A Digital Marketing Facelift for the Plastic Surgeon

Reconstructive surgery for an ill marketing plandigital marketing plastic surgery scalpel

Executive Summary

A new plastic surgery practice in Fort Worth, primarily providing cosmetic enhancements, was struggling to attract prospective patients and successfully convert consultations into profitable procedures. Advertising, such as full-page magazine spreads, basic Social Media, Web site presences and outdoor placements had been attempted, only to find that those tactics provided little to no return. As a solution, Web content was created to authoritatively fulfill informational needs that prospective patients have during their search for cosmetic enhancements and qualifications required to select an ideal provider. Search engine optimization was applied to achieve high visibility placements in search engines, and programmatic advertising was employed to further increase the number of consultations and procedures.

The Solution

Content Production

We examined the sales funnel and the modern consumer decision-making model, to identify and produce Web site content that was perceived by prospects as both impressive in presentation and highly informative. As prospects consumed the content, they were able to objectively obtain answers to important questions that pertained to stages within the decision making model. Shown below, is an example of how the prospective patients flow through the cognitive process inside the framework of the decision making model.Decision Making Model Plastic Surgery

By factoring the cognitive needs into the production of content, we were able to accomplish a few highlighted objectives of the digital marketing plan. These included:

  1. Prospective patients found a local authority, who impressively presented high-value answers to their questions and other important considerations the surgeon needed to communicate in the consultations.

  2. The informative content rapidly graduated prospective patients through the stages of their decision-making process, so that prospects progressed to a state of willingness and enthusiasm to schedule a consultation.

  3. Armed with more knowledge and adequate time to process applicable cosmetic enhancement options, consultations:
    a. became simplified conversations and more personable
    b. required less face-to-face time
    c. successfully reduced the time lapse between consultations and scheduled procedures
    d. resulted in a higher success rate of converting consultations into procedures

Attraction of Qualified Prospects

We optimized the Web site to appear in high-ranking positions within search engine results pages, with minimal expenses. This allowed us to target critical keywords that were relevant to each cosmetic solution, and then drive prospects to the applicable content.  This was highly effective to convert prospects, who were further along in their decision-making process to meet the surgeon and follow through with a procedure.

For those who were not quite ready to engage in a consultation, “remarketing” or “programmatic” advertisements were continuously displayed on prospects’ devices. This enabled us to cycle highly relevant ads for specific enhancements to the prospects’ unique browser activity. This tactic helped to further deliver informative content, for each prospective patient’s interest, and helped direct them back to the client’s Web site to fulfill outstanding needs in their decision-making -process. This matured a substantial volume of prospects who were not fully ready for a consultation into prospects who were ready. Ultimately, this helped our client to prioritize its marketing and sales activity to capitalize on patients who were most ready for a procedure, but not lose sight of those not too far behind in the process.

Other Notable Results

  • Consultation volume increased 446%

  • Rates at which consultations converted into procedures increased 81%

  • Average consultation time for less intensive procedures declined markedly

  • Average, marketing and advertising expenses were reduced 67%

  • High profitability procedures increased 31%

 

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Physician Practice Marketing for Greater Patient Volume

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With so many of the challenges that practitioners face with starting and sustaining a healthy healthcare practice, patient volume is an essential need. Yet, so many practitioners fall short of formulating and executing a highly effective marketing plan. Whether you’re a traditional practice, specialty service, or a boutique/concierge medical practice, digital marketing is the most effective way to grow your bottom line. Click here to learn more about our healthcare marketing services.

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Your Healthcare Marketing Leadership Team

  • Jared

    Jared has served healthcare businesses in B-2-B and B-2-C capacities. He is highly skilled in digital facets of marketing. The majority of his healthcare marketing experience entails large healthcare conglomerates, national healthcare systems and regional hospitals. Additionally, he has helped start-up practitioners and healthcare agencies grow within their local markets. Jared earned an undergraduate degree in Marketing Management and an MBA through Texas A&M University. He is currently enrolled in a Digital Marketing continuing education program through New York University.
  • Marty

    Marty is a healthcare professional specializing in marketing. He has extensive experience in marketing for a variety of healthcare companies, including hospitals, physician organizations and the healthcare supply chain. While his experience is broad-based, his strength is in brand strategy, content marketing, sales lead generation development and sales enablement. He has worked with national hospital and physician groups as well as regional and local organizations. He holds a Graduate Certificate in Marketing from Southern Methodist University, an MBA with a concentration in healthcare administration from Our Lady of the Lake University and is Board Certified in healthcare administration by the American College of Healthcare Executives.
  • Kim

    Kim specializes in B-2-B and B-2-C marketing. She has supported revenue growth for leading healthcare staffing and practice management organizations. The last 7 years of her healthcare marketing experience has been largely focused on hospital-based services. She is skilled in strategic marketing, messaging, content development, advanced sales needs, and stays abreast of the latest digital marketing tactics. Kim has earned an undergraduate degree in Marketing from the University of West Florida, and is nearing completion of an MBA in Healthcare Management from Western Governors University.

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Midland Marketing Works
Phone: (432) 352-3039
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1404 N Big Spring St #219
Midland, TX 79701

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