Cosmetic Surgery Is NOT An Impulse Decision

Should I Hire This Plastic SurgeonIn talking with many cosmetic surgeons, I commonly come across a practice that is not FIRST “educating” their potential new patients; therefore not building trust and credibility.

Here’s a google statistic for you…

“The number of sources needed before making a purchase averages 10.4, but almost doubles to 18.2 if one is buying a car, and decreases to 5.8 before settling on a quick-serve restaurant.”

So you can imagine, with the average plastic surgery being around $3500 or more, you can be assured that people are going to need 7 or more sources before they even pick up the phone to book the free consultation!

Build Trust And Credibility

With the average plastic surgery procedure being in the thousands of dollars, no one is going to make a decision until THEY, and only they are confident you are the right surgeon for them. This typically will not happen after the initial consultation, and yet unfortunately many cosmetic surgeons think it should.

Let me ask you a question.

After the consultation, do you follow up with them? If so, how, and how often?

Follow Up

In marketing, we all know it takes up to 7 “touchpoints” for a person to make a decision. And, the higher the cost, the longer it may take. In most major cities, plastic surgery is very competitive. You need to ask yourself and your staff, “what makes us remarkable?” “Why would someone choose us over the surgeon down the street?”

If you can answer the above question with a “unique” answer, and not some generic one, you are on your way to putting your practice above the rest, and being the “go to” practice in your area.

According to Jay Baer in his best-selling booky Youtility, he says…

It may seem absurd to suggest that consumers will bypass human contact to make complex, expensive purchases. But it shouldn’t. Founded in 1999, Blue Nile is the largest online retailer of diamonds in the world. Who would buy a diamond ring, necklace, or earrings online without ever seeing them in person? Evidently, lots of us  .  .  . including me, who bought an anniversary diamond ring for my wife. In 2012, Blue Nile posted more than $ 400 million of annual revenue.

It’s About THEM!

How often does your marketing material AND website mention the words “we”, “our” and “I”?

I can say unequivocally that over 90% of the marketing materials, whether it be print or online mention the above words far too often. I call it “we wein all over yourself”.

People don’t care about you, they care about what you can do for THEM!

So change your marketing language to “you” and “your” and you will instantly connect with people, and they will be more inclined to contact you and not your competitors.

Marketing Is A Process

Marketing to attract more cosmetic surgery patients is a process. You have to think strategically if you want to sustain and grow your practice. Every decision you make regarding your marketing should be strategized with you, your staff and marketing firm. Then you have to set up metrics (tracking) to see if they are resulting in more new patients.

The great thing about marketing is, you always should be evolving. NEVER, and I mean never continue to use the same marketing more than 3 months in a row. I see this in the vanity magazines for major cities. The surgeon uses the same ad over-and-over again for months (and years). Don’t you think that gets stale in the readers minds?

You’re Online Reputation Is Your Most Important Asset

Don’t expect that a full-page magazine ad will get people picking up the phone and calling your office. The first thing they’ll do is go online and read reviews from you past patients. If you have bad reviews or none, they are GONE! They are onto the the next plastic surgeon who has lots of glowing reviews. So…that means your $5,000 full-page ad is a waste of money! Not good wouldn’t you say?

If you passed the first test above, they will head on over to your website to find out “what you can do for them!”

As mentioned earlier in this article, if you talk about yourself, and have big pictures of yourself, they are GONE! Speak to THEM…and the kinds of results they can expect if they hire you. Educate them with high-value articles and videos. Encourage them to call for a “no-obligation” consultation.

Are You Serious About Growing Your Practice

These are just a few strategies and marketing techniques to think about if you are serious about growing your plastic surgery practice. If you’d like to discuss how we can help you get more patients, contact us today!