You’ve made a name for yourself as a highly skilled plastic surgeon in the US, and your practice is known for top-quality results.
As your practice grows, you want to boost your online presence to bring in more quality leads, consultations, and procedure bookings through content marketing. But you may have hit some roadblocks:
- Too many misses: You’ve tried working with other agencies for content marketing solutions like blogs and social media campaigns. But the results haven’t lived up to the promises.
- Fierce competition in the industry: While other practices have been killing it with their content marketing strategies, your content hasn’t gained the traction you hoped.
- You’re not tech-savvy: Navigating content marketing strategies can be overwhelming, especially if you’re not entirely confident which approach will move the needle for your practice.
- You’re losing hope. You may even feel like your content marketing efforts are just a waste of time and resources.
Enter Digital Spotlight. We specialize in helping businesses like yours create and develop content specifically targeted to your ideal patients so your practice gets noticed by the right audience.
Most of our clients, who had worked with three to seven agencies before they found us, continued to stay with us. Why? Because we deliver real, measurable results.
When you partner with us, you tap into our 15+ years of insights and skills gained from working with local and multinational companies across 355 niches. Many of our clients are plastic surgeons, and we’ve helped transform their practice through bespoke digital marketing strategies.
Here’s why we’re still here and thriving in this brutally competitive industry:
- Comprehensiveness: Even before you sign up with us, we will audit your current website and campaigns to figure out the best action plan. We’ll use a massive database of information from our previous campaigns to develop and refine yours.
- Expertise: Our grasp of digital marketing tools, combined with our data- and math-driven approach, helps generate more quality leads, consultations, and procedures.
- Experience: We’ve been doing this long enough to know how to get our clients better-quality leads at lower costs. Managing millions of dollars in ad spend for hundreds of clients gives us access to data that most businesses just don’t have.
With nearly two decades of successfully helping businesses grow, we’ll ensure that our leads-focused strategies help your practice engage new potential patients, not just referrals—all through an optimized website packed with relevant and valuable content.
And here’s the real bonus: We’re often among the first to hear about Google’s latest updates. This means we can test new features on your campaigns early, giving you a competitive advantage before your competitors even know what’s happening.
Ready to see how we can help you attract leads consistently? We’re here for a no-pressure, pitch-free chat whenever you’re ready.
We work only for clients we know we can help, and we won’t pitch you anything until we’ve hashed out the best possible marketing plan to boost your lead flow.
Call us at (+1) 310 879 8003 to book your free, no-obligation consultation today.
Understanding the Importance of Plastic Surgery Content Marketing
Content marketing is concerned with creating and promoting relevant, valuable, and consistent content. The goal is to attract the attention of the target audience and encourage patient engagement.
The terms “relevant, valuable, and consistent” exist for a reason. These characteristics separate strategically effective content from unwanted spam.
Before further delving into content marketing, let us define the related terms.
What Is Content?
“Content” covers nearly everything you publish on your website, including blogs, informational articles, picture galleries, video clips, or other media.
Our content creation is based on our comprehensive keyword analysis and research, which allows us to develop high-quality, relevant, and relatable content using keywords aligned with potential patients’ intent.
We’ll probe your challenges and identify the results that would most benefit your practice—ensuring that the human-written content we create for you is uniquely tailored to your situation, using the keywords most important to your practice and your patients.
What Is SEO Content?
SEO content is specifically written to boost your website’s ranking in search engine results pages (SERPs). Aside from using keywords aligned with potential patients’ most frequent searches, SEO content tends to be lengthy (at least 1,200 words).
Fast load times and an excellent user experience further bolster SEO content. Our SEO technical audits significantly help in this aspect.
Our analyses help your website avoid Google penalties caused by thin or duplicate content, faulty redirects, indexing and crawlability issues, and slow page loading speeds.
We understand the value of effective SEO on your SERP rankings, as these significantly affect your website’s visibility, visitor volume, and potential conversions.
What Is Content Marketing?
Content marketing involves producing and promoting high-quality content intended for specific audiences. This targeted characteristic makes content marketing ideal for establishing and maintaining patient relationships.
In addition, content marketing is valuable for educating your target audience about your business. High-quality content that maximizes the impact of search engine optimization (SEO) allows you to target your desired demographics, significantly improving your search engine visibility.
Benefits of Content Marketing
The success of a practice’s online presence largely depends on the robustness of its content marketing.
A correctly implemented content marketing strategy can help your plastic surgery practice enjoy these benefits:
- Audience retention: High-quality content is crucial in creating a positive impression of your practice that can convince potential patients to return to you for additional procedures.
- Brand loyalty: Satisfied patients who were convinced by your content in the first place can become brand advocates, potentially influencing more potential patients in their lives (such as friends and family) to go for your plastic surgery services.
- Credibility: Reliable content with actionable information will make your website a more credible place to get information on plastic surgery, significantly boosting your search engine presence.
Potential patients will be more likely to trust plastic surgeons who are considered industry leaders. So, highlight your credentials and expertise as a plastic surgeon and tell your patients’ success stories to your readers.
- Lead generation: The more attractive and compelling your content is, the higher the chances of potential patients choosing your services over your competitors.
Content is exceptionally well suited to guiding visitors to your landing page. Helpful content can include calls to action that could convince users to choose you for their procedure.
- Social media presence: Relevant, relatable, and trendy content can help your practice gain more traction on social media channels.
Patients also often use social media to search for plastic surgery practices, review before and after photos, and discuss their experiences. Thus, a solid social media presence is essential for plastic surgeons.
- Trustworthiness: Helpful content allows you to establish long-term relationships with your patients. If you can answer their questions and interact with them through your content, you create value for your potential and existing patients.
When you create value without taking anything in return, your readers are more likely to heed your advice and recommendations and more inclined to consider your practice trustworthy.
So, more than just giving your target audience something to read, you should also make them feel they’re learning about your practice, such as the pros and cons of a specific procedure.
If your content can associate your practice with positivity and goodness in the hearts and minds of your patients, they will feel good about supporting your practice for generations.
At Digital Spotlight, crafting your content marketing strategy includes analyzing your ideal patient demographics to understand their behavior and needs.
Through our wide-ranging study of your business needs, our approach maximizes online channels to drive significant increases in your leads, patients, and consultations and stimulate more traction for your content so you can overtake the competition.
We can help you develop helpful and relatable plastic surgery content that can improve your position as an industry authority. Content types that can educate your potential patients include blogs, videos, and webinars.
We can boost your online visibility by strategically saturating your content with target keywords, establishing backlinks to credible sources, and optimizing your website’s architecture to ensure fast loading and smooth navigation.
Plastic Surgery Content Marketing Strategies to Drive Leads and Traffic
Here are some components of an effective SEO strategy that will showcase your medical practice at its best:
Lead Nurturing and Marketing Automation
Your website can help cultivate leads by effectively converting visitors into prospective patients. Significant elements that can boost conversions include aesthetic appeal, mobile compatibility, and user-friendliness.
Landing pages with specific procedures can encourage even more leads, especially when these pages outline detailed information on the procedures involved.
Facilitate Seamless Website Usability
A seamless user experience during site navigation can elevate your practice in your patients’ eyes, as they can easily find what they’re searching for on your site.
Our web development package covers these central elements of site navigation and accessibility:
- Breadcrumb navigation: This design principle helps users keep track of their location on your site.
- Hypertext markup language (HTML) coded links: These tags establish connections between the currently viewed document and another resource, such as a separate page on your site or an external item.
- Non-reliance on JavaScript or frames: The dominance of modern design languages like CSS (cascading style sheets) has led to JavaScript and frames falling out of favor.
- Properly handling 404 and 403 errors: These HTTP codes refer to missing files (404) and forbidden access (403).
Offer Virtual Consultations
A crucial development during the COVID-19 pandemic was the increased popularity of remote consultations through virtual technology, which was found to be a valuable asset in medical care.
Our plastic surgery marketing strategies can highlight the comfort and convenience your virtual consultation services can provide.
Collaborate With Influencers and Micro-influencers
Teaming up with beauty and wellness influencers—including micro-influencers with 10,000–100,000 followers—can help plastic surgery practices connect on a more personal level with a broader audience.
These strategic partnerships expand your reach and highlight the critical role your practice plays in promoting body positivity, self-confidence, and general well-being.
Search Engine Marketing (SEM)
Winning SEM strategies help connect your practice with crucial search terms. We do this through in-depth keyword research, which gives us the information we need to create search engine ads that can rank higher in SERPs.
This approach ensures that we reach the people (prospective clients) most likely to be interested in your plastic surgery services.
Our SEM approach combines SEO and pay-per-click (PPC) to boost your visibility in search engines, promoting your practice through organic search and paid advertising.
Aside from return on investment (ROI), improved brand image, new business opportunities, and more conversions without additional cost, our metrics for evaluating the success of our SEM strategy include the following:
- SEO
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- Keyword rankings
- Organic traffic growth
- Brand awareness
- Conversions
- PPC
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- Leads
- Revenue or purchases
- Exposure or search impressions
SEM’s greatest strength is that it can help your practice benefit from improved visibility, precise audience targeting, and quick results from paid advertising, along with valuable conversions from organic marketing.
Our SEM services are not limited to Google, as we can also promote your practice through Microsoft’s Bing.
Local SEO for Plastic Surgeons
Effective SEO strategies aim to get the best visibility in local SEO search results for the procedures you want to rank for.
Our data library includes up-to-date knowledge of search engine algorithms, which is how our local SEO services can help your practice become more visible in searches using geo-dependent queries like “plastic surgery near me.”
Our services will ensure your content and website align with local search intent.
Reputation Management
Public perception significantly influences a healthcare provider’s long-term success, especially now that information technology has advanced sufficiently. It makes it easy for potential patients to do their homework online before picking a doctor.
Our broad-range reputation management services cover all the bases to help you spot and fix any variations of key terms affecting your practice. We’ll work on improving your reputation for key terms people have searched for and those likely to be targeted next.
Ethical Considerations and Compliance
A medical practice like your plastic surgery clinic can operate only if it complies with the regulatory environment.
As plastic surgery is sensitive by nature, confidentiality is a crucial ethical consideration. For instance, surgeons can publish patient photos as proof of their practice’s quality of service only when the patient provides explicit approval.
Observing reasonable security protocols can lead to a highly positive patient experience. Your patients will be more willing to trust your practice when they know that their personal and health information is safe with you.
This practice also adheres to the Health Insurance Portability and Accountability Act (HIPAA). This federal law outlines what healthcare providers like you need to ensure regarding the electronic and physical security of patients’ information.
Real-World Case Studies and Examples
Digital Spotlight provides top-quality marketing services that meet and even exceed the lofty expectations of our high-powered clients. Here are examples of medical practitioners who saw significant marketing success when they worked with us:
- Richard A. Zoumalan, MD
In Dr. Richard Zoumalan’s campaign, we simultaneously ran ads and an SEO improvement program. This approach was so successful that by the second year, Dr. Zoumalan’s Google presence was strong enough that he could safely turn off all ads, easily saving him six figures annually.
Our strategy spurred a massive 1,478% growth rate in Dr. Zoumalan’s leads, as measured by analytics. His top 10 rankings in Google’s SERP went up by 6,680%, while his top 3 rankings saw an astounding 43,700% increase.
Plus, our digital marketing services helped him achieve two goals: to be a specialist in rhinoplasty and get fully booked at least three months in advance.
At present, Dr. Zoumalan accepts only the surgeries that pique his interest, as he is fully booked up to half a year in advance.
| “It was obvious from the start that Digital Spotlight knew all the current issues with positioning doctors online. They corrected errors where my previous agency had put me at a disadvantage. Then, they built a website so stylish and functional that I STILL use it, seven years later. That website and their work took me to the first page of Google in a very short period of time.” Richard A. Zoumalan, MD | Dr. Richard Zoumalan Facial Plastic Surgery, richardzoumalan.com |
- Benjamin C. Paul, MD
Having previously worked with Digital Spotlight to market a hair transplant practice, New York-based surgeon Benjamin C. Paul wanted to launch a brand under his name. So, he partnered with us to develop an SEO campaign for this new brand.
Dr. Paul’s next campaign showed that through our services, high rankings in Google’s SERP are achievable even in locales with established competition like New York.
The new brand campaign posted a 162% increase in leads as measured by Google Analytics, a 316% growth in top 10 Google rankings, and an impressive 825% surge in top 3 Google rankings.
| “Digital Spotlight [is] excellent—responsive and focused. “My website has never ranked better, and in my word, [is] becoming more tech-savvy, and having a proper team [for] your SEO is essential. That makes Digital Spotlight the team to use!” Benjamin C. Paul, MD | drbenpaul.com |
What Should Your Plastic Surgery Marketing Look Like Today?
Our comprehensive approach for plastic surgeons covers every facet of online marketing strategy, including search engines, social media platforms, and paid advertising.
Our content strategy outlines SEO-focused guidelines for developing and recommending future content. We also provide upcoming content considerations as our work on your campaign progresses.
The following award-winning approaches, all supported by our extensive resources, will benefit your plastic surgery practice through higher lead volume and ample returns on your investment.
- Keyword Research
In auditing and optimizing your content and website, we will conduct thorough keyword research on your specialties and procedures as a surgeon. This in-depth investigation allows us to build a digital marketing strategy to help you keep up with Google’s frequent algorithm changes.
- Social Media Marketing
Our social media marketing techniques can showcase your articles, images, videos, and blogs as highly shareable content. This approach helps you engage patients, build awareness, and drive organic traffic toward your practice.
- Paid Advertising
Our paid ads strategy includes Google Ads (formerly Google AdWords and Google AdWords Express) and Facebook Ads. Based on your requirements, we will optimize these channels to help you reach the prospective patients most interested in your services.
Our paid advertising operates on a thorough understanding of your practice and objectives. This knowledge helps us craft a strategy that considers your intended ad budget.
With our Google Ads service, your practice can benefit from the know-how of top Google Ads support personnel who give us exclusive access and support. We are a top-tier Google Partner, so Google’s experts are always ready to prioritize and address any issues in your campaign.
If you prefer Facebook Ads, we will conduct deep dives (including advanced segmentation) into your target demographics and guide you on using that information to make better decisions for your campaign.
Our paid ads help ensure lower costs per lead for you, ensuring the best returns on your investment.
Optimizing Content and Embracing Digital Marketing Trends for Plastic Surgeons
Digital marketing continues to evolve as communications technology advances. Here are a few of the elements that have emerged as crucial components of a well-optimized content marketing strategy:
- Voice search optimization: Content can be optimized for keywords and questions used in daily conversation. Voice-powered assistants are becoming increasingly popular among potential patients.
- Analytics and performance tracking: Regular review analytics can assess how your content performs across various platforms. The insights gained from these analytics can be used to adjust your strategy continuously.
Considering these trends, our content creation—supported by our SEO strategies—can significantly boost your search engine visibility. We will develop informative, relevant, and valuable content to position your practice as an authority in your specialization.
Our writers create extensively researched and fully human-written content that adheres to Google’s E-E-A-T (expertise, experience, authoritativeness, and trustworthiness) guidelines.
Our content passes through several rounds of AI content detection using tools like Originality.ai, GPTZero, Copyleaks, Crossplag, and Content at Scale.
With our focus on editorial SEO, we aim to dominate the content marketing niche for the long term. We ensure that our content is extensively researched and fully human-written, adhering to Google’s terms of service.
Social Media Marketing for Plastic Surgery Marketing
As an agency founded by experts in statistical analysis, we are deeply familiar with how high-quality content interacts with platforms like Facebook and Instagram.
By leveraging Meta’s algorithms and our unique audience segmentation analysis, we help you target the efficiencies that reduce costs per lead, in many cases by as much as 30-70% lower.
While we can help cultivate your social media likes and engagement volume, we specialize in designing and deploying social media ads to attract a steady stream of qualified leads and bookings for your procedures.
Embrace Social Media Trends
Social media platforms are constantly evolving with the steady addition of new features. Here are some further considerations for your social media strategy:
- Community engagement: Consistent engagement by replying to user comments, sharing user-generated content (UGC), and participating in relevant topics helps build a vibrant community around your practice.
- Hashtags: Sensibly and strategically applied hashtags can significantly boost the visibility of your content.
- Visual and interactive content: Features such as Facebook Reels and Instagram Stories can offer a deeper “behind the scenes” look into your practice, thus compelling your audience to interact with your practice more intimately.
Social Media Marketing Platform Recommendations
Each social media platform has its strengths and challenges. Here are some factors about some platforms to consider:
- Facebook has the highest levels of use and engagement, with more than 3 billion active users monthly.
- Instagram is highly influential, with 79% of social media marketers worldwide using this platform. It is particularly suited for self-promotional content.
- TikTok has strong potential to engage younger generations. Around 16% of the platform’s global audience are women aged 18-24, and 19% are men in the same age range.
General Plastic Surgery Social Media Marketing Rules
By their very nature, social media platforms are two-way channels that give users (potential patients) unique opportunities to interact with your practice. This characteristic allows you to understand more deeply what kind of content your potential and current patients need from you.
To promote credibility, you must provide responses rooted in giving professional advice first and promoting your services second. Your patients expect you to be a medical practitioner rather than someone offering an overt sales pitch.
This level of professionalism expects that you directly and personally interact with social media users. Prompt responses are crucial, mainly when people express concerns about your practice.
Plastic Surgery Blog: Relevant Content to Attract Attention
Blogs are a unique opportunity for your practice to highlight its niche, services, and expertise. Blogs that use only authoritative sources can help build your credibility as a medical practitioner.
For example, blogs can feature educational content that can help prospective patients learn about the procedures you offer, including their benefits and practicality, based on case studies and research.
You can also view blogging as an opportunity to educate potential patients about the merits of choosing board-certified, highly educated, and skilled plastic surgeons like yourself instead of just cosmetic surgeons.
More importantly, blogs are considered indexable content, which can further help your SEO efforts.
Branding Your Plastic Surgery Practice
Amid an increasingly competitive market environment, your plastic surgery practice must be a recognizable and memorable brand that stands out online.
A well-defined brand ensures your practice is at the top of people’s minds when they think about plastic surgery, even if they are not ready to act.
Here are some of the ways we can help you establish and refine your brand:
Plastic Surgery Brand Messaging
Your brand message—from its logo and website to its medical spa marketing—must resonate with potential patients, showing them your practice offers what they desire.
Our content creation strategy includes page-specific keyword intent targeting that aligns your content with user intent for every keyword involved. Our extensive keyword analysis helps us pinpoint and leverage high-value opportunities for your brand.
A thorough audit of your site’s existing branding and content from an SEO perspective helps us create complementary or replacement content for you.
Plastic Surgery Brand Visuals
Brand imagery plays a crucial role in attracting your clientele. Prospective patients will want to know what results they can realistically expect from your practice.
We understand that visual elements are central to marketing success, so we will ensure your campaign’s branding components are unified and specifically aimed at addressing your patients’ concerns.
Why Is Your Plastic Surgery Website So Important?
Competition in the plastic surgery industry has become increasingly tight, and we’re excited to help your website shine as a desirable resource compared to other plastic surgeons’ online portals.
We use state-of-the-art tools backed by a substantial collection of data to comprehensively audit your situation, goals, and budget to determine which approach best suits your practice’s needs and maximize your investment.
We perform data modeling, advanced statistical analysis, and multi-variant testing so that your website highlights your best offerings. This approach will help you attract more quality leads and consultation bookings at a much lower cost than the competition.
Make Sure Your Website Reflects Your Brand Identity
Keeping your plastic surgery practice top of mind for potential patients means creating and developing a consistent brand image and voice across your website and other online platforms.
We understand that your branding and overall messaging significantly impact SEO. We’ll examine patterns in topics, keywords, content, site authority, and other relevant factors to determine what potential patients are searching for most.
Plus, we’ll do website quality audits to highlight key website elements to benchmark your site’s quality. This analysis will help us devise a clear strategy for your content.
Surgery Website Design
Our website design approach for plastic surgery practices tests compatibility across different platforms. This principle is complemented by our extensive analysis of your business needs, ensuring your better-designed website gets noticed.
Plus, we’ll optimize your website for smartphone users—a precious consumer group, as roughly 63% of Google searches in the United States are made through mobile devices.
Our web development services include one main design plus up to two rounds of revisions. At additional cost, we can design extra pages, templates, or new functionalities beyond your initial requests.
For projects that include HTML markup and CSS templates, we’ll proceed with development using valid HTML and CSS codes.
We will test if these templates can operate on Apple iPad. Still, we will not test on old or abandoned browsers unless you want us to consider these older platforms.
We can provide additional text content at our standard copywriting or content input rate and search for appropriate photographs at our standard discovery rate.
If you don’t manage your own website hosting or your current hosting environment does not support our solutions, we can establish an account for you at one of our preferred third-party hosts.
If you choose to redevelop or redesign your site in the middle of your SEO campaign, we will provide specific advice on the SEO requirements for your new site.
Types of Content Marketing You Should Use on Your Plastic Surgery Website
Our array of resources and strategies can significantly improve your transaction volume and your return on investment. Some of the content marketing approaches we use include the following:
- Blog content: We provide high-quality blog writing services supported by seasoned writing, proofreading, and editing.
- Before and after photo galleries: They say a picture is worth a thousand words. That’s why having before and after photos of patients who have undergone specific procedures will help potential patients build trust in your practice.
Website photo galleries and social media photos not only help with recall and retention but also allow potential clients to get a “preview” of the results they can expect from you.
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- Social media posts: We understand and use social media data patterns to your advantage. We combine our knowledge of Meta’s features and our proprietary audience segmentation analysis to ensure lower costs per lead for you.
- Webinars and video content: Recent research shows that viewers remember 95% of a message in a video format, compared to 10% when they’re just reading it. Our marketing services are aimed at boosting the exposure of your content, including webinars and videos.
- Emails: Through email marketing approaches like Gmail Sponsored Promotions (GSP), you can engage current patients, attract new ones, raise awareness of your practice, and promote your latest services and discounts.
- eBooks: Another option you might consider for your practice is creating and publishing ebooks to help address patient concerns and their most frequently asked questions.
eBooks can also incorporate your calls to action and links to your website’s most important sections, such as the landing page.
Email Marketing for Plastic Surgeons
This marketing approach persists for one compelling reason: Virtually every online user has an email address, and each address represents a potential lead for your practice.
Email marketing can complement your website and social media content to target your preferred patient groups.
Our email marketing strategy operates similarly to personalized invites for potential patients looking to try new products or services. This strategy lets you reconnect with your past patients and keep them engaged with your brand.
Email Converting Content
To get site visitors to actually convert, your emails need to start with subject lines that grab the attention of potential patients and pique their interest. The email content should be relatable and offer something valuable to your target market.
These elements are crucial because you definitely don’t want anyone feeling like they’re wasting their precious time reading the email you’ve sent.
What Makes Email Marketing Work?
Our email marketing services include sending targeted messages to users who have consented to receive email communications from your practice.
You can encourage recipients to book their subsequent procedures at your practice by offering valuable content, exclusive deals, or other incentives.
Pay-per-Click Advertising: A Direct Approach to Attract Patients
Our PPC strategy provides in-depth analyses, audits, and research that help us identify your most desired groups of potential patients, research keyword options that have the most significant impact on you, and create high-quality content that promotes your practice.
We’ll continuously test, adjust, and maintain your ads to maximize your growth opportunities and ensure the best possible traction for your campaign.
Display Ads
Display ads spruce up your campaign through the liberal use of images, video, and audio.
Google Display Network sites can help you reach over 90% of internet users globally. Display ads can appear on the Google Display Network, which covers platforms such as Gmail, YouTube, and mobile apps.
Mobile Ads
Mobile-first indexing is an integral part of our marketing approach. We optimize your mobile pages, content, ads, and sitemaps to accommodate searches made through mobile web access.
Retargeting Ads
Our retargeting services can encourage previous patients to return or refer other people to your practice. Retargeting ads help keep your brand awareness high; while potential patients might not click right away, the ads ensure they’ll go to your website when ready.
Native Advertising
This type of advertising involves paying a fee to install your content on another platform, preferably one you know your target audience frequently visits. Think of it as the digital version of old-school billboards.
Just remember that this is a longer-term and indirect approach, so it can be difficult to measure results.
Offline Marketing for Plastic Surgeons
Plastic surgery practices might also consider the following marketing approaches:
- Print ads: Advertising in printed media that appeals to a local or national level (newspapers) or a specific niche (magazines).
- Billboards: Outdoor advertising in high-traffic areas that place ads before potential customers.
- Television ads: Commercials or sponsored content broadcast on TV channels during specific time slots.
- Radio ads: Commercials or programming through radio broadcasts, either paid for or unpaid.
- Direct mail: Promotional materials like letters, brochures, or postcards directly addressed to potential clients through the mail.
Keep in mind, however, that offline marketing methods face unique disadvantages when compared to the accessibility, targetability, and cost-effectiveness of online marketing.
For example, direct mail marketing is expensive and time-intensive. In extreme cases, this approach might even turn off potential patients.
Traditional media channels are severely limited in terms of targeted marketing. In contrast, digital marketing can help your practice reach your desired consumer demographics at a fraction of the cost.
One traditional marketing channel that might prove especially useful for medical practices is giving away freebies.
This method is a great way to get patients involved since giveaways can draw in people who tag their contacts in your posts or sign up for your monthly newsletter.
We also keep up with regular SEO checks to ensure that your practice and positive mentions, such as those arising from giveaways, rank higher than any negative content.
Utilizing Patient Testimonials and Success Stories
Feedback from patients shared on Google, Facebook, and other key review platforms is a uniquely valuable resource for your marketing campaign.
When your patients are happy, they’re more inclined to leave positive comments and awesome online reviews. Praise from both old and new patients helps convey the quality of your services to potential patients.
Get More Reviews
With every successful procedure, request patients to leave feedback on your website and Google Business Profile.
Our reputation management services monitor and protect the online information associated with your brand and personnel. This way, we can help lessen the impact of negative reviews.
Manage Your Reviews
Satisfied patients take the time and care to write a positive review of their experience with your practice. You can show them your appreciation by responding to the reviews and thanking them.
Did you get a negative review despite your best efforts? Don’t panic. Our reputation management services can prevent negative reviews from drowning out positive feedback about your practice in Google.
We can identify and leverage the search terms most associated with positive and neutral reviews of your practice, and we do the same for every other key term to further enhance your reputation on Google.
We conduct comprehensive, ongoing, simultaneous search engine optimization to ensure that your website and its positive mentions achieve higher ranks than harmful web properties.
Our approach will give your practice room and time to contact the reviewer and resolve their issues.
Key Review Sites for Plastic Surgery Practices
Users can view ratings for plastic surgeons and medical professionals through the following kinds of review sites:
- No-fee sites provide free information about the listed professionals. These sites earn revenue through advertising or a nominal fee to the listed medical practitioners.
- Paywalled sites charge fees to users who seek privileged information about medical professionals, even though these sites have no relationships with the practitioners.
- Insurance company websites provide their own ratings of the listed professionals. These sites often also have doctor reference sections.
- Government-controlled websites give information on medical practitioners licensed in specific states.
Specific review sites that medical practices can focus on include Google, Facebook, Healthgrades, Realself, Vitals, and Yelp.
Augment Patient Testimonials With Other Third-Party Verification
At extra cost, we can provide recommendations on public relations in highly authoritative third-party sites like Forbes and The Huffington Post to saturate the internet with information we control.
This strategy allows us to manage and protect the data associated with your business on online review sites.
Community Engagement Events
Hosting an event can boost your practice’s visibility and raise its stature in your community. Events allow you to show a casual and more intimate side to your practice, letting people see you as both a relatable person and a reliable professional.
In many cases, social events present educational opportunities in the local community regarding specific plastic and cosmetic procedures that your practice offers.
Cause Marketing
Participating in essential causes like charities is particularly effective in magnifying local awareness of your practice. This involvement shows that, beyond providing your services, your practice is concerned about the well-being of the people in the community.
Educational Marketing
In recent years, people have been turning to online resources to guide their decision-making and treatment plans. Patient education thus plays a vital role when it comes to choosing plastic surgery procedures and the right surgeons.
For example, your content can highlight the different services you offer as a plastic surgeon, including their benefits and risks.
We will prioritize optimizing your content for high-information keywords that are most important to your business and your patients, while also keeping an eye on predictive traffic.
Anatomy of a Great Event
Great community events are well-thought-out and carefully planned. Events that can help your plastic surgery practice stand out will feature the following components:
- A social hour before the event
- A short presentation
- Event-only discounts for your services
- Prizes and giveaways
- Q&A (question and answer) session
- Follow-up incentives
Loyalty Programs for Plastic Surgery
Loyalty programs benefit plastic surgery practices by promoting customer loyalty and providing essential information on how they’re spending and what services are most popular.
These programs are also a way to show appreciation to your loyal clients and encourage them to refer more potential patients to your practice.
Rewards like special deals, one-time incentives, or priority access to in-demand schedules can entice your past and current patients. But remember to simplify the terms and conditions or you risk losing your patients’ interest.
What Should Your Plastic Surgery Marketing Budget Be?
Your marketing budget will depend on several factors, such as your practice’s size, long-term plans, active competition, and local presence.
On average, an enterprise sets aside 9.1% of total revenue for marketing budgets, although businesses looking for aggressive growth might allocate 10% to 14% as marketing spend. Ventures with more moderate growth targets might spend 8% to 10%.
Initial Setup
In targeting your audiences and desired outcomes, we will consider your budget, business goals, and industry specifics during our no-obligation consultation.
We provide comprehensive strategic planning and methodology to ensure that our recommended marketing approach smoothly dovetails with your budget and targets, thus maximizing your investment.
Ongoing Marketing Budget
As your campaign goes on, we will ensure that you have complete control over where your ad money goes.
We charge a flat monthly fee for our services. So, even as your website climbs the rankings and becomes more valuable, acquisition costs for new leads drop.
We’re a company that values absolute transparency—we won’t bill you for hidden commissions. We will run your campaigns on your account, achieve the results you desire, and ensure that fees are transparent and decided upon upfront.
How to Measure Success and Optimize ROI in Content Marketing for Plastic Surgeons
We will provide monthly reports on your website’s performance as your campaign progresses.
We will also submit the Looker Studio Report showing your visibility and website traffic in Google Search Console. This platform will give you a clear and visual account of your progress.
Here are further steps we’ll take to measure your campaign’s success:
Define Clear KPIs (Key Performance Indicators)
Our marketing strategies can improve critical website KPIs like website traffic, conversion rates, engagement levels, and lead generation.
Utilize Analytics Tools
We can help set up Google Analytics for you as needed. We can also audit Google Analytics and its implementations to ensure that the data is reliable and trustworthy.
Conduct A/B Testing
A/B testing splits audiences to test two campaign versions and check which does better. This approach helps determine which version will be more successful when used, removing uncertainty regarding content, visuals, and distribution methods.
We perform A/B testing on various components of your campaign, including the following:
- Ads
- Keywords
- Landing pages
- Bidding strategies
We aim to convey the right message to the right audience on the right part of your website. We will test multiple combinations of these factors and make the necessary adjustments to determine the most cost-effective approach.
Calculate ROI
Before we begin your campaign, we will gather up-to-date information on vital metrics such as your website traffic, rankings, and conversions. This analysis will help us determine a baseline for tracking your progress.
Once we have established the benchmarks and acquired some campaign data, we use the following formulas to give us a definite figure outlining the return on your investment in our services:
[(Revenue from organic conversions – SEO campaign cost) SEO campaign cost] 100%
[(Organic traffic increase % – cost % ) cost %] 100%
Regular Reviews and Strategy Updates
We are committed to full transparency and clear communication when managing your campaign. We will allocate 30 minutes to an hour monthly for campaign performance review meetings via Zoom or phone.
Plastic Surgery Landing Pages
Your website’s landing page represents an unparalleled opportunity for your practice to present its best features and services.
Our digital marketing packages can help design and refine your landing page to be informative, location-specific, and targeted to your potential customers.
We understand that getting potential patients’ attention hinges significantly on your landing page content. We will develop and optimize this content to make it as compelling as possible, making thorough adjustments to find the version that stimulates the most conversions.
We will also optimize your landing page’s H tags for target-specific keywords and produce rank-ready, keyword-optimized content (such as articles covering your niches and services) for the page’s body.
We will also repair faulty internal links and optimize the overall site for mobile searches.
Once you achieve first-page rankings, we can devise a ranking defense plan to promote your strong reputation and defend your position relative to the competition.
Plastic Surgery Content FAQs
1. Who is the target audience for plastic surgery?
Women continue to represent the majority of plastic and cosmetic surgery transactions, accounting for nearly 86% of all procedures worldwide. Meanwhile, the share of men undergoing plastic surgery has grown to 14.3% by 2023.
2. What is long-form content, and how can it help me build my plastic surgery practice?
“Long-form content” refers to articles with word counts of 1,200 or higher. Over the last few years, an expectation for denser and lengthier content has steadily emerged among readers, and many publishers have caught on to the trend.
Coinciding with this development is Google’s introduction of its E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) principles for ranking content.
Long-form content is ideally suited for building up your credibility as a medical practitioner, as this content type provides higher value for readers.
Higher word counts give you the space to demonstrate your credentials as an industry expert and keep visitors on your website longer. In turn, this increases the average time-on-page, positively influencing your engagement metrics and, by extension, your rank in search engine results.
3. Why should I choose Digital Spotlight to manage my plastic surgery practice’s content development and marketing needs?
Here’s how Digital Spotlight sets itself apart from the competition:
- Customer satisfaction: Our marketing agency’s client retention rate is 95.67%, which is stark proof of the quality of our services.
- Extensive track record: We are proud of our 15+ years in the digital marketing industry. During that time, we’ve worked with more than 2,103 clients who enjoyed successful campaigns.
- Unparalleled competence: We bring broad experience, comprehensive knowledge, and a vast data store to implement the most effective content marketing strategy for you.
Are you convinced yet? Call us at (+1) 310 879 8003 today to book your pitch-free consultation and learn how our content marketing strategy can help you grow your practice.
