Plastic Surgery Marketing With a Lead Generation Focus
Is Your Plastic Surgery Website the Center of Your Marketing?
It should be. Internet marketing is now the most effective way to connect with new patients, and has the highest ROI for plastic surgeons–especially when high keyword rankings are achieved through organic SEO. Internet marketing is inbound, meaning that prospective patients contact you when their interests and needs are the highest.
Components of Effective Internet Marketing for Plastic Surgeons
- Search Visibility: First, you need to be visible on search engines like Google and Bing when someone does a query for a plastic surgeon on your area. Pay-per-click (PPC) advertising allows you to get top page placement quickly, and has the best visibility for searches on mobile devices. Search Engine Optimization (SEO) gets you traffic through free clicks, but takes longer to achieve page 1 ranking. SEO also ties into your local listings, which are important for geo-targeted searches.
- Ad copy and clickthrough rates: With visibility you have the opportunity to entice prospective patients to visit your website. All listings, both PPC and SEO, must be treated as important advertising copy that differentiate you from your competition. Ad copy must be A/B split tested to find the most effective messaging.
- Convertible website design. Your website is not just a place to provide information about your practice or procedures. For inbound marketing to work, site visitors have to take the all important act of reaching out to you. You have to give them a good reason to do so. A crisp value proposition that gets people to take notice and feel the time is now to act will get you more conversions and new patients.
Plastic Surgeon Marketing 360® is an all-in-one marketing solution that covers all of the components of online marketing for your practice. Not only do you get access to top-flight digital marketing software, you also get the expertise of a team of internet marketers and designers.
Importantly, we understand both the short and long term goals of plastic surgery marketing. We advertise to people who are looking to schedule a consultation immediately. But we also know many prospective patients will take months to make a decision. They research, check reviews, and take the time to look for a surgeon they feel they can trust. Our content creation, social media marketing, and email marketing keep you in front of people as they take the time to decide. You target both the types of prospective patient, advertising to those ready to go and branding to those taking their time.
Spend your time treating new patients instead of looking for them. Use Plastic Surgeon Marketing 360®.
As a plastic surgery practice, what’s your story? How do you tell it? What impact does it have on prospective patients?
“Brand storytelling” is a marketing buzzword you’ve probably heard. In an effort to use online content to market businesses, the idea of storytelling inevitably emerged.
Most people think of storytelling – even in the marketing context – as a fully developed piece with literary, dramatic elements. There is a plot line, protagonist, antagonist, dramatic climax, and resolution. Writing is crisp, elegant, and professional.
The problem is that most plastic surgery practices have neither the time or skill necessary to become engaging storytellers. Nor, perhaps, should they.
Brand storytelling is one where the “content” often suffers from too great a separation from “marketing”. Usually the stories are not interesting. But even when they are, do they serve their purpose in marketing the business?
Exceptional storytelling is difficult and time-consuming. It can be hard to justify and tie the effort to realistic lead-generation goals.
The appeal, however, is that people have more visceral, emotionally charged reactions to stories. Stories, by their nature, are personalized, surprising, intriguing and memorable. And when it comes to persuasion, provoking an emotional reaction is essential.
So how can you effectively weave the art of storytelling into your plastic surgery marketing content without becoming Stephen King? Here are some tips.
One of the main attributes of storytelling that must be included is personalizing the topic. A story is not about a cosmetic procedure itself, it’s about the patient and the impact the procedure had on them.
Personalizing medical topics helps you avoid dry, jargon-laced descriptions. It makes the results real so they can be experienced vicariously. This content seamlessly blends into testimonials, case studies, and reviews. It can be interjected into procedure descriptions or info about your practice.
Stories are about somebody. This is a strength for your marketing content.
Avoid the Obvious
There is one way you can clearly separate the storytelling content you create from your direct-response advertising: let readers draw their own conclusions.
There is an elegance to storytelling that direct-response copy never has. Direct-response is obvious, super-clear, right to the point. And when that’s necessary, it works well.
But storytelling creates an impression. Underlying meaning is thought-provoking. Seth Godin notes its elegance:
“But for the rest of us, the rest of the time, it’s elegance that lasts. That’s because elegance trusts the user to make the connections, gives the user the power to build a use case, earns a secondary meaning.”
Think about a mediocre movie versus an excellent one. Your basic action movie plot. Even the good ones are predictable. It’s a formulaic storyline.
More sophisticated dramas intentionally leave loose ends, allowing the viewer to make their own connections and draw meaning from personal interpretation. The result is deeper emotional engagement and lasting resonance.
The storytelling for an online brand can be spread across many mediums, including your blog, website articles, native advertising, public relations, and social media. Storytelling happens through words, images, and videos.
Still, underlying this is a structure that connects to people’s sense of what a story is. Namely, it has a beginning, middle, and end. Develop and be consistent with this structure anytime you’re using personal stories to relate ideas on plastic surgery.
The beginning states the problem and draws the reader in. The middle develops details and builds towards a climatic moment. The end gives closure or a sense of resolution.
Within this structure, remain elegant. A story is not an explanation. But structure will help you write and allow the reader to follow your main ideas.
Last, think of your story as ongoing. Sprinkle stories of throughout your content. Don’t think of it as having to write a book. Do it in spurts. When it all comes together, your story will have an impact, giving voice to what is otherwise direct sales material.
The Effects of Confirmation Bias
You might think that you need remarkably persuasive content on your plastic surgery website. You have to mold the lead’s mind into deciding on your practice for their cosmetic surgery consultation.
But the reality is that many of the potential patients who visit your website have all but made-up their minds. They know they want to do something to improve their appearance – they don’t need to be convinced of this. All they need to be persuaded of is that you’re a strong option, where they can take initial steps without any risk.
This is a concept known as confirmation bias, which is when we only pay attention to information that affirms or confirms our beliefs or decisions.
Confirmation bias is important to consider with online, inbound marketing. When someone does a search for plastic surgeons, they are indicating an interest in getting plastic surgery. This is, of course, the power behind inbound marketing; the leads you deal with come to you with intent.
In marketing, we need to acknowledge confirmation bias and find ways to be agreeable and emotionally positive.
For example, (I know) my wife only asks the age old “does my butt look big in this?” question when she’s wearing something she doesn’t think makes her butt look big. She’s already got an answer, she just wants me to confirm it. If she’s wearing something baggy, she won’t ask the question.
When I’m trying to lose weight, I weigh myself after a stint of healthy eating and exercise – to confirm what I think will be positive results. After a night of pizza and beer, I pretend the scale doesn’t exist.
To get initial consultation scheduled from your plastic surgery website, your content can assume the intent of visitors. They want to improve their appearance. You must confirm that you can get the results they desire. You validate their opinions, and give them a positive, risk-free feeling about moving forward.
What do you not do? Send them to a page entitled “Is plastic surgery right for me?” where you detail the problems they might encounter. Nor do you directly mention competition, where they might start to think they have a better option.
Confirm what they’re already thinking, then evaluate them fully in an initial consultation. You’ll get more new patients from people who’ve already decided a cosmetic procedure is for them.
Learn more about how we can improve your plastic surgery practice online marketing:
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