In your marketing plan, you lay the foundation for what you want to achieve. Your marketing strategy determines how you will go about achieving it. This requires gaining perspective on how people learn about your plastic surgery practice, evaluate your offerings, and decide to move forward. Each of these stages of the buyer’s journey requires a different type of messaging – with each stage requiring more depth and personalization then the previous.
Very often, marketers refer to these stages as a 3-stage sales funnel. At the top of the funnel (ToFu), a large number of people are doing research about a procedure and might come across your name. When they get to the middle of the funnel (MoFu), a smaller number of people are considering your practice and comparing you to others. And finally, at the bottom of the funnel (BoFu), a small number of people have progressed to the point that they are ready to make a decision about becoming your patient. Each stage requires distinctly different marketing messages. This is what needs to be worked out in your plastic surgery marketing strategy.
1: Top of the Funnel
HubSpot reports that reports that blogging increases website traffic by an average of 55%. If we have any question these days, we turn to our good friend Google. It knows everything.
Because of this reality, it is imperative that plastic surgery practices create top of funnel content that provides basic information such as health and wellness, anti-aging tips, surgical and non-surgical procedures, and industry news. Not all of the people who read your blog content will become patients. But, they will be consumed by some people who develop an interest in your practice and want to know more.
One of the best ways to reach top of funnel prospects is through educational information such as reports, blogs, videos, and eBooks promoted through social media and your blog. Use keyword optimization to help to your search engine page rank.
2: Middle of the Funnel
According to HubSpot, companies with refined middle-of-the-funnel engagement and lead management strategy see a 4 to10 times higher response rate compared to generic email blasts and outreach.
Once you have gotten the attention of a person who is interested in having an aesthetic procedure, how do you convince them that your plastic surgery practice will be the best choice? Much of the objective at this stage of the game involves personalizing your communications. By speaking to defined personas about their specific interests, you help your plastic surgery practice become relatable.
Another middle of the funnel communication objective is demonstrating knowledge and expertise. This is your chance to share your perspectives and advice, to show that you’ve been recognized for your accomplishments, have presented at conferences, published in journals, and provided leadership for students and other groups. Essentially, you provide reasons for prospects to respect and prefer you and your practice over other options.
Reach middle of the funnel prospects with more in-depth educational and information content such as expert guides, webinars, and head-to-head practice comparisons through email and social media.
3: Bottom of the Funnel
According to Google and CEB's The Digital Evolution in B2B Marketing report, people get up to 60% of the way through a buying process before they’re ready to talk to anyone about making a purchase.
This statistic further emphasizes the need to provide content for every stage of the buying process. At the bottom of the funnel, your leads understand their options. They know which procedures can provide them with the results they desire, who performs these procedures in their area, and they are seeking information that confirms their impressions about the top 2-3 choices.
It is at this point that you need to drive home that you have proof of your skills and abilities, that the atmosphere in your practice, and care by your staff, is exceptional, and that many other people like them have been happy with their results when they chose your plastic surgery practice to motivate them to schedule a consultation.
Reach more bottom of the funnel leads with highly-targeted content such as case studies and procedure details that are specific to your personas needs, desires, and challenges.
Work With a Partner That Understands You
At the end of the day, you know aesthetics and plastic surgery. You may be familiar with marketing, but it’s not your area of focus. You know what you want to achieve, and you might have some good instincts about how to achieve it, but you have no time to develop your own marketing strategy. Nevertheless, you know that you stand to lose prospective patients to aggressive competitors if you don’t have a solid marketing strategy.
ClearPivot is a HubSpot-Certified Marketing agency that is focused on helping plastic surgery practices and other healthcare providers achieve significant growth and improved ROI through inbound marketing. In fact, we’ve put together an e-book that documents digital marketing best practices. Download it here: