Crash Course in Digital Marketing For Aesthetic Practices. Wendy Lewis

Transcription

1 24TH Annual Meeting Crash Course in Digital Marketing For Aesthetic Practices Wendy Lewis Upon completion of this presentation, the participants will self-report an increase in knowledge about: A. Strategies to promote their aesthetic practices online in an ethical manner while complying with HIPAA guidelines. Disclosure: Nothing to Disclose

2 Slide 1 CRASH COURSE ON DIGITAL MARKETING For Aesthetic Practices Wendy Lewis Slide 2 No Relevant Disclosures Slide 3 Why Digital? Social Patients Media want to feel 2017 connected to you before they come to your practice Online channels and apps are a cost effective solution to get the word out More affordable marketing strategy than print, TV, PR Digital marketing offers trackable and measurable results

3 Slide 4 Where Do Patients Look For Aesthetic Practices? Slide 5 On their mobile devices Think thumbfriendly content Slide 6 WEBSITE MICROSITES LINKBUILDING TEXT/MOBILE MESSAGING EBLASTS REVIEWS RATINGS DIGITAL SOCIAL MEDIA BLOG SEO/PPC

4 Slide 7 Marketing Mothership 3 seconds to convince users to spend anymore time on your site Include important information above the fold who you are, what you do Create a landing page for every treatment you offer Use words/images already on the mind of your target audience Slide 8 How Will Patients Find You? Best ROI is online Combination of: SEO (organic) PPC (paid) Choose terms consumers are already searching for: Best facelift surgeon Skin rejuvenation Nonsurgical fat reduction Body shaping Top rhinoplasty surgeon Use keywords consistently throughout all content Next frontier visual search Slide 9 Building a Blog Website Basics Blog posts should be 500+ words, search engine optimized Use for easy practice updates, news Add a visual or video Feature new treatments, comment on trends, current news, stats Place share buttons on each post Include CTA Call, schedule, , buy, click, sign up, ask us

5 Slide 10 Marketing database is your practice capital Send e-blasts at regular intervals weekly/monthly Use consumer-friendly subject/headers to increase open rate Add Forward to a friend to increase mailing list Debride database to keep it updated Ask for mobile #s to market to Text Messaging, Facebook Messenger, WhatsApp Slide 11 Patient Photos Before/after 4 sessions Develop robust photo gallery of real results to match target patient segment(s) Clearly labeled Explain what was done Avoid partial faces NO blacked out eyes Watermarked for security Signed consent on file Show Your Own Results Slide 12 Social Media By The Numbers Active Monthly Users (as of Jan 2018) 2 Billion 1.5 Billion 800 Million 330 Million 540 Million 300 Million 400 Million Sources: Omnicoreagency.com, Techcrunch.com 200 Million

6 Slide 13 Which Platforms Perform Best? Slide 14 Let Patients Know How To Find You Online Use Consistent Names Throughout Channels Slide 15 Facebook Forward Facebook casts the widest net ages, interests 2.2B users Think of Facebook aa an extension of your website Introduce new treatments via Facebook promotions Use keywords to increase searchability Changes in Facebook algorithm are uncertain due to current controversy

7 Slide 16 Mastering Instagram Most effective platform for aesthetic practices now Integrates seamlessly with Facebook Requires beautiful visuals to stand out Include videos, boomerangs, grids of experiences Slide 17 Create or License Beautiful Images & Make Them Your Own Use photo editing, filters, picture enhancing apps Slide 18 Cultivating Micro-Influencers Encourage brand advocates to trial new treatments and post about their experience on their own social channels Engage with potential influencers in your market User generated content sells procedures! Reward referrals and testimonials with perks Offer VIP and loyalty programs

8 Slide 19 The New Twitter Think of Twitter as a conduit to other platforms Tweets can now be up to 280 characters Real time responses are expected for CRM Automate RealSelf responses & Facebook posts to Twitter Visuals increase likes, retweets, comments Slide 20 Best Practices For Hashtags Use hashtags already in use Create #s that are ownable for your practice o #cosmeticsurgery o #plasticsurgery o #skincare o #bestskinever o #bodyshaping o #AskDrB o #skingoals Slide 21 Video - The Next Best Thing To Being There Create a branded YouTube/Vimeo channel Develop original short videos of consultations, treatments, presentations Videos of patient experiences - Get written consent to post Post video clips on blog, Facebook, Instagram, Twitter, YouTube, etc

9 Slide 22 Streaming Video Live mobile streaming is a great way to interact with your audience in real time Sharing live events can make your audience feel more connected to our brand Facebook LIVE Instagram stories Instagram LIVE Snapchat stories Slide 23 Ratings & Reviews Slide 24 Deliver Key Messages Throughout All Content Stay On Brand Focus on USP s o5 Star service ohigh touch pampering oexperience & trust oadvanced technology osuperior results

10 Slide 25 o Planning Content - ⅓ to promote your practice and convert followers to patients -⅓ to share ideas and stories from influencers, likeminded users - ⅓ original branded content Slide 26 Digital Marketing Calendar Channel Sun Mon Tues Wed Thurs Fri Sat Eblast Other Slide 27 Without boosting posts on Facebook, only 2 20% of your fans will ever see your content in their feeds Social Ads Get Your Content Seen

11 Slide 28 Best Practices For Social Engagement NOT number of fans is the Holy Grail of social media marketing 1 Test ads on Facebook, Instagram 2 Boost best content media, practice news, events, awards, new treatment 3 Use geotargeted ads to build a local base of followers 4 Think about the call to action what you want them to do Slide 29 Don t Outsource Marketing to Amateurs Everyone you entrust to do your digital marketing must understand the rules for HCPs, practices, HIPAA NO medical experience requires supervision Third parties should not interact with patients online on your behalf Slide 30 6 Steps For Success 1. Establish digital marketing goals to align with practice goals 2. Assign roles & responsibilities 3. Develop the best strategy to reach your target audience(s) 4. Set a budget for content, ads, external vendors 5. Measure progress along the way 6. Refine your strategy