Archive for the ‘Marketing Tips’ Category

Get the Most Out of Your Post-op Appointments

Tuesday, March 12th, 2013

plastic surgery social media marketingAre you getting the most out of your post-operative appointments? If you don’t have a steady stream of content to post in social media and a line of leads coming through your door, then you may want to ask these questions.

1. Are you asking patients to provide feedback online?
The best way to collect reviews is to make reviews part of your post-op process. However, reviews on third party sites should not be posted from the practice. Most sites record the IP address of posters and they will delete posts that keep coming from one IP address. Instead, create a landing page on your website that features your top three-to-four review sites. Give the patient the link and ask them to do it at home. Then send follow-up postcards or emails to patients to remind them.

2. Are you using a review funnel?
You can help ensure the quality of your reviews with a funnel page before providing links to your preferred review sites. On the funnel page, ask “Did you have a satisfactory experience, yes or no?” Have the no answer redirect to a page with a direct line and email for the patient coordinator. Have yes answers continue on to the review page. This arrangement can help limit the number of negative reviews posted while helping patients find an outlet to resolve problems they may be experiencing.

3. Are you getting the proper authorizations?
According to HIPAA, you are not allowed to acknowledge your patients in social media without express consent. Even if they begin the conversation! Discuss new social media consents with your legal counsel. And discuss it with your patients! We see it as a good opportunity to make your patients and consults aware of the law and why you may appear to be frosty if they pose a question in an online forum.

4. Are videos part of your post-op process?
During a post-operative appointment, if a patient expresses their joy with their results, ask them if they’ll say it on camera. Then just pull out your smartphone. Most smartphones can shoot acceptable video and that’s all you need because video, quality is less important than the person giving the testimony. And since it’s not a big production, the patient will feel more relaxed, so it will be more natural, all of which will play well with the viewer. Just a simple 15 – 30 second quote is all you need.

Now post that to your YouTube and/or Facebook. Facebook video posts are a fantastic way to generate buzz – just don’t tag the patient or identify them in any and get written authorization to post. YouTube posts are great for SEO. Identify the keywords you want to perform better on in searches, then use them in the title and description of the video.

How Video Helps Your Aesthetic Practice

Tuesday, March 12th, 2013

When at a ball game, do you notice the static signage on the walls, or does the big screen get your attention when they’re not playing the game? Gangnam Style has over 1 billion hits – there is not a single post on Huffington with over three million hits. Video gets attention.

Videos Generate Leads
Videos also improve your search engine results. Each video represents another taggable digital property that links back to your website. And they can exist in an infinite number of places easily. If I like a video from your YouTube channel, I can share it on my website – this is how and why videos go viral. Properly tagged videos will increase your opportunities to be found and your ‘authority’ and ‘credibility’ in search engines like Google. As written content boosts your authority on Google now, so too will video content someday soon.

Video Improves Conversion for Plastic Surgeons
The first thing on is a video. The first thing on Sciton’s is a video. The main point of interest on The Weekly Golf Buzz video. Why do these successful brands use video? Because they know after attracting leads to their page, video keeps them on the page and looking at their content. Like TV, video can be addicting. Our educational video products have been increasing the time on page for our clients and providing great educational content. Time on page helps SEO ranking of course (it’s an indicator that your content is good and relevant to what was searched for), and like traditional branding, the more time a lead spends with you, the more positive feelings they develop for you.

These leads will come in for consults and your video resources will help them see you as the surgeon for them. According to Marie Olesen of “Schedule more surgery by providing high-quality procedure education at consult. Despite extensive online availability of information, your patients’ primary driver of likelihood to schedule is the procedure information you provide. Practices who meet patient needs at consult have more highly satisfied patients, and likelihood to schedule doubles among highly satisfied patients.”

Video Helps Reduce Complications in Cosmetic Surgery
Remember Bob Villa? Now we just search YouTube for “home repair how to” advice. And not only do we get the job done, we avoid all the little problems that might catch the unprepared off guard. Cosmetic patients get that same benefit from education videos: they know what to expect, how to prepare and how to take care of themselves.

Video has been shown to improve information retention rates compared to verbal instruction. Having educational videos available 24/7 on your website helps patients feel more at ease before surgery and sets realistic expectations. Having access to good patient education reduces the potential for negative complications and increases the likelihood that they will have a positive outcome.

Video Marketing: Easier Than Ever
We make video marketing simple for you. Our library of patient education videos have been helping patients prepare and set realistic expectations for over a decade. You can get the whole library for one price.

Our mobile educational videos are just the eye candy your mobile site needs. They are short and sharable and offer enticing information about your procedures. And you can share them across social media with your logo and phone number. Pick the ones you want, tag them up for YouTube and entertain on your mobile site or Facebook page.

D.I.Y. or Go With a Pro? Video Tips for Plastic Surgeons

Tuesday, March 12th, 2013

Shooting video can be immensely fun, especially at family events. All the laughs, the first steps, heartfelt speeches and spectacular vistas from the big vacations, so much great content captured for all time. Now what’s the feeling you get when someone else pops in a DVD of their great vacation or kid’s graduation? Dread. You know it’s going to be unedited with bad audio and all the emotional context stripped out as you sit around a living room or huddled around a computer monitor. That’s the difference between amateur and professional video.

In commercial terms, it’s the difference between the local Dodge salesman standing in the car lot hocking his wares in spitfire fashion and the national Dodge truck ad that sold a brand with emotion. They are both effective, but the local dealer needs the national brand commercials to begin the conversation. This is how you should think about your video efforts: key professional pieces that support a stream of an in-house content.

Laughing Babies: How to Make Effective In-house Content
There are scores of highly successful (viral) home videos on the net. A lot is content based, everyone loves laughing babies (this one has over 55 million view!), but their secret weapon is their brevity. And this should be the goal of all in-house content: brevity. The most successful testimonial videos we’ve seen are under 15 seconds, just long enough to say they love the staff, love their outcome and love their surgeon. Got an event coming up? All you need is 20 seconds to cordially invite your patients, provide an RSVP date and flash that charming smile.

The production does not need to be complicated, your smartphone camera will do. Here is what you can do to increase your production values:

• Wear solid colors, and use a solid color background, but make sure they are not too high contrast. Stripes and patterns look muddy.
• Use a bright, evenly lit room. You can also use two bright lamps set 45 degrees to the left and right of your face and equidistant from you. Do not shoot outside in direct sunlight, you’ll squint and look washed out. Do not shoot from shade into sunlight, again washed out. Do not shoot with bright light coming from only one side of your body, it’ll highlight skin texture or half your face will be blown out or underexposed.
• Use a tripod. Or clamp your phone to something that will not move. Shaky video is unattractive and distracting.
• Shoot from eye level or slightly above. Shooting from below is not flattering to anyone.
• If you are using a video camera with an optical zoom, zoom in some. Zooming in compresses objects and you will appear thinner. Conversely, wide angle, or zoomed out, expands objects. This is why the camera often “adds 10 pounds.”
• What if you are using a smartphone with a digital zoom? Because there are no changes in optics, there is no benefit from the zoom. Often, zooming in digitally results in loss of quality too.
• Use a backless stool, and sit with your face straight to the camera, but shoulders slightly turned. Position the stool so one leg faces the camera, sit with your feet on the rung to the left or right and square your body. Then turn your head back square with the camera. This creates an active body position that should help you remember to sit up straight, for a thin and flattering appearance on camera.
• Frame the shot from mid-chest to an inch or two above your head.

When to Go Pro
Professional advertisers and video producers should be brought in for anything more complex than short invites and testimonials. We are experts in pacing, we have advanced editing software, and we know how to work with audio.

Sound makes or breaks video production. We’ve all shot beautiful footage along the coast and all anyone can focus on is the wind whipping through the mic on playback. We’ve all recorded a conference presentation where the people next to you have starring roles as “the seat shifter” and “the paper shuffler”.

Beyond what you see and hear, we know the most important part of production – keeping the viewer’s interest through the entire video. If you want viewers to appreciate your brand and have an emotional reaction to your videos, give us a call.

How to Avoid Simple Aesthetic Marketing Mistakes on Social Media

Friday, February 15th, 2013

As plastic surgeons and aesthetic practices move further into social media marketing, one of their biggest concerns should be HIPAA violations and how to avoid them. MindStream Creative put together a great list of tips to avoid mistakes when participating in social media. Our take away? Make sure you get written authorization to share anything online. Read the rest of their article here.

For Plastic Surgery social media marketing, get consent before postingGetting written authorization should be part of a robust post-operative process for gathering marketing content. During one of these appointments, if a patient reports a positive outcome and is happy to provide a testimony, ask if they’d be willing to provide that testimony on video. You can keep things simple and record it on your smartphone. Then, with the proper written authorization, that video can be posted on your website, or youtube, or even Facebook. Or all three!

Need great video to market your aesthetic practice in social media? Call or comment and we’ll be glad to help.

Traits of Plastic Surgery Ads That Get Noticed

Thursday, February 7th, 2013

Advertising products and services has been going on for hundreds of years, but modern advertising started around the 1920s. The advancements of the industrial age made differentiating goods and services on quality, price, and characteristics essential. Advertising has changed immensely since the first ads for products like cigarettes and soap. One thing has stayed the same though, and that is what makes an ad successful.

All successful ads have something in common, the ability to connect with the reader. Connecting is the most important trait of an ad, but there are other aspects of the ad that are important:
• Advertising is a way that businesses can build on their brand’s reputation in a way that no salesman or employee can. A good ad will highlight the positive qualities of that brand.
• Today consumers are bombarded with hundreds, if not thousands, of marketing messages each day. An effective ad will break through all the clutter and really speak to the consumer.
• People buy things that fill a need or want, so effective ads clearly show a product or service that will fill needs or wants.

Here are the characteristics of an ad that gets noticed:
It is targeted. If a practice wants to advertise their specials on breast reconstruction for BRA Day, placing an ad in a local women’s magazine will be better than putting it in the local newspaper.
• It will have good copy and a clear call to action. The ad should tell the consumer the service you are marketing and why they should choose you. The copy should set you apart from the competition based on training, experience, or awards, and tell them to book surgery by March 9th and receive a free syringe of Botox.
• It will have a dominant element with some white space. A large image and a bold headline with some breathing space will help the ad jump off the page. Successful marketing pieces draw the reader’s eye to where the marketer wants them to look.
Build trust. A well-designed ad will build on the Halo Effect. People are hardwired to be attracted to design that makes them feel good, gives them hope, and shows that the advertiser cares.
Clearly communicate your brand. Your logo and tagline should be the same ones used across all marketing pieces. Having a good tagline is one of the most important aspects of a brand and making sure it is in all your marketing pieces is essential. Doing this will build brand recognition and trust. The address, phone number, website address of the practice should also be present.

Easy ROI: The Value of Email Marketing

Friday, January 11th, 2013

Do you ever feel like screaming in the face of all your marketing options? Every day it seems there’s a new way of doing the same thing: connecting with patients. But there is only one channel that everyone is on. It’s the way most people prefer to receive marketing messages. And it’s the most effective method, returning $44 for every $1 spent. It is good old email, and it might just be your most valuable marketing tool.

What makes email so valuable?
It’s ubiquity, essentially. All your patients have email accounts and they are mobile. They access their email through desktops, smartphones, and iPads, anywhere they happen to be. Aside from communication, the email handle is what we use to log in to all social media sites. It’s how we pay bills, send documents and do business, personal and professional. When we check our email, we are ready to receive and digest information and marketing messages – 77% prefer to get marketing messages via email for this reason.

And emails are trackable. With an e-campaign management service like REVENEZ mail, you can see how your recipients interact with your message. Tracking who clicked what  lets you see exactly what your customers are interested in, allowing you to precisely adjust quickly to changing demands. Or, you can segment your mailing list and tailor messages to distinct target audiences.

As the technology grows, targeting will become increasingly precise allowing you to send truly personal emails even when sending massive campaigns and automatic triggers will become more sophisticated allowing you to message your patients exactly when they are interacting with your online presence. And the messages themselves will become more visually interesting with better support for HTML 5 and video integration.

Services like REVENEZ already allow for sophisticated automation and personalization. Check out our newest email templates designed specifically for the aesthetic industry. There are a several plans to choose from and we offer great technical support.

The Mobile Site Features Plastic Surgeons Need

Thursday, December 13th, 2012

Having a site that loads too slowly can cost you half your visitors. Not having a mobile also creates a bad impression in the minds of smartphone visitors. A mobile site is not just something you need to keep current, it’s a tool that can help your practice. You can generate leads from mobile visitors, but you will need a mobile site that has these key features:
• finger-friendly user interface
• simple navigation
• click-to-call
• review funneling.

Rule of Thumb
On mobile devices, thumbs rule. The user interface (UI) must work with human digits, not only in terms of size, but layout. As the iPhone 5 commercial makes clear, the thumb has a pretty decent range of motion, but spreading out navigation is not advised. Yes, many visitors will use an index finger to navigate, but if you think in terms of thumbs you’ll develop a great UI.

KNSS: Keep Navigation Simple, Surgeon
The navigation should be clear, easy and fast. That means simple. Minimize the need for scrolling, have clear “back” and “home” buttons and establish an easy to understand hierarchy in menus. Two to three taps to any point in the site: that’s the goal.

A smartphone is still a phone
One of the many reasons a patient may be looking up your page on a smartphone is for contact information. Make it even easier with a tap-to-call button. Or tap-to-text. And while you are at, include a button to call up the map of your practice. Other communication channels that may deserve a place on your home screen include an email link and social media pages.

Mobile Marketing Tip: If you use tap-to-text or tap-to-email, you can auto-populate the messages to help steer the conversation and make data collection easier. Example, if you have a contact button on a skin care page, you can set the subject line to “Tell me more about Skin Care Products”. Not only can you sort emails quickly, it helps focus the patient’s own inquiry.

Funnel to your favorite review site
Have great ratings on RealSelf? Google, Yelp, Vitals, Locate-a-doc, Healthgrades? There are many, many review sites. Why not direct your potential and past patients to the review sites you want them to visit. Not only can you provide a link to the site of your choice, you can also ask patients who submit reviews to submit that review to your preferred choice. A simple qualification page can help steer potential negative responses to your patient coordinator so they can be addressed immediately with customer service, or funnel them to your RateMDs page where they can leave their glowing review.

“But EVERYONE else is doing it!”

Monday, November 19th, 2012

How a plastic surgery practice can benefit from herd behavior.

Do not follow the herd. It’s advice we’ve heard since grade school. Resist peer-pressure! Think for yourself! Freedom! While not unique, this “strike out on your own” mentality is inherently American. It’s manifest destiny we’ll bootstrap our way to independence – never followers, all of us leaders! And so it is with our great spirit of exceptionalism that we boldly do not follow our own advice.

First thing to know is that everybody follows the herd. It is an ingrained trait. In 2008, the University of Leeds documented that in a crowd of 200 people, five percent of the group can guide the rest without anyone realizing they are being herded. The inclination to follow is an incredibly useful part of learning. It is part of mimicry and imitation, which in turn are part of our survival instincts. In the wild, if you see birds eating berries, our brains say those berries are probably safe to eat. Herd behavior is a powerful force in marketing. “Over 99 billion served.” McDonalds knows how your brain works. They know some part of your brain asks, “how can billions and billions be wrong?

What you have to ask is: how can my practice take advantage of this?

How do you successfully herd? Shepherding Tips
First things first, you need a flock. If you do not have one immediately available, you have to create the feeling of a flock, the appearance of a crowd.

  • Put a counter on everything and let people know your stats. Part of the herd’s secret decision-making process is looking at what others have done, so provide the numbers on how many procedures you’ve done. Go further: ASPS says 30% of patients seek combination treatments, so show that third what treatment combos are popular with your patients. Try going deep with the data – set the stage for patients to think about long-term treatment by showing percentages of surgical patients who have returned for non-surgical treatments. It shows that you think long term, and you have loyal patients. Give us a call if you’d like more insights on data-mining gold.
  • Broadcast your stats through social media. Do you perform a BOTOX® treatment on a daily basis? Let people know. Tweet every time you administer a BOTOX injection. Post a status update/image on Facebook every 100th treatment. And when you get to the 500th, get a video camera and interview the patient about their experience before and after. Post it to YouTube, then cross post to FB and Twitter. We are here to support you. Talk to us about developing your strategy.
  • Speaking of social media… In light of Google algorithm’s Penguin release, your social buttons need to be on your webpages – and so do the “like” and “+1″ totals. Let people see that you are popular, and you’ll see even more traffic. And if your numbers are not that high right now, well… it’s like having the lights on and an open sign in the window. “There might not be much going on at the moment, but we are open, come on in.”
  • Create a real crowd. Bring in groups. Hold seminars or sponsor a brunch, and bring in mixed groups of former and potential patients. Then have your guests like your FB page on the spot. Have a few former patients shoot video testimonials. Others will want to join in and the prospects will be excited to record one in the future.

How do I avoid getting trampled by the herd?
Getting caught up in the crowd can lead to getting caught under it. Our advice is to stick to your marketing plan. If you have a plan, you have something to follow other than the crowd. If you’d like help crafting your marketing plan, download and go through our “7-Step Marketing Plan” worksheet or give us a call.

Scary Halloween Stories for Practices

Wednesday, October 24th, 2012

The burning logs warm your hands while the night chills your back as you sit around our Halloween campfire. Clouds shroud the stars and the inky black night blots the source of disquieting animal noises, noises you suddenly miss when they fall silent in the black void beyond the fire. That lack of sound, lack of sight, lack of life beyond the edge of sight, that unknown hollows your middle. You hug layers around yourself trying to stay warm. The squeeze of your hug forces out sweet breath as bitter adrenaline stabs your tongue.

Then you hear it. From the black, beyond sight, a noise escapes the maw. The sounds of hooves, picking up speed and coming closer. The EMR deadline fast approaches…

There are many ghouls and goblins our clients fear this Halloween night, and for your entertainment we drag a few into the light. There’s Raving Rachel the Reviewer, Claude the Clone, and Sully the Social Media Mummy.

Raving Rachel
Rachel seemed normal to our surgeon. She does to every surgeon. Perhaps there are signs of unreasonableness, but she hides them well with a smile. How the surgery actually turned out from an aesthetic point of view is irrelevant – what Rachel had in her head did not match what she saw in the mirror. And her dissatisfaction burned slow through tight smiles as she walked away and seemingly out of our surgeon’s life.

Then something strange started happening. Consults began to ask about “the revision policy”. When our surgeon turned his back, there was a buzz like a fly around his ear, only it was not wings, but “poor bedside manner” being whispered. Consults began canceling. Leads went nowhere. Business began striking and the walls closed in. Raving Rachel had a bad experience. Like casting a curse, she wrote a negative review that sucked the life out of our surgeon’s practice. She’s out there still, looking for the unsuspecting on which to feed.

She does have weaknesses. A solid and thorough patient screening process helps. Granting your staff the right of refusal helps put every member on guard for trouble. And proper post-surgery patient management with review funneling helps identify and diffuse potential Raving Rachels. Even better, with review funneling, you can encourage patients who give positive reviews to post them to the site you wish. Find the Rachel’s That Rave about your services and help their positive reviews get seen.

Claude the Clone
You opened your practice in your ideal market. Business was brisk. And then it was just decent. Then slow, and then dead. You’d call your best patients hoping not to sound too desperate and ask after their health. Always, just a slight pause before their answer, and in that pause an infinite amount of time for your heart to drop. You’d heard it before. You’ve heard it all morning. “Oh, but I just saw you last week!” And they’d describe the surgeon they saw, the one in the white coat, with the certifications, who offers great personal service and natural-looking results. Looked just like you. Well, of course. Claude is a clone, and he likes to feed on your customer base.

In the last 20 years, the number of board-certified plastic surgeons has doubled, according to the American Board of Plastic Surgery. An untold number of non-ABPS surgeons lurk with the Claudes, a vast, ever-growing army of white lab coats hungry for business. Your business. But Claudes can be repelled and their ability to clone inhibited. The Claudes can’t touch brands.

A tag line works like a charm, sticking in the minds of your patients and jumping from their mouths when they speak to friends. Strong colors, a specialized practice, striking images and impeccable, unique copy not only get you noticed, these are traits that are tough to imitate. These are the traits of a strong brand, one that will attract your customers, help keep them loyal and expose all the Claudes as pale imitations.

Sully the Social Media Mummy
Deep in the dark catacombs you post, tweet, follow, like, friend, link in, up vote, plus, digg and on and on. There’s a source of patients in this vast labyrinth. And something else, something seen just in the corner of your eye and then it’s gone. A distraction you chase, trying to get a better look. Could it have been a potential facelift patient? More tweets, more posts, you keep pressing ahead, down one corridor, around the next. On and on. And as you wind through the maze, spending your time blindly liking and plus-ing, you finally notice you are slowly being wrapped in gauze. Sully has another victim.

Sully was once human, a small business owner – he sold antiques. He had heard of the riches to be had in Social Media and dove right in without a plan. And like all explorers without plans, Scully got lost and lost track of time. Social Media does that to the unprepared, it drains time from the unsuspecting, leaving nothing but a desiccated husk. Now the Mummy seeks his revenge on the world by trapping others in Social Media time wasters.

Gauze can be cut, torches can be lit, and there are plenty of vendors with treasure maps to follow. Defining your goals and creating a publishing calendar will keep you on track and out of Sully’s arms. A good publishing calendar will center around events like seminars or open houses and promotions, with the post topics mapped out leading to up to the event or last day of the promotion. And remember, video and images garner the most interest, so build a library of content to pull from, or ask a vendor to help you build one. A library of content will help you plan and fill a calendar, save time and save you from Sully the Social Media Mummy.

REVENEZ 1 mobile

Tuesday, October 23rd, 2012

REVENEZ 1 mobile
By 2014, mobile Internet will take over desktop Internet usage. ~ Morgan Stanley

A quick and effective mobile website. Your patients are already mobile – are you? Consults view procedure guides, before and after photos, read reviews, etc. at their leisure on their Smartphone.

• BE RELEVANT on the consumer’s most important device.
• 68% of adults with household incomes of more than $75k OWN A SMARTPHONE.
• Focus on USER EXPERIENCE. People would rather watch a video than read an article.
• 50% of mobile users WILL LEAVE a site that takes longer than 10 SECONDS to load.

We now carry the internet in our pocket. What if your consult could carry some really good multimedia patient education in their pocket to share with their friends and family? Go mobile.

Examples! Get out your Smartphone and go to these REVENEZ 1 mobile websites: