Plastic surgery content marketing has quickly become the need of the hour in today’s fast-paced world. To thrive, you need to have a solid strategy that sells your practice to both prospective and existing patients.
Plastic Surgery Content Marketing
Content marketing is considered the best way to create awareness and connection with patients. It’s worth noting that not all plastic surgery content marketing approaches are created equal. In a bid to make sure you leverage the power of content marketing for your aesthetics practice, we’ve compiled this list of 10 ways to hit the ground running.
1. Content is King
Bill Gates famously wrote in his 1996 essay on the subject, “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”
Taking stock a quarter of a century later, it’s safe to say that truer words have never been spoken. A quick look at the current internet landscape will leave you amazed at the sheer volume of content available. Today, content is no longer the issue, it’s the sifting process that’s become harder.
As a plastic surgeon and businessperson, you want patients to find your content with ease. For this, you need to tailor your delivery to various mediums that they are likely to engage with. This way, they will not have to waste precious time sorting through the hubbub. With research and the right balance of entertainment and value, then, the odds are your interaction numbers will soar.
2. Optimize your Website
Delivery is everything. While your website may pack fancy bells and whistles that draw a couple of oohs and aahs from patients, it’s the content you share that will hook them and keep them interested.
Ideally, you want the content you feature on your website to tell a narrative about your practice. You can let patients in on who you are, what makes your practice special, and why they need to choose you over your competitors.
When well-executed, patients will be quick to fill out the forms on your website. With a little follow-up, a good number of them will be open to the idea of booking an appointment.
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Not all conversions happen on the “About Us” page. Through blogging, you can extend your conversations with patients away from your website and your office.
Not only are blogs great at driving traffic back to your website, but they’re also fantastic for plastic surgery SEO or search engine optimization.
Patients also tend to find blogs convenient as they are more laid back. This opens the floor to patients sharing questions with you and conversations happening.
You’ll likely notice patterns emerge in the questions you get asked. When this happens, it’s best to also come up with a “Frequently Asked Questions” piece every once in a while.
4. Be One of a Kind
Your plastic surgery content marketing plan needs to represent your brand, especially in 2021. By copying from other sources, you’ll only be ruining your reputation not just with patients, but also search engines.
As you sit down to craft topics to discuss, think also about creating a unique brand voice. This way, you’ll be able to resonate with patients better whenever you drop new content.
5. Keep it Fresh
Nobody likes reading yesterday’s paper, your patients don’t want you shoving the same old content down their throats. Sure, some procedures won’t change overnight, but you can find an angle of approach that excites your patients.
You can also take this opportunity to announce the latest happenings at your practice and in your professional career. Doing this tends to create a sense of intrigue and patients want to know more.
6. Bask in the Glory
It’s a competitive industry. While you may not always be the number one choice for some patients, that’s not reason enough not to try. For this, we suggest spotlighting your unique selling points to patients.
If there’s a new procedure you’ve just trademarked, shout it from the rooftops. If you have specialists at your practice that do things much better than everybody else, let the word out.
Your patients want to know if there’s something that makes you special. Rather than sit and wait to be asked about it, let them know through the content you curate. This way, you’ll be giving them more reason on why you need to choose you over everybody else.
7. Personalize Your Videos
Video content represents one of the best ways to carry out plastic surgery content marketing. With 52% of marketers giving it high marks as the content medium with the best ROI, there’s no reason why you shouldn’t get involved.
You can take it up a notch by personalizing your videos. This is because it can give a boost to your content even when discussing complex subjects as patients will appreciate how much easier it is to digest information.
8. Infographics
A recent survey by Venngage noted that 37 percent of all visuals used by marketers are infographics. This appeal stems from the fact that they tend to drive lots of engagement. By featuring them in your plastic surgery content marketing mix, you’ll make it easy for patients to quickly parse data you share.
You can also expect infographics you create to spread like wildfire when you include valuable statistics on the industry.
9. Webinars
Landing new patients isn’t easy. However, webinars provide a great way to get in contact with highly-qualified leads. This is especially true if you find a way to make your webinars different. By this, we mean providing real, lasting value so you don’t have to struggle with the pitch on your seminar. When well-executed, you’ll appreciate landing more qualified leads and the word-of-mouth exposure from the events.
10. Social Media
Having a presence on social media platforms makes you visible to a lot of prospective patients. While you don’t have to be on all of them, it’s worth creating profiles on the major ones and using software tools to manage them so it’s not too much of a hustle.
Regular posts on platforms like Facebook and Instagram can help you build your online reputation. This is because people love interacting on these platforms. If you’re responsive and willing to engage with patients, they’ll be willing to do you a solid and book a consultation.
Start Building Your Plastic Surgery Content Marketing Plan Now
The highlighted 10 pointers can be the cornerstones of your plastic surgery content marketing strategy and plastic surgery practice marketing if you’re ready to listen to patient feedback.
Since it’s lots of hard graft initially, be prepared to put in the work. If you’d like to piece everything together with ease, we recommend talking to an aesthetic marketing consultant. This way, you’ll find it easy to run your practice and still keep tabs on the marketing front.