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Don’t Let a Bad Online Profile Hold Back Your Business

A patient gets their first impression of your practice the second they walk in the front door. The location, the decor, the lobby chairs, even the paint color on the walls. It all matters. Your office is a showcase of who you are and what your practice provides. Your online profile does the same. You […]

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influencer marketing, pr fiasco, jenner, pepsi

Who You Gonna Trust? The Ins and Outs of Influencer Marketing

It probably sounded like a good idea at the time. Hoping to “join the conversation” and demonstrate its social awareness, Pepsi created an ad in which reality star Kendall Jenner turned a street protest into a dance party simply by offering a cop a soda. He takes a sip, the crowd erupts in cheers, and whatever […]

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online reviews, doctor reviews, medical marketing, peer trust

Online Reviews: New Research, Intriguing Insights, and the Power of ‘Peer Trust’

You can’t escape it. From search engine result pages to community sites, online reviews of healthcare services are everywhere. Even the scientific community has taken notice, which may explain why online reviews are a popular topic for study in a variety of recently published medical journals. Consider the trends and takeaways found in recent research: Reviews have a […]

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How Answering Simple Questions Can Build Your Brand and Grow Your Practice

It’s easy to get caught up on ROI as you build your practice. Your time is valuable and whatever you invest in it needs to deliver. All those returns, however, don’t have to be immediately monetary. There is true value in building your brand and establishing yourself as an expert who potential patients can trust. […]

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e-patient, empowered doctor, post-care communication, patient journey

E-patients, Part III: 3 Ways to Turn Good Outcomes Into Great Relationships

There’s been a lot of talk lately about the “decision journey” patients take as they determine what cosmetic procedure they want and which doctor they want to perform it. Not surprisingly, the discussion tends to focus primarily on the steps between a patient’s initial interest and the door of his or her chosen practice. But for […]

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featured snippet, google, knowledge graph, empowered doctor

E-patients, Part II: Sharing Expertise Helps Patients, Improves the Internet, and Empowers Your Practice

As we’ve already covered, e-patients can be considered many things—engaged, enabled, equipped—but, above all, they are empowered. These patients take a hands-on approach to healthcare, harnessing the infinite reach of the internet to educate themselves and connect with providers. If you don’t have a great presence online, there’s a good chance these patients won’t find you at all. And […]

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e-patients, healthcare marketing, online community

E-patients and How to Engage Them: 4 Steps to Success with Today’s Online Patient

The name Dave deBronkart may not be familiar, but if you’ve been in practice at any point over the last decade, you’ve almost certainly been impacted by his experience. In January 2007, a routine shoulder X-ray revealed a shadow on deBronkart’s lung, leading to a diagnosis of metastasized kidney cancer. As an early adopter of […]

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Going Solo: How RealSelf, Social Media, and Being Scrappy Helped Launch My Practice

Ever since his plastic surgeon grandfather stitched up his tongue after a childhood bike accident, Dr. Adam Oppenheimer knew he wanted to be in the business. Raised in a family of plastic surgeons, Dr. Oppenheimer has watched his relatives build and run their practices the old-school way. Today, as a young surgeon ramping up his […]

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video marketing, unique content, video

Video Marketing: Want More Views? Try a Unique Approach

Engaging, ubiquitous, and easier than ever to produce — is it any wonder that videos are essentially taking over online? Consider a few findings from Cisco’s latest forecast for online video content: Annual global IP traffic will surpass the zettabyte (ZB, or 1,000 exabytes) threshold in 2016 and will reach 2.3 ZB by 2020. Video […]

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aesthetic marketing, competitive analysis, website design, practice website

Playing to Win: Gain the Aesthetic Advantage with Competitive Analysis

If you’ve been in practice for any length of time, you’ve no doubt heard the old saying that healing is an art, medicine is a science, and healthcare is a business. If so, it’s also probably true that the first and second parts played a significant role in why you pursued the profession in the […]

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Video Best Practices for Connecting with Potential Plastic Surgery Patients

News clips, movie trailers, and the never-ending streams that pop up in your Facebook feed, and you begin to understand why the folks at Cisco forecast that, by 2020, video will account for 82% of all consumer internet traffic. You don’t need a crystal ball to see why video matters to anyone promoting a medical practice. As new […]

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social media, social search, social discovery, content, aesthetic marketing

Social Discovery: 5 Ways to Ensure People Find Your Practice Via Social Media

Social media — it’s not just for posting vacation photos and connecting with old friends anymore. These days, social is also an increasingly important search tool as millions of people forgo Google and Bing in favor of information that’s been shared socially by people with similar interests. It’s called “social search” or “social discovery,” and […]

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crystal ball, trends, aesthetic marketing, 2017

5 Ways to Future-proof Your Practice: Trends, Tactics and Technology for 2017 and Beyond

It’s often said that those who forget the past are condemned to repeat it, but the converse is also true: Those who fail to anticipate the future are destined to miss it. And, make no mistake, 2017 promises to be a year of extraordinary change in healthcare. At this point, most eyes are on the […]

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search, seo, google, practice website

Rank Well in Search, Part II: 7 SEO Trends and What They Mean for Aesthetic Practices

As noted in last week’s post, understanding what factors influence search rank is key to ensuring that potential patients find your practice website: Fail to incorporate the signals that get Google’s attention and there’s a good chance the search giant will return results highlighting your competitors instead. The challenge, of course, is that ranking factors aren’t […]

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search, seo, google, ranking factors

Want to Rank Well in Search? Send the Right Signals

Funny thing about Google: The search giant can find just about any website on the internet but if it “thinks” that you won’t like what it finds, it won’t show you. Page 1 or 100, search rank is all about sending the signals that get Google’s approval. Ever wonder what those signals are? The folks […]

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healthcare, marketing, social, search

Infographic Friday: So Much Content, So Little Time, and How to Alter the Formula in your Favor

Call it the content conundrum: Thanks to the internet, potential patients have access to a massive amount of information when researching procedures and providers — which means that practices that hope to attract them have no choice but to add even more content to the mix. And let’s face it, the more content from more […]

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social media, small business, marketing, reputation, content

Struggling with Social Media? Why so many Small Businesses Get It Wrong

By now, almost every successful business owner understands the importance of maintaining a social media presence. Unfortunately, many may still be struggling to get it right: Consider some of the findings in a recent study by The Alternative Board, a provider of peer-to-peer advisory boards: 59% of small business owners believe social media is “nice […]

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email, email marketing, ESP, click rate,

Email Marketing Is Alive and Well… Is Yours?

The email showed up in my inbox this morning. It was from my longtime doctor’s office and the subject line couldn’t have been more direct: Annual Physical Reminder. As you can imagine, it didn’t take a lot of internal debate before I opened it and clicked on the link to schedule an appointment. That’s the […]

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patient journey, mapping, aesthetic marketing

Journey Mapping Helps Lead Patients to your Practice Door

Maps. They’re not just for helping patients get to your practice anymore. These days, successful practices use a different sort of map to figure out where potential patients are on their aesthetic journeys. They know that different patients take different paths to research and choose providers, and they use patient journey mapping to offer the […]

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patient experience, online reviews, search, seo, healthcare marketing

What Aesthetic Practices Can Learn from Urgent Care Clinics

Cosmetic surgery and urgent care: When it comes to patients’ decision journeys, you’d be hard-pressed to find two sectors that are more dissimilar. Re: the former, it’s not uncommon for patients to spend weeks, months, or years researching their options; for the latter, that “research” often boils down to jumping in the car and heading for […]

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