Plastic Surgery Marketing Attracts the Patients and Cases You Want
Extending Your Reputation and Brand Recognition
Partner With Medical Marketing Experts To Take Your Practice to the Next Level
Successful plastic surgeons share several important characteristics. In addition to being exceptionally well trained, highly experienced and skilled in their specialty, they are business-smart and marketing savvy. A plastic surgeon is able to achieve a higher level of success in business primarily because they planned it that way.
But, while this is one of the most celebrated medical specialties, marketing and advertising for sought-after cosmetic, surgical procedures (such as breast reduction or augmentation, liposuction, facelift or mommy makeover), and non-surgical or laser procedures (botox injections, hair transplants or removals, spider vein treatment or tattoo removal) is intensely competitive. The signposts in your profession and service area are compelling:
- Competitive pressures in the marketplace have increased
- Medical providers in other branches of professional care offer “cosmetic” services
- Businesses face increasing costs and the need for a greater return on advertising expenses
- Adjustments to your case mix and services offer additional revenue opportunities
- You are steadfastly committed to achieving the next level of practice growth
In addition to recognized plastic surgery specialists, the medical disciplines have eroded the traditional marketing turf. In many service areas, these include dermatologists, general surgeons, OB/GYNs, ophthalmologists, oral and maxillofacial surgeons, otolaryngologists, and, in some markets, family practitioners.
Reputation, differentiation and branding for your plastic surgery practice
With a diverse offering of in-demand services—and a challenging business and economic environment—successful practitioners differentiate themselves above and beyond the competition. Your unique branding message inspires and extends your professional reputation and is critical to attracting elective care patients and cases.
More than ever, creating a truly unique brand and branding promise is both a necessity and a challenge for a plastic surgeon and his or her practice. “Your brand” is nearly interchangeable with “reputation.” Branding is the process and product of winning a unique name and image in the mind of the public. All doctors have long been familiar with this concept. Regardless of their medical niche or specialty, they are constantly guarding, guiding and growing their professional persona.
For elective care and aesthetic procedures—where the patient’s selection of a surgeon is especially important (and completely optional among many providers)—the brand and reputation are critical influences and purchase-decision factors.
Why Branding Means Business
Clearly and consistently differentiating a plastic surgeon or practice in a competitive field is powerful because it works. Branding drives selection. The basic reasons that branding means business apply to plastic and cosmetic surgery marketing, just as they do to commercial and retail purchase decisions:
People prefer to buy brands because they reduce perceived risk. Brand recognition inspires greater confidence in a product, service, or provider, and consumers/patients are highly likely to stay with that choice if they are satisfied with it.
People buy brands for status. While relatively few providers command a “celebrity status” per se, established names evoke recognition and respect.
People refer more often and more passionately to a brand they like and trust. Brand-loyal patients become champions and advocate services and/or facilities to others fervently.
Build and accelerate your reputation through branding. A good reputation does not spontaneously emerge. Marketing savvy physicians and medical groups actively shape their reputation through purposeful branding activities.
Target more of the cases you want through branding. Precision marketing targets their appeal to desirable cases and specific audiences, such as cosmetically-oriented patients.
Branding provides a competitive advantage. Your practice must differentiate in a positive and highly distinctive way when compared—as prospective patients will do—directly to all others.
A branded organization is worth more than a non-branded business. A practice or provider that has earned brand equity will often do far better economically than a non-branded one.
Every practice situation is unique…
The emphasis and structure of every plastic surgery practice demands a marketing solution that is unique and distinctive. Some providers want exclusive, high-end aesthetic cases, while others wish to build the reconstructive side of their practices.
A comprehensive planning approach considers range of target audiences…from upscale women to teenagers to older adults to image conscious men. Effectively reaching and attracting patients requires an integrated strategy that includes branding, direct marketing, online strategies and digital media.
Healthcare Success can guide your planned program for growth—as we have done for others around the nation—providing ethical, creative and evidence-based marketing strategies. From aesthetic procedures to reconstructive surgery, ethical marketing is a plan for success.
Let us deliver more patients and patient referrals to your plastic surgery practice.
Let’s talk about moving up to the next level. Call 800-656-0907 today.
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