Tag Archives | content
crystal ball, trends, aesthetic marketing, 2017

5 Ways to Future-proof Your Practice: Trends, Tactics and Technology for 2017 and Beyond

It’s often said that those who forget the past are condemned to repeat it, but the converse is also true: Those who fail to anticipate the future are destined to miss it. And, make no mistake, 2017 promises to be a year of extraordinary change in healthcare. At this point, most eyes are on the […]

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search, seo, google, practice website

Rank Well in Search, Part II: 7 SEO Trends and What They Mean for Aesthetic Practices

As noted in last week’s post, understanding what factors influence search rank is key to ensuring that potential patients find your practice website: Fail to incorporate the signals that get Google’s attention and there’s a good chance the search giant will return results highlighting your competitors instead. The challenge, of course, is that ranking factors aren’t […]

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search, seo, google, ranking factors

Want to Rank Well in Search? Send the Right Signals

Funny thing about Google: The search giant can find just about any website on the internet but if it “thinks” that you won’t like what it finds, it won’t show you. Page 1 or 100, search rank is all about sending the signals that get Google’s approval. Ever wonder what those signals are? The folks […]

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healthcare, marketing, social, search

Infographic Friday: So Much Content, So Little Time, and How to Alter the Formula in your Favor

Call it the content conundrum: Thanks to the internet, potential patients have access to a massive amount of information when researching procedures and providers — which means that practices that hope to attract them have no choice but to add even more content to the mix. And let’s face it, the more content from more […]

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social media, small business, marketing, reputation, content

Struggling with Social Media? Why so many Small Businesses Get It Wrong

By now, almost every successful business owner understands the importance of maintaining a social media presence. Unfortunately, many may still be struggling to get it right: Consider some of the findings in a recent study by The Alternative Board, a provider of peer-to-peer advisory boards: 59% of small business owners believe social media is “nice […]

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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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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, 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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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, privacy, social media

HIPAA @ 20: Staying Compliant while Using Social Media

It’s a dilemma for anyone hoping to engage with patients in today’s always-on, always-connected culture. On the one hand, you have HIPAA, the 20-year-old statute that’s all about protecting privacy; on the other, social media, which is essentially a forum for sharing on a global scale. Is it any wonder that some medical professionals have […]

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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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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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