Plastic Surgery Marketing Study For Marketing Plastic Surgeons, Part 2
Welcome back. Glad you could join me for the second part of the plastic surgery marketing “primer”, for lack of a better word. This is again, setting the stage for a case study of an actual client I will be presenting, but as stated before, I want those reading to have an idea of what is involved in the thorough market research that leads to successful plastic surgery marketing results.
In the previous article, we covered some basics and then in the video I showed you some of the very basic tools I use to get a quick glimpse of the plastic surgery marketplace as well as a preliminary look at the other plastic surgeon’s marketing in the space. Space being Google’s front page.
This would be a good time to interject something on the topic of ROI – Return On Investment. When I am looking at a market, I break everything down into what I call the Google Grid. It consists of identifying products and services at four different levels for two different categories: Volume of Searches and Value of Product or Service.
It breaks down like this:
This grid either justifies a marketing program or doesn’t, it’s that simple.
If a potential client has a low value service or product, that has low volume searches, then obviously a high level and expensive marketing plan isn’t going to make him happy in the long run, because he will never see a return on his investment.
And so the grid continues to the sweet spot, the high volume searches and high value product and service. Here the marketing dollar is not only well spent, but also recaptured quickly with a much higher return on investment.
If you are a plastic surgeon, you can obviously see, based on the preliminary traffic studies I have shown you, and knowing the value of the service you provide, you fall into the ultimate sweet spot. That is, you can enjoy an incredible ROI with a results oriented plastic surgery marketing plan designed to capture the traffic available to you from Google. With a typical plastic surgery procedure costing $6,000 to $10,000, you are not only at the high end of the value equation, but there are an incredible amount of people in Google everyday looking for specifically what you have to offer.
Now then, on to the next video. Here I will show you how we go about breaking down the competitive market even more, so we know exactly what we have to do in order to place you on the front page of Google for the high traffic search terms.
Pay close attention as I show you how it’s done:
Plastic Surgery Marketing Video 2
After watching proceed to Plastic Surgery Marketing Part 3.
Questions? Contact us.
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