Regardless of how successful your practice is, attracting new patients is always a challenge. Even though the COVID-19 pandemic increased the number of people who want plastic surgery, bringing them to your clinic still requires a comprehensive approach to digital marketing and lead generation.
Since the journey down the marketing funnel is long and complex, bringing in high-quality leads is the key to improving marketing ROI (Return on Investment). Plastic surgery leads need careful nurturing that starts by honing your lead generation strategy. Let’s take a closer look at successful lead gen tactics for plastic surgery clinics.
A marketing funnel is your patient’s journey from the moment they realize they want plastic surgery to the point when they get the surgery and pay for it. It’s the process of turning visitors into leads and turning leads into patients.
The marketing funnel has three main stages:
Lead generation is a tactic that accompanies your target audience through all stages of the funnel. It’s crucial during the awareness stage. The better job you do when sourcing qualified leads, the smoother they proceed through the rest of the funnel.
For many companies, 80% of leads never turn into conversions. That makes maintaining a high marketing ROI a challenge. Plastic surgeons have to focus on highly effective lead generation solutions to beat these numbers.
Search engine optimization (SEO) is a strategy that puts your plastic surgery website closer to the top of the search engine result pages (SERPs). At the awareness stage, potential patients are searching for information on the web. Effective SEO tactics make sure this search brings the audience to your virtual doorstep.
SEO practices for plastic surgeons revolve around producing high-quality content and using the right keywords. When patients are thinking about plastic surgery, they are searching for high-quality informative content. That’s where SEO comes in.
Websites located on the first page of Google search get 71% of search traffic clicks. To get there, your marketing team needs to ensure proper keyword use. For example, a person who needs plastic surgery searches for “liposuction Chicago” or “rhinoplasty price.” If your website uses these keywords, it has a higher chance of getting to the first pages of search results.
For example, DoctorLogic’s patient acquisition platform drives organic traffic to your clinic’s website through innovative SEO practices.
Social media management involves collecting data about your target audience through social channels and then using these channels to reach out, generate leads, and make conversions. The top social media channels for plastic surgeons are Facebook, Instagram, and Twitter.
Best social media management practices include:
With two thirds of Americans using social media to search for health information, this lead generation practice is integral to effective plastic surgeon marketing strategies.
When the potential patient comes to your website, you have an opportunity to drive them down to the bottom of the funnel through several important tactics. They involve:
Almost 40% of visitors leave a website if they find it unattractive. DoctorLogic specializes in creating functional, creative, and beautiful plastic surgery website design that powers your lead generation efforts and streamlines conversions.
Paid search tactics are highly effective for generating leads and getting more real estate on search engine result pages. Plastic surgeons can leverage several types of effective paid ads:
For plastic surgeons, paid ads are an excellent way to demonstrate their services to the audience and bring them to the website for further conversion efforts.
Content marketing is an integral part of the lead nurturing since it:
Since potential plastic surgery patients are hungry for information, you can use a variety of content forms to heat up their interest.
For example, you can consider creating gated content (content that is only available after specific actions such as signing up for a newsletter or sharing contact details). This tactic doesn’t just give you extra information about the potential patient. It helps you design personalized content for e-mail marketing tactics that drive quick conversions.
The key to successful content marketing isn’t just high-quality content. The information you provide must be fresh. This usually involves creating a massive variety of content for your website, social media platform, e-mails, etc.
Today, 72% of patients use online reviews to find the best surgeon for their needs. That’s why sourcing and leveraging reviews are among the top lead generations tactics for your clinic. The best ways to use reviews for led gen are:
Encourage clients to leave reviews by making it easy for them to do (e.g., giving links to review pages online, asking for reviews in a follow-up e-mail, or hanging QR codes in your clinic).
Negative reviews are just as crucial for your marketing strategy as positive reviews. By making polite and authoritative responses, you let your potential clients know that you care for each outcome and try to do your best to rectify your mistakes.
Conversion rate optimization (CRO) involves increasing the number of visitors who turn into patients after arriving at your website. To optimize your website for conversions, you can:
To implement top CRO practices, you need to study your audience, focus on clarity, and test your content, ads, and website design.
A comprehensive lead generation strategy is a combination of the above tactics implemented with your practice’s needs, goals, and marketing budget in mind. These tactics can be mixed and matched according to the level of competition, demand, and local audience’s pain points.