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Dare to Be Different Marketing

When you look online for cosmetic rejuvenation, you see website after website of beautiful young women and similar headlines promising beautiful results.

That would be fine IF there was not so much choice with lots of cosmetic practices promising the same thing. 

And, no, there is nothing different about you talking about your great customer service, and how you listen carefully to your patients and give them a good result …they expect good service and results already.

How to succeed using differentiation marketing for your Cosmetic Practice

To succeed as the BEST CHOICE, you have to stand out from the crowd. 

You do that by standing for and creating something unique, so patients notice there’s something different about you.  

Otherwise, nobody will hear you when you advertise about your expertise in every procedure and every body part. A cosmetic patient isn’t looking for that anyway. 

They are actually making their buying decisions based on differences. If everyone looks the same, it’s the difference that captures their attention and makes them take notice.

I know it’s counterintuitive to you to limit your focus about all the ways you can help patients. You have had years of training and can address lots of their face and body concerns. 

However, when done right, this is what helps you get noticed, attract more cosmetic patients, and increase your revenues.

Differentiation marketing allows you to charge more, wipes out the competition and creates an image in the consumers minds that somehow liposuction and lasers are better at your practice than your competitors.

Give prospective cosmetic patients a reason to choose you over your competitors.

Here are 3 ways you do that:

The Riches are in the Niches

There’s a popular saying in marketing that goes, “the riches are in the niches”. In today’s crowded marketplace, you can no longer be the jack of all trades, or you’ll be the expert to none. 

A patient looking for a bleph wants someone who talks about blephs, explains in detail how they approach a bleph, what the bleph journey is like and shows off lots of before/after photos of great bleph results. 

Now the patient sees you as the expert and trusts you’re the one who will give them a more youthful look so they feel more confident. 

The advantages to niche advertising is that you are focused on quality more than quantity.  You do less and make more money. You also spend less on advertising since you are targeting on specifics rather than generalities. That, in turn, gives you better quality leads and increased conversion rates.

3 M’s of Marketing

Before you spend another dime on advertising, consider the 3 M’s of differentiation marketing that are parmount to your results:

Market

Pick one group of patients you most enjoy working with. Is it the young breast aug patient? Or the older mommy makeover patient? Or men losing their hair? 

There’s no right answer. Just the right answer for you. What’s most important is you being passionate about helping this particular group of patients solve their problem.

Message

What do you say in your message that attracts their attention and gets them to stop, notice and act?

Think of what this group of patients want. 

To illustrate, here’s an example of headlines:

  • General:           Look Good, Feel Better
  • Better:              Body Solutions for Women
  • Much Better:   Get Your Pre-Baby Body Back! 

Do you see the difference? The more specific you are, the more you will resonate with that specific type of patient. She is actually imaging the result and getting emotionally charged to get her body back by contacting you to help her.

Media

Are you able to market easily and cost-effectively to this group? Are they easy to find online? Can you advertise where they go for information?  And, do you have the freedom and space to get your message across on that platform?

For example, when you advertise, you only have 1-4 lines of copy on Google Ad Words and you are limited on Facebook for what you can say and show. The trick is to use a killer headline that is compelling enough for them to want to learn more so they click to your webpage showing a lot more detail like FAQs and before/after photos. 

“Position the Physician” Brag Piece 

This is a mindset shift…You don’t want to “assume” because you’re a great surgeon, patients will flock to you. You need to tell them. You need to show them. Then you need to toot your own horn to stand out. 

The goal is to say what your competitors, don’t, won’t or can’t. Here are examples to get you started, but you want to come up with your own as well:

  • Number of procedures performed
  • Number of years in practice
  • Board certified in a particular specialty and show visually what that entailed
  • Special training at well-known teaching hospital or university
  • Fellowship with well-known top doc
  • Conducted case studies, white papers and clinical trials 
  • Speaker and trainer of other physicians
  • Sit on advisory board of vendors in the industry
  • Special credentials or professional memberships
  • PR and pro-bono work

Now develop a brag sheet that is a one-page visual graphic showing off your highlights in an easy-to-understand format vs. your multi-page cv. 

You’ll want to highlight this on your website, in your reception area, in your patient information packets and on your social media so patients can see at a glance how great you are: 

I hope you see how important differentiation marketing can be to help you rise above the chatter to get your fair share of patients in today’s uber crowded marketplace.

Please take some time to brainstorm what makes you different and then scream it (creatively) from the hilltops!

P.S.

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TESTIMONIALS

5/5
"Catherine outlined a plan that put key metrics in place, gave us a clear plan to follow throughout the year and trained our staff to increase their conversions by at least 10%. Since engaging with Catherine, I’m happy to report that revenues are up 15% over the last three months - 22% in the last month alone! I highly recommend Catherine’s consulting services to any practice looking for “best practice” additions to their operation."
Robert Sigal, MD
Robert Sigal, MD
"I have finally tapped into the most efficient way to grow my cosmetic practice and that is to “fish in the pond of my own patients”. When patients return to my practice, over 85% will purchase another service, product, or procedure. Not only was it worth over $200,000 in revenues this past year, it also reminds my patients I’m still around so they don’t wander off to my competitors. Catherine’s group has far exceeded our expectations and goals we had set up for them to achieve."
Victor Ferrari, MD
Victor Ferrari, MD
"Our consult conversions were running at 40-50%. Then we attended Catherine’s online training and implemented her strategies. They immediately increased conversion rates to 75-80%."
Anthony Corrado, MD
Anthony Corrado, MD
"I know how to run a profitable practice; however, it was not without major staff issues, inefficiencies and unproductive drama. With Catherine's guidance, I reorganized staff, set up processes for them to carry more of the workload and hold them accountable so I have more time to focus on patient care. The changes we put in place and the staff training to convert more callers and consultations will easily increase my revenues by 15% as well as save us time, money and costly mistakes. "
Evan Sorokin, MD
Evan Sorokin, MD
"Working with Catherine and her team has been very profitable. We’re only half way through the year and I’m up $200K and I’m booked out for the next 2 months even though we typically go into our slow summer months now. Her recent promotion brought in an extra $63,782 with more surgeries scheduled. I never realized how much money was sitting in my patient list but I’m a believer now!"
Robert Langdon, MD
Robert Langdon, MD
"Catherine Maley has one of the best Marketing Minds in the aesthetic industry, bar none. She understands the aesthetic patient and she also understands the challenges and frustrations we face as aesthetic surgeons. You will benefit from Catherine's tools whether you are new in practice or a seasoned professional.Turn to Catherine for guidance - she knows what she's talking about."
Edwin Williams, MD
Edwin Williams, MD
“Catherine’s Cosmetic Patient Marketing Service has been a great addition to our practice-building overall plan. While we still invest in our online presence, we also found immense value in the internal marketing efforts. We especially like that all results are tracked so we know we are getting a great return ... last year it was 1,148% and no staff time was used. That’s a much easier way to grow my cosmetic practice.”
Mark Mason, MD
Mark Mason, MD
"Catherine Maley turned our practice around. We converted more consultations in one week than we did in an entire month. Our practice went from a painful 50% no show rate to a remarkable 85% show rate. Even more impressive was our close ratio - from 35% to 80% and still increasing. We would recommend her to any practice that’s looking to not only increase their profits today, but sustain a healthy flow of income for many years to come. Thanks Catherine!"
Sam Assassa, MD
Sam Assassa, MD
"Catherine found me the best patient care coordinator I could have asked for. She worked out a payment plan that was fair to me and motivating to my coordinator. She also provided training tools to help my coordinator convert better, even though she was already experienced. The results have been phenomenal. So good, in fact, that my income increased 250% and I’m booked out for 3 months. Don’t waste any more time or money doing it yourself. Outsource to someone you trust!"
Andrew Lofman, MD
Andrew Lofman, MD
"Since we’ve been working with Catherine and her team for the past 5 months, we’ve brought in $79K in surgeries and have booked an additional 17 surgical procedures and 20 non-invasive body procedures since then. This does not include the additional new patient referrals and revenues we are seeing from the on-going nurturing of my current patient database."
Verne Weisberg, MD
Verne Weisberg, MD
"I had given my staff the goal to convert at least $35K per week in surgeries AND I gave them the tools to help which was Catherine’s Online Learning Center at More Patients Academy. They watched Catherine’s modules and implemented her strategies and converted $80K! That equaled a 2,550% ROI. Nice!"
Adam Stein, MD
Adam Stein, MD
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Catherine Maley

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