According to Wikipedia, it’s the extent to which a brand is recognized by potential customers and is correctly associated with a particular product. For companies like Lego or L’Oreal — both of which were named to this year’s most powerful brands list — it translates into instant name recognition and a healthy bottom line.
For many branded aesthetic products, however, it translates into a problem because, well, there simply isn’t a lot of brand awareness out there. According to a recent RealSelf survey of 1,000 people who had contacted a doctor for a consultation, many aesthetic consumers were familiar with only a few branded cosmetic products. And as this chart from the RealSelf Trends blog shows, that’s true for implants, injectables and more:
At first glance, the data would seem to present a major challenge for doctors. After all, if potential patients are unfamiliar with a product or procedure, it only makes it harder to convince them of its benefits. However, for doctors who understand how people conduct their aesthetic research, it’s also an opportunity to present themselves as the providers of not just medical services, but trusted information, as well:
Consumers are conducting searches in new ways
With the rollout of Windows 10 featuring the Siri-like Cortana, voice-based search is no longer just for early adopters. Every day, more people forgo typing strings of text into search boxes, choosing instead to speak natural-language questions into their digital devices. One way to address those inquiries is to provide an FAQ page that asks (and, of course, answers) similar questions. The more your content matches consumers’ searches, the more Google likes it.
Bonus tip: Consumers also love to comparison shop, oftentimes phrasing their inquiries as this vs. that questions, e.g., Voluma vs. Radiesse? Providing information that compares and contrasts aesthetic alternatives gives them what they’re looking for.
Blogging provides multiple business benefits
While the myriad ranking factors search engines use to determine search results are a closely guarded secret — and constantly changing, to boot — adding new content to your practice website is always a worthwhile endeavor. To a search engine, new information is generally considered more relevant than old content and a blog allows you to add more on a regular basis. A blog post about Kybella, for example, capitalizes on both consumer curiosity and the rash of recent news reports about it.
Bonus tip: It’s okay to take a lighter, more casual tone in a blog than say, for a web page describing the details of a tummy tuck or the recovery time for a rhinoplasty. It’s also a good place to share practice philosophy and otherwise humanize your practice.
Sharing your content on other sites adds “SEO juice”
Creating great content is only half the battle; these days, distributing it beyond your practice website is just as important. At the simplest level, the more places it appears, the more likely people are to find it. For another, when other websites link back to yours, it confers authority, a strong indicator of quality. Answering consumer questions on RealSelf, for example, takes advantage of the site’s “SEO juice,” helping doctors show up higher than they might on their own.
Bonus tip: Getting your content onto other sites, whether they’re your own profiles on social networks or independent sites relevant to your field, gives you additional opportunities to own more Page 1 results. Related double-bonus tip: Owning more Page 1 results helps crowd out the competition.