Tag Archives | content
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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authenticity, branding, reputation management

The Authentic Practice: 3 Steps to Better Engagement with Aesthetic Consumers

Authenticity (au·then·tic·i·ty):  According to Webster’s, it’s “the quality of being authentic.” Well, that doesn’t say much, now does it? Nor is it likely to provide any insights on how to demonstrate that you possess it. And while aesthetic consumers are obviously interested in your medical training and surgical skills, the fact remains that they also want […]

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google, image search, duplicate photo

Photo Poaching: Are Your Images Being Used to Promote Someone Else’s Practice?

It probably happens more often than you think. A potential patient considering a procedure goes online, comes across your before and after photos and decides that she likes what she sees. She picks up the phone, schedules a consultation and then never shows up. Why? Because she didn’t call you; she called another practice entirely. The […]

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content marketing

5 Rules of Engagement for Aesthetic Practices

Chances are that when you hear the name Adobe you probably think of them as the purveyor of digital products, such as Flash, Photoshop and PDFs. But the company is also a prolific producer of well-researched reports and whitepapers under its Adobe Marketing Cloud brand. Generally designed to help companies better understand online marketing, their […]

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content marketing, conversion, infographic

Infographic Friday: Turn Prospects into Patients with the 3 C’s of Content Marketing

You hear a lot about content marketing these days, i.e., the process of creating and sharing useful information with potential patients rather than annoying them with ads and other interruptive strategies. And with good reason. In a world of multiple screens and media overload, content marketing represents one of the few ways to stand out […]

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coolsculpting, doctor, medical marketing, video

Video Marketing: What’s Good for the Doctor… Is Good for the Practice

Physician, heal thyself. The proverb may date back to the Bible (Luke 4:23) but in these digitally driven times, it also applies to marketing your practice. After all, if you want to give potential patients a good idea of what to expect from a procedure, one of the best ways may be to undergo it […]

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branding, medical marketing

Stand Up, Stand Out and Stay in the Game: 3 Steps toward Better Branding

All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You. – Tom Peters Branding. It’s not just for the likes of Porsche (There Is No Substitute) and […]

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gen x, healthcare marketing, cosmetic surgery

Healthcare for the Ages, Part III: Generation X and “Y” No Doctor Should Ignore Them

As children, they were called “latchkey kids” because they were often left on their own as their parents divorced; as they got older, they were called “slackers” because their subsequent experiences with societal institutions left them underwhelmed. They are, of course, the members of Generation X and while they seldom get the attention that Baby […]

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valentines day, email marketing, romance, content, brand

Infographic Friday: Want Patients to Love Your Practice? Think Soul Mate, not One-night Stand

With Valentine’s Day upon us, it seems that romance is in the air. Alas, if you want patients to fall in love with your practice, flowers and chocolates won’t get you very far. Instead, you need to focus on creating a connection and letting them know that you’re interested in a long-term relationship, not a one-time tryst. […]

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content marketing, infographic, trust, shareable

Infographic Friday: 7 Tips for Creating Trustworthy Content

Let’s face it, given the democratic nature of the Internet, anyone can create and publish content. But if you’re in business — say, as an aesthetic professional hoping to reach potential patients — not just any old content will do. If you want people to actually read or view what you produce, it has to […]

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practice website, homepage, discovery

Picture-perfect Practice Websites: There’s No Place Like Home(page), Revisited

Click, click, click. In the instant-gratification world of the Internet, people land on websites and do one of two things fairly quickly: Either they decide the site in question isn’t going to provide what they’re looking for and they click away or they decide the site looks informative or intriguing enough to warrant a longer […]

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nose job, rhinoplasty, natural, not fake

It’s Only Natural: The New Word in Nose Jobs Is…

The eyes may be the window to the soul but for many aesthetic consumers, the nose may just be the doorway to a more satisfied life. And while it’s true that many patients want a nose that’s smaller or thinner or less bulbous, a new survey suggests that it’s what they don’t want that’s driving interest in […]

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silhouettplasty, video, aesthetic marketing, realself, dr. schlesinger

Video Marketing Tip: Promote Your Practice with Real Stories from Real Patients

In an era when the vast majority of consumers conduct extensive online research before they ever reach out to a business, it’s a fundamental law of marketing that you have to share your expertise in ways that engage people early in their decision journeys. And, as RealSelf data consistently shows, video is an incredibly effective […]

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infographic, video, video marketing, practice website

Infographic Friday: Record Now! Video Marketing Is Going Viral

As noted a while back, 78% of people watch online videos every week and 55% watch them every day! In fact, so many people are shooting, watching, and sharing videos that the format accounted for nearly two-thirds (64%) of all consumer Internet traffic last year — a figure that’s expected to rise to 80% by 2019. Such […]

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leads, conversion rate optimization, CRO, practice website, content, call to action

3 Keys to Converting Website Visitors into Viable Leads (Why SEO Isn’t Enough)

In these days of intense competition, it’s a given that generating traffic to your practice website is a key factor in marketing your practice. That is the incontrovertible truth but it’s not the whole truth. The fact is that getting people to visit your practice website is of limited value if they don’t take any […]

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landing page, leads, practice website, conversions, call to action

Infographic Friday: Do Your Landing Pages Convert or Confuse Website Visitors?

Chances are your practice has one main point of entry for patients. Your practice website, not so much. Sure, many online visitors will, indeed, “enter” via your “front door,” aka your homepage, but others may not see that page at all. Instead, they’ll arrive by way of a so-called landing page, an interior page accessed […]

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trends, healthcare marketing, 2016

Future Marketing: 5 Trends that Will Define 2016

Funny thing about the future: Just when you think you can put off worrying about it, bam!, it’s here. So, it is with marketing your practice. After all, 2016 will be here before you know it and, make no mistake, it promises to be a year defined by change. Doctors who understand those changes — and […]

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homepage, practice website, medical marketing, liv plastic surgery

Patients, Procedures, and Practice Websites: There’s No Place Like Home(page)

It may seem counter-intuitive but the fact is that many aesthetic consumers do not get their first impression of your practice when they walk in the door; for them, that expectation-setting experience happens weeks or months beforehand when they decide to check you out online. Your practice website — and especially its homepage — will […]

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