elective care marketing

Elective Care Marketing Strategies – Fill Your Client Funnel

By: Frank DePino | May 25, 2021

Helping people achieve their aesthetic goals and become the best themselves should be your mission, evident through your practices. Since many plastic surgeries are elective processes, they rarely boast insurance.  

Marketing an expensive medical procedure that lacks health insurance is no easy task.

Moreover, when you add the social stigma surrounding elective surgeries, marketing becomes all the more challenging.

But the thing is that you need to market your services extensively if you want to fill your calendar up with patients. 

One excellent way to get new patients and retain older ones is to create marketing materials that match your patient’s needs and expectations. 

The question that pops into marketers’ minds when curating a marketing elective care marketing strategy is, ‘how do you prompt customers to spend money on a medical procedure they don’t medically require?’ 

It is not unethical to persuade prospective patients for surgery when you genuinely believe it’s the only survival option.

elective care marketing plan

Here are the Top Strategies for Effective Elective Care Marketing

  • Target High-Value Potential Clients
  • Up Your Digital Advertising Budget
  • Attract Patients By Emphasizing Your Procedures are Safe
  • Hybrid Marketing Campaigns
  • F.A.Q. Pages
  • Before and After Photos
  • Video Marketing
  • Well-Written Content

The main point to remember when marketing elective care procedures is that you’re not trying to sell the methods;instead, you’re selling the experience. Let’s discuss how you can market your elective care business:

Different Ways to Market Elective Care 

Here are the top ways to market elective care:

Social Media

Social media platforms such as Facebook, Instagram, YouTube, and so on are the ideal way to connect with your target audience. Craft catchy content and utilize vibrant photos to catch your audience’s eyes. 

You may even add before and after photos to entice first-time clients. Or you may add docs on Twitter to increase on-site engagement. 

  

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10 Website Must Haves to Drive Traffic & Generate New Leads

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Paid Ads

Consider investing in paid advertisements to increase revenue. Use target ads to meet clients where they are to increase the likelihood of them clicking on.

Print/T.V./Radio

Besides digital marketing strategies, traditional marketing methods such as print, T.V., and Radio are the perfect way to connect with your ideal audience.

SEO

Utilize SEO to increase search engine ranking, as well as to drive organic traffic on your website. Add keywords in your content and utilize video and imagery to increase on-site and off-site traffic. 

elective care seo

Focusing on Your Target Audience 

No marketing strategy is ever complete without defining your target audience.

If you’re planning to improve your target marketing in the healthcare industry, you have to realize that not every message will resonate with every viewer. What attracts your current patient may not captivate a prospective customer. 

That’s where defining your target audience and reaching them via a digital marketing strategy comes into play.

Let’s take a closer look at what target marketing means in the healthcare sector: 

What Does it Mean?

Target marketing in elective care refers to the practice of marketing your healthcare center to your ideal audience.

It may be done by using various strategies such as segmentation, in-depth audience research, etc. 

Elective care target marketing helps you connect with your ideal clients and patients. 

targeted audience marketing

Who are They?

Your target audience segmentation is based on the six most essential features: 

  • Personal characteristics such as age, gender, location, language, and so on
  • Purchasing power 
  • Lifestyle 
  • Interests 
  • Engagement in social networks
  • Motivation and Priorities 
  • Professional information 

Once you define your ideal customer base, it will be easier for you to acquire a brand voice and connect with them.

Ways to Reach them Based on Demographics

The fact is that to connect with audiences like consumers, seniors, patients, the elderly, Gen-Z, Baby Boomers, and so on, you need to target your messages and marketing methods. 

Typically, your target audience influences what platform you use, where and how you market, product updates, pricing structures, design of your branding, and tone and language.

Here are a couple of incredible ways to reach your audience: 

  • Blogs are the perfect way to entice first-time buyers. Would-you-rather quizzes prove to be a great way to engage Gen-Z and Millennials
  • If you want to introduce product sales, Snapchat and Insta are perfect for Millennials and Gen-Z. However, Facebook and YouTube are the way to go for a Baby Boomer audience
  • Email is an effective way of connecting with old and new customers of all ages. Send follow-up emails, emails with incentives and introduce new products via it.

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Best Strategies for Effective Care Marketing 

Here we discuss the best surgery and healthcare marketing strategies to help you shine from your competition:

Target High-Value Potential Clients

Your target audience should be patients who are affluent and understanding enough to invest money, efforts, and time to receive your services.

Keep in mind that targeting your audience must be done strategically and on the right platform. 

The best platform to connect with high-value potential clients is on Facebook. Here you can filter your prospects beyond demographics.

Instead, you can choose options like annual income level, shopping behaviors, dating interests, interests in beauty and related products, relationship status, activities and purchases, and so on.  

Other than Facebook, you can choose Google Ads to enjoy targeting potential patients based on a variety of different parameters. 

elective care marketing budget

Up Your Digital Advertising Budget

The Corona-Virus has had a substantial impact on elective care practice; therefore, it’s likely that you’re worrying about captivating new patients.   

Therefore, try to be strategic with promotions, ads, and how and where you spend your marketing dollars.

Luckily, one thing that remains constant is that you’re seeking qualified leads. Continue conducting hyper-target research and identify individuals who are financially able to purchase the type of elective care you offer.   

If you utilize direct mail as your primary marketing strategy, you should consider adding digital marketing to the mix and expanding your outreach.

Attract Patients by Emphasizing that Your Practices are Safe

The fact is that patients are still a way of visiting physical facilities.

For this reason, you must remain open and transparent with them. An in-depth survey by Forrester reveals that more than half of American adults wish to deal with companies that prove that they are actively protecting customers against the CoronaVirus.

Moreover, they want to know that they can visit your practice and undergo treatment safely.

The F.D.A. only now approved the COVID-19 vaccine, and it will probably take a couple of months before Americans are immunized. Due to this, you and your staff must observe safety protocols for the years to come. 

To captivate prospective patients, make sure you emphasize the steps and procedures you follow in the places below:

  • Physical Locations 
  • Business Website 
  • Patient Emails
  • Telephone on-hold Messaging 
  • Marketing Materials
elective care digital marketing

Captivate Patients through Hybrid Marketing Campaigns

Multiple researchers prove that hybrid marketing campaigns are better than simply digital or direct mail.

In fact, an insightful study over nine months shows that combining direct mail and digital advertising is more beneficial than either one of the two. 

Various elective care physicians use webinars and live seminars to connect with prospective clients in today’s era.  

Add a F.A.Q on your Page

More than 51% of customers expect the businesses they reach out to to be online 24/7. 

While you might not be able to hire someone on the phone to answer patients’ queries, you can use different methods to offer valuable answers.

A well-crafted F.A.Q. is a perfect way to answer questions that a prospective patient may have. 

Here’s a list of general informative questions to consider adding to your website:

  • What services do you offer?
  • What specific procedures does your practice perform?
  • What is the recovery process after the procedure?
  • What do past results with this procedure look like? You may even use photos from past satisfied clients.
  • Does health insurance cover cosmetic surgery?
  • Who are good candidates for your procedures?
  • How does a patient prepare for these procedures?
  • Are there any specific expectations regarding pre-procedure milestones?  

Avoid directly answering questions relevant to costs. It is because the price varies due to a variety of multiple different factors. Instead, add incentives to push your patients to contact your practice and learn more.

elective care content marketing

Share Before and After Photos to Boost Your Skill Set

What better way to become influential than by proving to your audience that you stick to your promise?

Apart from crafting a killer website and including your mission and visions, and values, you must showcase your services to your audience. 

High-quality before and after photos offer proof to prospective clients that you are a reliable and trustworthy service provider.

In turn, it’s the ideal incentive patients need to achieve their goal of having a cosmetic or elective medical procedure.  

The good idea is to focus on the significant difference the procedure brings into the lives of each customer.

Display transformations that boast a higher chance of enrapturing patients considering the procedures. A simple glance at the results can act as a powerful tool turning qualified leads into satisfied customers. 

Make sure, however, that you maintain doctor-patient confidentiality and add pictures without breaking laws or codes.  

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Incorporate Video Marketing Strategies

An in-depth study shows that viewers absorb 95% of a message they see in a video, but only 10% of what they read.

Moreover, 29% of businesses use video in their operation messages and administration, whereas 32% use video for sales. 

On the flip side, insightful research reveals that 72% of the current customers prefer learning about a product/service via video than text. It means that video marketing is a practical and valuable way to attract customers. 

Place informative yet interesting video ads on your website and across different social media platforms.

Most people will enjoy watching the video over reading through the content.

So, it’s always a good idea to invest in creating high-quality video ads.  

Establish Authority with Well-Written Content 

According to in-depth research, 91% of B2B marketers use content marketing to reach customers.

Why? It is because publishing educational yet engaging branded content is an incredible way to improve your search engine ranking. 

It’s also a great way to portray your brand as an expert in cosmetic surgery.

A good idea is to create a dedicated blog page on your website to post relevant and engaging content, including blog posts, case summaries, videos, and infographics.

Ensure you use the top relevant target keywords in your blog posts to enjoy better exposure and content outreach opportunities.

Moreover, consider showcasing your content across various social media platforms. 

Bonus Strategies for Effective Healthcare Marketing in Post-Covid World

The fact is that decisions made during the Corona Virus crisis will have a long-term financial impact on most healthcare organizations.

With the demand for hospitals growing today, it’s more important than ever to curate initiatives that capture commercial volumes and boost revenue.    

Now marketers have to learn to balance COVID communications with a pipeline of candidates seeking primary care, elective procedures, and so on.

For elective courses and specialty care, promoting better and more accessible alternatives to in-person meeting points and expressing the value of virtual care will help engage clients. 

Most health spaces are preparing to provide post-Covid-19 virtual seminars, using H.R.A.s, downloadable guides, and conduct pre-op visits through telehealth to connect with qualified leads.

Moreover, by providing easy access to care at appropriate places and securing visiting sites when restrictions are relieved, you can boost the patient experiences, as well as your business’s profit.

To Sum it Up

The truth is that a cosmetic procedure doesn’t have to boast the status of a “medical emergency” to have a significant improvement on the quality of your life.

Your prospective clients are well-aware of this. However, the real question is whether the benefits are worth the costly price tag?

A successful and effective marketing plan can help expedite business and keep your clinic busy with new patients.

However, marketing your elective care business is a daunting task. Why do it on your own when you can request the help of professionals?

Here at MediaBoom, we provide business owners and individuals with practical and high-quality SEO services. 

Fill up your calendar with appointments by accessing our expert’s help curating the ideal digital marketing strategy. Enhance your brand visibility and awareness and expedite business by creating an intricate business plan. Media Boom does precisely that to help you meet your unique business goals.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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