Maybe it’s the proliferation of those direct-to-consumer (DTC) ads for drugs that people can’t actually purchase — they all end with “Ask your doctor about…” — or the inflated claims of dietary supplements that promise more energy, better skin or flatter abs. Healthcare marketing is getting a bad rap. That’s a shame — and potentially […]
Inc. magazine has announced its annual list of America’s fastest growing companies, and RealSelf made it ...
They say the longest journey begins with a single step but for consumers considering cosmetic ...
For Seattle-based plastic surgeon Shahram Salemy, M.D., patient care doesn’t start in the operating room ...
Social media continues to redefine how consumers find, choose and buy products and services — ...
It only takes a moment. A potential patient goes online to research Botox or a breast aug and comes across a blog post, web page or social conversation about the topic. In short order, she makes a decision: Either the content “clicks” with her or she clicks away. As a recent study from AOL Insights […]
Picture for a moment a potential patient who has decided to book a consultation with your practice. If she’s like most people, chances are that she’s going to have to work that appointment into a day that’s more juggling act than mere schedule. For example: If she has a job, she had to arrange time […]
When you’ve spent years learning your craft, it’s easy to assume that what transpires in the procedure chair or operating room is all that matters. But for patients, actually undergoing surgery is just one step in a process that starts with initial research, continues through one or more consultations and incorporates post-surgical recovery and their […]
What do patients want? Excellent care and great outcomes, of course, but increasingly, they also want to be actively involved in their healthcare decisions. They know they have choices, which means the days of doctors’ dictating courses of action and patients blindly accepting them are over. It’s what marketers mean when they talk about empowerment. […]
Authenticity (au·then·tic·i·ty): According to Webster’s, it’s “the quality of being authentic.” Well, that doesn’t say much, now does it? Nor is it likely to provide any insights on how to demonstrate that you possess it. And while aesthetic consumers are obviously interested in your medical training and surgical skills, the fact remains that they also want […]
It probably happens more often than you think. A potential patient considering a procedure goes online, comes across your before and after photos and decides that she likes what she sees. She picks up the phone, schedules a consultation and then never shows up. Why? Because she didn’t call you; she called another practice entirely. The […]
Chances are that when you hear the name Adobe you probably think of them as the purveyor of digital products, such as Flash, Photoshop and PDFs. But the company is also a prolific producer of well-researched reports and whitepapers under its Adobe Marketing Cloud brand. Generally designed to help companies better understand online marketing, their […]
The email’s subject line — We Were Just Getting Started — certainly caught my eye. We were just getting started with what? Turns out it was from an airline whose website I’d recently visited without completing a booking. Based on my actions on their website (and my membership in their loyalty plan), they no doubt […]
You hear a lot about content marketing these days, i.e., the process of creating and sharing useful information with potential patients rather than annoying them with ads and other interruptive strategies. And with good reason. In a world of multiple screens and media overload, content marketing represents one of the few ways to stand out […]
In a world where data lies at the heart of every intelligent business decision, statistics provide the insight to ensure you’re moving in the right direction. And if there’s one statistic that points to the direction your marketing needs to go today, it is this: More Google searches are now conducted on mobile devices than […]
Physician, heal thyself. The proverb may date back to the Bible (Luke 4:23) but in these digitally driven times, it also applies to marketing your practice. After all, if you want to give potential patients a good idea of what to expect from a procedure, one of the best ways may be to undergo it […]
All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You. – Tom Peters Branding. It’s not just for the likes of Porsche (There Is No Substitute) and […]
Back in the day when Madison Avenue was the center of the marketing universe, legendary ad-man David Ogilvy is reported to have said, “50% of all advertising is useless. We just don’t know which 50%.” Today, there are those businesses that see social media the same way. Tweeting, posting to Facebook and participating in online […]
Somebody’s doing something right: According to a recent Harris Poll, patients’ satisfaction with their doctor visits is rising, although there’s still room for improvement. First the good news: Among those who have visited a doctor’s office in the past year 88% reported that they were satisfied with their last visit, up five points from a […]
Forget the magazine covers and morning news shows. If you want proof of cosmetic surgery’s popularity and growing acceptance, consider the just-released annual statistics from the American Society for Aesthetic Plastic Surgery (ASAPS). In 2015, for the first time ever, Americans spent more than $13.5 billion on aesthetic procedures in a single calendar year, a […]
As children, they were called “latchkey kids” because they were often left on their own as their parents divorced; as they got older, they were called “slackers” because their subsequent experiences with societal institutions left them underwhelmed. They are, of course, the members of Generation X and while they seldom get the attention that Baby […]
As noted in last week’s post, one key to long-term success for aesthetic practices is to engage Millennials, those 18–35 year olds who have not only become the largest demographic group in the U.S. but who are embracing cosmetic procedures like never before. Then again, perhaps the only thing worse than ignoring Millennials is focusing on […]
These days, it seems you can’t open a magazine without reading an article about Millennials: They’re glued to their phones, they’re addicted to social media and they’re, well, you get the picture. In fact, you’d be hard-pressed to find a demographic that’s been subjected to more generational generalizations. Such articles are interesting, as far as […]
If you’re like many aesthetic professionals, you probably don’t use Twitter all that much. Let’s face it, it’s tough to discuss complex subjects like cosmetic surgery or form a connection with potential patients in 140 characters. But that doesn’t mean you should ignore the micro-blogging site. If nothing else, it gives you another way to […]
- Patients Take Purchase Decision “Journeys” April 7, 2012
- Google Glass: OK in the Operating Room or not? July 25, 2013
- Patient-Centric Marketing: A New Old Concept July 23, 2012
- Facebook for Doctors: Being Liked Doesn’t Always Add Up February 19, 2012
- Doctors and Twitter: Don’t Get Fooled by Vanity Metrics April 3, 2012