In the US, plastic surgery is a lucrative practice. According to the American Association of Plastic Surgeons, patients have spent a total of 16.4 billion on cosmetic operations in 2016 and the most common were procedures like facelift, breast augmentation, nose enhance enhancement and liposuction.
If you’re a cosmetic surgeon, you know there’s money to earn especially now that more and more people are becoming open about enhancing their physical qualities through such procedures. But the competition is stiff, and you need cutting-edge marketing best plastic surgeon SEO solutions to drive patients to your clinic.
Marketing Your Practice Digitally with a Website
At a time and age where people search for information online, it is crucial that your practice is easy to find on the web. There are several ways to market your cosmetic surgeon services online, and the first step is a website. Your website serves as the online portal to showcase what you offer and your credibility. It is also the best platform to put up quality content which you can optimize for higher search engine rankings.
Take Advantage of SEO
When it comes to making content, you must merge two crucial factors: quality and SEO. If you want to come up as a top-rated plastic surgeon in your area, then you must ensure that your website and keywords rank high for those searches. It’s also essential to implement best practices for local SEO as people search for professionals like you with a locality in mind. Patients may come from all over the place, but most of them are likely from your local area.
Now, SEO is one thing, and quality is another. The content you post on online platforms must reflect your reputation and depth of knowledge in the industry. It is also vital that content is useful, relevant and informational.
Use Email Marketing
You’re already using email for personal and business correspondences, but you have to know email marketing can significantly improve your online presence too. Email marketing is a more private way to connect with potential and existing customers as you try to speak to them from their email inboxes. You can demonstrate your credibility by sending email newsletters on the latest trends in the industry as well as reminders for your patients’ next appointments.
Be Present on Social Media
Your next several patients could come from Facebook, LinkedIn or Twitter so do not underestimate the power of social media in your practice. Social media is an easy and zero-cost way for advertising your services and building a following. The best thing about social media is that everybody is connected in one way or the other. When one likes, comments or shares on your social media content, you become visible to that person’s circle of friends too.
SEO, website, content and social media are just some of the fundamental yet effective approaches to increasing your practice’s visibility online. When done right, you can turn visitors into subscribers and subscribers into patients.
Focus groups and surveys are often used in brand research. They offer answers to questions but what questions should you ask? The way in which brand research is conducted is really important for the information you are going to receive. Different themes and topics should be tracked. Industry specific or brand specific insights need to be obtained through options like the following.
With business branding it is really important to understand current market landscape. It does not matter if you are an established company or a new brand is launched. Every business can benefit from competitive analysis as it offers insights to help improve offerings and market position. Social intelligence allows uncovering weaknesses and strengths from the point of view of the customer. At the same time, competition level between demographics and markets is assessed through voice share measuring.
Do people know your brand and do they remember it in an unprompted scenario? These are two really important questions that need answers. A focus group is often the best way to measure the awareness of a brand. However, the information is more complete when social intelligence and surveys are also utilized.
When you measure brand awareness you understand if people know the brand or not. When you measure brand perception you see what potential and current customers think when they see your brand. Is the brand representing something important for a customer or not? Also, how is this perception when compared with the brands in direct competition?
When a consumer sees a brand there are associations that are automatically made. For instance, when you are a brand associated with luxury products, it is important to see if admiration and exclusivity are maintained. When aiming for the other part of the market, is the brand associated with cheap, inferior or economy products?
Satisfaction And Sentiments
Social intelligence allows you to analyze sentiments and satisfaction when connected with a brand. You quickly learn about the public opinion about different topics. Human data analysis will surface different nuanced emotions, like anger, joy or frustration. You want to go through such data as you do brand research because you can easily understand if the customer is frustrated or satisfied. When an issue appears, it can be quickly dealt with.
It does not matter if the shop is an ecommerce business or a brick and mortar establishment. In all cases shopping experience perception is extremely valuable. As an example, the average abandonment rate for an ecommerce shopping cart is close to 70%. Knowing why that happens will automatically improve the overalls hopping experience. In a physical store the shopper rarely abandon carts but the shopping experience can still drastically be improved when using data led approaches.
At the end of the day, brand research is complex and has to include various tasks that gather a lot of data. All the factors mentioned above are going to help improve branding and overall marketing efforts.