They Are Not Your Patients

Plastic Surgeon Talking To PatientI want you to make a mindset shift in your thinking, and therefore your plastic surgery marketing moving forward. You must go far beyond the doctor/patient mentality. In fact, they are not your patient! They are your client!

Let’s dig even deeper. You will become their “trusted partner” when it comes to making them not only beautiful on the outside, but more importantly on the inside. This is a much deeper bond you create, and in return they will be more interested in future procedures, which can dramatically increase the revenues of your practice.

It’s Emotional

I’m sure you’ve had plenty of tearful consultations with people regarding their self image. It is very emotional. Many, many years of insecurity, frustration and even embarrassment. When you connect on a deeper level with the content on your website, you will attract more patients to your practice.

Your web visitors only care about one thing. “What can you do for me?”

If you content does not answer that question on every page, they are gone, and will be talking to your competitor. Your content marketing strategy should be directly aimed at your visitors emotions.

It’s All About Them

Too many times I see huge images of the doctor on the homepage, along with all their awards and credentials. This is the wrong approach on the Internet. Their is ONE PAGE that is for this type of content, and it’s your About Page.

I can assure you…your web visitors will go to that page, but not until they resonate with the copy on your homepage, or whatever page they land on from a search.

The number one goal of your website, and EVERY PAGE on it, is to get the person to pick up the phone and schedule a consultation. That’s it!

If they feel good about you by the written copy on your website, they will take the next step, and that is to research you online. They will read reviews to see what other patients have to say about you.

This is a make-or-break point in their mindset of whether to schedule the consultation, or keep looking.

With most cities have dozens of plastic surgeons, it is very easy for someone to move onto the next one in the search results. At this point, there is no loyalty to your practice in their minds.

The Personal Touch

What is your follow up procedure?

Do you personally call them after the surgery? Within 24-48 hours? How many personal follow ups do you give to each patient? And, for how long after the surgery is completed?

This is where you cement your relationship with your patient. Using the right strategy, you will create a very strong bond that will serve you well in your practice.

They will not only be interested in more procedures, they will tell all their friends and peers about the service you provided during and more importantly after.

With this approach, the lifetime value of each patient could double or triple. Each patient could be worth $30,000 – $50,000 to your practice.

Does Your Web Copy Resonate

I want you to take some time and look at your web copy. Is it all about you on the homepage? If so, it’s time to change it! Does each and every page resonate on an emotional level with the visitor? Are you using the strong emotional approach of empathy on your website?

In a future article, I will discuss the power of story, and how to use it to explode your new patient acquisitions every month.

Are You Serious About Growing Your Practice?
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