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Marketing Plastic Surgery Procedures

Marketing Plastic Surgery Procedures

Plastic Surgery is a lucrative business and that makes it difficult when marketing plastic surgery procedures. Plastic surgeons, as well as other specialties and corporations, want to capitalize on the growing demand for cosmetic rejuvenation. This means plastic surgery patients have more choices now than ever before so marketing cosmetic surgery effectively takes strategy.

No marketing method works all the time or every time.  People change, the media changes, tastes change so marketing for plastic surgery procedures needs to be strategic.  Different long- and short-term messages and marketing channels must be tried and tested until you get the results you’re looking for. Here are pointers:

Define Your “Preferred Plastic Surgery Patient” First

When marketing cosmetic surgery through mass media channels, you are talking to everybody and nobody.  You’ve probably heard the saying, “You can’t be everything to everybody.”

All plastic surgery patients are not created equal. You have to consider different generations ages, ethnicities, genders, social-economics and consumer trends. Target marketing is necessary so you focus in order to save money and get a good result.

Cater to the group you consider your preferred cosmetic surgery patients, whether it be a particular age group or procedure. Learn the demographics and needs of that group. And, be where they are on the Internet, the events they attend, the blogs they read and so on.

This is important because only a certain percentage of the population will invest in cosmetic enhancement procedures, products or treatments.

By marketing plastic surgery to the right niche market, you’ll be more profitable. You won’t waste your effort, time or money by throwing out your message to consumers who have no interest in your services .

Marketing Starts with Your Current Plastic Surgery Patients

While you’re waiting for your mass media marketing strategies to take hold, implement some “fast-acting” marketing projects that give you revenues now. Start with your current cosmetic surgery patient base. They already know and trust you. Therefore, they’re much more apt to respond to your marketing efforts.

Your current patients are also your lowest-hanging fruit since a patient who wants to look good today, will want that again, so keep in touch.

Use these marketing mix strategies to cross-promote comparable procedures and treatments and encourage patient referrals:

Patient Marketing via Facebook

Use your current patient email list in your Facebook audiences when setting up a Facebook ad campaign. This way, your current plastic surgery patients will see you in their Facebook stream. That alone may compel them to reach out to you or, at least, like and share your posts and ads with their friends on Facebook.

You also want to add your own patient list as a “look-a-like” audience in your ad campaign. Facebook will analyze your patient list to send your ad to others that mirror the similarities of your current patients.

Social Media Booth

Set up a corner of your office as your social media booth. Order a customized back drop stand with your logo and Website on it so all photos and videos show your contact information in the background. Now every visiting patient can sign your praises to their social media friends by taking photos with you you and the staff. You can also interview them about their experience with you and then forward the video to them so they can upload it to their social platforms and you can do the same on your social platforms.

Patient Email Marketing

Email marketing still wins, hands down, over social media when it comes to reach, interaction and results. First of all, you area sending email to patients who already know, like and trust you so there’s a better chance of them wanting to hear what you have to say. And, unlike social media, you have more time and space to get your message across. It is, by far, the fastest, cheapest and easiest way to stay in touch with your plastic surgery patients.

Make your practice emails eye-catching, fun, informative and always include special offers with a tight expiration date so patients respond now. Use any of the email platforms such as www.ConstantContact.com or www.MailChimp.com and watch your analytics they provide so you know your open rates.

I highly recommend you email twice a month so you stay “top of mind” to your patients, but don’t overwhelm them and be sure you have permission to send email to your patients. They also must be able to opt out if they wish.

 

Social Posts

 

Repurpose your email design into social posts for facebook, instagram and any other social platform you use to grow your audience.

There’s no need to start over from scratch. Use the same graphics and copy from your email so no matter how patients and their friends see you, they will see consistency in your design and messaging.

And, if you’re getting likes on your post, boost it with $10 to get it in front of other prospective cosmetic patients.

Word-of-mouth Referral Program

Offer an easy way for your patients to refer their friends and family. The best referrals will come from satisfied cosmetic surgery patients who were treated well and who got a great result. When they do refer someone to you, thank them with a personal phone call and/or note to show your appreciation for their support.

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Tracking Results When Marketing Plastic Surgery

Make sure your staff asks every new patient how they heard about you. Your scheduler offers that drop down menu of referral sources so be sure it’s set up and every staff person knows to use it.

You can also code your ads, use a special telephone line or have cosmetic surgery patients present a message for the special price you mentioned in your patient email, social post or referral cards. Regularly pull up report to determine where your marketing results are coming from.

Conclusion

When marketing plastic surgery procedures, it takes different messages, different formats and consistency to connect with your current patients as well as your preferred cosmetic surgery patients so you catch them when they are ready for rejuvenation.

Because if they aren’t ready for your services today, they will be three, six, nine months from now and you want to be there.

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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