Top Plastic Surgery Marketing Strategies for 2024
Plastic surgery is one of the fastest-growing fields in the entire medical industry, and the demand for these services continues to skyrocket. As a result, plastic surgery marketing is highly competitive, which means that it is very important to create and maintain a strong online presence in order to grow your practice.
If you have spent any amount of time trying to manage your presence online, you will know that in the digital world, things are constantly changing and adapting to new trends and practices. In this article, we will talk about the 10 best plastic surgery marketing strategies for cosmetic surgeons in 2024.
Plastic Surgery Marketing Table of Contents:
- Understand your target patient audience
- Your Practice Website must educate and be interactive
- Content is key to winning local search rankings for your treatments
- Utilize Google Ads and Remarketing
- Introduce video ads via OTT & C-TV to hyper-target patients
- Consistent Video Content
- Create a user-friendly before and after gallery (don’t forget SEO)
- Reputation SEO is essential (this is basically just that you need to generate new review on Google Business profiles to increase their SEO rankings)
- Grow social media engagement
- Don’t ignore your email list
1. Understand your target patient audience FIRST is essential in effective plastic surgery marketing
One of the most crucial aspects of online marketing is knowing how to reach and engage with your target audience. These are the patients that make up the majority of the overall traffic at your plastic surgery clinic. Your target patient audience can also be defined as the most common demographic you serve.
The target audience of one plastic surgery clinic can be vastly different from that of another clinic, even if the practices are very similar. The services you offer will have a significant impact on who your target audience will be. For example, if your clinic specializes in breast reduction surgery, you will undoubtedly see more female than male patients, and your marketing strategies should reflect this.
2. Your Practice Website must educate and be interactive
A crucial aspect of an effective cosmetic surgery marketing strategy is ensuring that your practice website is not just a static online presence but rather a dynamic platform that educates and engages visitors. Your website is often the first point of contact for potential patients, so it should serve as a valuable resource and a means of building trust.
When creating a practice website that educates and engages, it is important to be clear and informative, providing detailed information about the services you offer, use jargon-free and simple language to describe the benefits, potential risks, and expected outcomes of the procedure so patients understand what you are offering, and including content on pre-operative and post-operative care, so that patients are well-informed on what to expect from their surgery.
The interactive aspect of your website is just as important as its educational ones. If patients are engaged on your website, they are more likely to spend more time on your site, leading to a greater chance of converting them from a potential patient to a loyal and trusted one.
Implement interactive tools that encourage engagement and education, such as virtual consultations or self-assessment quizzes that can help visitors better understand their needs and the potential procedures that may suit them.
In addition to this, using interactive before-and-after galleries allows visitors to explore real-life transformations. These galleries should be user-friendly, allowing users to filter results by procedure, body area, or patient demographics.
Showcase authentic patient testimonials and success stories on your website. Real-life accounts of satisfied patients can build trust and confidence among potential patients.
It is also imperative to create a dedicated FAQ (frequently asked questions) section that addresses common questions and concerns. This can help potential patients find quick answers to their queries, saving them time and enhancing their experience on your website. Keep this section updated with new questions and answers as they arise.
Furthermore, having online forms that allow visitors to request consultations, ask questions, or subscribe to newsletters easily is another great way to improve your website’s engagement, as the more ways a potential patient can interact with your website, the more likely they will be to do so.
Lastly, providing online appointment scheduling tools that enable potential patients to book consultations or procedures conveniently through your website is another fantastic and simple way to improve patient engagement.
3. Content is key to winning local search rankings for your treatments
There is a reason the phrase “content is king” is uttered so often online when discussing plastic surgery content marketing strategies and reaching a larger audience. This is because original, organic content is the number one aspect of your website that will attract attention and draw new business to your practice.
Original content, content which is not found anywhere else on the web, is oftentimes what patients are looking for when conducting online searches. This can include blogs, videos, images, and articles. If content is not original, for example if it is plagiarized from one webpage and used on another, it will naturally rank far lower than its superior, original counterparts.
4. Utilize Google Ads and Remarketing
Google Ads for plastic surgery and remarketing are powerful tools to generate high-quality, local patient leads. These platforms allow you to reach a highly targeted audience and re-engage with users who have already shown interest in your services. To effectively utilize Google Ads and remarketing for your plastic surgery marketing efforts, be sure to implement:
- Keyword Research and Campaign Setup — Start by conducting thorough keyword research to identify the most relevant and cost-effective keywords for your plastic surgery practice. Focus on keywords related to the specific procedures you offer (e.g., “breast augmentation,” “rhinoplasty,” “liposuction”). Consider both generic and long-tail keywords. Campaign Setup: Create separate Google Ads campaigns for each procedure or service you provide. This allows you to tailor your ad copy and budget to match the specific needs and goals of each campaign.
- Compelling Ad Copy — Write compelling and informative ad copy that highlights the benefits of your services. Use clear and concise language to communicate what sets your practice apart.
- Remarketing Lists — Set up remarketing lists to track users who have visited your website but did not take the desired action, such as scheduling a consultation. These lists will allow you to re-engage with them later.
By effectively utilizing Google Ads and remarketing, you can reach a highly targeted audience of potential plastic surgery patients, increase brand visibility, and re-engage with users who have already expressed interest in your services. Regularly assess and refine your campaigns to achieve the best results and maximize your return on investment (ROI).
5. Introduce video ads via OTT & C-TV to hyper-target patients
Introducing video ads via Over-the-Top (OTT) and Connected TV (C-TV) is a powerful way to hyper-target potential plastic surgery patients. These platforms allow you to reach a highly engaged and specific audience.
There are various OTT and C-TV platforms available, including popular ones like Hulu, Roku, Amazon Fire TV, and more. Research which platforms align with your target audience’s preferences and demographics.
Once you have chosen a platform, it is time to create engaging video content! It is important to focus on creating high-quality video content that is engaging and informative. If you want to capture your viewers’ attention quickly, you should try to keep your videos concise. Be sure to showcase your expertise by talking about your practice’s credentials, experienced surgeons, and state-of-the-art facilities.
Attention-grabbing video content can include before-and-after visuals to demonstrate the potential results of cosmetic surgery. In addition to this, authentic patient testimonials provide social proof and build trust, so be sure to include them in your content!
6. Consistent Video Content
As mentioned in the previous section, video content is a great way to build interest, provide value, and convert prospects into patients. With the popularity of streaming services and online video sharing platforms, there is no doubt that people love watching videos. Whether it is for entertainment or education, people gravitate towards videos because they can capture our attention easily. Now, it is not only important to capture our viewers’ attention, but also hold it until they are ready to make a decision.
This is easier said than done, as creating consistent video can be a huge time investment. But thanks to streamlining services like CaptureMD, this is now easier than ever before!
With CaptureMD, you can seamlessly create branded videos, patient testimonials, and capture story videos with animated logos and background music to build engagement and patient trust.
7. Create a user-friendly before and after gallery
Before and after galleries are one of the most powerful tools you can use to leverage your plastic surgery clinic. Before scheduling a consultation with a plastic surgeon, most patients research the practice. One of the main things prospective patients look for online is before and after photos and videos. This is because it gives them a good idea of what they can expect from your practice, and will help them make an educated decision on how they can achieve the results they are looking for.
As we have learned, interactive websites can capture attention more easily, so implementing this in a before-and-after gallery is also key. This may include using sliders so patients can better visualize the subtle changes, and it may also include videos in order to illustrate more than a photo can allow.
8. Reputation SEO is essential for cosmetic surgery marketing
Whenever you generate new reviews on Google Business Profile, you impact your reputation SEO. Reviews, both positive and negative, affect your plastic surgery SEO and business ranking on Google, and how you respond to these reviews can also impact your viewer audience. It is essential to respond to every review, thanking the positive ones for their amazing feedback, and addressing the negative ones to discover what went wrong and how the situation can be ameliorated.
There are many things you can do to generate more reviews, such as using review widgets on your website footer, asking patients to leave a review online (can be used with a promotion, such as leave a 5-star review and receive a voucher, etc.), ask for reviews on social media, or even create a “leave us a review” business card.
9. Grow social media engagement
Engaging with patients on social media builds trust, establishes yourself as a trusted authority, and generates more traffic for your website. The more social media platforms you are active on, the more potential patients you can reach.
Sharing posts such as videos, pictures and blogs can generate attention among viewers, and when this content is share-worthy, your existing patients and followers on social media are sure to repost your content on their pages.
Current trends show that consumers are more likely to move forward with a certain business when the business owner replies promptly, typically from 15 minutes to an hour. Source
While this may seem drastic, people are drawn to practices where they feel they are heard. By reaching out to your patients on social media and replying to their comments or posts, they are more likely to remain loyal or choose your practice over your competitors’.
10. Don’t ignore your email list
Your email list is a valuable asset for nurturing leads, retaining existing patients, and promoting your services. In order to leverage your email list effectively, be sure to segment your email list based on various criteria, such as interests, location, and past interactions with your practice.
Also, don’t forget about the powers of personalized content, which can be especially effective via emails with personalized content, special offers and updates.
Lastly, implement automated email sequences, such as welcome emails, follow-ups after consultations, and post-procedure care instructions. These are great methods for improving patient retention and loyalty.
Plastic Surgery Marketing Strategies Wrap-Up
Plastic surgery marketing is an ever-evolving endeavor that, if you keep up with the trends, can put you at the top of the line for online searches. All too often plastic surgeons respond to trends, reacting and trying to keep up with competitors, but it is much more effective to take a proactive approach and implement these best practices on your website.
As a plastic surgery marketing agency, Intrepy partners with cosmetic surgery practices to help them grow and generate the right type of patient leads month in and month out. Click here to book a free video practice marketing assessment with one of our team members. We look forward to hearing from you!