With so many independent medical practices popping up in urban and even suburban areas, it is important for those in the aesthetic business to understand how to market their services effectively. Marketing itself is more than just placing ads, you will need to develop a comprehensive plan so that your aesthetic business not only takes off, but continues to build up your patient base.
As part of your overall promotional effort, you should promote Botox as part of your services which has proven to be quite popular. In addition, you will have learned a considerable amount in starting up your practice the right way.
You will need to use traditional media which includes television, print, and radio, along with online media channels to get the word out. However, you will also need to back up your marketing by providing excellent customer service and improving the overall quality of your aesthetic services so that you keep and grow the number of patients through word of mouth which is the most valuable of all marketing techniques.
Hiring a Marketing Firm
While a marketing firm will charge you a fee for their services, what they provide will bring in far more than what you pay. This is because few in your profession have the time to plan and execute a proper marketing plan, so hiring a marketing firm means they do the work of creating strategic goals, setting up your advertising on the right channels, and promote your business properly so that it reaches the most number of potential clients or patients in your community.
The right marketing firm will also provide sound advice on how you should handle the advertising aspect that you control through the internet and working with your patients.
Marketing on the Internet
You will need to have an attractive, easy-to-navigate website that offers more than just your services. The website should provide valuable information about your profession so that it becomes a place that your patients and those thinking of using your services will check out. A good website should include the following;
- List of Options & Treatments
- Office Hours & Contact Information
- Creating Interactive, On-Line Appointment Booking
- Good, Informative Content
- Record Tracking for Patients
You should also make the website Search Engine Optimized (SEO), especially for the local community, so those that have never heard of your practice can find it easily on the internet when searching for your services. Once you have built your website, you should look over how you approach marketing your practice. The key to being successful is the combination of effective advertising, building web traffic, and excellent customer service.
SEO: Search Engine Optimization (SEO) is how people find your practice online. It is putting the keywords or key phrases that people use in searching for your services inside the content of your website. The use of keywords can bring people to your site, but that is only part of the marketing effort.
Think User Friendly: Your website needs to be as user-friendly as possible. This means that access to all information should be apparent and easy to find. This means creating a clear, concise, and informative site that skimps on the flash and instead offers a straightforward presentation that does not confuse the visitor. There are too many practices that lose potential patients because their websites were too confusing for visitors to understand.
Social Media: Social media sites such as Facebook, Twitter, and LinkedIn are essential for helping to spread the word about your practice and keeping current patients informed. It is, however, rather time-consuming, so you might want to hire a social media marketing team. This may be from the same firm that handles your overall marketing efforts.
Testimonials & Reviews: This is a common way to help promote your practice once visitors have reached your website. A few good reviews and solid testimonials provide additional emphasis on the quality of services your practice provides and helps people make the decision of whether to use your services.
You also will want to take full advantage of traditional media sources, such as television, radio, and newspapers. They are often the best ways to get the word out about your practice. Flyers, newsletters, and other forms of local advertising will also help establish your presence.
Excel at Customer Service
No matter the amount of advertising you purchase or exceptional marketing strategies that you employ, the success of your practice will come down to how you treat your patients and the success of the methods that are used. Customer satisfaction is the primary means of survival for your practice, so you will need to make sure that patients walk out the door feeling like they have been through a positive experience.
Keep in mind that even if they do not write a review or provide a testimonial, the results they experience from being in your practice will be noticed by others. This means that from the moment the patient walks in the door until they leave, your customer service efforts should keep them pleased and patient through the process.
Show Personal Interest: It’s important that you learn their name, a little about their family, and the interests that they have. You do not have to memorize everything, but you do want to get to know them because it demonstrates that you care. It’s the little things like remembering their name as they walk in the door or sending them a birthday card that keeps you in their mind.
Get Back to Them Quickly: If they express a concern, address it as soon as possible. You are not only providing valuable information, but also easing their mind by demonstrating your concern.
Be Kind & Respectful: Always show a high degree of concern and empathy for your patients. Remember, what is routine to you may be new to them, so treat them accordingly. This means not being judgmental, but instead showing concern for their wellbeing.
The better you are at working with your patients, the better your practice will flourish. Keep in mind that marketing is not just telling people about your practice, but treating your patients properly so that they will tell others as well.
Related: How to Get Patient Reviews
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