Tag Archives | Brand marketing
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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xprize, star trek, medical technology, healthcare

Health, the Final Frontier: Will Future Technology Make Doctors Obsolete?

Fifty years ago this month, a new TV show debuted with the now-iconic phrase “Space, the final frontier.” It received mixed reviews, but lives on in syndicated spin-offs, blockbuster movies, and futuristic innovations in technology. Case in point: The Qualcomm Tricorder XPrize competition, which features a $10 million purse for the team that can build […]

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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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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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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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Responding to Negative Reviews, Revisited: 5 Ways to Avoid Bad Publicity

As noted in last week’s post, filing a lawsuit over a negative review — either to silence an unhappy patient or to pursue damages for defamation — is rarely a good idea. Costly, difficult to prosecute and, in some cases, prohibited by law, such suits can turn a one-time, one-off event into an ongoing crisis […]

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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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burnout, social media, time saver

Social Media: Secret Weapon in the Battle against Physician Burnout

Physician burnout: You could say it’s a hot topic these days. From new research on its causes to seminars on how to avoid it, it seems you can’t read your mail or get online without coming across stories about the subject. The current issue of Modern Aesthetics, in fact, devotes, not just its cover (above) to […]

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patient centric marketing, healthcare marketing, social

Patients, Practices and the Hidden Benefits of Healthcare Marketing

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 […]

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content, engagement, marketing

Moments Matter: Aligning Content with Patients’ Motivations, Emotions and Desired Outcomes

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 […]

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reducing friction, healthcare marketing, practice website, self-scheduling

Eliminating Friction: 4 Ways to Facilitate More Patient Contacts

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 […]

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video, video marketing, cosmetic surgery

Video Marketing: For Patients, the Procedure Is Just One Part of a Much Larger Process

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 […]

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patient engagement

Infographic Friday: Promote Patient Engagement (and Boost Your Bottom Line)

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. […]

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