Plastic Surgery Marketing and Marketing Plastic Surgeons
Using Internet Marketing Tactics
Have you ever wished someone would unravel the black magic mumbo jumbo of internet marketing and tell you once and for all what it took to get to the front page of Google?
Imagine having a proven plan that annihilated the mystery of web voodoo… and that blew the idea of wasting your hard earned money on scam operators throwing around buzz words like SEO right out of the water.
Wouldn’t that help you make sound marketing decisions based on ROI a whole lot sooner? Everyone wants a return on their marketing investment, right?
Well let me cut straight to the chase.
I recently obtained a very distinguished plastic surgeon as a client. Who and where they are is not important at this time and will be fully disclosed later as this plastic surgery marketing case study continues. For now though, I want to lay out for plastic surgeons and cosmetic surgeons exactly what is involved in the process to have a successful internet plastic surgery marketing program.
Let’s begin with this fact. I am sure you are contacted everyday by some supposed SEO expert promising you the moon. As a plastic surgeon or cosmetic surgeon, you may have even had the unfortunate experience of working with some of these supposed experts, who charge you a monthly price, never deliver results and view you as a monthly annuity.
This is going to be at least a 4 part series on this topic and is being written to inform you, the highly skilled plastic surgeon or cosmetic surgeon, exactly what is involved in a successful plastic surgery internet marketing strategy.
This will forever change your mind about SEO “experts”, and will provide you the information you need to not only know what you must do to market online successfully, but give you the necessary knowledge to make an informed decision concerning your plastic surgery marketing.
Let’s talk some basics, and make sure we are all on the same page before I begin this study for you. When I talk to most professionals about internet marketing, their eyes glaze over because without doubt, it is a technically and grammatically confusing topic. Most professionals of any kind just simply don’t know what’s involved to have a successful internet marketing plan. To put it in simple terms, you’re confused about the marketing tactics and terminology involved.
Let’s begin breaking it down for you.
First, there are 2 forms of internet traffic. There is Active Traffic and Passive Traffic.
Active Traffic is defined as people who are actively seeking plastic surgeons and plastic surgery services via search engines – also known as Google. Yes, Google is the king, controlling 80% of search traffic through it’s portal. We’ll get into some more statistics on that later.
The other type of traffic is Passive Traffic, which I define as people that would be interested in your plastic surgery services if they knew about them. Now here is the breakdown. Active traffic only accounts for about 35% of all traffic online – passive traffic accounts for the rest.
The job of a plastic surgery marketing professional is to simply define how to best capture that traffic for you and put your plastic surgery services in front of as many eyeballs as possible.
An analogy I use is fishing. Imagine the active traffic being Tuna, and you can freely catch as many as you want at a single time using a massive net, as long as the net is on the right side of the boat so to speak. The passive traffic is more like fly fishing, you have to put the bait right on the fish’s nose and entice them a little bit to get them to bite. But here is what you need to know, ALL the fish are hungry if the right bait is put in front of them.
For the first parts of this study, we are going to be concentrating on the active traffic, and primarily on Google and why it is so important for the success of your business.
Before we get to that point though, I want to make sure you understand how dramatically the internet has changed over the last 2 years. I am going to throw out another term for you to digest – Web 2.0.
Web 2.0 For Plastic Surgery Marketing
For many years the internet consisted of static websites, probably similar to the one you have now. These are centralized locations with all of the information about your plastic surgery practice confined to a singular online location. Basically an online brochure.
Web 2.0 has changed that world forever.
Web 2.0 basically means this:
It is the decentralization of information and content over the many different interconnected networks and systems rather than maintaining that information in a centralized location.
Every aspect of Web 2.0 is driven by participation.
The transition to Web 2.0 was enabled by the emergence of platforms such as blogging, social networks, and free image and video uploading, that collectively allowed extremely easy content creation and sharing by anyone.
Web 2.0 is also about modularization. A Web 2.0 marketing strategy emerges from the many components or modules that are designed to link and integrate with others, together building a whole that becomes greater than the sum of it’s parts.
You’ll see what this means to you as we progress through this plastic surgery marketing study.
The Plastic Surgery Marketing Blueprint
Now, back to basics. Here is a point for you to let sink deeply into brain and always remember. 90% of businesses fail in their internet marketing efforts for one simple reason. They do not do the required research to understand their market and they do not devise a strategic plan to capture their market. In simplistic terms, they do not know what they need to do to beat their competition.
I am sure as a plastic surgeon, after the huge investment of time and money you put into your education, residency work, etc., you had a business plan before you opened your clinic or practice. A well defined plan that served as a guideline, a Blueprint for Success, in order to build your business.
Plastic surgery marketing online is no different. You must have a well defined plan, a strategy for success, and this involves knowledge and time in order to define your market, analyze your keywords and the competition and construct your blueprint.
This is why we work with our plastic surgery clients using a Discovery Contract and involve you in the process so you know exactly why we are making the recommendations we make to you. I do not want my clients to be mystified by what I am doing or why. I want my clients to understand the why and be engaged in the marketing effort, not left in the dark. It is my position that we are forming a marketing partnership and I want my “partner” to be thoroughly engaged in the process and know the expectations of the end results.
At this point in time, I would also mention to you an important point of my philosophy. I only work with one client in one business niche per city. In other words, if you are a plastic surgeon in AnyCity, USA, you would be the only plastic surgeon in AnyCity, USA, I would engage as a client. I do not market against myself, and even more importantly, I do not compete against my clients.
This obviously leads to an important question you should ask of any SEO “expert” approaching you – What other plastic surgeons or cosmetic surgeons are you marketing for in my city? Their answer can be tremendously revealing as to their philosophy of fiduciary obligation and whether they view you as a real client, or just another “annuity” customer as I spoke about at the beginning.
Breaking Down The Plastic Surgery Marketing Basics
Research and more research is where it all begins and basically it goes like this. This is the beginning step to develop a comprehesive winning strategy to gain front page listings on Google.
1. Keyword Research: To define the keywords you must be on the front page of Google search results for.
Another Tip: If an SEO “expert” asks you what keywords you would like to be listed for, run the other direction. That is akin to you asking a patient which surgical tools they would prefer you use. This also immediately tells you they are not an expert and do not know how to not only research your market properly – they will also not have a clue what to do from a marketing perspective.
Here is what you need to know. 99% of SEO “experts” do basically one thing. They list you in online directories. That is not marketing – the majority of your target market do not read online directories any more than they read the phone book.
2. Competitive Research: Defining who you have to beat and what you have to do to win the search engine placement game.
Now then, in an attempt not to bore you by writing about the above process, let me show you. I’ve made a video for you so you can begin learning about how we might help you.
Plastic Surgery Marketing video.
After watching the video, be sure and read plastic surgery marketing study part 2.
If you have questions, please feel free to use the contact form below to contact us at any time.