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What is Smarketing? | Marketing for Plastic Surgeons

I ran across this term “ Smarketing ” on the Internet, and it really resonated with me. Actually, it’s used a lot in different industries and with different meanings, but I’m thinking ‘Smart Marketing” is the only way to go in this saturated aesthetic marketplace.

It sums up how to grow your cosmetic revenues. By marketing smart, you save money on advertising since you’re NOT spending as much when you are on target. You also save a ton of time NOT chasing bad leads or spending time with consumers who are never going to book or wasting even more time following up with these shaky prospects who are ghosting you.

Smarketing Made Easy

The fundamentals of marketing never change. They are “Market – Message – Media”. So, if you address these 3 areas, you are on the right track.

Market – WHO do you want to target?

In the marketing/advertising world, rather than being seen as the “jack of all trades”, you attract more
prospective patients when you’re seen as the expert in a particular procedure.

Once you have their attention and give them what they want, you can always promote more of your other
services later because you have gained their trust. So, decide who you want to market to and for which procedure before anything else.

If I asked you who’s your dream cosmetic patient, what would be your answer?

Maybe you want the young breast augmentation women or the moms who want to get their pre-babies body back or the women in their 60’s ready for a facelift. Pick one! This clarity makes the rest of your marketing and advertising efforts so much easier and you’ll get better results because you are focused.

What is Smarketing? | Marketing for Plastic Surgeons

That means the marketing “bait” you’re using is going to attract a select group most likely to want that procedure. Remember, this is not about how many leads you get, it’s about how many of those leads actually give you money so be specific.

Message – WHAT do you want to tell this select group?

Prospective plastic surgery patients are drowning in a massive barrage of marketing content and advertising messages coming at them. That forces them to shut off their attention to anything that does not affect them at this time.

And the opposite is as true – if a mom wants to get her pre-baby body back, she will most likely head to the Internet to learn more. So, you need to be there with your own unique educational tools explaining that procedure in your own words. This is where your time is involved. Prospective patients want to hear it from you so that means:

  • You write a blog about that procedure
  • Then create a checklist for who’s a good candidate
  • You do a Q&A video addressing common concerns
  • You write a report or book with FAQs

AND, you calm the prospective patients’ fears and help them visualize their future self by:

  • Showing off great B/A photos of other patients who have gone before them
  • Playing video testimonials of the patients’ journey to get back to looking good
    and feeling great
  • Accumulating excellent online reviews

Now, you want to make them an Offer They Can’t Refuse. In this competitive arena of cosmetic rejuvenation, the last thing you want or need is patients price shopping you with your competitors.

That’s why you are focusing on one procedure that turns you into an expert so patients see your value over price. Another strategy to stop the price shopping is to offer something different than your competitors.

For example, design a very specific “Signature Procedure Package” at a combination price. That way, the patients cannot pull it apart and price shop it because it won’t be apples-to-apples.

Here is an example of an enticing Mommy Makeover Package that is transformational and includes body and face surgical and non-surgical procedures:

Media – WHERE are These Prospective Cosmetic Patients?

This is where a lot of money is wasted and smarketing helps. You do NOT need to spend a fortune to be everywhere and get in front of everyone. You just need to be where this mom who wants to get her pre-baby body back is.

Let’s say you are spending $2K per month on google adwords. Audience selection is key. For example, you want to target females over 30 since they are most likely to have had children. Choose the zip codes in and around your surrounding area BUT skip the zip codes that you know are not your socio-economic target. Then add interests they have based on their lifestyle, buying habits and/or home ownership.

You also want to retarget those who visited your mommy makeover web page, as well as your current patient list, since they are already familiar with you and more likely to respond to your messages. And, if you advertise on directories, pay extra to have them spotlight you for that particular procedure.

Also, check into advertising on mommy blogs, podcasts and youtube channels, rather than advertise on crazy expensive TV or radio programs hoping that moms are watching or listening and would be willing to drive a distance or fly in to see you.

Ok, I hope you now see how important it is to consider smarketing so you address the market, the message and the media needed to attract your preferred patients.

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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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