A year into the pandemic, there is a surge of demand from patients.
Whether or not your clinic has re-opened yet, there are opportunities ahead to recoup some of the losses of closure – and even grow year-on-year.
But to ride that wave, you need effective marketing.
It’s not enough to get people to see your content and ‘like’ it…
…If they’re not turning into buyers – not often enough, anyway.
You might not be sure what isn’t hitting the spot, or what trick you’re missing.
Meanwhile, you have expensive machines that are gathering dust in the corner of your clinic…
Aestheticians who are busy delivering treatments that don’t make much money for you…
And perhaps even treatment rooms which are empty too often.
Worst of all? After all that work, there’s not as much profit as you’d like. You’re still not taking home the income you really want, or enjoying the financial security you’ve always dreamed of.
So how do you turn your marketing from “okay” into an engine of growth for your practice?
Over the past few years, we’ve helped dozens of aesthetic clinics and medspas all over the world promote themselves online.
We’re constantly examining what works… and what doesn’t…
…And tweaking our methods to help clinics grow faster and more easily.
Looking back on hundreds of campaigns, I concluded that there are 4 factors which separate the clinics whose marketing significantly drives them forward:
>> Profitability – Successful clinics are picky about what they promote.
You focus your marketing on your highest-margin treatments or create high-margin packages, instead of investing precious time, money and energy promoting every skin cream, facial and treatment you sell.
>> Immersion – Successful clinics communicate with patients and leads constantly and in many places.
You become a regular presence in their lives, so they instinctively know, like and trust you. They see your brand and your message everywhere.
But this isn’t just about marketing more frequently. Your patients hear the same messages from you again and again, until they become difficult to ignore.
>> Connection – Successful clinics create a strong relationship with their audience.
You don’t sound exactly like everyone else. As clinic owner, your own personality shines through frequently, so your followers feel a connection to you and develop a trust in you.
And your marketing reflects your patients’ experiences and emotions, so they feel that you empathise with them and understand with them. It’s very personal.
>> Repeat business – Marketing to your existing patients and leads is at the heart of your efforts.
You understand that the easiest and most profitable way to fill up your clinic isn’t by chasing new leads (though these are important too). It’s to retain your existing patients – and get them into the clinic more often.
These principles form the 4 pillars of Aesthetic Immersion Marketing, our new core program.
It’s all about helping you identify your highest-margin treatments…
…And then building the campaigns to keep them fully booked, so your aesthetic clinic or medspa maximizes its profitability.
