Hello, and welcome to Beauty and the Biz where we talk about the business and marketing side of plastic surgery and how “Smarketing” attracts the best patients.
I’m your host, Catherine Maley, author of Your Aesthetic Practice – What your patients, are saying as well as consultant to plastic surgeons, to get them more patients and more profits. Now, today’s episode is called “Smarketing Attracts the Best Patients”.
Have you noticed how your attention webs and flows depending on what’s going on in your life?
For example, you’re thinking about buying a specific car and you see that car on the road, on the internet and everywhere you turn?
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It’s the same thing with cosmetic rejuvenation. When consumers are thinking about making a change, they suddenly notice advertising, marketing and messaging around it they never noticed before.
That’s where Smarketing comes in.
In this week’s Beauty and the Biz Podcast, I talk about how to use Smarketing to save a lot of money while attracting much better patients from your efforts.
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Smarketing Attracts the Best Patients
Catherine Maley, MBA: Well, hello and welcome to Beauty and the Biz where we talk about the business and marketing side of plastic surgery. I’m your host, Catherine Maley, author of Your Aesthetic Practice – What your patients are saying, and consultant to plastic surgeons to get them more patients and profits. And today we’re going to talk about marketing. Specifically, how smarketing (smart marketing) attracts the best patients.
Now I ran across this term, “smarketing” on the internet and it really jumped out at me, actually, I guess 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 really sums up how to grow your cosmetic revenues by marketing smart, or “smarketing” to attract the best patients.
You save money on advertising since you are not spending as much when you’re on target, you also save a ton of. Not chasing bad leads or spending time with consumers who are never going to book or wasting you more time following up with these shaky prospects who are ghosting you. So, here’s the thing about smarketing (smart marketing) to attract the best patients.
The fundamentals of marketing smart (or smarketing) never change in order to get the best patients you can. They are now and will always be market message media. So, if you address these three areas, you’re on the right track. So, let’s go through each of, one of them market. Who do you want to smarket and market to now in the marketing advertising world, rather than being seen as the Jack of all trades, to all different people, you attract more prospective patients when you’re seen as the expert in a particular procedure for a particular group to attract the best patients?
So, once you have their attention and you give them what they want, you can always promote more of your other services later because you’ve gained their trust. So, decide. Who you want to market to, and for which procedure before anything else? So, if I asked you, who’s your dream cosmetic patient, what would be your answer to attract the best patients?
So maybe for example, you want the young breast aug girls, or you want the moms who want to get their pre-baby bodies back, or you want to attract women in their sixties ready for a facelift, just pick one. This clarity makes the rest of your marketing, smarketing and advertising effort so much easier to attract the best patients and you’ll get better results because you’re focused.
That means the marketing / smarketing bait you are using. Is going to attract a select group of patients most likely to want that procedure. Please remember this is not about throwing a net out to the entire world to see how many leads you get. It’s about how many of those leads actually gives you money. So be specific. And then there’s the message.
What do you want to tell the select group? Now, prospective patients are drowning in a massive barrage of marketing (but not always smarketing) content and advertising messages coming at them to 24 7 that forces them to shut off their attention to anything that does not affect them at this time. And the opposite is also. If a mom wants to get her pre-baby body back, she is on high alert for information about that. This is key to getting and attracting the best patients.
So, she’s most likely going to head to the internet to do some research, to learn more. So, you need to be there with your own unique educational tools, explaining that procedure in your own words, but this is where your time is involved, but it’s time well spent prospective patients want to hear it from you.
So that means you write a blog about that procedure. You create a checklist for who’s a good candidate. You do a video explaining that procedure. You do a “Q and A” video addressing common questions while addressing common object. You even write a report or a guide or a book on that procedure, and then you offer it on the internet for free when they provide you their name, email and phone number.
So, with smarketing marketing, you’re able to follow. and you calm the prospective patient’s fears and help them visualize their future self by showing off great before and after photos of other patients who’ve gone before them playing video testimonials on the patient’s journey to get back to looking good and feeling great as well as accumulating excellent online review in order to attract the best patients.
Now, you want to make them an offer they can’t refuse. Now 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’re focusing on one procedure that turns you into an expert. So. patients see your value over price. This is effective smarketing marketing.
Now another strategy to stop the price shopping is to offer something different than your competitors in order to attract the best patients. For example, you can design a very specific signature procedure package at a combination price. That way the patients can’t pull it apart in price, shop it because it won’t be apples to apples. For example, you could put together an enticing smarketing marketing mommy makeover package that is transformational and it includes body and face surgical and nonsurgical procedures.
So, something like mommy makeover, transformation package includes your choice of tummy tuck, breast lift, breast aug, scar gel garments, 50 units of Botox, two syringes of filler. And so on. Now, the last foundation is media smarketing marketing in order to attract the best patients. Where are these prospective cosmetic patients? Now this is where a lot of money is wasted and where smarketing marketing kicks in.
You do not need to spend a fortune to be everywhere and get in front of everyone to attract the best patients. You just need to be where this mom who wants to get her pre body baby is. So let’s say you’re spending 2000 a month on Google AdWords. Audience selection is key and it’s vital to spend your money smart. For example, you would want to target females over 30 since they’re most likely to have had children and choose zip codes in and around your surrounding area to Smarket market to.
But skip the zip codes that you know are not your social economic. Then, add interests that are most likely about this target market based on lifestyle buying habits and or home ownership. You also want to target those who visited, visited your mommy makeover webpage, as well as your current patient list.
Since they’ve already indicated they’re interested in that procedure and then they’re already familiar with you and they’re 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, mommy podcasts, mommy, YouTube channels, rather than advertise on crazy expensive general TV or radio programs, hoping that moms are watching or listening and would be willing to drive a distance or fly to see you because of those shows and smarketing marketing efforts to attract the best patients.
A way bigger, they throw out a way bigger net, per se. So, I hope you’re seeing now how important it is to consider marketing. So, you address the market. The message and the media needed to attract your preferred patients through concise smarketing marketing efforts.
Okay. That wraps it up for me. And I hope you got value from this on smarketing marketing to attract the best patients. And, if you did, can you please do me a favor and gimme a review for Beauty and the Biz? I’d really appreciate it.
And if you have any questions or feedback for me, you can go ahead and leave them at my website at www.CatherineMaley.com, or you can certainly DM me on Instagram @CatherineMaleyMBA.
If you’ve enjoyed this episode on Beauty and the Biz, please head over to Apple Podcasts and give me a review and subscribe to Beauty and the Biz so you don’t miss any episodes. And of course, please share this with your staff and colleagues.
And we will talk to you again soon. Take care.
-End transcript for the “Smarketing Attracts the Best Patients”.
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