If you’re looking for a plastic surgery marketing: what’s working now strategy to reach new patients to fill your surgery schedule, a patient webinar makes sense.
We’re going to look at what a webinar can do for you to grow your practice, as well as how to do a cosmetic surgery patient webinar that works!
Benefits of a Patient Webinar
Online learning is growing. With so many consumers working at home and meeting online virtually, a patient webinar makes sense to use as a lead generation tool.
Consumers today are used to getting their information in longer webinar format, so this media channel works well when you have important educational content to cover, especially with visual images.
It’s the one-to-many format so think of it as a cosmetic consultation for a group that reaches so many more prospective patients in the least amount of time.
Patient webinars can also be a revenue-generating event worth many thousands of dollars to you when done right.
You solidify relationships with your current patients and are introduced to new prospective patients they invite through your marketing.
The attendees can spread the word about your webinar to their social media channels, giving you even more exposure to new patients.
It also solidifies your brand to help the aesthetic patient remember you when they’re ready for cosmetic enhancement….even years later.
Patient Webinar Checklist
Below is a checklist for how to do a cosmetic surgery patient webinar to ensure its successful and profitable:
Choose a Theme
It’s vital you get this right since the title of your webinar will determine the interest level for consumers to attend.
I suggest picking one body part or one procedure vs. presenting a laundry list of your services. That is too promotional. You want to approach this from an educational point of view.
For example, which would you rather attend:
-The A-B-C’s of Cosmetic Rejuvenation or
-The Weekend Facelift
The weekend facelift wins hands down because its specific, focused and talking to a very particular audience.
Now you need very good reasons WHY your patients and the public want to attend your webinar. It’s got to be interesting grab their attention so fill up your message with benefits they care about. For example:
Discover how the weekend facelift turns back the clock with:
- Minimal downtime
- Less scarring
- Less cost
Let them know before/after photos will be shown, they’ll hear from actual patients who have had a weekend facelift and special pricing will be offered to the attendees.
Encourage them to invite their friends and share the webinar details on their social media platforms since all are welcomed.
Market Your Patient Webinar
It takes a lot of marketing effort and repetition to spread the word so everyone knows about your patient webinar. That includes:
-Email invite to your current patient list
–Social media posts
And be sure to Invite those prospective patients who came in for a consultation but never booked and even long-lost patients who would be interested in reconnecting with you.
Choose a Webinar Platform
The two most popular online platforms are www.Zoom.us or www.GoToMeeting.com.
What I love about both of these platforms is you have consumers register for your webinar by giving you their name, email and cell phone (for text reminders). Then, the platform will automatically send out reminders which I highly recommend.
Technical glitches are common so be sure you pick one platform and practice with dry runs to ensure all goes well when you are live.
This needs to be audio and visual so attendees can see you and the results of your great work.
Keep it simple and show lots of social proof so the attendees can “see” your skills and expertise.
And there must be a compelling reason for the attendees to do something after they watch the webinar. That’s the whole point…to give them the information and social proof they need to move forward with their own weekend facelift.
Think of it as a typical surgical consultation you have regularly. For example, this webinar agenda works well:
- Welcome the attendees – patient coordinator
- Introduce and credential the surgeon – patient coordinator
- The aging process – surgeon
- What is the weekend facelift – surgeon
- FAQs for weekend facelift – surgeon
- Before/After photos – surgeon
- Live patient story testimonial – weekend facelift patient
- Special pricing for attending the webinar – patient coordinator
- Q&A – coordinator and surgeon
- Call to Action – call the office or direct message or email to schedule a consult
The length of your webinar depends on attendee interaction. It’s much more important you use your time to answer their questions then go on and on about the technical aspects of the procedure.
It should take 20-30 minutes for the surgeon to present and “show & tell” before/after photos while explaining the patients’ concerns and their outcomes.
Then open it up to questions and have your coordinator read the questions to you.
Regarding the special pricing, if you normally charge a consultation fee, you can offer it complimentary since they attended your webinar. You can also try a $250 Gift Card towards a weekend facelift, again, because they attended your webinar.
Tip: Oftentimes, the attendees are shy so you should have a few starter questions to start with to get the ball rolling.
Design power point slides to strengthen and emphasize the points you intend to make in your script, but it should NOT be the script itself.
Back up your points with as much social proof evidence as possible, and make it entertaining. Remember, your audience will either be looking at you or your slides, so give them something interesting to look at.
Tip: Be sure your logo and website address are on every slide just in case attendees come and go throughout your presentation and can check out your website to learn more.
Tip: You want this webinar to live on for months or years so Do NOT refer to anything that dates it. Keep it date neutral.
Post-Webinar Follow Up
You did the hard part and now you want to go one step further and follow up with the attendees.
Since the attendees registered, you can send them an email thanking them for attending and reminding them of the webinar special pricing.
Your coordinator should call the attendees to get their feedback and offer to schedule a complimentary consultation.
You can use the same marketing channels you used to invite people, to now send out the webinar replay so they can watch it again, forward it to their friends and comment on it in social media.
As you can see, patient webinars take time and effort but can be an excellent way to attract new patients to you as well as current patients who want that weekend facelift!
Click here for all the strategies for Plastic Surgery Marketing: What’s Working Now.