If your practice specializes in minimally invasive or surgical cosmetic procedures, then you've probably heard about the "Zoom boom" phenomenon. This clever term highlights one of the more surprising side effects of the COVID-19 pandemic, a growing interest in cosmetic procedures. Many feel this trend resulted from staring at yourself on camera for hours on end during video calls, as large screens, bad lighting and unflattering angles can call attention to imperfections that previously may have gone unnoticed.
If you're looking to increase awareness of the cosmetic procedures your practice performs or convert patients from contemplating a cosmetic procedure to making an appointment, here are five things to keep in mind:
- Pay attention to local markets - Research shows that most potential cosmetic procedure patients are not interested in driving more than 30 miles to get a procedure. Partner with local media to help build awareness within your target market.
- Broaden your audience - Females represent the majority of the cosmetic procedure market, but males comprise a significant voice - both for minimally invasive and surgical procedures. Consider ways to make your practice's marketing more inclusive by also targeting male audiences for non-invasive options like tattoo removal, Botox and fillers, body contouring/sculpting, as well as surgical options like brow and face lifts and tummy tucks.
- Highlight flexible payment options - While your ideal patient views cosmetic procedures as investments, not every patient has cash set aside - or wants to dip into savings to pay for a cosmetic procedure. If your practice has financing options available or an onsite financial counselor, this information should be easy to find on your website. Talking points can help your staff feel comfortable responding to financial questions from potential patients.
- Share before/after patient testimonials - One of the primary ways patients choose their cosmetic procedure provider is by reviewing before and after photos on practices' websites and social media accounts. Set yourself apart by adding some context with provider commentary - either text or video - that explains your approach to patient results.
- Focus on provider credentials - Potential patients also want background information on the person performing the procedure, including how long a provider has been in practice and performing a particular procedure. Make it easy to find these details on your practice's site.
Targeting the right patient population is an art and a science. Partners like CMG Health Marketing can help you reach the customers you want. Contact us to learn more.