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Ep.107: Creating Content to Attract New Patients

Beauty and the Biz

How and why you need to create meaningful social media content that connects with current and prospective patients. Reap a larger market share than the competition while instilling confidence in your marketing demographic. It’s easier than you think to become a social media sensation and increase conversion rates and revenue!

 Click here for all the strategies for Plastic Surgery Marketing: What’s Working Now.

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Creating Content to Attract New Patients

Welcome…

In this episode, we’re talking about creating content to Attract New Patients because in a world of relentless information coming at the consumer, they can only hear what they are interested in at that moment.

They seek out that information and come to you, instead of your competitors, when you have the answers they’re looking for to help them make a decision.

That’s where content creation comes in. It’s NOT about your brand or services. It’s about your audience and what THEY care about.

BTW, I built my own business of more than 20 years on content marketing. It just made sense to me to educate my audience on the business and marketing side of plastic surgery, so when you needed guidance to grow your own practice, you turn to me.

So, how can you create content that is interesting to your audience?

Here’s my biggest pearl to keep the content flowing….

Hire someone who is adept at video editing and social media and have them capture you in the “Day in the Life of a Plastic surgeon.”

Think about it, you are a walking/talking content machine with unlimited PATIENT content:

You meet with prospective patients who each have their own story.

You explain each procedure in layman’s terms.

You answer their questions about anesthesia, downtime and pain.

You show them expected results using technology, drawings or photos.

You meet with them before surgery to reassure them.

You meet with them after surgery to reassure them again.

You see them for their post-op visits to remove bandages and unveil their results and so on.

The point is you don’t have to wrack your brain trying to come up with content – you and your patients are the content.

And, You also have unlimited practice content: for example….

FAQs for each procedure

Introduce new treatments and procedures

Interesting things happening in your practice (new hires, renovating, etc.)

Staff stories, birthdays, anniversaries

Personal stories:  your family, hobbies, etc.

And here’s another huge pearl to content creation….

The secret to content marketing is to create great content that can be repurposed for many platforms, since prospective cosmetic patients are scattered all over the Internet. They use a variety of platforms to get their information so how do you be everywhere?

First, determine which platforms will give you the best audience reach. Then develop a systematic plan to regularly upload content to those platforms.

For example, have your staff take photos and videotape you conducting a live patient consultation since you are most comfortable in this scenario.

Of course, get permission from the prospective patient. And, be yourself and do and say what you normally do and say. The point is for other would-be patients to see you in action being the expert and explaining surgical procedures.

Now you repurpose that video into for a variety of platforms. For example:

  • Video is uploaded to YouTube, Vimeo, IGTV, Facebook Watch
  • Then, Transcribe the video for articles, blog posts, press releases AND RealSelf Q&A
  • Photos are uploaded to Facebook, Instagram, Pinterest, Snapchat
  • And Record it to start a podcast and upload to top podcast platforms

Do you see how just one effort on your part, becomes at least 13 pieces of content spread out throughout the Internet?

But be forewarned. This is not a one-time event.

This is ongoing, consistent, interesting content that is regularly posted.

Yes, it takes time and effort but if you want a steady stream of new cosmetic patients, content marketing is a proven way to get them.

Ok, that wraps up this episode of Beauty and the biz

And please subscribe if you haven’t already and of course I would love a good review.

Also, if you need help with your own marketing plan or have feedback, please leave me a message at my website https://www.CatherineMaley.com or DM me on Instagram @catherinemaleymba. Take care.

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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.

BEAUTY AND THE BIZ

Beauty and the Biz is for Plastic Surgeons who know they don’t know everything and are open to discovering the pearls to grow and scale a sellable asset when they’re ready to exit.

Listen in as Catherine interviews surgeons who talk about the business and marketing side of plastic surgery and listen to Catherine’s pearls from consulting with plastic surgeons since Year 2000.

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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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