We all know that marketing works. You don’t have to spend thousands of dollars, though, to bring in more patients. Targeting and diligence are key, as is tracking your ROI for each activity.
First Tip: Don’t wait! These are all easy to do and budget friendly!
#1: Partner Up with Other Businesses that Serve Your Demographic
People who want to maintain and/or improve their appearance often join a gym, regularly visit a waxing and/or nail or hair salon, and support high-end lingerie stores that provide bra fittings, as examples. Call the managers/owners of these local businesses and suggest a joint event. At the gym, you can do a presentation about liposuction as an adjunct to personal training, with both you and the trainer offering ideas that interest the attendees. Offer to do the refreshments and have a drawing or two.
It Doesn’t Have To Be An Event
Pair up with a local high-end lingerie store; pay for your breast surgery patients’ first post-op bra at that store and negotiate a discount on 4 or 5 more bras if the patient purchases them when she arrives for her freebie. When the word gets out that your practice provides this perc, your patients and even employees of the store will share the information with their friends and family members, leading to name recognition and new patients.
#2: Jump into Local Charity Events
This is so easy that we wonder why every cosmetic physician isn’t doing it! It’s one of the simplest, inexpensive ways to get your practice in front of large numbers of individuals and, in particular, those with the wherewithal to take advantage of your offerings. Charitable events attract people who not only donate time and money to specific causes but also have money to spend at the event itself via the auction that’s nearly always part of such an event, whether it’s a silent or live auction.
While you can’t ethically offer a cosmetic procedure as an auction item, you certainly can donate a skincare basket put together in your office. And think of this: at a silent auction, the bidders circle the tables multiple times, going back to the items on which they placed a bid. Even those attendees who don’t bid on your item will see your practice name, repeatedly, contributing to name recognition.
Furthermore, donating to a charitable event identifies you as a supporter of their cause and to the community in which your practice is situated. This is valuable public relations positioning for you. At the same time, be careful of aligning yourself with specific political agendas, as that puts you at risk of alienating some of your patient base.
Take it to a higher level by donating gift certificates for a free facial at your office. Print enough of them to be included in each and every goody bag. Even if some recipients don’t take you up on the free facial, your name is in front of them yet again. In our experience, paying $40 to print a few hundred coupons is an invaluable investment in your marketing plan. And by the way, statistics show that fewer than 10% of recipients will redeem the gift certificates, so you don’t have to worry about overwhelming your office.
Second Tip: Plan Ahead for Spring Nonprofit Events
Assign a staff member to check search engines for upcoming nonprofit events in your area, especially in the spring. Many charity events are hosted between June and September, so starting your search early is key. Make phone calls to see if and when they have scheduled fundraisers. Put the details on a spreadsheet so that a staff member can track calls, names, phone numbers, and notes. Sort by event date so it’s easy to identify the next event.
Call the event coordinator and inquire whether they’re holding an auction, live or silent, and offer to donate. Most will be delighted that you called and will gladly take it a step further by accepting your gift certificates for the goody bags, which they’re usually desperate to fill. Even if they aren’t having an auction, chances are good that they’re handing out goody bags to the attendees and you may be able to participate in that in lieu of an auction item.
Don’t forget to investigate the potential for local media coverage about your participation, via the local papers, even the smallest ones, and perhaps a local radio station or online outlet. And hopefully it goes without saying, flood your social media accounts with details of your participation!
#3: Do In-House Events
- Ask every one of your vendors to come to your office event to showcase their offerings.
- Invite a massage therapist to do shoulder massages.
- Do injectable demos.
- Invite a local nail salon to do polish changes.
- Make up door prizes: skincare items, movie tickets, restaurant gift certificates, facial treatments, you get the idea!
You might think that people won’t attend, but we know of a practice in which 120 individuals came to just such an event during the first snowstorm of the season! Get the word out by creating flyers for participating businesses (massage businesses, nail salons, etc.) to give to their customers. They simply staple the flyers to their customers’ receipts in advance of the event. Be sure to post on an event site (like Event Brite) so you have an approximate head count! You don’t want to run out of finger food!
#4: Social Media and Blogging
Social media and blogging are cost-effective ways to engage with your audience. If you lack a dedicated staff member to manage your social media daily or write a monthly blog post (shared on LinkedIn and other social platforms), consider engaging a marketing team like PUMC.
Remember to check your social media pages for inquiries from prospective patients, many of whom are on social media during the hours your office is closed. It’s a downer for them to send a note to your office via social media and not get a prompt response. Responding promptly to these messages ensures a positive experience and encourages engagement.
#5: Market to Your Office Complex
Is your practice located in an office complex? If so, you have a prime audience right at your doorstep! Here’s how you can effectively market your services:
- Offer Incentives: Provide a free facial or a percentage discount on treatments like microdermabrasion, Botox, or fillers to employees during their birthday month. This personalized offer can attract new clients and encourage loyalty.
- Create Simple Flyers: Design a straightforward flyer with your offer details and ask the receptionist in each office to post it in a common area visible to staff members. Always get the office manager’s approval first.
- Flexible Offers: You can extend these offers beyond just birthday months. Consider providing monthly promotions if the office manager agrees. This approach is a cost-effective way to market directly to a nearby audience.
This strategy is not only inexpensive but also targets potential clients who are conveniently located close to your practice.
#6: Enhance Your Website for Better Engagement
Is your website enticing and easy for prospects to navigate? If not, you could be missing out on significant opportunities. Ensure your site is mobile-friendly, as over 80% of all searches are done on phones or tablets. Make it simple for prospects to connect with your office via phone and contact forms and stay on top of responses to inquiries.
Don’t overlook your before and after photos. How old are the ones currently on your site? Be sure to include non-surgical before and after photos as they can be highly effective. Remember, the Dr. who injects a person’s Botox is also likely to do their facelift!
When did you last add new content to your website? Google ranks sites higher when they regularly add fresh content. Regularly updating your procedure descriptions or adding a monthly blog post can significantly improve your SEO.
Third Tip: Elevate Your Online Presence with PUMC’s Review and Listings Management System
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The Bottom Line:
Effective marketing doesn’t have to cost an arm and a leg. Take this opportunity to create your 2025 marketing plan and, if you need help, call on us! You can easily reach us at 1-323-756-8371 or via our online contact page.