PUMC 2021 ADVISORY

THE STIMULUS BILL JUMPSTARTS
AESTHETIC DIGITAL MARKETING!

Skillfully executed digital marketing is the key to addressing how to acquire new patients in 2021 given the continued economic uncertainty. PUMC’s marketing, management, and digital advertising specialists have developed a how-to checklist for you to get started!

Thankfully, more significant stimulus funds for businesses and many American consumers are forthcoming that can help address shelter, food, energy, and other essentials.
But, PUMC’s decades of experiences during national crises have shown, and in 2020 it was confirmed, that many consumers will use their funds for discretionary personal services like face and body aesthetics. Simultaneously, only best practices with a proactive stance will benefit from the windfall of pent-up desire to spend, especially to achieve personal rejuvenation goals. (If you have reviewed our December 2020 End-Of-Year Marketing Housekeeping Tips Video, you are in great shape to take advantage of the following presentation, do so now!)

1. 1. READY YOUR WEBSITE TO MEET GOOGLE’S NEW PAGE EXPERIENCE UPDATE
      Inoculate current digital assets’ (website and social media) content to address information demands. You will be the choice of 2021 shopping consumers with money to spare and lots of online options to make decisions.
      When it comes down to the bottom line, your website banners, site content, and social media signals must deliver great page experiences. Google will reward your organic, PPC, and social media results based on Google’s new Page Experience algorithm.
      One key term that you should take into consideration in 2021 is intent. Your website and your content must match your shopping consumers’ intent regarding searching for and using your website. For example, if a patient is looking for a specific answer about reducing fat or facial wrinkles, you’re going to want to make sure your site and landing page’s content match that intent. Consider these questions:
      • ✔ Does your content answer the question the shoppers are asking?
      • ✔ Does your content read as scholarly and as if it were written by a human (no keyword stuffing, rogue links, etc.)?
      • ✔ Are the pages with the right answer ranking high?
      ✔ Can the user take the next step after answering the question?

      Don’t stop here; the following tips are needed to be search relevant.

1. 1. APPLY FOR PPP EXTENSION TO INCLUDE DIGITAL MARKETING BUDGET FUNDING
      The Cares Act translates to three essential options that benefit aesthetic body specialists
      • ✔ Finding consumers who elect to spend money on their personal aesthetic priorities
      • ✔ SBA Loan Funding is Available
      ✔ Payroll Protection (PPP)

      As with the previous round of PPP loans, the new loans may be entirely forgiven if spent for the proper purposes (primarily payroll) during the appropriate period. SBA will likely update these once the program officially reopens.
      No pre-payment penalty or fees.

1. 1. IMPLEMENT AN AUTOMATED REVIEW GENERATOR
      • ✔ Prevent negative reviews
      • ✔ Stockpile 4 and 5-star reviews
      • ✔ Feature on pages
      ✔ Auto-post good reviews to Google and other sites

      Amazon has taught us the importance of reviews. Good reviews that are readily visible make a difference.
      You should have in place an online review management system that:

      • 1. Detects all reviews about your business and brings them to your attention immediately!
      • 2. Brings negative reviews to your attention for mediation
      • 3. Gathers 4 & 5-star reviews into a real-time counter at the top of all pages of your website
      • 4. Solicits reviews from your patient base
      5. Uses your reviews in your website content

1. 1. PRE-PLAN PATIENTS-OF-RECORD EVENTS
      • ✔ HOLIDAY SPECIALS
      ✔ SMART INCENTIVES

      For the first time in the history of cosmetic surgery marketing, most consumers are making decisions to have major procedures and surgery performed before coming into your office…and paying for online consultation! Consumers are reluctant to make unnecessary trips from their homes they can avoid. This trend has been positively aided by a new familiarity with Zoom and other video conferencing technologies that have reduced the need for in-office consultations, live patient education seminars, and live group consultations.

      Create professional, rehearsed presentations of your featured services and new technologies for online events to keep your Patient base engaged with your practice.

      Set up the schedule for your events for the first half of the year now with holiday tie-ins and announcements about your featured services. Don’t forget to:

      • 1. Remind and incentivized your patients to bring a friend
      • 2. Prepare and schedule your eblasts
      • 3. Create the graphics and content for your website events page
      4. Invite all unclosed prospective patients that you have gathered from email and phone inquiries

1. 1. REVISIT 2020 4TH QUARTER ANALYTICS FOR 1ST QUARTER PERFORMANCE ROADMAP
      Look at the last quarter of 2020
      • ✔ Website traffic
      • ✔ Email inquiries
      • ✔ Phone Inquiries
      • ✔ Conversion from your E-communications
      • ✔ Conversions from PPC Marketing
      ✔ Conversions for Social Media

1. SHARE YOUR PLANS WITH YOUR STAFF
   One of the most significant missed marketing opportunities we have observed over the years is the failure to engage the practice staff in the early planning and execution of the practice promotion execution and evaluations. More than ever, in 2021, get your team on board and energized with their involvement, suggestions, and plans.
   An essential prerequisite is to have a plan that takes into consideration an execution timetable, staff orientation/ training, and the impact of your digital properties (website and social media)
   Follow these steps:
   • 1. Bring in an expert marketing authority to create your plans for 2021
   • 2. Set your working budget and contingency built around your CARES Act Funding
   • 3. Set the timetable for the marketing and advertising events for the 1st half of the year
   • 4. Make your internal Staff Assignments
   5. Set up your calendar for monthly staff marketing review meetings

For more detailed information on the Advisory, fill out the form below to view the presentation.