Infographic Friday: Set a Course for Marketing Success (but Don’t Fall Asleep at the Wheel)

Marketing an aesthetic practice used to be soooo easy: Take out an ad in the Yellow Pages, send some direct mail postcards, maybe book a billboard near your practice. You could, in effect, put your marketing on autopilot, setting it and forgetting it until the ad rep or direct-mail vendor called for a renewal.

Not anymore. Today’s anytime, anywhere consumer is always connected, which means she has access to an infinite stream of information. As this infographic from suggests, there’s a sea of content out there and it takes a comprehensive strategy and ongoing commitment to navigate it successfully (and stay ahead of the competition):

demand marketing, aesthetic consumer

Doctor Takeaway

The Internet is no place for autopilot marketing

Today’s aesthetic consumer is on a journey that can last months or years before she chooses the doctor who will perform her procedure. Connecting with her, therefore, requires a similar long-term focus, creating content that builds trust, using media and PR to generate exposure and authority, and maintaining a social presence that keeps your practice top of mind throughout the process. It’s no longer a linear experience, so it’s more important than ever to set a course in advance, keep your hand firmly on the wheel and remain alert to the winds of change that are already building on the digital horizon.

About Rob Lovitt

Rob Lovitt is a longtime writer and editor who believes every good business has a great story to tell. He has written for dozens of magazines and websites, including, and the inflight magazines of Alaska, Horizon and Frontier airlines.

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