In the vast expanse of the medical marketing landscape, a brand trying to stand out is akin to the classic 'Where's Waldo?' books. Amidst a sea of competition, many businesses are on a quest to pinpoint and resonate with their ideal audience, especially in niche markets like plastic surgery. However, the quest is often fraught with misconceptions.
One of the most prevailing misconceptions in digital marketing for medical practices, and particularly plastic surgery marketing, is the reliance on single-touch attribution.
Brands anticipate an immediate conversion – say, from a mere glance at an advertisement. But is this a practical and realistic approach?
Consider a scenario: Would you, as a consumer, make a significant decision like choosing a plastic surgery procedure based solely on one interaction?
The consumer journey, especially in realms as personalized and sensitive as plastic surgery, is far more nuanced.
The customer journey, especially in the domain of plastic surgery internet marketing, is no longer a straight line. It’s a winding path, full of stops and starts, influenced by a multitude of touchpoints. Blue Media Online, a plastic surgery marketing agency, understands that.
Data has shown that consumers engage with a brand 7 times, on average, before making a purchase. This statistic might be even higher in the realm of healthcare and elective procedures.
Here’s a relatable breakdown of this journey:
1. Stumble upon your social posts.
2. Enjoy your engaging videos.
3. Slowly realize you're the real deal in plastic surgery.
4. Skim through your website, ponder, but... wait.
5. Distract themselves on social media.
6. Spot your engaging ads.
7. Revisit your website, admire some transformational before-and-afters, but... hesitate.
8. Dive back into the Instagram abyss.
After a few days or even weeks:
9. Aha! Your content pops up again. It's like destiny!
10. They slide into your DMs with some questions.
11. One post captures their heart, and voilà! They're booking a consultation.
If this sounds familiar, it's because it's a dance that many in the medical field, especially in plastic surgery digital marketing, have observed.
The rhythm varies with each potential patient. Some are swift, while others take their time, ensuring they make an informed decision.
So, what’s the takeaway for businesses, especially in the plastic surgery sector?
Re-imagining medical marketing as a comprehensive, integrated journey rather than a series of disjointed touchpoints is the key. The digital age has equipped us with the tools to facilitate this multi-touch experience seamlessly.
However, the trick lies in understanding, nurturing, and educating potential clients at every stage, ensuring that when they’re ready to take action, they choose you over your competitors.
In the world of plastic surgery digital marketing, it's time to view marketing as a grand, harmonious symphony, attracting and retaining the right audience.
It’s time to change it up and we’re here to help