Non-critical healthcare sector, also known as cosmetic surgery industry, is an important part of the healthcare industry in the United States. According to data released by American Society of Plastic Surgeons (ASPS), there were 17.1 million surgical and minimally-invasive cosmetic procedures performed in the United States in 2016 which saw a 7.5% growth over the previous year. Moreover, as of 2016, the cosmetic surgery sector had seen 115% growth since the year 2000 with significant growth in procedures such as breast lifts, buttock lifts, lower body lifts, and upper arm lifts.
About 62% of Americans surveyed viewed the cosmetic surgery as an appropriate use of technology that makes one feel better and more confident about oneself. This validates the stats showing an upsurge in the number of Americans willing to approach a plastic surgeon for undergoing a cosmetic procedure.
The latest survey by the Pew Internet shows that over 70% of people would search online for health information before consulting a healthcare specialist for an appointment. Whether your healthcare practice revolves around tummy tuck, liposuction or breast augmentation, you need an organic and non-invasive approach to add more patients to your practice.
It’s, therefore, critical for your healthcare business to adopt a content marketing campaign to give your practice a facelift.
Here are some content marketing tips to help you get started on the right path:
Establish Your Expertise in Your Field
The most important aspect of promoting your practice in the cosmetic surgery sector is to understand the underlying approach of your patients. Unlike critical healthcare treatments such as heart transplant, cosmetic surgery procedures are “optional” and, patients seeking such services tend to focus more on your expertise. Therefore, proving your expertise to your patients is a significantly important part of your marketing plan.
You can showcase your expertise and experience by creating great content around the cosmetic surgery procedure and how they have helped patients transform their lives. Write blog posts to explain surgical procedures, assuage potential concerns, and answers FAQs around standard processes. Build a user-friendly website that is responsive on portable devices, and optimize it for search engines. Focus on building great user experience for your patients keeping in mind of their needs. For example, using before-and-after images of your past clients could inspire your website visitors to choose your services.
Courtesy: Cleveland Clinic
Optimize Your Practice for Local Search
No matter what your healthcare practice is, you can immensely benefit from optimizing your practice for local search. About 59% of your potential visitors use Google to search a local business which includes a healthcare clinic. Considering the boost in online search, it’s statistically safer to presume a significant portion of your patients will go online seeking your services. That’s strong enough a reason for you to build your presence across local search engines such as Google Business and Bing Places, and reputable online directories such as Yelp, Acxiom, Factual, Localeze and Thomson Local.
Recommend Reading: How to Market Your Healthcare Products
Crafting Visual Marketing Strategy
Thanks to the unprecedented growth in the social media platforms, photo and video sharing websites/apps are going through the roof. YouTube, Vimeo, Instagram, and SnapChat are especially have been proved effective for brands to grow their followers and boost engagements.
The Hospital Decision Makers Study found healthcare consumers make key purchasing decisions after watching online videos.
Healthcare brands are no exception -- from Mayo Clinic to Miami Children's Hospital, healthcare brands have been leveraging the power of visual content marketing quite effectively.
With insightful and visually appealing videos, you can influence the decisions of your patients, and attract them to your clinic.
Incorporate Social Media Marketing
Running a healthcare business, especially a cosmetic surgery clinic can be daunting. The day-to-day activities such as running diagnosis, performing surgeries, looking after patients, keeping up with healthcare innovations, and communicating with third-party services providers can really wear you down. In such a scenario, the idea of developing a social media marketing campaign might appear intimidating and unnecessary. However, the benefits of incorporating social media marketing into your promotional strategies are just too many for you to ignore.
Social media matters a lot in healthcare marketing and its role is even more crucial in promoting a cosmetic surgery clinic and maintaining its brand for sustainable patient inflow. As a matter of fact, reputable healthcare brands as Philips Healthcare to Johnson & Johnson, have run successful campaigns based on their unique social media marketing strategies.
Recommended Reading: Healthcare Content Marketing Case Studies.
In healthcare content marketing, trust is everything. In the cosmetic surgery sector, as many as 20% of our existing patients would continue to choose your services in future if they had ample trust on your clinic and services. This is precisely why a well-planned content marketing plan is such a boon for non-critical healthcare organization.