For most, the end of the year means jingling bells, spinning dreidels, and burgeoning lists of lofty resolutions for the upcoming year. But for healthcare marketers in the plastics biz, end of year means show time. It’s the time when deductibles have been met and patients with HSAs and FSAs have more financial room for elective procedures.
When you have a golden opportunity, you can’t just take it and run. You’ve got to make the most of it with a little marketing savvy. We’re sharing three key moves that drive results in the plastics industry.
What's in a word?
Paid search is a great tool for marketing plastic surgery, especially when you pair it with the perfect keywords. But what makes them just right? You’re looking for a keyword that is cheaper to bid on but is also more likely to be used by seriously interested parties. For example, “rhinoplasty” has a lower cost per acquisition than “nose job.” Terms like rhinoplasty are also more commonly searched by people with higher education levels, increasing the odds that they’ll be self-paying for procedures, rather than paying through insurance.
Now you see them, now you don't
You’ve seen them everywhere: the before and after side-by-side photo comparison, showing how wonderfully a diet, workout regimen, or procedure works. It might even seem unthinkable to promote a plastic surgery practice or plastic surgeons without it, but maybe it is worth thinking about. After all, the most common method isn’t always the most effective.
Doing the same-old, same-old means your marketing will inevitably get lost in the crowds. That’s not to say you should ditch the before and afters altogether — they definitely have their place, but that place isn’t in the spotlight. Lead your marketing efforts with strong messaging and let the side-by-side shots take on a supporting role.
First impressions are everything
When it comes to consultations, your best bet for conversion is dedicating time to candidates who qualify for procedures. And while that seems a bit counterintuitive — aren’t the consultations where you determine qualification? — there are ways to get that information ahead of time. Provide pre-consultation questionnaires where inquisitive patients-to-be can share what procedures they’re considering, their measurements, inspiration images, and photos of any work previously done. Having all of this at your fingertips allows you to see who you can take on as a client before scheduling any meetings.
If you think it’s time to refresh your EOY marketing strategy, we think it’s time to talk.