“A week doesn’t go by without a patient saying, “You have the best practice website I have ever seen…”
– Dr. Jennifer Walden, Founder of Walden Cosmetic Surgery Center, PLLC
Cosmetic Surgery Internet Marketing Strategies
This guide examines 14 unique cosmetic surgery marketing channels. We’ve divided this guide into two sections: Digital Marketing Ideas and Traditional Marketing Ideas. The goal is simple — drive more patients to your cosmetic surgery practice!
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- Cosmetic Surgery Website Design
- Cosmetic Surgery Search Engine Optimization (SEO)
- Local Cosmetic Surgery Directory Listings
- Cosmetic Surgery Reputation Management
- Cosmetic Surgery Social Media
- Cosmetic Surgery Search Engine Marketing (SEM)
- Cosmetic Surgery Email Marketing
- Cosmetic Surgery Blogging
Cosmetic Surgery Traditional Marketing Strategies
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- Offline Cosmetic Surgery Advertisements (TV, Radio, Billboards, Newspaper, Direct Mail)
- Cosmetic Surgery Business Development
- Cosmetic Surgery Referral Program
- Cosmetic Surgery Offline Events (Open Houses, etc.)
- Cosmetic Surgery Community-Building Events
- Cosmetic Surgery Speaking Engagements
Cosmetic Surgery Practice Marketing
Digital marketing is the key to creating an identity out there on the web. It all starts with your cosmetic surgery website and extends through active social media pages, informative blogs, email campaigns, multimedia content, and accurate directory listings across the web. Targeted digital marketing and a strong internet presence is key for bringing in new patients.
No matter if your cosmetic surgery practice is brand new or whether you’ve been around a couple decades, if you’re not fully engaged in the digital marketing world you’re falling behind your competition. To get the most out of your marketing dollars, your cosmetic surgery practice needs to incorporate a mix of both digital and traditional marketing strategies in your overall cosmetic surgery practice marketing plan.
This is a good place to start. This guide is full of cosmetic surgery practice marketing ideas, examples, and strategies and is a great first step to ensure you have a steady stream of returning and new patients coming through your front door for their mommy makeovers and rhinoplasty.
Cosmetic Surgery Website Design
The centerpiece of your digital marketing presence begins and ends with your cosmetic surgery practice website. It’s likely where your potential patients form their first impressions of your cosmetic surgery practice. You want to showcase your expertise, the breadth of your procedures and treatments, your skilled staff, and other aspects of your cosmetic surgery practice that separate you from your competitors. Your website needs to function seamlessly on all devices from phones to laptops, clearly convey your cosmetic surgery practice brand in the digital world, and make it simple for a patient to instantly contact your office whether they have a question about what’s involved with a tummy tuck or to schedule the consultation for one. And no matter how strong your website design and digital marketing efforts, it’s all for nothing without fast, reliable web hosting.
There isn’t a shortage of digital marketing firms, but you should trust your online marketing to a company with specific experience in cosmetic surgery practice website design. You want an agency that understands different conversion strategies for the cosmetic surgery sector of the medical world. And your cosmetic surgery practice website should have certain design features — robust content, animations of procedures, a great before and after gallery, cosmetic surgery blogging, testimonials, and strong calls to action to help potential patients move past curiosity to booking a consultation.
Cosmetic Surgery Search Engine Optimization (SEO)
Every search engine has a simple goal — deliver the most relevant results to the searcher in the shortest amount of time. To achieve this, Google (and the others) weighs various factors to determine if your website is relevant to the query, is trustworthy, and if it deserves a high ranking in organic search returns. SEO for cosmetic surgery practices involves optimizing your website to rank highly for the procedures you specialize in.
You can help your digital marketing firm know where to focus by providing original, engaging content on your key areas of specialization at your cosmetic surgery practice. This enables the firm to optimize that content to push you up in organic search. To get this started take your five top procedures and the top five concerns/problems your patients have and provide these to your SEO marketing firm. Then add three benefits for each.
Local Cosmetic Surgery Directory Listings
Online directories keep multiplying, with hundreds now out there. You want your practice information accurately listed on each of them but having someone on your staff sift through every directory would be a full-time job. Yet, inconsistency across listings confuses search engine algorithms; they assume different wording in different listings (i.e. Suite or Ste. or Office #) means those are different businesses. Having accurate NAP information — name, address, and phone — ensures that search engines and patients have correct information. This consistency across the web instills trust, helps bring patients to your cosmetic surgery practice, and is crucial to your cosmetic surgery practice SEO marketing.
Your digital marketing firm should be able to police your directory listings, so don’t need to worry about them. Advice Media has a tool that verifies your information is identical across every single directory out there.
Cosmetic Surgery Practice Reputation Management
Today everyone is a reviewer, and these reviews have become critical for businesses. Cosmetic surgery practices aren’t immune. Today, reviews are often the first impression point a potential patient has with your practice. Plus, you can respond to online reviews and generate new reviews for free, which gives you a chance for engagement without a dollar spent. Generating and responding to reviews needs to be a standardized routine in your front office, but it’s hard to keep up.
Your practice needs reputation management software that alerts you when a new review is posted. This software also needs to help you generate reviews from your satisfied patients. Advice Media has review management software that does all of that, allowing you to effectively manage your online reputation.
Cosmetic Surgery Practice Social Media Marketing
Social media has become an important interaction point for all businesses. For medical practices, patients and potential patients across the various medical specialties look to the practice’s social media for a different perspective on the practice and its staff. They want to see engagement and how patients talk about the practice. They want to see a more casual side of the practitioners and the practice. This is especially true with cosmetic surgery, which are usually elective procedures. Social media can help build trust and it allows patients to connect on a more personal level with the entire staff at your cosmetic surgery practice.
But social media demands disciplined, continual posting. This can be difficult for a cosmetic surgery practice to manage. Your digital agency can help by creating your social media profiles and generating or supplementing regular posts. This keeps your visitors engaged without taking up the time of your staff members.
Cosmetic Surgery Search Engine Marketing (SEM)
You’ve probably noticed organic search results can now be found far down the search engine results page (SERP). That’s because Google and Bing want more paid search. This is also called pay-per-click (PPC) advertising because users only pay when their ad is clicked on and the user is directed to their website. That makes PPC advertising truly cost effective, which is why it needs to be a part of your digital marketing plan. It’s also why great website design and engaging content are so important — when the person clicks on your ad and hits your site, you want them engaged and pushing deeper into various pages on your site. This increases your ROI.
There are different SEM options and you need your digital marketing firm to match the right options with your cosmetic surgery practice. The two most common search engine advertisements for cosmetic surgery practices are text ads (the paid returns atop the search engine results page) and display ads (ads on the right side or across the entire top of regular webpages). Unlike text ads atop search engine results pages, display ads show up on pages of websites that match the parameters you decide upon. For instance, a display ad for your cosmetic surgery practice could show up on the side of the page when a local person visits the Vogue Magazine website and is reading about ultrasound-assisted liposuction.
Setting your SEM campaign and budget involves first setting your overall SEO strategy. This optimizes your website to ensure your budget is efficient and your ad quality scores are high.
Cosmetic Surgery Practice Email Marketing
Email marketing is a great resource for cosmetic surgery practice like yours, as you can stay in touch with your patients. This is important because most patients who have one cosmetic procedure often will have another in the future. Email is also a great place to mention your referral program. If you handle your email marketing in house, you need to choose an email marketing platform based on two factors: ease of use and price. Prices are usually dictated by frequency of your emails and the size of your list.
For our cosmetic surgery practices, we recommend sending out one email every month. The content can be a mix of cosmetic surgeries and other treatments your practice provides, plus it should provide some valuable information (“How to make a surgical scar less visible”). Your staff needs to collect these email addresses and manage your practice email list. To do this you should have a connected form that directly links your website to your email marketing software.
Cosmetic Surgery Blogging
Good engaging websites have active blogs, and they can serve many positive functions. Blogs can drive traffic and potential patients to your site, provide regular content to share on your social media pages and through email marketing, and blogs are an important part of SEO. This is because search engine web crawlers view blogs as new content, and new content boosts a site’s ranking in organic search.
Your blogging cannot be haphazard, however. It needs to be consistent, and each blog should focus on a single cosmetic surgery topic. Blogs could detail procedures you want to build, talk about new surgical techniques, or offer tips for anything from caring for an incision scar to protecting against skin aging.
Writing a monthly blog post can be difficult — you’re a surgeon, not a writer — and it can be challenging to consistently keep producing. Many cosmetic surgery practices farm out their blogging duties to their digital agency or a freelance writer. This ensures every blog has fresh content and the writing quality is high. You can always add a blog anytime, if you have something you want to discuss.
Traditional Cosmetic Surgery Marketing
With today’s focus on the internet and the digital world, it’s easy to forget about the older methods of marketing — radio and TV commercials, print ads, billboards, and direct mail. Unlike pay-per-click ads, where you only pay when you know someone interacted with your ad, traditional advertising offers no guarantees. With these media, you pay for potential — that your target has the potential to see and interact with your ad. For instance, if you buy an ad in your local lifestyle magazine touting eyelid surgery at your practice, there’s no way to know if potential patients with sagging upper eyelids and under eye hollows saw it or not.
At Advice Media, we believe there is a place for traditional advertising coupled with digital marketing as described above. To make these traditional media cost effective, you need a process to track their effectiveness and ROI, which isn’t always easy. We have options for doing this by directing specific media to specific landing pages or to certain distinct phone numbers. Still, traditional media can be frustrating due to the unknowns and the cost of creative production.
Traditional marketing has been on the decline and will continue to decline for these reasons. That’s why your cosmetic surgery practice needs to focus as much as possible on digital marketing options.
Cosmetic Surgery Business Development
Partnerships present an opportunity to garner new patients with a “you scratch my back I’ll scratch yours” approach. You’re an excellent cosmetic surgeon; you probably don’t perform varicose vein ablation. But the odds are you know a vascular expert or vein clinic that does. You can recommend them. Then when they’re treating a patient’s veins and the patient bemoans her facial aging, they can recommend your cosmetic surgery practice.
It doesn’t need be all medical referrals. You could offer to write occasional stories for the local newspaper on different cosmetic surgery issues. Local TV stations in smaller markets usually need content to fill airtime, and most cosmetic procedures make interesting visual television content.
Cosmetic Surgery Referral Program
Every cosmetic surgeon knows that referred patients are the best because they’ve already heard from someone else how great you made them look. That’s why your cosmetic surgery practice needs to encourage referrals through a defined program. Through a referral program your current patients will receive something in exchange for a referred patient scheduling a procedure. If you perform non-surgical treatments, such as Botox injections or laser skin tightening, a free treatment could be the reward for the existing patient when they refer a new patient who makes an appointment. Referrals are a great way to spread the word about your cosmetic surgery practice and to reward your loyal current customers.
You will need to make this easy to implement (don’t make anyone jump through hoops to receive the rewards), and you need to have a clear process in place, both for your patients and for your staff.
Cosmetic Surgery Events
Open houses are great events for cosmetic surgery practices. Your patients share a common bond of trying to reverse the effects of aging, and they like to get together and talk about it. Your event can have a theme, “All the Ways You Can Treat Sun Damaged Skin” or they can simply celebrate your patients. You’ll want to have catered food, some wine, promotional branded items with your logo and practice name on them, and office tours with staff members. Pictures of your gala event are great for your social media pages.
We recommend cosmetic surgery practices hold an open house/event once each year. That way you’ll learn a bit each year about successfully hosting these events, and your patients will begin to look forward to them each year.
Cosmetic Surgery Community-Building Events
Patients like to see that the businesses they patronize are engaged with the community, and that includes their cosmetic surgeon. You could offer pro-bono surgical services for the local women’s shelter. You could offer to be a drop-off location for a local food drive. You could sponsor the local high school sports teams. Opportunities for community engagement are endless. These events show that you value being a part of the community and that you’re willing to give back.
Cosmetic Surgery Speaking Engagements
The cosmetic surgery world is constantly evolving, and you and your aestheticians are frequently attending seminars and symposiums for continuing learning. These are great ways to show your patients you’re staying on the cutting edge of cosmetic surgery. If you can present or speak at one of these events, that’s even better. Information gleaned about new procedures, photos, and other items from these events all make great content for your website, social media platforms, and in a newsletter or monthly email.
Make an Instant Impact — Let’s Get Started Today
If you seek answers and help with those 14 items listed above, you’re in the right place and on the right website. We’re Advice Media, and we can help move your cosmetic surgery practice to the next level with our digital marketing SEO and SEM services. For over 20 years, we’ve been building and optimizing the health care industry’s most beautiful websites.
From tools to handle your cosmetic surgery practice directory listings to helping you decide whether PPC text ads are better than paid display, we’ve been the trusted partner of thousands of practices over our two decades. Ask for our featured cosmetic surgery practice case studies, or let’s get right to talking about improving your digital marketing. Click here to fill out a contact form, or give us a call at (855) 439-3858.