It's important to understand that marketing for Plastic Surgeons and medical spas is a complex process, and it rarely works in a linear fashion.
The process of converting a potential patients into a paying customer involves many steps and variables that unless fully understood and correctly implemented, can impact the effectiveness of your plastic surgery advertising campaign.
Many have been sold on the idea that all medical advertising campaigns work like this:
Ads —> leads —> appointments —> revenue.
Easy to understand, yet completely misleading and overly simplified.
It ignores the ups and downs, the circling back and time it takes to have someone turn into a buyer of your services.
Just because you have a good offer and some good testimonials, doesn’t necessarily mean people will immediately buy from you.
Truth be told, most people that follow you are not qualified buyers.
That’s more than 95% of your audience!
Because we understand this process. Yet most digital marketers measure advertising campaigns solely on the amount of leads captured and ignore everything else.
By creating demand, and not just capturing it, you can improve the effectiveness and efficiency of your plastic surgery marketing campaigns.
You can do this by allocating a fair portion of your medical spa marketing budget to educating, building trust and authority with your audience, so you can profit handsomely down the line.
By extending your timeline, you can improve your campaign performance.
In other words, it’s not all about selling.
You also need to create demand for your services.
Not just capture it. (Plastic surgery SEO is also very effective).
Without creating demand, Plastic Surgeons and Medical Spas are just targeting an audience of people that may not yet be ready to purchase from you.
Creating vs Capturing demand is not something commonly spoken about because others want to sell you on the story that you can convert all leads right away from the moment someone see’s your ads.
As a consumer yourself, would you immediately buy into a product or service you’ve never seen or experienced before?
Or would you feel more comfortable making a purchase once you engage and consume content that brings certainty to your purchasing decision?
When thinking about your plastic surgery marketing efforts, consider following the same thought process.
It’ll benefit your business (and your pockets), handsomely.
Here are a few things to keep in mind when considering the effectiveness of your advertising campaigns:
1. Awareness: Advertising is often used to raise awareness of your brand or services. Even if someone doesn't immediately become a paying patient after seeing your ad, they may still be more likely to consider your services in the future.
2. Consideration: Once someone is aware of your services, they may begin to consider whether or not they are a good fit for their needs. This process can take time, and it may involve researching your services, comparing them to other providers, and evaluating their options.
3. Conversion: Even if someone is interested in your services, they may not immediately make an appointment. There may be logistical or financial barriers to overcome, or they may simply need more time to make a decision.
4. Retention: Once someone becomes a patient, it's important to continue to engage with them and provide excellent service to encourage repeat visits and positive word-of-mouth referrals.
5. Metrics: It's important to track key metrics throughout the advertising process, such as click-through rates, conversion rates, and revenue generated. This can help you optimize your campaigns and improve their effectiveness over time.
To your marketing success,
Owner of Blue Media Online
It’s time to change it up and we’re here to help