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It Takes a Marketing Mix to Grow a Plastic Surgery Practice

It Takes a Marketing Mix to Grow a Plastic Surgery Practice

Successful plastic surgeons know it takes a marketing mix to grow a plastic surgery practice for lots of reasons.

The big one being the demise of controlled mass media. 

Consumers are no longer held captive by a select few TV channels, radio shows and newspapers who owned the public’s attention.

Thanks to the Internet, you can now get your news anywhere you want and you control who and what you listen to and watch.

As a solo plastic surgeon, you can use that to your advantage and capture the attention of prospective plastic surgery patients.

You do that by starting your own media channels to build a name for yourself with a select group of consumers. That is powerful. You can become a celebrity in your own right and capture an audience that is interested in your cosmetic services.

Keep in mind, you don’t need everyone to know you….just those who want your services.

However, the flip side is that all plastic surgeons have the same opportunity to build a name for themselves on these various medial platforms. So, it takes an enormous amount of time and effort to do that effectively so you stand out as the obvious choice when consumers are looking for a cosmetic rejuvenation provider.

Here are strategies to help…

Marketing Channels Plastic Surgeons Should Use

So many marketing channels exist for you to use when attracting more cosmetic patients.

However, no one method works all the time for all prospective patients.  Therefore, you need to develop the right marketing mix, which is defined as the methods you use to promote your services and products. This consists of using different long- and short-term messages and avenues, until you get the results you’re looking for. Here is a sampling of those marketing methods to choose from:

Website Design
SEO
PPC
Articles
Blog
Directories
Physician Referrals
Alliances
Fundraisers
Billboards
Print Ads
Instagram Posts & Stories
Facebook Posts & Ads
Text
Press Releases
RealSelf
Link Building
YouTube
Newsletter
TV Ads
Radio Ads
PR
Public Speaking
Retargeting Ads
Banner Ads
Direct Mail
Email
Patient Events and much more.

Isn’t that crazy? Because you have so many choices, you’ll go broke trying to be everywhere so be strategic.

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Defining Your Preferred Plastic Surgery Patient

Marketing your aesthetic practice starts with defining your preferred patients. You then have to be where they are consistently so that when they’re ready for cosmetic enhancements, they think of you—not your competitor.

When it comes to attracting the best patients, keep in mind the importance of target marketing. You’ve probably heard the saying, “You can’t be everything to everybody.”

There’s great truth to that. So cater to the group you consider your perfect patients. Learn their demographics and needs. This is important because only a certain percentage of the population will purchase cosmetic enhancement procedures, products or treatments.

By promoting your marketing efforts to the right niche market, you’ll be more productive and profitable. You won’t waste your effort, time or money by throwing out your message to just anyone.

Personalized Messaging

Marketing strategies are also becoming more individually oriented. Using a sophisticated software program, practices can develop a database that allows them to individually approach prospective and existing patients.

This approach provides a solution to a specific concern they may have and relays that information in the format the patient wants to receive that information.

An example is the cosmetic patient who has had a wrinkle filler treatment from you and who has agreed to receive email messages from your office so you send his/her your e-newsletter telling them about the latest FDA-approved wrinkle filler that lasts longer.

Successful practices realize relationship marketing is much more important than transactional marketing. Therefore, keeping current patients is more important, and cheaper than trying to attract new stranger patients.

Long-term strategies build your brand awareness and your practice. Short-term strategies create a temporary, immediate revenue boost by giving patients an incentive to purchase now. By implementing long- and short-term marketing strategies, you can gain immediate revenues while building your reputation and practice.

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

Catherine Maley

Catherine is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on practice building, marketing and the business side of plastic surgery. Get a Free Copy of her popular book, Your Aesthetic Practice: What Your Patients Are Saying View Author Profile.

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