cosmeticimagemarketing.com Blog

Before you spend another dime on advertising, ask yourself the purpose of it. Are you keeping your name out in the community so they know you exist? Or, are you trying to get your telephone to ring with new, motivated aesthetic patients interested in your services? If it’s the latter, I can help.

Prospective aesthetic patients only care about one thing – “What’s In It For Me?” They want to know what you have that can make them look and feel better. This is the world of emotion-based medicine so you want to address their feelings. By the way, those can be positive feelings such as to have a better social life or they can be negative feelings such as you don’t want to be embarrassed anymore.

Start with an eye-catching, emotional headline since that’s the most important factor in the success of your ad. Perhaps it’s a bold statement such as “How To Look Younger in 30 Minutes” or it’s based on negative feelings, “Do You Cringe When You Look in the Mirror?” or something in between. The point is to get their attention so they continue to read.

Now, keep them with you by offering interesting information explaining how or what you can do to address their feelings. And, then give them a reason to contact you now rather than wait and forget to contact you at all. Use a special offer such as a free report or a free voice message telling them even more about the procedure and urging them to leave their name and number so your staff can call them back for a consultation. By then, they will feel more bonded to you since they read your ad, read your report and listened to your message.

This multi-step approach to marketing will most likely be more effective than trying for a one-step close. There’s just too much clutter in the advertising world to get the attention and positive reaction you want.

Today’s cosmetic patients are inundated with advertising. They are bombarded with more than 3,000 messages per day from all fronts and are more confused than ever. Since they can handle only so much new information at any given time, they tune out all but the most important to them at that moment.

Your cosmetic patients only care about one thing – “What’s in it for me?”

That means you must be more creative than your competitors. Be different. See what everyone else is doing and do something else so you stand out. A great idea is to use advertising to educate rather than sell. Pick one topic that is newsy and informative. Decide on a bold heading and then use copy full of benefits to the cosmetic patient. Also include a special offer such as a report to learn more about the aesthetic treatment, procedure or product they are interested in.

Since it’s getting more and more difficult to sell a new cosmetic patient on you and your practice in just one ad, your goal is to get them to raise their hand to indicate they are at least interested in aesthetics. You can then follow up with them to develop a relationship and turn them into loyal patients.

You want to then track your results. You want to know how many prospective patients respond and how many are converted to cash-paying procedures. This will give you your return on investment (ROI) so you know if you should continue this ad or tweak it for better results.