Understand your target market
The first thing you should do is define your ideal prospect with a patient persona. Patient personas are fictional, generalised representations of your ideal customers. They help you understand your patients (and prospective customers or patients) and make it easier for you to tailor your strategy to the specific needs, behaviors, and concerns of different types of patients you are focusing on. With a patient persona, you can personalise or target your marketing for different segments of your audience.
Your customer lists, website metrics and analytics, and other data can be used to create these patient personas. For example, a family dermatology practice would have very different patient personas than a practice which focuses on cosmetic surgery. Starting with your existing data ensures that you are basing your patient personas on facts and trends instead of guesswork.
Have a Website
Your website is the first impression potential clients will have of your elective surgery practice. From the moment they land on your website, they are trying to learn more about your reputation, services, and past results.
That’s why you need a website that not only appeals to your clients, but also generates leads and revenue for your practice. Your website needs to engage visitors and establish trust, while making it easy to learn about your services and schedule a consultation.
There are a number of website features work which best for elective surgery practices, including:
- Client Testimonials
- Online Consultation Forms
- CRM Integration
- Before & After Galleries
- Live Chat
- Online Payments
- User-Friendly Navigation
Creating Content For Your Website: Where Visitors Convert to Leads and Leads Convert to Consultations
The content on your website is what converts your visitors into solid prospects. If your site isn’t appealing or informative enough, then they might just click off and go somewhere else. You want each landing page to be specific. Some pages might focus on educational content, while others might focus on getting visitor information so you can engage them in your marketing campaigns at a later date.It is also important to entice your visitors with something that will encourage them to take action. You can do this in numerous ways such as through patient stories, tip sheets, links to various videos, and info-graphics. Think about what content you can promote to get people in the door.
Digital Marketing Strategy
Now would be the best time for you to take advantage of internet marketing because it has reached unprecedented heights. With so many people having access to the internet and social media networks like Facebook, Twitter, and Instagram, it’s more effective than ever before at getting your message out to the right audience.
How to Use Social Media
A good social media presence is indispensable and can be useful in a variety of different ways. You can get a large amount of free exposure and help build your brand presence. The key is to be active enough on social media, so you can interact with your potential patient base and provide them with the information that they need.Some ideas and strategies for plastic surgeon social media:
- Daily updates on Facebook, Twitter, Pinterest and LinkedIn
- A robust YouTube channel discussing tips and your procedures
- Daily office Instagram photos
- Advertising on various social networking platforms
Search Engine Optimization (SEO) for Elective Surgery
When a potential client is looking for a surgeon, they start their search online and most often choose a practice listed at the top of the search results. This is why it’s important to make sure your website gets seen by as many people as possible with SEO. Using in-depth SEO strategies, we’ll do a deep-dive into your website, making sure every page of content, your images, and URL structures are optimized for both search engines and visitors..
Google Ads (AdWords) for Elective Surgery
The fastest way to get your website to the top of the rankings in Google is through Google Ads. With the right budget and campaign set up, your ad should appear high in the results. Our Google AdWords services can get your elective surgery practice visible in front of your local or national audience within 24-48 hours of going live.
- Can allow you to achieve visibility very quickly
- Increase your practice leads
- Allow you to custom tailor your messaging for specific procedure
- Build visibility to pages not ranking organically
- Increase your brand for services you do rank for organically
A Blog: Relevant Content to Attract Attention
Blogs have proven to be a highly effective way of marketing elective surgery practises. Patients who are wanting to learn more about the procedures that you have to offer will often turn to blogs to do their research. For your blog, you want to focus on using it to create relevant content and to draw attention to your practise. Your blog should be viewed as the second most effective resource that you have to add to your inbound marketing toolbox. It is how you can brand yourself as an expert, and it will enable you to meet prospective new patients. At the same time, you can use your blog to educate prospects about a wide range of procedures that you offer whilst also boosting your SEO.
Patient Reviews: Nothing Beats Word of Mouth for Surgeons
Most people today research the things most important to them almost entirely online. This includes any person who is considering surgery. If they find you and are seriously considering you as their surgeon, you can bet that they are first going to look into your practice online. With more and more people posting reviews online, this is the place they will start. Prospective patients want to hear from your current and former patients. This speaks to the truth that nothing beats word of mouth advertising for surgeons. This is your chance to make a positive first impression before you even get a chance to meet a prospect face to face. The more reviews that you have, the better. You want your prospective clients to gain a broad overview of your practice and what others have already experienced.
You have more opportunities today than ever before to attract new patients. To do this, you will want to implement a smart and strategic marketing strategy that is designed to set yourself apart and build up your own brand awareness and practice. The fact that your prospects today are moving targets explains why digital marketing works. It is all about the potential patient right up until the time that they ultimately select you as their surgeon of choice. Does the idea of marketing your practice excite you, but you have no time or idea where to start? Give us a call!