Any plastic surgeon worth their salt knows that marketing is essential to the success of their business. But what many don’t realize is that online marketing is now one of the most important channels through which they can reach both new and existing patients.
Are you looking to take your plastic surgery practice to the next level? If so, then you need a solid online marketing plan. By creating a well-rounded digital advertising strategy, you can reach more patients than ever before and grow your business. Here’s how to get started and how Surefire Local’s proven marketing strategies and marketing software can make the job easier.
Setting the Stage For Success
Analyze the Results of Your Previous Marketing Initiatives
The first step in creating a successful plastic surgery online marketing plan is to take a step back and analyze the results of your previous marketing initiatives. This will give you a good idea of what’s working and what isn’t and will help you set more realistic goals for your digital marketing efforts.
To start, pull up your practice’s website analytics and take a look at your traffic over the past year. Look at the number of unique visitors you get every month and how many of those visitors are new, as well as which pages get more traffic than others.
Next, take a look at your social media channels and how many followers, likes, and shares you have on each platform. Consider how often you are posting and how much engagement you are getting on each post. Finally, review any patient surveys or feedback you’ve received in the past year. What do patients like about your practice? What could be improved?
By taking stock of your previous plastic surgery marketing efforts, you’ll be able to identify areas where you need to make some changes in order to achieve better results with your online marketing strategy.
Outline Your Goals
Take some time to sit down and outline your specific goals for your online marketing strategy. What are you hoping to achieve? Once you know what you want to accomplish, you can begin to create a plan to make it happen.
Determine Your Budget & Available Resources
The next step is to set a budget for your online marketing efforts. How much are you willing to spend each month on paid advertising, social media, content creation, or other marketing activities? What staff or other resources do you have available to help you achieve your goals? Be sure to set a realistic budget that you can stick to so that you don’t overspend and end up in debt. You also want to make sure you’re taking good care of your staff in terms of pay and benefits.
Creating Your Plastic Surgery Online Marketing Plan
Website Design & Updates
Your website is often the first impression a potential patient has of your plastic surgery practice. It’s critical to make sure that your practice’s website is up-to-date, professional, and easy to navigate. Consider hiring a web designer or marketing partner to help you create a modern website that accurately reflects your brand.
Some key web design elements you may want to include on your site pages are:
- Detailed information about your services
- Aesthetically pleasing design
- Easy-to-use navigation
- Contact information and forms
- Patient testimonials or reviews
- High-quality photos and videos
SEO & Content Marketing
Search engine optimization (SEO) is the practice of making changes to your site to help it rank higher in search engines. This is important because it can help you attract more traffic and qualified leads to your website.
To improve your SEO, start by conducting keyword research to identify relevant keywords that potential patients are searching for. Then, incorporate these keywords into your website content, titles, and meta tags.
In addition to SEO, content marketing is another effective way to attract leads to your website. By creating compelling blog posts, infographics, eBooks, and other types of content, you can educate potential patients about various plastic surgery topics and position yourself as an expert in the field.
Lead Nurture, Social Media & Email Marketing
After a lead has visited your plastic surgery practice’s website, it’s important to continue nurturing them until they’re ready to convert into a patient. You can use social media platforms like Facebook, TikTok, and Twitter to stay top of mind with leads by sharing helpful articles, images, videos, etc., as well as ads to target leads who have visited your website but haven’t converted yet.
After a lead has visited your practice’s website, it’s important to continue nurturing them until they’re ready to convert into a patient. You can use social media platforms like Facebook and Instagram to stay top of mind with leads by sharing helpful articles, images, videos, etc., as well as ads to target leads who have visited your website but haven’t converted yet.
You can also send targeted emails with helpful information or exclusive offers to encourage leads to convert into patients. You can segment your email list based on factors like geographic location or whether they’ve visited your website before so that each lead receives personalized communication.
Directory Listings & Reputation Management
To attract more new patients, it’s important to make sure your plastic surgery practice is listed in all relevant online directories like Google Business Profile, Yelp, and Healthgrades. These listings provide potential patients with important information about your practice, such as your contact information, business hours, and location.
You should also be proactive about managing your reviews and online reputation. This means monitoring what people are saying about your plastic surgery practice online and responding to both positive and negative reviews professionally. Reputation management software from a reputable marketing partner can help you track and respond to reviews quickly and easily.
Digital Advertising & SMS Marketing
Digital advertising is a great way to reach potential patients who are actively searching for cosmetic surgery online. Google Ads is one of the most popular platforms for running digital ads, however, there are many others, like Bing Ads, Yahoo!, and Gemini that can also be effective for reaching leads. When creating digital ads, be sure to use relevant keywords and target leads in specific geographic locations.
Another great marketing strategy for plastic surgeons is SMS marketing. With SMS marketing, you can send text messages with appointment reminders or special offers directly to potential patients’ phones. This is a great way to boost patient retention rates and increase bookings at your cosmetic surgery practice.
Executing Your Digital Marketing Strategy
Follow a Set Schedule
The best plastic surgery online marketing plans have a set schedule for content, social media posts, and emails. This regularity helps to keep your team on track and your cosmetic surgery practice at the top of the feeds of potential patients. It also allows you to measure the results of your campaigns over time to see what is working and what needs to be tweaked.
To create your schedule, start by mapping out the buyer’s journey for your typical patient. Then, determine which marketing activities will reach them at each stage. Finally, break down those activities into weekly or monthly tasks that you can easily complete.
Setting the Stage For Growth
Analyze & Test Everything
To set the stage for practice growth and good ROI, you need to test and analyze everything. This means taking a close look at all of your marketing activities and determining which ones are performing well and which need improvement. Once you have a good understanding of what your audience resonates most with, you can do more of those things and less of what doesn’t work.
Cull Poorly Performing Campaigns
Once you have analyzed your marketing activities and determined which ones are not performing well, it is time to remove them from your strategy. This doesn’t mean that you should never try these things again, but rather that you should focus your efforts on the activities that are currently yielding the best results. By doing this, you will be able to maximize your chances of success while also freeing up time and resources that can be better spent elsewhere.
Add New Marketing Activities To Your Plan
As your practice grows, it is important to add new marketing activities to your plan to continue attracting new patients and creating value for existing clients. This could include anything from expanding your digital advertising efforts to adding new directory listings or publishing more long-form, authoritative content on your website. Whatever it is, make sure that it aligns with your goals and budget so that you can get the most out of it.
Learn How Business Intelligence Marketing Software Can Benefit Your Cosmetic Surgery Practice
Business intelligence marketing software provides data that helps you understand what’s working and what isn’t in your marketing campaigns and can also give you easy-to-use tools to manage your content, social media, customer reviews, and more. This information is essential for making informed decisions about where to allocate your marketing budget and which initiatives are most likely to be successful.
Some advantages of business intelligence marketing software include the ability to:
- Track website visitors and their interactions with your site in real-time
- Identify which online channels are referring the most traffic to your website
- Look at which of your marketing campaigns are converting more patients
- Track the ROI of your marketing activities
Schedule Your Plastic Surgery Marketing Software Demo Today
The key to creating an impactful, high-ROI plastic surgery online marketing plan is to set realistic, in-budget goals to improve your website, SEO, content, reputation, and other key performance metrics and take concrete steps to reach those goals.
At Surefire Local, we can help your cosmetic surgery practice succeed by working with you to identify marketing initiatives that work for your audience and business. Contact us today to schedule your no-cost demo of our business intelligence marketing software or to learn more about how our approach can help you grow your practice quickly and easily.