Archive for Aesthetic Marketing
Video Marketing
Posted by: | CommentsHere is a marketing effort that more plastic surgeons need to embrace: it’s Video Marketing. Prospective patients are much more likely to respond to someone they “feel” as if they know – even before you meet. It’s the fastest, easiest, cheapest way to become a celebrity to those who matter – prospective patients interested in aesthetics!
As a side benefit, this effort will also improve your SEO, traffic, website ranking, referrals, and fame.
You want your prospective patients to see your face, look into your eyes, and feel your emotion when you deliver the video message – it builds a connection. By the way, contrary to popular belief, you don’t need to be a model (actually, that would work against you). The prospective patient, especially the female patient, is looking for someone with character, integrity, compassion and confidence they can provide the good result she’s looking for.
How do you make videos? You can use any HD video camera, Flip video camera, or even your iPhone to film your 2-4 minute video. Just talk about one procedure or concept at a time (keep it simple). Add it to your Website and upload it to YouTube.
—-
For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
3 Steps to Smart Aesthetic Marketing
Posted by: | CommentsStep #1: Smart aesthetic marketing focuses your message on the patients you most want to visit your practice. You do not want to be everything to everybody because that’s too general and won’t appeal to anyone. Decide now who your “preferred” patient is in terms of:
- Ethnicity
- Age
- Income
- Zip Code
- Lifestyle: single or married
- Professional or stay-at-home mom
- Procedures they want
- Concerns they have
Step #2: Understand what that particular target group is most interested in and how your services provide the best solution. You can brainstorm with your staff or, better yet, ask your patients directly.
For example, the younger Hispanic female may be most interested in hair removal or liposuction at the best price possible whereas the mature professional Caucasian woman may be interested in paying top dollar for a natural-looking face lift. Your headlines reaching out to these different groups would be completely different:
Sick of Unwanted Hair? Get Rid of It Painlessly.
Afraid of An “Overdone” Face Lift Look? Read This….
Step #3: Be where they are, so they see and act on your message.
- Attend/speak at events they attend
- Buy banner ads on websites they frequent
- Mail them educational materials with an offer to call now
Although this may feel counterintuitive to you to condense your focus, it will actually give you more results because you are working with quality rather than quantity.
——
For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
Back to the Fundamentals
Posted by: | CommentsThe most successful multi-million dollar aesthetic practices become just that by focusing on and getting very good at the following fundamentals:
- Attracting high-value cosmetic patients
- Qualifying them to ensure they are a good fit
- Converting them when they call and when they come in for a consult
- Retaining them for a lifetime
- Encouraging their referrals
Be sure to set up processes that address each step so you get the most out of each patient interaction.
——–
For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
ASAPS Annual Meeting in Boston
Posted by: | CommentsI sat in on a packed room for Hot Topics and I learned a few things of interest:
From 2009-2010, there was a 9% increase in cosmetic surgical procedures with over 1.6 million procedures performed.
The discussion between stem cells/fat cells better than just fat cells is still up for debate.
Some of the skin tightening results are less than stellar and not enough to warrant patient satisfaction on some patients.
More and more physicians of non-core specialties with less training are jumping into aesthetic rejuvenation and making this industry even more competitive.
Topical Botox has merit and is showing results.
Medial tourism is picking up in popularity.
And, Boston was lovely this time of year. The weather was moderate and it’s a beautiful City.
——–
For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
Good News/Bad News About Aesthetic Internet Marketing
Posted by: | CommentsFirst the Good News: Roughly 3/4ths of wealthy Americans use search engines when shopping for luxury goods and services (so I’m not talking specifically to searching for aesthetic enhancement but the point still applies). Google dominated the searches with 77%.
Now for the bad news: it led to comparison shopping, even to affluent Americans who did not typically shop by price and comparison.
That means the ease of on-line search and research is re-training consumers who didn’t used to buy by price to now consider it. That’s why your staff often says “they are all price shoppers” about the callers because they are if they’re sitting in front of their computer researching different practices on a particular procedure. The next logical step is for them to call and ask about price because you didn’t give them anything else to consider.
That’s reality and you need to deal with it. Go to your website home page right now and be sure the following are covered:
- - you gotta be different than everyone else
- - have better bragging rights than your competitors
- - be more niched so the visitor says “that’s me”!
- - your copy must be patient-focused on their emotional wants and NOT your ego needs. Tell your patients why they would be making the best choice when they pick you
- - you gotta position yourself as something in the prospective patient’s mind: the cheapest (bad), the most # procedures performed in the area, the only practice with this technology within a 60-mile radius or reassuringly expensive with the ultimate “take care of you” package includes private recovery suite with private nurse, etc.
Source: www.luxuryinstitute.com
——–
For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
Amsterdam and Plastic Surgery
Posted by: | Comments
Here is a silly picture of me in wooden shoes from my recent trip to Amsterdam. I have to say, it’s a beautiful country full of tulips this time of year and the weather was perfect (everyone told us so every day).
Because I’m always on the look-out for everything “aesthetic” no matter where I am, I looked and looked but came up blank in this country.
I saw one bad boob job on a tourist – that’s it! No face lifts, no overdone face fillers, no big lips, nothing! Even people in the Red Light District were natural. I scanned every publication I came across, but never saw the words “Botox” or “plastic surgery” anywhere.
Maybe it’s the “Coffee Houses” with the sweet smell of funny cigarettes that keep these people from aesthetic rejuvenation, but, whatever it is, they certainly could use it. I’ve never seen so many people smoke so many cigarettes in my life.
I love smoke-free California…
——–
For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
Take Advantage of Mother’s Day
Posted by: | CommentsThere’s a really big emotional event coming up… Mother’s Day! This is the one time of year your patients feel like they can splurge and do something nice just for themselves.
Some of your patients feel guilty spending family money on vanity, or they feel they don’t deserve it. But, Mother’s Day can change all of that. It’s a special time and the majority of your aesthetic patients are sensitive to it. It’s a time when they would most likely respond to contact from you, if given the chance.
Reach out to your patients and give them permission to do something special for themselves – since they do special things for others all year long. They will appreciate the encouragement.
——–
For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
I Had No Idea…
Posted by: | CommentsOne of the perks of being in the aesthetic industry is that I get to try new cosmetic treatments and procedures so I take full advantage of that when the opportunity presents itself.
So, I happen to be visiting one of my plastic surgeons who lives nearby because I wanted to drop off some of his patient-attraction Endless Patients tools so I got to stay for a little injectable rejuvenation. Well, he gave me some Botox for the glabellar – normal. But he also put a little filler in there to soften the concave look and give me a fuller look in that area. I can’t say I look 25 again but I can say that was a great little perk!
I’ll bet most of your cosmetic patients don’t know about this little technique. It could be just the differentiator from your competitors you needed. If they don’t do it or they do it but don’t tell anyone, there’s your competitive edge.
So here’s the strategy. Turn that little juicy perk into tons of value for your patient (that equals tons of value and free PR for you as well):
- -Make a 2-4 minute video about it to add to your website under “What’s New”
- -Add that video to YouTube
- -Make a video of your patient talking about it and saying how much they love their result. Add that video to your website, blog and YouTube
- -Write blurb for your patient newsletter and show before/after pics
- -Mail letter to other like-minded patients just like the patient you treated, show before/after pics and include special offer with tight expiration date for them to have it done
- -Turn into a special for the month; i.e., every Botox treatment gets a little free “lift” during the month of May
- -Throw in as a perk when they sign up for laser packages (rather than discounting)
So here’s the point. I’m sure you’ve put your own little spin on almost every procedure you offer. To you, it’s common sense. To your patients, it’s genius! And New. And a “gotta have it” from you!
——–
For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
What’s Your #1 Asset?
Posted by: | CommentsThe most valuable asset you have is a list of high-value patients and prospective patients who care about their appearance. You know they care because they have called your office, attended your events, referred their friends and paid you for aesthetic enhancement.
This patient, who already knows you, likes you, and trusts you is golden to you. They have endless needs you can help them with for years to come. I guarantee, they want to be educated about the youth-defying opportunities available to them and want that information from a credible source – YOU!
Aesthetic Patients Have Endless Needs
The beauty (pun intended) of aesthetics is this very thing: you have patients with endless needs. If an aesthetic patient wants to look good today, they also want to look good tomorrow and next week and next year and year after year.
So, if they come to you for a loss-leader such as a facial, they will stay for more, and continue up the ladder to higher-priced procedures. Conversely, if they come for a high-ticket surgical procedure, they will move down the ladder to perfect or maintain it with the lesser procedures, treatments, and products.
Your aesthetic patient who likes to look good and feel good is in relentless pursuit to keep those good feelings going. So when you improve one part of her body, she’ll most likely turn to the next part of her body. It’s almost like renovating your home. When you renovate your kitchen (and you absolutely love the results), don’t you naturally then want to renovate your bathroom?
The pearl here is to develop a relationship with your existing patients – who have endless beauty needs – so they return again and again.
——–
For a free download of Catherine’s book, Visit www.YourAestheticPracticeBook.com or call Catherine at (877) 339-8833. Her firm specializes in creative patient attraction – conversion – retention strategies to drive aesthetic profits.
