One of the most exciting times at a plastic surgery practice is when you add a brand new product, especially if it’s the new, hot cosmetic procedure on the market. Just imagine the possibilities if you are the first practice in your area to offer this incredible innovation in cosmetic technology! You purchase and get fully trained in the procedure, you open your doors and… nothing happens? Well, of course not! You haven’t introduced it properly to your patients yet!
Introducing a cutting-edge procedure to your patients can be tricky. Although some might want the latest and greatest, others might feel suspicious of it, preferring some of the older treatments. As a plastic surgeon, it’s your job to educate them about the new procedure. Here are a few ideas on how to do just that.
When you mention plastic surgery and online video in the same sentence, people tend to think about the plastic surgery social media stars like Dr. Miami or Dr. Simon Ourian. These plastic surgeons parlayed a combination of celebrity, presentation and content into incredibly successful online enterprises that drive countless clients to their practices. And I hate to break it to you, but this is a highly unrealistic goal to have as a plastic surgeon.
Does this sound familiar?
A brand new patient comes into your plastic surgery practice. You have a consultation; everything seems to be going great. You do the procedure, which goes perfectly. The patient goes home to recover, and there are no complications. But then, soon after they see their final results, they come back to your practice… and they are furious. Their results aren’t what they expected. They say that you lied to them, or misled them, or somehow screwed up. They are angry and they want compensation, or they will be talking to a lawyer.
Imagine that you are someone who has always been curious about plastic surgery. You’re getting a little older, you’ve started to see signs of aging, and you want to do something about them. You look around online for some information, but it all seems very marketing-focused. You wish you could talk to a professional about it, but how could you ever get an appointment? Then you notice on a plastic surgery website that a practice close to you is offering free consultations. Perfect, let’s go!
Pepsi vs. Coke. Marvel vs. DC. Microsoft vs. Apple. These corporate rivalries are incredibly well-known in the marketing world, and just about everyone takes a side. Fans of Apple Computers wouldn’t be caught dead using a Windows laptop. Lifelong drinkers of Pepsi instantly turn up their noses at a can of Coke.
Believe it or not, it’s the smallest things that can make the biggest difference.
This is certainly true when it comes to online marketing. Sometimes, a digital marketing campaign can fall entirely on its face for reasons unknown. You make one small change to the demographic you are targeting or to the wording of the ad and, all of a sudden, you have a massive success on your hands.
It’s the small things that matter with your online presence. If something is out of place, or you are missing content that you obviously should have, then your patients are going to notice. Here are a few small changes that you could make to boost your practice’s online presence and bring new faces into your office!
What would you say makes the patient experience at your plastic surgery practice memorable?
Obviously, your results will be memorable (as your patients will be looking at them in the mirror every morning), but what about the other things? The overall customer service experience is something that can often be overlooked at an aesthetics practice. Remember that as the owner of a practice, you are also the owner of a small business.
It’s usually around the end of the year that the plastic surgery marketing machine goes into high gear, capitalizing on the winter holidays to boost sales. But a successful plastic surgery practice should be focusing on far more than just the winter holidays. Plastic surgery practices should always be looking for opportunities to connect with new patients and reconnect with old ones.
It wasn’t that long ago that people would walk into plastic surgery offices around the country with a photo of their favorite celebrity and say, “Give me this.” They wanted a movie star’s nose or a model’s lips. And, of course, that is often still true today.
In recent years, however, there has been a really interesting development. More and more people are looking to a different person to model their appearance on: themselves!
Throughout the 80s, 90s and 2000s, the fame of most well-known plastic surgeons was based around those they treated. “Plastic Surgeons to the Stars” were considered celebrities, but generally, their fame was directly connected to the fame of the patients who came to them for treatment. Boy, how things have changed!
There’s a fantastic image that one of our software companies, Basecamp, uses every time you log on. It’s of a girl running around with her hair on fire, the phone is ringing, her email is going off, there are voicemails to clear… it’s total chaos.
When I was twenty years old, I spent a couple of months travelling around Southern Africa and visiting family (my own family had emigrated from South Africa to New Zealand where I grew up, before moving to the United States). We were very fortunate to have been able to spend a lot of time in the bush as my uncle owns a share of a private game reserve a couple of hours north of Johannesburg.
When was the last time you read a newspaper?
If you’re under the age of 34, chances are that you haven’t read a traditional newspaper or magazine in years. Millennials tend to get their information and news from mostly digital sources such as Twitter or Facebook.
The sea change of marketing an aesthetic practice is well and truly upon us. What used to drive people to medical spas and plastic surgery practices in a frenzy, today has people yawning, clicking the Unsubscribe button, “unfriending” and changing channels.
Having a great tagline is CRITICAL to the success and power of your marketing message. Donald Trump’s marketing people were in fact following the first two steps of the Premier Physician Market Domination Formula.
One of my favorite things about having a marketing system in place in your practice is that the ability to create income “on demand” is now yours. What do I mean by that? It means that you are the one who is firmly in control of your marketing, and of the number of patients that come through your door. “What?” I can hear you say. “What do you mean, I’m in control? We run ads, and people either respond or don’t respond to them — so how, exactly, does that put me in control?”
A few weeks ago a friend of mine posted this image to Facebook. I have no idea if the image is authentic or not, and I’m guessing that, if this did happen in real life, the tattoo artist isn’t breathing today given how tough his client looks!
About two months ago, I was fortunate to be part of an exclusive closed-door meeting with over one hundred very prominent plastic surgeons from around the world.
A couple of nights ago, I was watching that Christmas Special on Dolly Parton’s life called A Coat of Many Colors — named after a coat her mom made for her as a little girl, sewn together from a bag of rags (which was also the inspiration of a song she wrote by the same name).
Wow. Who knew another year would fly by so fast. But here we are — on the eve of another bright, shiny new year — bursting with possibility and massive opportunity for those with the courage to act on it.
The Christmas and Hannukah lights might be twinkling, the snow falling and your holiday calendar looking more and more squeezed with all the social events you’ve been invited to these days.
Just a few short weeks ago, in a major city close to you, close to a thousand Uber drivers teamed up with with a thousand registered nurses to deliver concierge medicine services — a flu shot for $10.
It was about this time last week that I was lucky enough to be wandering through the streets in Rome. Despite being a pretty avid traveler, I’m embarrassed to admit that my travel plans somehow never quite managed to include this extraordinary city.
Want to give your patients the best experience possible? Of course, you do. Satisfied patients who had really positive experiences with your clinic are likely to become brand evangelists for you and your cosmetic services.
Running a successful plastic surgery clinic means more than just having great marketing. It also means having a great staff that works together as a team.
When I lived in Los Angeles, one of my fondest memories was my then-husband showing me his talents as pilot and taking me on a three-hour helicopter ride all over LA.
This week I read an interesting story about retired basketball player turned business mogul Shaquille O’Neal. It turns out he made what sounds like an honest, but very expensive, mistake when it came to the opportunity to invest in Starbucks.
One of the most fascinating and visionary business leaders of our time is Elon Musk — founder of PayPal (the world’s largest electronic payment gateway), Tesla Motors (stylish and pricey electric cars) and SpaceX (the largest private producer of rocket motors, whose goal is to get humans to Mars within the next 10 years).
The horrific Oregon shootings are of course what’s top of mind for everyone today. For me, growing up in New Zealand, owning a gun was a rarity.
I’ve been thinking a lot, recently, about how much our methods for inbound marketing and lead generation have changed over the past few years.
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