Do you want to boost online visibility for your local plastic surgery practice? A well-planned digital advertising blueprint can help you achieve this without breaking the bank. And while there is stiff competition in this field due to numerous best practices and marketing strategies, your plastic surgery practice can thrive!
So, how can you employ digital advertising to reach more potential patients and maximize your ROI?
This piece takes you through advertising trends, insights, and the best platforms to use as a plastic surgeon. It also equips you with 6 digital advertising tips for plastic surgeons to reach more local patients and maximize ROI.
Let’s delve in!
Advertising Trends and Insights
The advertising industry continues to receive numerous shifts every day. And without familiarizing yourself with these changes, you may end up spending a lot of money and not earn any returns.
So, what are the trends and insights that plastic surgeons can utilize to boost their businesses?
Advertising Time, Place, and Message
The place, time, and message of an ad determines how much impact it will have on your practice. Consequently, you have to be strategic in every move you make!
Which platform does your target audience visit most?
Is it Facebook, YouTube, or Google? If you’ve identified the place, then you need to optimize your ads in it.
The modern customer buying cycle will inform you what to say to your prospective patients in that place as it shows their position with regard to your services. This cycle contains five phases: awareness, interest, research, purchase, and experience.
Consequently, you can create an ad that matches the awareness or research stage to aid your prospective patient in making their purchase decision. In addition, you need to ensure that the purchase and experience of your patients are great as they influence their decision to buy in the future or give referrals.
After identifying the place and time, you can create a message for your target audience. To succeed in this, you need to resonate with them by addressing their pain points and building trust that you are the right plastic surgeon. You can use ads, photos, or words that show this.
The omnichannel marketing trend has been on the rise this year as companies continue to utilize multiple channels to reach more prospective customers. So, how can you do this as a plastic surgeon?
You can post a captivating video on Facebook, Nextdoor, or Instagram and link to your website for people to learn more about your services. This approach meets your clients in their daily life and directs them to your website to engage your services.
It’s the link between your office and the online engagement!
Have you encountered an ad that’s too salesy? If yes, you know how boring it can be, and often, people will ignore such content. In this era, prospective customers come informed and can identify when you are marketing to them.
But thanks to native advertising, you can still sell without getting overlooked. This trend blends ads with the content around prospective clients. For instance, a consumer may search for ‘tummy tucks’ on Google, and the search results present paid ads of surgeries that seem similar to the unpaid listings.
You can leverage this for your business growth!
Digital Advertising Platforms and Their Benefits
Digital advertising is an online marketing communication strategy meant to promote your services or products to generate brand awareness, new sales, and a host of other objectives.
To reach your local patients and maximize ROI, you can utilize the three primary channels:
- Search advertising
- Social advertising
- Display advertising
According to Internet Live Stats, Google receives over 3.5 billion searches per day, and 95% of its traffic goes to the first page results. Not targeting such a massive number means you lose many prospective clients in your local area.
Search advertising allows you to access searchers in Google and Microsoft search networks. Consequently, you only connect with your target audience, optimizing your advert’s impact on the ROI.
If you feel limited by organic listings, you can utilize paid ads to reach more local prospective clients.
Social advertising involves promoting your practice on social media sites like Twitter, Facebook, and Instagram. With 80% of Americans being Facebook users, you may want to invest in this channel to reap enormous returns.
Moreover, this platform has a high level of granularity, allowing you to reach your target audience. Social advertising sites help you showcase your brand through images, leads, and video ads. As a result, you can creatively integrate different elements that will captivate your audience.
What is display advertising, and how can you use it to reach more local patients? This channel promotes a business or a product on websites. And while search advertising poses stiff competition, display advertising gives you an easier time to reach many people in your target audience.
Combining this option with paid search advertising can help you reach more local patients and increase ROI.
Perhaps you are wondering, ‘why use these three platforms for my local plastic surgery business?’ Below are the reasons why:
- They generate more leads, keeping you ahead of your competitors.
- They connect your practice to people interested in your services, within your area, and at the right time.
- They educate local patients about your center and the different plastic surgery services you provide.
- You can track their progress easily and make adjustments to ensure they give results.
Strategies and Top Tips for Plastic Surgeons to Reach More Local Patients and Maximize ROI
According to SEMrush, 67% of SMBs have limited marketing budgets, making it difficult to leverage paid ads. Nevertheless, they can employ different approaches to overcome this challenge and thrive.
So, how can you promote your plastic surgery practice while facing such challenges? Here are 6 digital advertising tips for plastic surgeons to reach more local patients and maximize ROI:
1. Set Goals
Before you hop into any digital advertising platform, you need to have a clear objective. Identify why you want to use a particular platform, how much you want to spend, and what kinds of results you want to achieve.
Do you want to increase brand awareness, generate leads, or drive online sales?
This step is essential as it helps you decide the channels you will employ, budget, targeting options, and messaging. As a result, you have a clear focus and are more likely to see a significant outcome.
In addition, setting goals helps you have organized advertising, which is fundamental for benchmarking local authorities in plastic surgery and optimizing your ads. Consequently, you will save time and maximize every dollar you spend to earn high returns.
Targeting entails identifying your ideal audience and how you can best reach them. Although it is not limited to this, it’s essential to start here because it gives you direction in advertising.
For instance, when you identify you want to reach millennials for body contouring surgery services, you will automatically have to use platforms with more of such users like TikTok, Instagram, or YouTube.
You will also need to customize your message to match their standard or integrate content that they can relate to. For example, photos or videos of the same service.
3. Messaging (Should be Appealing)
Messaging is what connects you to your prospective patients, and, therefore, it should be appealing. Otherwise, users may overlook your content and find other better alternatives.
So, how can you make your message captivating to local patients?
Present your words, imagery, or landing pages in an appealing manner to attract your target audience. Also, address their problems to build trust so you can convert them from watchers to being interested and ultimately visiting your practice.
When doing this, it is vital to show authority in the plastic surgery field. This will exhibit you as a competent surgeon; remember, people want the best for themselves!
4. Leverage Tracking
Imagine you didn’t have a way to monitor the progress of your advertising; you would sail on luck which does not guarantee results. But thanks to tracking metrics, you can view your performance on different platforms like Google and Facebook Ads.
This helps you to identify the areas you need to improve and when to leverage macro conversion aspects. For instance, interacting with users at the early stages of the buying cycle, like page visits.
5. Optimize Your Campaign
Optimization is imperative to having a successful campaign. It helps you maximize returns and minimize losses while advertising.
When optimizing your campaign, you should consider where you are performing best and the different platforms’ results.
6. Expand Channels
Are you seeing massive returns from search ads? If yes, it’s time to expand your reach and channels to scale your practice. After utilizing Google and Microsoft search networks to get demand, you can expand to social ads to generate more prospective patients. Then proceed to display ads for brand awareness as your audience grows.
When done right, digital advertising can help you expand your local plastic surgery practice. To achieve this, you can leverage the different advertising trends, insights, platforms, and implement tips for plastic surgeons.
Which of these digital advertising strategies will you try next? Need a little help? Contact our Surefire Local team today!