July 21, 2016
Marketing is becoming increasingly important for plastic surgeons as the competition on Google ratchets up every single day. Developing a great plastic surgery marketing plan is the key to staying ahead of your competitors and becoming the first brand patients think of when they’re searching for a plastic surgeon.
Before we get started, we have to assess your past and current marketing efforts. Pull all the data and reports you can from the past year of your marketing activities, both online and offline. Then—as objectively as possible—use those reports to find honest answers to the questions that follow.
Rather than trying to find excuses for why campaign A failed or why campaign B never got off the ground, really think about the benefit each marketing attempt brought to your practice.
Now, for the plastic surgeon marketing analysis questionnaire…
Analyze Past and Current Efforts
This analysis will take a while to research and complete, especially the customer analysis section. While the questions above are a great guide, include anything else you feel is relevant to your practice.
After you (or your marketing team) complete this analysis, it’s time to chart a new path forward. Begin by jotting down any critical lessons you learned from your analysis, being as concise as possible, and using the same format—Observation, Solution.
Our practice didn’t see great results from internet marketing. SEO and PPC will be a major focus this year as we attempt to increase our search visibility.
Outbound marketing had very poor ROI, often returning unqualified leads. This year we’ll be scaling back our outbound efforts and reallocating that budget to inbound marketing.
Our website isn’t user friendly and much of our traffic leaves the site shortly after arriving. This year we’ll go for a total site redesign to improve functionality.
Dr. Spicer, one of our main competitors, dedicates a large part of their budget to PPC ads for local search terms. This year we;ll also aim to compete with Dr. Spicer’s PPC ads.
Coming up with clear goals is critical to see success with this evaluation. Your strategy eventually evolves from these goals, after all.
To measure these goals, you’ll need to decide which metrics are important to gauge marketing progress. If you desire to drive more traffic to your site, what does that really mean? Do you want to increase total traffic, return visits or unique visits? Good goal statements involve clearly defined goals with a set period of time to achieve a specific set of results.
Goal Statement Example
Increase unique visitors to our site’s home page by 50% by the end of the 3rd quarter, 2017.
Increase email subscribers by 200% by the end of 2017.
With these goal statements, we’re now ready to work on strategy. We do that by assessing each statement and asking how we achieve it.
You might achieve the first goal above by increasing your SEO budget by 25%, and the second goal by creating more compelling sales copy and utilizing lead nurturing software.
Your strategy determines how your marketing manpower and dollars are assigned, and should take into account your original analysis and goals, plus your total marketing budget. Your unique strategy depends on factors like your location, the level of your competition, and your total budget.
Another thing to keep in mind is that there’s a difference between branding and direct marketing efforts. Branding activities build name recognition for your practice, which is an intangible value and hard to quantify. Branding puts your business in front of customers more often and creates recognition that eventually leads to comfort and trust, which also makes the more likely to schedule a consultation. Branding covers the whole customer experience and communicates your central value proposition to prospects.
On the other hand, direct marketing efforts (like inbound marketing and outbound marketing) can be measured more easily. Leads, clicks and sales are all tangible values—successful campaigns deliver more value to your practice than you spent on the campaign.
Great plastic surgery marketing involves both branding and more direct marketing, and there’s actually quite a bit of overlap between the two. SEO, for example, can drive measurable traffic but also build your brand through keeping your name at the top of the search results.
After deciding on your strategy, you’ll need to fine-tune your tactics with a plan that’s manageable in terms of both time and money. The amount of time you spend on each specific endeavor should be directly correlated with the amount of benefit it brings to your company, so don’t spend 5 hours per day on social media marketing if it regularly brings in zero leads to your practice.
The final step is continuing to implement these tactics on a regular basis, using monthly reporting to stay on track to meet your goals. Adapting in changing is par for the course in marketing, so just because you have to change things up every now and then doesn’t mean your initial analysis was flawed. However, always remember that your overall strategy depends on your long-term commitment to achieving those goals.
Klicker helps plastic surgeons and plastic surgery practices just like yours reach new heights through inbound marketing—just take a look at our friend Dr. Jones, who saw his sales more than double after working with us.