Marketing your elective medical and cosmetic services can be significant to your business's growth and success. Potential patients might have these procedures in mind but need a little nudge from your marketing team to go through with them. Think of it as a way of providing them with the information they need to take the next step.
Believe it or not, marketing your services is more important than ever right now. Many people canceled elective cosmetic procedures because of the pandemic and are only recently getting back into the groove of getting out and scheduling services again.
Consider the following ways for marketing your elective cosmetic services to improve your visibility and trust with consumers.
Run a commercial
Too many brands are falling victim to the rumor that TV is dead or dying, when in fact, investing in TV can increase advertising effectiveness by 40%. Many experts predict that TV ad spend will continue to grow steadily to $75 billion by 2022.
To take advantage of this growth, consider the following commercial best practices:
- Include a compelling story
- Have a clear and specific subject (i.e., what do you aim to achieve with this commercial?)
- Target your audience specifically
- Keep your brand front and center throughout
- Make it memorable— most importantly, don't just do what everyone else is doing
With that in mind, timing also makes a difference for your commercial. The best time to advertise your health practice is on Mondays, with weekends being 15-20% less successful.
Have a FAQs page on your website
Frequently-asked-question (FAQ) pages are so important to your website because it attracts search engine users in need of more information in your area of expertise — not only bringing relevant audiences to your page but establishing your brand as the expert in the field.
For inspiration, the top 3 FAQs about cosmetic services include "Am I a good candidate for cosmetic surgery?" "What is the best age to have plastic surgery?" and "Is plastic surgery safe?"
Best practices include:
- Writing the questions in your consumer's POV
- Keep answers short and straight to the point but fully answered
- Include typical questions relevant to the industry, your cosmetic services, and your practice
- Speak the language your audience speaks — too much 'expert talk' can leave your customers confused still and encourage them to look to competitors for more understandable answers
The truth is prospective patients want to hear from those who have endured the procedures and have good things to say about their experience because they find it more trustworthy.
Placing these on a website and within ads ensures that the right audience sees that you have had much success in the past and will, in turn, have success with resolving their problems.
Eighty-eight percent of consumers trust online testimonials and reviews as much as recommendations from friends or family.
Share before and after photos on social media
The power of social media is significant, especially when it comes to elective cosmetic services. It's simple, people like seeing the end results of services and procedures at your practice, so they can rest assured they can expect the same.
Side note: make sure you're updated on patient confidentiality and how to go about making sure that these pictures are showcased without breaking HIPAA laws.
Deploy a digital campaign
It's no secret anymore that digital campaigns are the way to go if you want to increase your reach among your target audience and do so in a cost-effective manner. It also helps that results are easily tracked and measured to influence more informed decision-making in the future.
Where you display ads on the internet can play a significant part in its success. To guide your decisions, recent research has shown that Google's Display Ad Network reaches 90% of global internet users, and 83.6% of US digital display ad dollars will be spent programmatically (a rising trend for advertising). In a similar sense, you want to keep your promotions audience-specific and product-centric to encourage consumers to take action when they see it.
Incorporate video marketing
Not only does this offer another format that can help you to reach an audience that prefers to consume information through video over reading, but it's quickly becoming more popular the day. Ninety-four percent of marketers who use video plan to continue (for a good reason!), and 61% of marketers see video as a very important part of their marketing strategy.
Popular places to incorporate video marketing includes:
- Your business website
- Through over-the-top (OTT) channels
- Posts on social media channels
Use email campaigns to target existing customers
As for retargeting your current customers, using an effective email campaign can make all the difference. This is because it builds more trust and strengthens your bond with your target audience. Eighty percent of professionals say email marketing drives customer acquisition and retention, with as many as 61% of consumers wanting promotional emails weekly (38% like them more frequently).
To spark some inspiration, you can consider sending deals and valuable facts and information specific to those past patients or even those who have had consults before but never followed through.
Have access to the latest tips and trends
Marketing your services as a healthcare clinic is important, considering industry success relies on consumer trust and brand awareness. This may sound intimidating at first, but with access to the latest tips and trends, you have nothing to worry about. Working with a media partner can not only keep you updated and relevant but also help you come up with these ideas and execute them appropriately.