Marketing relies heavily on the use of the printed word. Clearly, this is an important piece of marketing, but it is certainly not the only! The old adage “A picture is worth a thousand words” speaks to the remarkable effectiveness delivered through a visual presentation. There are countless ways to use visuals to hit one of the many home run plastic surgery marketing ideas. Remember, marketing visuals include –
Hire Experienced Digital Marketing Professionals
Early marketing professionals employed a dual marketing strategy that sought to –
- Make something new feel familiar, or,
- Make something old feel new because consumers often find themselves torn between their innate curiosity of new things and the very human discomfort with change.
However, the incredible amount of digital marketing options today requires a great deal of knowledge (and experience) to achieve the desired results. Fortunately, there are affordable Marketing Professionals that offer marketing services that include –
- A customizable digital dashboard.
- Google Analytics integration.
- A Comprehensive Website Analysis.
- Marketing Integration using tools like MailChimp.
Don’t forget to set a marketing goal. This will allow you to assess the performance of the applied marketing tactic. Keep the goal reasonable to alleviate future frustration.
We Recommend Marketing 360 for Plastic Surgery Marketing
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