Why Content Marketing is Perfect For Your Cosmetic Surgery Practice.

Content Marketing is a great buzzword but what does it really mean, and what can it do for your cosmetic surgery practice? In this article you’ll learn what content marketing is, why it’s important and how to get started!

 

What is Content Marketing?

Content marketing is the creation and distribution of online materials like blogs, white papers, videos, podcasts, articles, social media posts etc which are designed to create interest in your cosmetic surgery practice without explicitly advertising.

Remember advertorials?

Content marketing works much the same way but instead of using traditional advertising distribution through magazines or newspapers your content is distributed and shared online through platforms like your blog, or social media sites like Facebook.

Content marketing is perfect for procedures with a long sales process such as breast augmentation or rhinoplasty. Instead of presenting the potential patient with a few lines of text and a request to schedule an appointment, content educates them and answers their frequently asked questions such as

“How much does breast augmentation cost?”

or

” How does ULtherapy work?”

The content you produce should help convince the potential patient to either call your practice, sign up for an email list or make an appointment.

You’ll also want to make sure that your website is equipped with Google Analytics so that you can get an idea of what searches lead people to your content.

Why is content marketing important for cosmetic surgeons?

Content marketing is important for cosmetic surgeons because it allows you to get discovered online, grow your authority and educate potential patients.

It’s pretty rare that someone considers cosmetic surgery and has a specific surgeon or practice in mind. This means that they are going to make their decision involving potentially tens of thousands of dollars based on what they learn online from your content.

The more content you produce that educates your audience and positions your practice as the authority on various procedures, the more patients you will get!

Content marketing has also effectively replaced Search Engine Optimization or SEO after a few Google updates have made old school techniques like keyword stuffing obsolete.

If you have trouble

  • Getting visitors to your website
  • Standing out online
  • Lower your cost per lead

Then content marketing might be the solution you are looking for.

What happens without Content Marketing?

If you don’t start creating content on your website, social media pages and elsewhere, you will begin to find yourself falling behind the other practices and medspas which start creating content.

The days of just throwing a shingle up and creating a successful cosmetic surgery practice are over, as are the days of hiring a SEO expert to get you to the top spot on Google.

In order to compete and grow your practice you need to be able to get online searchers attention and keep it with high quality content.

What should you do next?

Now that you know what content marketing is, why it’s important and what happens if you don’t do it, you need to figure out what kind of content you need to produce for your practice.

There are a tons of different kinds of content you can produce such as:

  • Blogs
  • Articles
  • Podcasts
  • Videos
  • Website content
  • Email Content
  • Social Media
  • And more

If it seems overwhelming, I am here to help, a great starting point would be to download this Free Report on the 7 Types Of Content You Must Create!

Hope that helps,

Jon Lee

7 Plastic Surgery SEO Mistakes That Are Costing Your Practice!

There are 7 common Plastic Surgery SEO Mistakes that practices make, this article will explain all 7 and offer solutions.

81% of people perform some type of online research before making a Big purchase

47% of plastic surgery patients view 3-5 pieces of content BEFORE talking to a patient coordinator or having a consultation.

75% of people NEVER scroll past the first page of search results!

These statistics should impress upon you how important SEO or search engine optimization is for your plastic surgery practice.

Most plastic surgery practices leave their SEO strategy up to chance or outsource it some so-called “expert.”

This is a HUGE mistake and could be costing your practice HUNDREDS OF THOUSANDS of dollars every year!

But don’t worry, in this article, I’m going to share with you the 7 most common Plastic Surgery SEO mistakes that are made by marketing managers, facility coordinators and SEO specialists.

If you don’t currently have anyone doing your plastic surgery SEO then you can use this list to avoid mistakes. If someone is already doing your SEO for you, you can use this as a way to check their work.

The 7 Most Common Plastic Surgery SEO Mistakes: 

  1. Not having an SEO strategy. The most common mistakes plastic surgery practices make is not having an SEO strategy and relying on hope. While it’s true that some searchers will be able to find you by searching for the Dr or practice’s name it’s much more likely that they will be searching more specific terms like “botox near me” than looking for a specific name.
  2. Being too broad. The next big SEO mistake is being too broad. While it is a good idea to include broad terms like “plastic surgery” or ” Breast augementation” you will have a lot of competition for the top search results and there are much easier ways to go about it by optimizing your site for more specific terms by adding a location or other information to the search term.
  3. Not separating Locations. This is one of my personal pet peeves. Many practices have multiple locations some even operate on both sides of the country. You must separate your practices from each other in order to get the correct searchers to each location. There’s no point in having a woman searching for breast augmentation in Phoenix find out information about your Tampa practice. It may seem like a good idea but you want to make sure there are unique search terms and pages for every location in your practice.
  4. Duplicate Content. This is often the mark of a bad SEO “expert.” Google hates duplicate content because it can’t really tell if it’s being used with or without consent. So even if it’s on your own website, if you copy and paste different pieces of content like a bio on more than one page, Google is going to flag that as suspicious and punish you.
  5. Ignoring Meta Descriptions. The meta-description is a 160 character tag in the programming language HTML that tells Google what the page is about. You must make sure that you are optimizing EVERY page of your website’s meta descriptions as that is a major piece of what is called “on-page” SEO.
  6. Not optimizing for mobile. As of 2015 More mobile searches have been made than desktop ones. This means that your website has to be optimized for mobile searches first and desktop searches second. There are way too many plastic surgery websites out there that are using old out dated templates or programming languages that are not mobile friendly and it’s costing their search results.
  7. Not starting local. Last but certainly not least, as all politics are local politics, all searches are local searches. You want to make sure that you start by covering all of the search terms for the locations your practice serves even if that’s not exactly your geographical area.

Ok, I know that was a lot of information so let’s quickly re-cap so that you know where to start or how to evaluate your SEO person.

I started off by sharing some SHOCKING statistics about search and plastic surgery seo.

After that I shared the 7 most common plastic surgery seo mistakes which are:

  1. Not having a SEO strategy
  2. Being too broad
  3. Not separating locations
  4. Duplicate content
  5. Ignoring meta-descriptions
  6. Not optimizing for mobile
  7. Not starting locally

You now know enough to get started with your practice’s SEO.

If you want to learn more about plastic surgery SEO, check out this Free Case Study !

 

8 Ways More Sophisticated Online Marketing Can Grow Your Plastic Surgery Practice!

You may not think you need to step up the online marketing for your plastic surgery practice, but this article will show you why you’re wrong….

Is your online marketing  and website up to date?

I Can Haz Cheap Leads Please?

While not every practice has the capability or desire to become a household name like Dr Paul Nassif or Dr Terry Dubrow, you know that you need to get more patients in the door and that the world in general is moving online.

Many surgeons who have been practicing for 10, 20, or 30 years are hesitant to invest a lot of time or money into online marketing.

But the problem is the old ways of doing business are dying.

The practices and medspas that survive will be the ones that can adopt to the new marketplace where it’s no longer enough to just have a website or put up posts on social media a few times a week.

In order to succeed in 2017 and beyond you need to have a significant focus on online marketing.

Here’s why:

8 Ways More Sophisticated Online Marketing Can Grow Your Plastic Surgery Practice:

  1. Lower Lead Costs. The first way that more sophisticated online marketing will help to grow your plastic surgery practice is through lowering your lead costs. Leads are extremely expensive for Plastic Surgeons and almost all of the offline options are going to cost you several hundred dollars per lead. Online you can consistently get quality leads of high value patients for 80-90% less money.
  2. Huge ROI. Most of the marketing done for plastic surgeons and medspas has a relatively low ROI or return on investment. With online marketing, my clients consistently see a 50-60% return on their investment month in and month out because of the variety of ways to get more leads online.
  3. Drip Marketing To Nurture the Leads. As you know the plastic surgery sales process is fairly long and informative as patients want to make sure they are ready for the procedure and have the best possible doctor they can afford. With online marketing you can nurture the leads by “dripping” information to them every few days to until they come in for a consultation. This is much less intrusive than calling every few days and allows patients to feel more comfortable and less like they are being pressured.
  4. Build your email list. In addition to generating new customers, online marketing allows you to capture new email addresses and names in order to build multiple email lists for different procedures or services and then drip the most relevant information to those prospects most interested in each procedure.
  5. Better SEO. The more online marketing you do, the easier it will be to find your website. Google looks at content created, relevance, and consistency in order to decide what is important when the end user is searching. Many forms of online marketing like blogging or podcasting create engagement and what’s known as “Brand Signals” which make you easier to find on Google as well.
  6. Build Authority and trust. When you create content and other marketing materials online, you gain authority and trust. The more articles, reviews, videos, testimonials, updates and pictures of your work online, the more easily a searcher can determine that you are the best at what you do.
  7. Free up more time for you and your staff. Another huge benefit to online marketing is automation. Once you have your lead capture pages and autoresponders set up, you never have to have your staff email a new patient or remind them of an appointment ever again.
  8. Get more patients in the door. Last but certainly not least your online marketing efforts will get new patients in the door! Many potential patients are too embarrassed to walk into a plastic surgeon’s office for a consultation. These same people have no problem typing search terms like botox, or rhinoplasty into Google in the safety of their own homes. The bottom line is that more people search for information about plastic surgery online than refer on word of mouth or any other source of patients.

Wow that was a lot of information!

Let’s quickly re-cap so that you don’t miss out on any of the benefits of online marketing for your plastic surgery practice.

Good Advice Blogs: $999.99

I started off by asking you a simple question, is your online marketing up to date?

Those of you who answered yes right away probably left this blog post shortly afterwards, but the rest of you, need to really understand how big a mistake not actively focusing on online marketing for your plastic surgery practice actually is.

So to really drive the point home, let’s list 8 Ways More Sophisticated Online Marketing Can Grow Your Plastic Surgery Practice once more.

  1. Lower Lead costs. It’s just cheaper to focus online.
  2. Huge ROI. It’s the best investment of your marketing dollars as well
  3. Allows you to nurture leads. The sales process is long for plastic surgery procedures online marketing lets you take your time.
  4. Build your email list. If you don’t have an active email list of your patients you are missing out on a ton of easy money!
  5. Better SEO. Get found better online by marketing online, I know a genius concept.
  6. Authority and Trust. Remember that the potential patient is going to study up on you so you want to make sure that they only see stuff that makes you a trusted authority.
  7. Free up more time for you and your staff. Automation is a wonderful feature of online marketing not available offline that can free up your staff’s time for better uses.
  8. Get more patients in the door. Last but not least you can get more patients online than anywhere else.

And if you want to learn about the fastest, easiest and cheapest way to get more leads online Download My Free Report!

Hope that helps,

JL

What Does The User Experience On Your Plastic Surgery Website?

Most Plastic Surgery Websites are not set up with user experience or “UX” in mind. You want your website to deliver a predictable, emotionally relevant experience to your visitors that tells a story.

How Do You Describe The Experience Of Watching a Sunset?

What do your website visitors experience when they visit your plastic surgery website?

If your site is like most plastic surgery websites, chances are that when you surf over to it you’re met by an image of an attractive young woman or some part of her like her butt, breasts or nose. Or if you’re looking at the website of one of these so called “Celebrity” plastic surgeons the webpage is all about them.  Pictures of them, their credentials, who their clients are.

Neither of these websites provides the right experience for a new visitor who might be a potential patient.

Defining Your Patient Experience Online:

While you may have mapped out your patient experience from the moment they walk in the door, most practices do not define and plan a patient experience online.

But first let’s lay out the definition for User or Patient Experience we’ll be using here:

“Every aspect of the user’s interaction with a product, service, or company that make up the user’s perceptions of the whole. User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction.”

This definition from The User Experience Professionals Association is a great place to start but to break it down further into categories we need to go to the work of Peter Boersma who broke UX into 6 categories in his “T-Model”

  1. Research
  2. Usability
  3. Information Architecture
  4. Interaction design
  5. Visual design
  6. Content

Let’s quickly touch on how each of these 6 categories relates to your plastic surgery website.

Research: The first step to creating the correct user or patient experience is to research what your user is actually looking for. Patient experiences can differ dramatically depending on the procedure or treatment a patient is seeking. You should know what your top 5 procedures or treatments are and have unique user experiences prepared for all web searchers

Usability: The second factor in your patient experience is how easy your site is to use. Sites that are too busy or have too many calls to action or distracting videos can cause potential patients to leave your site. You want to have clearly mapped out easy to follow instructions to help every visitor who arrives on your website figure out where to go.

Information Architecture: Information architecture is the science of labeling your website correctly using meta-tags, directories, image alt tags, etc to make your site easy to find for the searches that are relevant to your practice.

Interactive Design: Does your plastic surgery website allow your users to achieve their objectives in the simplest way possible? If not then you have interactive design problems.

Visual Design: Since you are in the business of appearance your website needs to look good and current! There is no point in investing a lot of money into a website if you are not going to update it’s look and feel every 3-6 months to keep up with the current trends. It’s not unusual for huge websites to change multiple times a week.

Content: Last but certainly not least your content needs to be relevant, recent, and related to your user’s searches. If all of your search traffic is for botox and all of your content is for Breast Augmentation you’re going to have UX issues.

This article is not intended to be an ultimate guide to user experience for Plastic Surgery Websites ( I might write that if there is enough interest in the comments) but instead to get you thinking about what the user is experiencing when they visit your website and what you want to them to experience.

Hope that helps,

JL

3 Trends For Marketing Cosmetic Surgery Right Now!

Marketing Cosmetic Surgery has changed dramatically in the last 6 months due to an increase of male patients, a focus on video and increased competition from Medspas for injectable patients.

Searches for Male Plastic Surgery have Skyrocketed in the past 12 months

Marketing Cosmetic Surgery online is a dynamic field.

Every year things change online from Google updates to The Rise Of Mobile Search things change quickly and if you don’t keep up, you will miss out on opportunities to get new patients!

In this article, we’re going to look at 3 quick tips for marketing Cosmetic surgery in 2017 and beyond.

The findings I’ll be sharing with you come from research on sites like Google Trends, Semrush, and Buzzsumo as well as the real world results that I’ve gotten for Cosmetic Surgeons and Medspas across the United States, and Canada.

Without any further ado let’s look at 3 quick tips for:

Marketing Cosmetic Surgery in 2017 and Beyond!

  1. Target Male Patients. As you can see from the above image I snapped on Google Trends, searches for male Cosmetic surgery, male botox, and specific procedures like Coolsculpting and Liposuction have SKYROCKETED in the last 12 months. Some surgeons have even reported up to 40% of their injectable and Botox patients are now men. Men are more likely to browse online than to walk into a medspa or Dr’s office, so reaching the male consumer online should be a major goal for your Cosmetic surgery marketing in 2017 and beyond!
  2. Video and Mobile are here to stay. More than ever, Cosmetic Surgeons and Medspas are using video online. And these videos are being watched by people on mobile devices like phones and tablets. Youtube is the world’s second largest search engine after Google and many surgeons like the controversial Dr Miami using live video of surgeries in marketing their practices those practices that don’t adapt to these new trends will be left behind.
  3. More Competition From Medspas for injectable patients. As more and more Medspas team up with Surgeons and other licensed injectors there will be more and more competition online for Botox, Restylane, Juvederm, etc… Much of this competition will be played out online and since Medspas generally do not perform surgeries, they can focus strictly on marketing injectables.  Injectables are already the most commoditized type of procedure but expect patients to become even more price focused online as Medspas aggressively advertise.

Ok, I know that was a lot of information, so let’s quickly re-cap everything to make sure that you retain everything you just learned.

We started off by talking about how the marketing of Cosmetic surgery online is a dynamic field which changes often. Unlike the word of mouth and prestige advertising surgeons used to do, you now have to know what is trending at all times in order to find new patients online.

After that I revealed 3 tips from my extensive research of Google, and other Data Sources online.

The tips were:

  1. Focus on finding male patients. Male patients are the largest growing demographic online and should be focused on in your marketing.
  2. Adopt to Mobile and Video. Mobile and video are here to stay and your practice has to adapt or risk falling behind of those who do.
  3. More competition from Medspas for injectables patients. As injectables become more and more competitive practices will have to start asking if it’s worth it?
Get Your Practice’s Marketing into the future

If you want to see exactly how some of the latest strategies online are being used by one of my most successful clients to lower her lead costs up to 175% Click Here!

3 Tips For Marketing Plastic Surgery In 2017 and Beyond

Marketing Plastic Surgery has changed dramatically in the last 6 months due to an increase of male patients, a focus on video and increased competition from Medspas for injectable patients.

Searches for Male Plastic Surgery have Skyrocketed in the past 12 months

Marketing Plastic Surgery online is a dynamic field.

Every year things change online from Google updates to The Rise Of Mobile Search things change quickly and if you don’t keep up, you will miss out on opportunities to get new patients!

In this article, we’re going to look at 3 quick tips for marketing plastic surgery in 2017 and beyond.

The findings I’ll be sharing with you come from research on sites like Google Trends, Semrush, and Buzzsumo as well as the real world results that I’ve gotten for Plastic Surgeons and Medspas across the United States, and Canada.

Without any further ado let’s look at 3 quick tips for:

Marketing Plastic Surgery in 2017 and Beyond!

  1. Target Male Patients. As you can see from the above image I snapped on Google Trends, searches for male plastic surgery, male botox, and specific procedures like Coolsculpting and Liposuction have SKYROCKETED in the last 12 months. Some surgeons have even reported up to 40% of their injectable and Botox patients are now men. Men are more likely to browse online than to walk into a medspa or Dr’s office, so reaching the male consumer online should be a major goal for your plastic surgery marketing in 2017 and beyond!
  2. Video and Mobile are here to stay. More than ever, Plastic Surgeons and Medspas are using video online. And these videos are being watched by people on mobile devices like phones and tablets. Youtube is the world’s second largest search engine after Google and many surgeons like the controversial Dr Miami using live video of surgeries in marketing their practices those practices that don’t adapt to these new trends will be left behind.
  3. More Competition From Medspas for injectable patients. As more and more Medspas team up with Surgeons and other licensed injectors there will be more and more competition online for Botox, Restylane, Juvederm, etc… Much of this competition will be played out online and since Medspas generally do not perform surgeries, they can focus strictly on marketing injectables.  Injectables are already the most commoditized type of procedure but expect patients to become even more price focused online as Medspas aggressively advertise.

Ok, I know that was a lot of information, so let’s quickly re-cap everything to make sure that you retain everything you just learned.

Get Your Practice’s Marketing into the future

We started off by talking about how the marketing of plastic surgery online is a dynamic field which changes often. Unlike the word of mouth and prestige advertising surgeons used to do, you now have to know what is trending at all times in order to find new patients online.

After that I revealed 3 tips from my extensive research of Google, and other Data Sources online.

The tips were:

  1. Focus on finding male patients. Male patients are the largest growing demographic online and should be focused on in your marketing.
  2. Adopt to Mobile and Video. Mobile and video are here to stay and your practice has to adapt or risk falling behind of those who do.
  3. More competition from Medspas for injectables patients. As injectables become more and more competitive practices will have to start asking if it’s worth it?

If you want to see exactly how some of the latest strategies online are being used by one of my most successful clients to lower her lead costs up to 175% Click Here!

 

Decrease Your Lead Costs With This Cosmetic Surgery Marketing Case Study!

Learn How To Decrease Your Lead Cost by up to 175% with This Cosmetic Surgery Marketing Case Study.

One of the problems with a competitive field like Cosmetic Surgery Marketing is that there is not a lot of collaboration. Surgeons and Medspas tend to advertise themselves as the best which is a zero sum game.

Add to this that successful cosmetic surgeons are among the most competitive people in the universe and it can be difficult as a practice manager to see what is working for other practices and what isn’t.

The most successful surgeons like Dr Paul Nassif aren’t exactly handing out their secrets, so it can be a frustrating process of trial and error to find out how to actually find patients online.

In fact, even if you go to seminars like the Las Vegas Cosmetic Symposium, most of the speakers are going to tell you WHAT you need to do, but not HOW to actually do it. Leaving a lot of practice and facility managers shaking their heads while knowing that you need to be doing more online to get patients.

Which is something I wanted to change.

So I spoke with one of my first clients and convinced her to let me share the exact strategies, tactics and techniques we used to completely overhaul her practice and the Medspa that she shares with her husband.

In this Case Study you’ll learn:

  • Why your practice might be experiencing minimal results finding patients online.
  • How to use Mobile Marketing To Get Patients To Call Your Practice Today!
  • The # 1 Way To Find LOCAL Patients Online Without Advertising
  • The REAL reason that other marketing consultants haven’t worked for your practice.
  • The Untapped Power Of Reputation Sites like RealSelf
  • How to TRACK your Social Media Marketing Down To The Penny! No more wasting money on ads that get displayed 6000 miles away!
  • How to reach over 100,000 more potential local patients without increasing your advertising budget!
  • Why Surgeon SEO no longer matters and how to make sure you end up on the first page of Google!
  • How to rank # 1 on Google and Youtube for your top 5 surgeries!
  • Why having multiple practices could actually be hurting your online marketing efforts.
  • How to get over 100 new patients in the next 30 days!
  • Specific examples and screenshots of strategies for Google Adwords, Social Media, Email Marketing, Event Marketing etc!
  • And much much more!

The best part is it’s completely FREE!

You don’t even have to sign up for a newsletter or give me your email address, all you have to do to get this FREE 18 page Case Study is Click Here

If your practice is struggling to stand out online and get found by the high quality-high value patients you’re looking for, the secret is not to re-invent the wheel. There are hundreds of successful Cosmetic Surgery Practices out there that have successful marketing practices. All you need to do is adopt those successful best marketing practices for your medical spa or plastic surgery practice.

Get my FREE Case Study and start getting leads for less!

 

 

3 Ideas For Facial Advertisement At Your Spa

3 Easy To Implement Facial Advertisement Ideas for  Medspas and Day Spas.

Facials appointments are vitally important to your Spa business.

They are also notoriously difficult to market due to the perception that there is not much difference between facial treatments which leads businesses to start competing on price, rather than positioning.

When services are being marketed on price we refer to the market as “Commoditized” because the service is being treated like a commodity which buyers look to get for the cheapest price possible.

So to avoid this commoditization of the services in your Medspa business, here’s 3 ideas for facial advertisements.

  1. Create a Branded Service with Video. The first step to avoiding commoditization is to brand your facial. If you’ve ever watched the “Realhousewives of Beverly Hills” you’ve seen Kyle Richards take her friends for an “Electric” facial. Whether you have a proprietary service or not you want to come up with a branded service title for your Facial that creates the right image in your potential patient’s minds. Once you have your branded service, it’s time to create a video presenting the service. It does need to be long or have a dramatic before and after transformation but your  video should show a patient being pampered and looking like she’s having the time of her life to focus on the EXPERIENCE, not the service.
  2. Create An Infographic. Know what people love? Lists! When you perform a facial your staff goes through a fairly comprehensive list of treatments. Write that list up along with a few images to create an infographic that walks the potential patient through anything they need to know about the service. The longer the list is the more comprehensive the facial treatment seems justifying higher prices.
  3. Create a VIP program. The # 1 marketing mistake I see from Medspas is a failure to maximize their lifetime patient value by getting the same patients you already have to come in for more services. It is 7 x easier to sell a cosmetic service to an existing customer than it is to try to sell the same service to a new customer. By creating a VIP program you can engage in commoditization without damaging your brand. Instead of offering lower prices to anyone off the street you can offer discounts to your VIPs and not risk competing on price as only your existing customers will know your sales prices.

There are many different ways to advertise your facial services, but these 3 should get you on the right track.

To make sure you or your facility manager can take this information and apply it, let’s quickly re-cap and give you an exercise that will help you create a branded service.

First we discussed why it’s difficult to sell facial services, namely it’s a broad term which covers many services leading to commoditization.

After that we went over 3 ideas for facial advertisement:

  1. Create a branded service video
  2. Create an infographic with a list
  3. Create a VIP program

You’re now ready to start marketing your facial services without worrying about competing on price.

Best,

JL

 

3 Facial Advertising Ideas For Your Medspa!

Facials are one of the most important services offered for a Medical Spa or Day Spa.

Everyone wants nicer skin

They are also notoriously difficult to market due to the perception that there is not much difference between facial treatments which leads businesses to start competing on price, rather than positioning.

When services are being marketed on price we refer to the market as “Commoditized” because the service is being treated like a commodity which buyers look to get for the cheapest price possible.

So to avoid this commoditization of the services in your Medspa business, here’s 3 ideas for advertising your facial services.

  1. Create a Branded Service with Video. The first step to avoiding commoditization is to brand your facial. If you’ve ever watched the “Realhousewives of Beverly Hills” you’ve seen Kyle Richards take her friends for an “Electric” facial. Whether you have a proprietary service or not you want to come up with a branded service title for your Facial that creates the right image in your potential patient’s minds. Once you have your branded service, it’s time to create a video presenting the service. It does need to be long or have a dramatic before and after transformation but your  video should show a patient being pampered and looking like she’s having the time of her life to focus on the EXPERIENCE, not the service.
  2. Create An Infographic. Know what people love? Lists! When you perform a facial your staff goes through a fairly comprehensive list of treatments. Write that list up along with a few images to create an infographic that walks the potential patient through anything they need to know about the service. The longer the list is the more comprehensive the facial treatment seems justifying higher prices.
  3. Create a VIP program. The # 1 marketing mistake I see from Medspas is a failure to maximize their lifetime patient value by getting the same patients you already have to come in for more services. It is 7 x easier to sell a cosmetic service to an existing customer than it is to try to sell the same service to a new customer. By creating a VIP program you can engage in commoditization without damaging your brand. Instead of offering lower prices to anyone off the street you can offer discounts to your VIPs and not risk competing on price as only your existing customers will know your sales prices.

There are many different ways to advertise your facial services, but these 3 should get you on the right track.

To make sure you or your facility manager can take this information and apply it, let’s quickly re-cap and give you an exercise that will help you create a branded service.

First we discussed why it’s difficult to sell facial services, namely it’s a broad term which covers many services leading to commoditization.

After that we went over 3 ideas for facial advertising:

  1. Create a branded service video
  2. Create an infographic with a list
  3. Create a VIP program

You’re now ready to start marketing your facial services without worrying about competing on price.

Best,

JL

 

The 5 Best Converting Keywords For Cosmetic Surgeons

Ever wonder if your website is using the RIGHT keywords to be found online?

Ever feel like an Ape did your SEO?

With so much to do day to day in your cosmetic surgery or Medspa practice, it’s easy to let certain things like Keyword research and updates slip through the cracks.

In this article, I’ll discuss the 5 best converting Keywords for Cosmetic Surgeons based on my work with over 2 dozen Cosmetic Surgeons across the US and Canada.

We’ll also take a look at WHY having the right keywords and updating them frequently is important.

Why are Keywords important for Cosmetic Surgery Practices?

Before 2011’s Panda update, you could engage in what is known as “Keyword stuffing” which basically means that Google was looking at how MANY times your website had the keyword contained in it, rather than how RELEVANT it was to the search.

For the last 6 years, Google has sought to move from keywords to keyword phrases as its machines get better and better at understanding how people actually search and the words they use (typos included).

More importantly there is a difference between what those in the data biz call “Commercial Intent Driven Searches” or  “Informational Intent Driven Searches” those where people are just doing their research.

And this is where we run into issues as a Cosmetic Surgery Practice because as you the reader know Cosmetic Surgery is a rather long sales process where potential patients often want to gather a lot of information before making a decision.

So you’ll want to further refine your keywords to differentiate between those that are commercially driven such as “Cost of Breast Augmentation” and those that are informational such as “Breast Augmentation Recovery Time.”

We want to focus on Commercial driven search terms as those tend to have much better conversion rates.

The 5 Best Converting Keywords For Cosmetic Surgeons:

  1. Breast Implants
  2. Breast Augmentation
  3. Liposuction
  4. Rhinoplasty
  5. Tummy Tuck
The most searched terms for cosmetic surgery are NOT the best converting.

Ok, probably not a ton of surprises there.

But I want to show you something.

Google Trends Data Comparing Botox to Breast Augmentation

This is a Google Trends search I did comparing Botox to the # 1 converting Keyword of Breast Augmentation.

There are almost 4 x as many searches for Botox as there are for Breast Augmentation over the last 6 months.

In fact there are TWICE as many searches for the generic term “Fillers” as there are for Breast Augmentation.

That’s 2 X as many searches for “Fillers” a generic term for injectibles than Breast Augmentation had.

Now I should note that Breast Augmentation has a MUCH higher price than Fillers and Botox but that only explains some of the search volume inequality. Additionally Botox and injectible patients usually require multiple treatments per year leading to a much closer Lifetime Customer Value than one would realize upon first glance.

The numbers don’t lie.

There are exponentially more searches for Botox and Fillers than ANY other Cosmetic Surgery related keyword.

If you want more traffic, you want to start featuring Botox and other injectibles as your main keyword phrases.

Hope that Helps,

Jon