Marketing Your Aesthetic Practice: Guidelines for Expanding Your Patient Base

When it comes to marketing your medical aesthetics practice, it’s not just a matter of whipping up a simple website and waiting for people to find it. Since 2000, the number of minimally invasive cosmetic procedures performed has increased by 200 percent. In other words, you’re not the only one out there. 

Let’s go over some important guidelines for how to expand your patient base and make your aesthetic practice stand out in a rapidly growing crowd of competitors. 

Do your own thing

Yes, you can focus your time, money, and energy on promoting the same thing everyone else is promoting, but when someone seeking Botox, a chemical peel, or laser hair removal is confronted with 50 ads all claiming to offer the best quality at the lowest price, your odds of being the one they choose to call take a considerable dive.

That’s why you must identify what you do better than anyone else. 

Promote that. 

There’s something that your specific patient demographic is looking for more than anything else. 

Promote that.

Don’t just add to the noise. Make a different noise. That’s how you get people’s attention.

Be selective

When considering the above advice, remember that, even though you undoubtedly offer a wide variety of procedures and do them all quite well, a Google ad listing them all is going to be more than any prospective patient is going to want to absorb. 

Less is more. Find that thing we just talked about that you do better than the rest, or the procedure for which you’re the only one certified in the area.

Once you’ve found that thing or two and brought those patients through your doors, then you’ve got a captive audience ready to learn about the many other ways you can meet their evolving aesthetic needs.

Blog it

One of the most important marketing tools you can add to your website is a blog. 

Regular blogging lets you speak directly to your current patients as well as to prospective new patients about aesthetic topics and procedures that they may be considering. 

A well-written blog helps establish you as an expert in the field, builds trust, and keeps people coming back to your website as their go-to source for aesthetic medical information, putting them in the perfect position to learn about all those other amazing services and procedures that you offer.

Blogging is also still the most effective way to establish yourself in SEO rankings. Blogging regularly on relevant topics and optimizing those blogs for SEO is the way to make sure you show up on the first page of Google results, instead of being buried back on page 13.

Social media

According to Patrick Byrne, director of the Division of Facial Plastic and Reconstructive Surgery at Johns Hopkins University and AAFPRS board member, “Younger people, up through middle age, increasingly perceive themselves through the lens of their own social media accounts.”

But the continued popularity of “selfie culture” is more than just a curious social phenomenon. It’s also the impetus for increasing numbers of people to seek out aesthetic procedures that will give them that perfect Instagram filtered look (without the Instagram filter).

Andrew Jacono, a dual board-certified facial plastic and reconstructive surgeon in New York City, says, “Perfecting the social media selfie continues to be the largest driver for both non-invasive and invasive procedures in my practice, but the new twist is that patients will document their enhancements in real-time without hesitation and feel empowered by doing so.”

It makes sense, then, that if social media is a main driver of consumer interest in aesthetic procedures, then social media is the place to go when it’s time to market your services. 

If you’re not on social media, you need to get there. Now. But there are rules to keep in mind.

  • Choose the appropriate platforms. You’ll want to be on Facebook, and you’ll want to be on Twitter. Other platforms are more optional based upon the demographic profile you’re shooting for. Do your research. It makes no sense to market facelifts and Botox on a platform that’s mainly populated by teens.
  • Catch their attention. In addition to a simple list of your available services, your address, phone number, and a link to your website, be sure you’re regularly posting useful information based upon the needs and aspirations of your patients. Lean heavily on the visual. In 2019, video accounted for at least 80% of all consumer internet traffic. Photos and video (but not just product shots) are an essential part of successful social media marketing.
  • Interact. Social media is just that. Social. It’s not a one-way street, and your audience is going to expect to interact with you. Respond to their comments or questions. Initiate promotions, contests, and giveaways. The more you can keep them coming back, the more effective your marketing will be.

Marketing your aesthetic practice may feel like an uphill battle at first, but once you establish a loyal base of patients, continuing to spread the world will become easier and easier.

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