Could your medical aesthetic clinic use some new clients? No matter how good your aesthetic treatments are, potential clients can’t find your practice if they don’t even know it exists.
That’s where aesthetics marketing comes in! In the book “Marketing Aesthetics,” authors Alex Simonson and Bernd Schmitt tell small businesses how to boost brand awareness by creating memorable experiences. Don’t have time to read the whole thing? Not to worry, because you’ll find plenty of actionable tips to help improve your digital marketing strategy below.
If you’re looking for easy marketing solutions, we also invite you to check out Weave Medical software, which features online review management and other tools for marketing your medical aesthetic practice.
Online Aesthetic Marketing Ideas
An online marketing campaign lets you connect with clients where they spend time — the internet. If you’re on a tight budget, don’t worry; digital marketing doesn’t have to cost a fortune for your medical aesthetic business.
Your website is often the first point of contact a potential patient has with you, so make it count! If you haven’t updated your medical aesthetics website in a few years, chances are good that it could use a refresh. Use calming, neutral colors and typography that’s easy to read on mobile devices.
Clearly describe your aesthetic procedure services, too. If you run promotions for minimally or non-invasive procedures, such as dermal fillers, your website is a great place to advertise them. You can use analytical cookies to track the performance of promotions on your website.
Clients should also be able to schedule appointments online in minutes, and convenient tools like Weave’s online scheduling make this a snap.
Your site should have a clear accessibility statement to assure clients that your site is usable for people with disabilities.
Is your medical aesthetics practice struggling to rank at the top of the search results? Without good SEO (search engine optimization), your aesthetic services site could languish on the second or third page of results where no one will see it.
One way to boost your ranking is by starting a blog. In your blog, you can talk about the cosmetic procedures your medical aesthetic business offers to educate prospective clients and drive them to schedule appointments.
Be sure to use a keyword research tool while planning your blogging strategy. This will help you target keywords and phrases with a high monthly search volume.
Online Ads (PPC)
If your business isn’t ranking organically against others in the medical aesthetics market, you may want to consider running a few Google Ads as part of your aesthetics marketing plan. These ads run on a pay-per-click (PPC) model, which means you only pay when someone clicks on your ad. You can set your budget as low or as high as you like.
Another type of ad you might want to consider is Google’s Local Services Ads. Instead of paying per click, you pay for every qualified lead that Google sends you.
Local Services Ads show up at the top of the search results, which gives you impressive visibility. Clients can book appointments directly through your ads by calling you or sending you a message.
Few things are better than word-of-mouth recommendations from clients who already love your medical aesthetic services. Reach out to happy patients and ask if they’d be willing to leave their plastic surgeon a review on Google or Yelp.
Weave’s Review Management software takes the headache out of asking for reviews. You can send review requests to patients’ phones and get instant notifications whenever someone leaves you a review.
Local Business Listings
Signing up for local business listings is another clever way to spread the word about your practice. One of the best tools your plastic surgery practice can take advantage of is your Google Business Profile.
Claiming your Business Profile is free, and you can:
- Update your phone number, hours, and other info about your business
- Share photos from your practice
- Add attributes to attract clients, such as women-owned, veteran-owned, or LGBTQ-friendly
- Advertise events and promotions
- Answer frequently asked questions
- Respond to reviews
Social Media Marketing
If your plastic surgery practice isn’t on social media yet, you could be missing a chance to connect with prospective clients who hang out there.
To get started, find out which social media platforms most of your target audience prefers to use. Instagram and Pinterest are popular picks for users who are interested in makeover inspiration photos. On these platforms, you can post photos of your work (get your clients’ permission before you do this).
Social media is one of the best places to engage with both new and prospective clients, too. On your Facebook page, for example, you can invite followers to ask questions or suggest the type of content they’d like to see.
Many people like to leave reviews for businesses on social media. If your practice gets a scathing review, it’s important to respond promptly and offer a solution. Ignoring reviews makes your practice seem uncaring, which can turn off would-be clients.
Emails and Newsletters
If your plastic surgery business collects patient emails, don’t let that list go to waste! Create a monthly newsletter to keep those clients engaged so your practice always stays top-of-mind with them.
Your aesthetics marketing newsletter could include:
- Beauty tips
- Stories about your team
- Information about new procedures
- Exclusive promotions
Don’t have the time or know-how to run an email marketing campaign? Weave has you covered with our Email Marketing software! You can choose from ready-made templates and schedule emails to go out when subscribers are most likely to read them.
Aesthetic Patient Marketing Ideas
Your patients can be excellent brand ambassadors for your practice. Here’s how to put them to work for you.
Word-of-mouth marketing can go a long way compared to other advertising tactics. Consider creating a referral program and rewarding current patients for referring new business to you.
For rewards, you can offer:
- Gift cards
- Entries to a raffle for a big prize
- Discounts on a cosmetic treatment
Ask for Reviews
Past patients posting reviews and testimonials of their experience at your clinic on social media or review sites can boost business if you’re experiencing a lull in new patients. A few weeks after a patient’s appointment, you can send a friendly automated email or text asking if they’d like to share their experience at your practice.
Wondering what your patients think of you? All you have to do is ask!
Post-visit surveys are a smart way to collect opinions about your practice. This is different than asking for reviews; you can use this information to improve your services.
You can either give patients a form to fill out or send a survey to their phones after leaving your office. A few questions you might ask include:
- On a scale of 1 to 10, how likely are you to recommend our practice to friends and family?
- Did you have any trouble scheduling an appointment?
- Do you have any suggestions for improvements we can make?
Traditional Aesthetic Marketing Ideas
Sometimes, old-fashioned marketing strategies work best of all. Try combining these advertising tactics with the above digital marketing methods and watch clients come flooding through your doors.
You may think radio ads aren’t worth it because few people tune in anymore, but that couldn’t be further from the truth. One study found that radio advertising generated $12 in sales for every dollar spent, which means this tried-and-true tactic is definitely worth considering.
Prices for radio ads vary widely depending on the length of your ad and the time slot you choose. You can expect to spend $200 to $5,000 per week, although you may be able to nab a cheaper rate by choosing a slot outside of peak advertising times.
Billboards can be pricey, but the exposure they’ll give your practice could be well worth the cost. According to billboard advertising company International Outdoor, the average person spends 25+ hours a week on the road, and 81% of travelers have said that they notice billboards.
Billboard costs can range from $1,200 to $15,000, depending on location. Usually, the busier the area, the higher your ad cost will be.
Prospective patients only have a few seconds to glance at billboards, so use short messages and images that make a big impact. A photo of a flawless model set against a backdrop of the New York skyline, for instance, is likely to inspire travelers to pick up the phone and call you.
Sponsor Local Events
If your plastic surgery practice can swing the cost, consider partnering with local businesses or schools and sponsoring a few of their events. Events such as festivals, concerts, and raffles often draw huge crowds, which gives you the perfect opportunity to clue potential clients in to your offerings.
By sponsoring a local event, your practice can:
- Showcase your branding on the event website and promo materials
- Set up a booth where you can meet with prospective clients
- Gather new email addresses for your newsletter
Can’t afford to contribute money to an event? Consider giving away products that your practice uses, such as luxury face creams and lotions. You could also host an “Ask Me Anything” event for attendees who might be curious about plastic surgery.
Other Aesthetics Marketing Ideas
Who doesn’t love freebies? You can use free stuff to attract more business to your medical aesthetics practice.
Aesthetic medicine can be expensive for patients, and many people save up for years to get the procedures they want. By giving out discounts or raffling off free services to a lucky winner, you’ll have clients beating down your door in no time.
If you choose to hand out discounts, make sure to explain exactly why they’re a good deal so clients understand the value. For instance, you could say, “This service is normally priced at $500. When you take advantage of this limited-time offer, you’ll pay just $250.”
Swag is a term used to refer to promotional products that are given away for free to promote a company’s brand. With just one piece of SWAG, you could potentially advertise your business to dozens of people or even more.
Swag can include:
- Pens and pencils
- Tote bags
- Temporary tattoos
At a minimum, put your practice’s name, website URL, and phone number on each item. If you have more space, you could also add an offer, such as 10% off for first-time clients.
Streamline Your Aesthetics Marketing Strategy With Weave
Looking for an easy, stress-free way to market your medical spa? Let Weave help! Our software enables you to gather and respond to reviews, craft winning email newsletter campaigns, and automate appointment reminders to cut down on no-shows.
To find out more about what Weave can do for you, call us at (866) 308-2039 or request a demo of our software today.
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