Archive for Marketing
Is Price Everything?
Posted by: | CommentsThere is one more false belief that can cripple your effective interactions with your aesthetic patients and that is the one about money – or lack thereof.
If you and your staff believe “nobody has any money”, “they can’t afford it” and “my patients are cheap”, you will project those beliefs onto your patients so they don’t buy as well as your prospective patients who will appear cheap to you because that is what you believe. But please consider this:
If pricing was the only determining factor, then:
- - everyone would drive a Honda
- - everyone would wear a Timex watch
- - everyone would shop at Walmart
- - everyone would eat at McDonalds and so on..
I promise you, the majority of your aesthetic patients are not looking for the cheapest price but they are looking for a good result at a fair price so it’s the value they want.
The point is if your patient is only concerned about price, it’s because you haven’t educated them about other variables they should consider when choosing an aesthetic physician.
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For more Free tips and videos, visit www.CosmeticImageMarketing.com. Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
New FTC Endorsement and Testimonial Guidelines
Posted by: | CommentsIn case you haven’t heard yet, the FTC issued new guidelines regarding the use of endorsements and testimonials in advertising. The result of these new guidelines change the entire landscape of testimonial-based marketing (of which I am a big fan of for aesthetic marketing).
The gist of it is that if you use a patient testimonial to show off the results from your product or service, the ad should clearly and conspicuously disclose the generally expected performance or result of your product or service that others can expect. However, if you advertise “Experience Testimonials” that are simply complimentary to you and show that your patients are happy with the products and services you provide, then the FTC guidelines have no impact. So you can use experience testimonials in the same ways you have been using them.
I am not giving you legal advice. I am simply saying if you are using patient testimonials in your external promotional efforts to showcase your products and services, be sure they depict what other patients could generally expect from the same. Then run it by your attorney to be on the safe side.
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For more Free tips and videos, visit www.CosmeticImageMarketing.com. Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
A Google Ad That Attracts Patients
Posted by: | CommentsA Pay-Per-Click advertising campaign can cost you thousands of dollars without attracting one new patient to you – yikes! Since you only have 15 words to work with, you must be strategic and consider your audience and what they want.
Before you spend another dime, look up your PPC ad and be sure it contains (or doesn’t contain) the following:
Do NOT waste the first line on your name. Instead, replace it with a compelling headline instead such as: Weekend Facelift or Look Younger Without Surgery or No Downtime Liposuction.
For the second line, use emotion and benefits the patient is after such as, “Free Report: What You Should You About X Procedure” or “Lose Your Wrinkles and Look 10 Years Younger Without Surgery”
Now add your URL so they click on it to learn more. I promise you will get more click-throughs when you give your prospective patients something interesting to click on.
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For more Free tips and videos, visit www.CosmeticImageMarketing.com. Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
What Can An Aesthetic Physician Do to Weather The Economic Storm?
Posted by: | CommentsThere is much you can do to survive and even flourish no matter what is happening in the economy.
I guarantee the answer is NOT to wait and do nothing. Those who proactively act will fare the best. And, since your competitors are sitting on the sidelines from fear, now is the perfect time for you to increase your promotional efforts. You can attract new patients (some of them from your competitors who are ignoring them) and you can reconnect with your own patients to ensure they stay loyal to you.
This is not the time to start a huge, expensive external campaign to attract total strangers to your practice. That will take too long, too much money and may not pan out. However, it is time to go through your patient files and set up a strategy to get them to return, spend more with you when they do and refer more of their friends.
Segment your lists by age and send them solution-specific messages to address probable concerns they may have. For example, send tummy tuck information to moms in their 30-40’s, facelift information to professional females in their 50-60’s, etc. This targeted messaging should give you a much better return on your investment than sending one-message-fits-all.
