When aiming to boost and sustain patient traffic into a plastic surgery practice, the need for a strong marketing strategy is an important trend to embrace. Without a defined approach to promoting a practice, an organization can flounder, offering last-minute sales and discounts that can miss the mark. It can also under-communicate how the practice values patients and wants to partner with them to enhance their health and appearance. Here are three essential elements in an effective marketing effort:
1. A well-considered plan.
Practices should map out how they are going to attract customers and include data-driven tactics like promotions tied to specific seasons and holidays, a VIP program that rewards frequent customers, targeted messaging that draws in specific patients and so on.
Consider this: What aspects of your current marketing plan don't work? Are there ways you can improve these aspects or will you shift focus?
2. SEO optimization.
When a practice creates valuable content for its website that includes keywords, it can climb search engine rankings. Not only should a practice include keywords related to the services it offers but also its location. Research shows that location can play a large part in whether a person opts to visit and receive services at a particular practice.
Search Engine Optimization (SEO): The practice of increasing the quantity and quality of traffic to your website through organic search engine results.
Consider this: Where does your practice rank in a Google search?
3. Marketing technology.
The right software can help with referral source tracking and campaign targeting so a practice knows exactly what marketing collateral is capturing patient attention and can focus efforts to convert specific individuals into repeat customers.
Consider this: Does your practice currently use marketing technology? If not, how could the technology enhance your practice?
Developing a solid marketing program may not seem like a critical priority for practices focusing on providing optimal patient care; however, organizations that dedicate time and resources to this work can draw more patients into the practice and keep them coming back, laying the foundation for a stronger organization going forward.
Learn more about Nextech's Marketing technology within the Practice Management solution to get started.
Stay tuned for the next blog in the series that discusses scheduling optimization.
Interested in learning more about how to market your specialty practice? Download this eBook here to get a step-by-step guide on the above key points.