In order to grow your revenues, you need a plastic surgery advertising plan that actually works to attract new cosmetic patients.
That’s no easy feat in today’s competitive world so this will help.
Too often, I see surgeons throw a ton of money at marketing channels such as PPC, directories, and website redesigns because that’s what their web guy told them to do or they just do what their competitors are doing.
But, if you do what your competitors are doing, you have to spend more to compete with them so that’s an issue.
Here’s a better way to set up a smarter marketing plan that works…
Start with Your Past Marketing Efforts since it Leaves Clues
Always start with what you have done in the past.
Look at your marketing plan for the past 12-18 months.
You may discover you’re spending twice as much on marketing as you used to; however, you’re not seeing twice the results. So, you’re most likely spending more and getting less results.
If that’s the case, you need a better plan this year to promote your plastic surgery practice in a smarter, more certain way.
So, you have to Know Your Numbers
You can’t fix what you don’t know is broken. And you can’t know what’s broken unless you look at your numbers and stop guessing.
The answers you are looking for are ALWAYS in your numbers.
Once you take the emotions and anecdotal fodder out of what you “think” is going on, you’ll get the reality of the situation since numbers don’t lie.
The best place to start is with this simple exercise…
Look at your advertising and marketing expenses for the past 12-18 months and fill in these blanks for each promotional project:
Promotion Theme ___________
Cost of that Promotion $ __________
# of leads from that promotion __________
# of consults from those leads __________
# of patients who said yes __________
Revenues from the yeses $_________
Difference between Promotion Cost – Revenues collected $__________
If your answer is positive >>> CONTINUE Spending on that promotion
If your answer is negative >>> DISCONTINUE Spending on that promotion
By the way, if you can’t fill in the blanks above because you spend money on “name recognition campaigns” that are NOT trackable to tangible results, I would think twice about investing in it.
You don’t need name recognition from the world. You just need it from prospective cosmetic patients who want your services.
So please tighten up your marketing channels where your prospective patients are most likely to see you.
Tummy Tuck Adverting Campaign Example
For example, if you like to do tummy tucks, create a plastic surgery advertising plan around tummy tucks….
- Make your website SEO friendly with the keyword tummy tuck
- Write blogs about tummy tucks and show lots of results
- Make short YouTube videos explaining tummy tucks and use visuals
- Show before/after photos on Facebook and Instagram of tummy tucks
- Encourage your tummy tuck patients to leave you a google review
- Run a PPC (google adwords) ad that focuses on tummy tucks and goes to a tummy tuck landing page with before/after photos, testimonials, and an opt-in box to schedule a consultation
- Answer Tummy Tuck FAQs at RealSelf.com
- Show off your tummy tuck before/after photos in your office using digital photo frames and upload them to ipads your patients can peruse while they are waiting for you
Yes, this takes a lot of work and effort. But that’s how you create content and enough repetition that would-be tummy tuck patients notice you and act.
Please reach out if you want help setting up an effective plastic surgery advertising plan that works to get you better results for less money.