Tag Archives | Brand marketing
infographic, brand marketing, aesthetic consumer

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 […]

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data, online reviews, aesthetic consumer

Playing the Percentages: Online Reviews by the Numbers

Actions speak louder than words; numbers don’t lie, and data is a doctor’s best friend when determining a marketing strategy. Case in point: Online reviews, where people’s actions have the power to make or break a doctor’s reputation; the numbers add up to enhance it, and the data provide insights on how a practice can benefit from […]

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video, video marketing, realself

Let’s Go to the Video: Quick Tips that Capture Consumer Interest, Part II

Video courtesy of  Amiya Prasad, MD Intriguing titles, short takes and long-form “Aesthetics 101” videos: As previously noted, there are a number of best practices you can employ to generate higher viewership for your practice videos. Ultimately, though, an understanding of technical details will only get you so far. What really grabs viewers is great […]

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goldfish, attention span, video, video marketing

Let’s Go to the Video: Quick Tips that Capture Consumer Interest, Part I

8 seconds: According to new research from Microsoft, that’s the length of the average person’s attention span. That’s not only a drop from 12 seconds 15 years ago; it’s actually lower than that of a goldfish, which has an average attention span of 9 seconds. The takeaway? Unless you’re marketing to goldfish, getting your message […]

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ARC, authentic, responsive, compelling, social

For More Effective Marketing, Follow the ARC of Social Healthcare

If you’re like many aesthetic professionals, you’ve probably found that social healthcare provides mixed results. On the one hand, the vast majority of aesthetic consumers — 90%, according to a recent RealSelf survey — expect doctors to be engaged in social media. On the other, you may have found yourself wondering why so few of […]

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video marketing, cosmetic surgery, youtube, realself

There’s More to Video Marketing than YouTube

Video courtesy of Jon A Perlman, MD Ten years after the launch of YouTube, there’s no denying the power of the platform. It is, as a recent Google blog post put it, the “daily go-to destination for people who seek to connect with others around their passions and interests.” As such, the site is also […]

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unfollow, social, email, content

Infographic Friday: Losing Fans, Followers or Email Subscribers? Here’s Why

When it comes to online content, you’re either part of the problem or part of the solution. From cluttered News Feeds to overflowing inboxes, we’re all inundated with more content than we can possible consume — and it’s only fair that companies that contribute to the problem pay a price. On social media, the cost […]

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cosmetic surgery, procedures, england, australia, india, canada, realself trends

International Insights: Cosmetic Surgery and the Commonwealth of Nations

If you’ve been in practice for any length of time, the latest statistics on cosmetic surgery around the world probably won’t come as a surprise. According to the International Society of Aesthetic Plastic Surgery (ISAPS), the U.S. was, once again, No. 1, accounting for 20.1% of total global procedures in 2014, followed by Brazil (10.2%), […]

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seo, search engine optimization, web vendor

Is Your Web Team Generating New Business (or just Racking up Big Fees)?

Does this scenario ring a bell? After a full day of consults, surgeries and practice management, you sit down, open a report from your web vendor and find yourself scrolling through pages of data on your website activity. You know it’s key information for determining whether your web marketing works but you find yourself struggling […]

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infographic, brand stories

Infographic Friday: Real People, Real Stories, Real Results

A young woman who rediscovered her self-esteem after rhinoplasty. A mother of two who regained her pre-pregnancy body after a tummy tuck. A man who finally felt comfortable taking his shirt off at the beach post-breast-reduction surgery. Everybody loves a good story and the narratives people share about their aesthetic experiences are no exception. By […]

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social sharing, brand advocate

5 Tactics for Turning Lurking ‘Likers’ into Brand-loving Advocates

Everybody likes being “liked” but a new study suggests those clicks aren’t all they’re cracked up to be: When it comes to engaging with today’s online audience, it’s not how much your content is shared, but rather, how deeply people connect with it. The study, conducted by Social@Ogilvy and SurveyMonkey, surveyed 5,000 users of social […]

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mind the gap, healthcare marketing, patients, reputation management

Mind the Gap: Build Your Practice by Bridging the ‘Experience Void’

Think you know your patients? According to a new report from IBM and eConsultancy, you may want to think again. Surveying both consumers and marketers, the report found that there is a significant “experience void” between brands and their customers. In a nutshell, most companies believe they provide excellent customer experiences; most consumers believe they […]

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well-being, medical marketing, practice philosophy, trust

Excellent Outcomes: It’s not about Quick Fixes, It’s about Achieving Well-being

Are you helping patients get a smoother brow or flatter tummy — or are you helping them achieve well-being? According to a pair of recent reports, focusing on the latter may be the key to connecting with those patients over the long haul. First, though, it helps to know who they are. According to the […]

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aesthetic consumer, healthcare marketing, online reviews, future, 2020

2020 Foresight: 4 Trends that Are Redefining How Patients Find and Choose their Doctors

It’s not as far off as you think. In less than 5 years, the calendar will hit the year 2020, a mind-boggling bit of information for those of us who’ve been around the block a few times. In fact, if the dizzying rate of change over the last several years is any indication, there’s a […]

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Email Marketing Etiquette Dos and Don

Infographic Friday: Get Better Engagement with Good Email Etiquette

Etiquette: It’s not just for dinner parties and subway seats anymore. In fact, given the increasing role digital interaction plays in our daily lives, understanding and adhering to the customary codes of acceptable behavior may be even more important online than off. That’s especially true for businesses, where getting it wrong can put the chill on […]

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bbl, breast surgery, red state, blue state, mobile, local

The Body Politic: The Strange Connection between Aesthetic Medicine and Electoral Politics

With new candidates entering the 2016 presidential race on a near-daily basis, it’s not surprising that pollsters and pundits are reviving the old red state/blue state metaphor to highlight the differences between liberals and conservatives, progressives and traditionalists, Democrats and Republicans. Turns out, though, the differences may not be limited to opposing views about taxes, […]

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online reviews, transparency,

Online Reviews, Digital Consumers and the ‘Engine of Transparency’

You don’t have to be Jeff Bezos or Angie Hicks (Angie’s List) to understand the role the digital experience plays in people’s purchase decisions. Whether it’s household items or contractor services, the most essential component in choosing one product or service over another has become the ability to know about it before the point of […]

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mobile, marketing, google, mobile-geddon

Infographic Friday: Mobile-geddon or Not, Mobile Still Matters

It’s been three days since Google rolled out its latest update and, based on early reports, the sky hasn’t fallen on sites that are not optimized for mobile devices. (Long story short, the more “mobile friendly” your practice website is, the better it’s expected to rank in search results.) Does that mean the whole “Mobile-geddon” […]

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mobile, mobile-friendly, practice website, google, search

Will Google’s Latest Update Be ‘Mobile-geddon’ for your Practice Website?

Is your practice website mobile-friendly? If it isn’t (or you aren’t sure), the time has come to do something about it. Starting tomorrow, April 21, Google will officially incorporate mobile-friendliness as a ranking factor in determining search results, a move some experts are already calling “Mobile-geddon.” In other words, if your site isn’t mobile friendly, […]

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video marketing, realself, breast implant

Secrets of Successful Video Marketing, Part II

How much do aesthetic consumers love video? Let us count the ways: Last week, visitors to RealSelf clicked on videos 75,600 times By doing so, they viewed 122,500 minutes (2,042 hours) of video content On Thursday, April 9, they set a one-day record of 12,500 views and 20,500 minutes (342 hours) Individually, the most popular […]

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