At L7 Advertising, we understand the challenges plastic surgeons face in an oversaturated market when it comes to attracting new patients through digital advertising. It requires a strategic, multi-faceted approach tailored specifically to the unique needs of the aesthetic industry. Here are 5 core strategies we recommend, packed with comprehensive, actionable tactics:
1. Mastering Paid Search Advertising
Paid search puts you in front of prospects actively searching for your plastic surgery services with laser-focused targeting. Keys to a high-performing paid search program include:
- Extensive keyword research utilizing tools like Google’s Keyword Planner, Answer The Public, and your own website’s search data to uncover high-intent, relevant keywords people use when looking for your specific procedures, surgeons, etc.
- Compelling ad copy that highlights your unique value propositions, like being double board-certified, offering cutting-edge techniques, extensive before/after galleries, etc. Speak to your prospects’ pain points and desires.
- Seamless user experiences through optimized landing pages featuring persuasive messaging, straightforward navigation, calls-to-action like booking free consultations, and mobile-friendly design.
- AI bid optimization through machine learning algorithms that automatically adjust bids and targeting parameters to prioritize the highest-converting auctions and audience segments for maximum ROI.
- Rigorous A/B testing of ad copy, landing pages, keyword lists, audience targeting, and more to continually iterate on what’s driving results.
- Our paid advertising review lets you find Out How You Rank Against Your Competitors.
2. Captivating Video Advertising
Video marketing is tremendously powerful, allowing you to bring your artistry, expertise, and patient testimonials to life in a visually compelling way. Effective tactics include:
- Awareness video ads on YouTube showcasing your practice’s unique philosophy, physician bios, office tours, and highlights of your stellar before/after results.
- Social media video ads on Facebook/Instagram promoting specific treatment offerings, limited-time specials, or driving traffic for free consultation bookings.
- Find out how to use the power of Facebook to achieve conversions with a free Facebook ads proposal
- Retargeting warm leads who’ve already engaged with your brand through website visits or ad interactions with educational video content addressing common concerns, objections, and pain points.
- Incorporating authentic patient testimonials and your most jaw-dropping before/after visuals to showcase the transformative results you can deliver.
- Creating supplementary video assets to leverage across owned channels like your website, email marketing, and social media pages to maximize reach.
3. Harnessing AI-Powered Ad Customization
Leverage advanced AI and machine learning technology to automatically optimize and customize every aspect of your advertising for maximum performance:
- Dynamic ad copy, creative visuals, and responsive ad formats that automatically adjust messaging and displays based on a user’s specific data, behaviors, and platform.
- Machine learning bidding strategies through Google and Facebook’s AI that continually refine targeting, bidding, ad delivery, and budgets to prioritize your highest-performing audiences and channels.
- Predictive audience modeling and prospecting to uncover new, highly valuable patient segments you may be missing based on real-time data analysis of your best leads and customers.
- Multivariate creative testing across different messaging angles, visual styles, offers, and more to continually optimize and refine which ads resonate best with your target patient personas.
4. Remarketing for Maximum Reach & Results
It’s extremely common for interested prospects to not immediately book after their first exposure to your practice online. Remarketing helps you stay top-of-mind and nurture them through the entire decision-making process:
- Website visitor remarketing across Google’s expansive Display Network to millions of placements through strategic campaign deployments based on specific pages visited, level of engagement, etc.
- Re-engaging lost leads who booked consultations but didn’t move forward through remarketing ads offering exclusive specials or addressing common objections.
- Upselling existing patients on other procedures and treatments through tailored email and social media remarketing promotions personalized to their interests and demographics.
- Building lasting loyalty and advocacy with rewards, referral offers, and educational content nurturing campaigns for your biggest patient ambassadors.
5. Location-Specific Advertising Domination
For many aesthetic practices, the key to sustainable growth lies in conquering your surrounding geographic markets first. Localized advertising tactics to deploy include:
- Geo-targeted paid search, social, display, and video ad campaigns by specific cities, zip codes, and radius ranges where your ideal patients reside based on demographic and interest data.
- Localized versions of your website with dedicated landing pages, unique content, and messaging optimized for localized SEO targeting to increase visibility in local searches from nearby cities.
- Claiming, optimizing, and actively maintaining up-to-date listings across prominent local directories like Healthgrades, Vitals, RealSelf, Yelp, etc., with photos, videos, and offers to boost visibility.
- Our free local listing scan lets you see what’s missing from your online listings on more than 50 leading sites.
- Implementing a strategic review generation program to consistently grow your volume of positive patient testimonials, boosting local SEO and positioning you as the top-rated choice in local Map Pack results.
We’ve seen these digital advertising strategies for aesthetic practices deliver exceptional results like those achieved for our client, The H-Art of Plastic Surgery – a 98% increase in leads and a 16% reduction in cost per patient acquisition in just 6 months. This was accomplished through strategic audience targeting, creative testing, and continuous refinement based on real-time performance data.
With our unique combination of advanced AI capabilities, creative expertise tailored to the aesthetics space, and ethically driven digital strategies, L7 Advertising can design and flawlessly execute a complete digital advertising solution to accelerate new patient acquisition for your practice. Contact us today for a consultation on elevating your online growth.