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Ep.84: Content Creation Marketing

Content Creation Marketing:

If you’ve noticed your website traffic declining and/or the quality of leads diminishing, it’s not your imagination.

The remedy is to create and distribute valuable, relevant and consistent content that attracts the right audience who is interested in cosmetic rejuvenation with the intent to drive them to you for your services.

I explain how.

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Content Creation Marketing

 

If you have noticed your website traffic declining and/or the leads that are coming in are not great, it’s not your imagination.

Google keeps messing with the algorithms and sends a lot more traffic to the authority sites like your medical societies instead of directly to you.

One way to combat that is with content creation marketing.

You use content to educate your “preferred patients” to learn more about procedures from you so these would-be patients contact you when they’re ready.

The point is to create and distribute valuable, relevant and consistent content that attracts the right audience who is interested in cosmetic rejuvenation with the intent to drive them to you for your services.

Actually, it’s the opposite of mainstream advertising. Instead of “pitching” your services to the masses and telling them what you offer and how wonderful you are, you instead focus on addressing prospective cosmetic patients’ needs.

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 when you have the answers they need.

Content marketing has many advantages:

Brand Awareness:  Gets you found by the right audience who could want your services

Builds Trust: Makes you the expert patients trust

Audience Engagement: Encourages interaction with prospective cosmetic patients

Lead Generation: Identifies those who most likely want your services

Builds Loyalty:  Retains your current patients who continue to be interested in your services

Increases Profitability: Compels your audience to take action and choose you for their surgery.

Decreases Advertising Costs: Content marketing is of minimal cost or free, or at least cheaper than standard advertising.

But the big question is, how to create great content.

 

The beauty (pun intended) is that plastic surgeons have built-in content just by being a plastic surgeon.

Think about it…. You have limitless patient content:

–       Prospective patients visiting you for consultations

–       Pre-surgical patients excited and nervous about their upcoming surgery

–       Surgical patients recuperating

–       Post-op surgical patients returning for their follow-up appointments

–       Ecstatic patients fully recovered and loving their results

Each patient has a different story at each phase of their journey. That’s a lot of content!

But there’s so much more … You also have limitless practice content:

  • FAQs for each procedure that can also be turned into a book
  • Added new treatments and procedures
  • Interesting things happening in your practice (renovating, etc.)
  • Staff stories, birthdays, anniversaries
  • Personal stories:  your family, hobbies and so on.

I suggest you hire someone who is adept at videotaping you, video editing and social media so they are capturing the “Day in the Life of a Plastic Surgeon”.

 

But that’s only ½ the battle.

The other half is getting all of this Content Creation distributed online where prospective cosmetic patients will see it.

 

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.

Since everyone uses a variety of platforms to get their information, how do you be everywhere?

The easiest way is to 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 doing a live patient consultation since you are most comfortable here. Be yourself and do and say what you normally do and say.

Now you repurpose that video:

By uploading it  to YouTube, Vimeo, IGTV, Facebook Watch

Then, Transcribe the audio into articles, blog posts, press releases and realself Q&A

Upload the photos of that consultation to facebook, Instagram, pinterest, snapchat

And turn the Recording into your own podcast show and upload to top podcast platforms

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.

Thanks!

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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"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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