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online reviews, trust, reputation management, local business

Online Reviews: 7 Stunning Statistics — and What They Mean for Aesthetic Practices

The review genie is not going back in the bottle. In fact, with more people putting more trust in online reviews, and more reviews showing up in more places, that bottle’s been shattered for good. As a just-released survey from BrightLocal notes, just 5% of consumers said they don’t pay attention to reviews when researching local […]

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small practice, competitive edge, aesthetic marketing, local

Small Practice Survival Secret: Think Locally, Act Digitally

It’s often said that size matters — just not always in the way people think it does. Take aesthetic marketing, where big chains with multiple locations often seem to have a competitive edge because they can employ big-buck ad campaigns, celebrity spokesmodels, etc., to promote their services and stack the name-recognition deck in their favor. […]

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infographic, self scheduling, online appointment setting

Infographic Friday: Self-scheduling May Spell the Difference between Lookers and Bookers

Look out Appointy, Zocdoc, and pretty much every other appointment-setting app or service out there. With Facebook and Microsoft’s Office 365 joining forces on a competing, completely integrated service, self-scheduling is going mainstream. The new feature allows business owners to accept customer appointments on their Facebook Page, via an added “Book Now” button, writes Sarah Perez of TechCrunch. […]

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web design, before and after, photos, authenticity

Before and After Galleries that Get Results (Web Design 101: Part V)

Homepages, landing pages, About Us pages — as recent posts have made clear, there’s a lot more to web design than picking out fonts, colors, and layouts. Sure, the basics matter, but as the late Steve Jobs so aptly put it, Design is not just what it looks and feels like. Design is how it […]

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web design, practice website, healthcare marketing, about us

The One and Only Time It’s OK to Make It All about You (Web Design 101: Part IV)

It’s the first rule of healthcare marketing in the digital era: When you’re trying to connect with potential patients, it’s not about you, it’s about them. In other words, your messaging should be about helping them resolve their aesthetic concerns, not promoting you and your practice. Of course, as with any rule, there’s an exception. […]

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web design, practice website, landing page, leads

Landing Pages that Turn Lookers into Bookers (Web Design 101: Part III)

Imagine, for a moment, a woman in Florida hoping to get her pre-baby body back. Typing “mommy makeover miami” into a search engine, she clicks on the top two results, both of which are ads for local cosmetic surgeons. One leads to a page listing all sorts of information: office locations, other services offered and, […]

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web design, homepage, practice website, marketing

Welcome Online Visitors with a Well-designed Homepage (Web Design 101: Part II)

It’s often said you can’t judge a book by its cover, but make no mistake, visitors to your practice website are definitely judging you by its homepage. Given how quickly consumers click from site to site and how often they fail to find what they’re looking for, it’s impossible to overstate the importance of the […]

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web design, practice website

Web Design 101: Odds Are Your Practice Website Needs a Little Work (First in a Series)

As noted in last week’s post, it only takes an instant for online searchers to decide whether a particular website is going to give them what they want or not. Unfortunately, it appears that healthcare websites are among those that are failing the test. As reported in a “Patient Attitudes Toward Healthcare on the Web” […]

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infographic, web design, marketing,

Infographic Friday: Does Your Practice Website Win Patients by Design — or Lose Them in an Instant?

Consults, surgeries, practice management — as a busy aesthetic professional, you probably don’t spend a lot of time studying your practice website. Turns out visitors don’t either. According to Google research, it takes just 50 milliseconds or less for online visitors to determine whether a website is appealing or not. And, as this infographic from […]

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3 rs, authenticity

Real, Reliable, and Respectful: Attract More Patients by Embracing the 3 Rs of Authenticity

You hear a lot about “authenticity” these days — what it is, why it’s important, how to demonstrate it, etc. — but all too often those explanations are long on abstract concepts and short on actionable details. A recent report by Cohn & Wolfe, on the other hand, offers an approach that’s so simple and […]

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google, mobile, search, snippets

Rich Snippets and Insecure Websites: Assessing Google’s Latest Updates — and What To Do about Them

The mysterious symbol appeared in my search bar out of the blue this morning. Instead of the usual green lock or small blank page before a web address, there was a lower-case “i” in a circle (see left image, above). Never having seen it before, I clicked on it and was shocked to read the pop-up that read, […]

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cosmetic surgery, hispanics, healthcare marketing

¿Buscas Nuevos Pacientes? Hispanics, Healthcare, and Hints on Reaching a Large and Growing Market

It’s National Hispanic Heritage Month (Sept. 15 – Oct. 15): Esta su práctica médica amigable para los Hispanos? Depending on where you practice, who your current clientele is, and who you hope to reach in the years to come, the question — Is your medical practice friendly to Hispanics? — is well worth asking. As […]

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customer service, healthcare, loyalty, word of mouth

Infographic Friday: Customer Service — It’s not just for Hotels and Stores Anymore

No one ever chose a medical practice simply because staff members returned calls quickly or greeted them warmly when they walked in the door. But that’s no reason to get complacent about good customer service: Fail to provide it and you just make it that much easier for them to choose a competing one. The […]

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video, lipo, recovery, aesthetic marketing

Video Marketing: Relieve Patient Anxiety by Addressing Concerns about Recovery

When it comes to creating and sharing videos, it’s no surprise that many doctors focus on educating patients about what to expect before and during their procedure. That’s a good thing, of course, but it overlooks another important step in patients’ aesthetic journeys: What can/should they do to ensure the best possible recovery? The fact […]

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voice search, siri, cortana, google voice, seo, content

3 Ways to Ensure Voice Searchers “Hear” What You Have to Say

  With Wednesday’s rollout of the latest iPhones, it’s not surprising that Apple aficionados are buzzing about the devices’ new features (e.g., improved cameras) and lack thereof (no headphone jack). But for those hoping to connect with potential patients, the more pertinent development is not nearly so obvious: The devices will feature a new and […]

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marketing 3.0, aesthetic marketing, social media

Aesthetic Marketing 3.0: Giving Patients What They Really Want

What do patients want? Based on the most popular procedures, you could say flatter tummies and larger breasts. That’s true, statistically speaking at least, but it’s not the whole truth. These days, patients also want to find doctors who do more than just enhance body parts; they want doctors who understand their needs and desires […]

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hipaa, patient privacy, email, secure email, patient portal

HIPAA @ 20, Part III: Ensuring Email Is Compliant Can Be Tricky

Need further proof that, even two decades after its passage, HIPAA continues to raise questions about compliance? Having already considered the do’s and don’ts of HIPAA-compliant social media and HIPAA-compliant mobile strategies, consider this scenario shared by Jim Hook, Director of Consulting for The Fox Group LLC: The question at hand regarded a doctor who, […]

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facebook, reach, organic reach, social, tips

Facebook Posts Falling Flat? It’s not You, It’s Facebook

If you’ve ever wondered how many people see the updates you post to your Facebook practice page, the answer is probably “less than ever.” “Organic reach,” the term for the visibility of posts that don’t require a payment for better placement, has not only been dropping for years, but just recently, took another hit. Late […]

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video marketing, infographic, consumer decision journey

Infographic Friday: From Curiosity to Consultation, Videos Prove their Value

At first glance, the title of this infographic from Invodo — Video Marketing & the Customer Journey: Bring Your Products To Life — doesn’t exactly shout healthcare. But if you change just two words, it clearly applies: Video Marketing & the Patient Journey: Bring Your Services To Life It’s a journey that marketers liken to […]

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procedure prices, price transparency, ROI, leads

From Contact to Consult: Can Price Transparency Net You More Patients?

To post prices or not to post prices, that is the question. For doctors providing medically necessary services, the question has taken on new urgency thanks to the Affordable Care Act, high-deductible health plans, and other developments that influence patient choice and provider reimbursement. For aesthetic professionals, on the other hand, it’s been a topic […]

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