Online marketing is critical to the cosmetic surgery industry in these days of mass marketing. As a matter of fact, a web marketing strategy is important to any business’s success and in some cases, survival.. You can be sure that consumers look online to reviews and blogs before using any elective surgery clinic. As a matter of fact 80-90% of consumers will research a health related issue online before ever even calling a doctor.  And, if these prospects are not seeing your web site, the potential client/patient acquisition loss could be significant.    In addition to consumers searching for plastic surgeon information online, they are also discussing their experiences in the social media space like Facebook and Twitter.

Do you know what they are saying about your brand on Facebook, with a population of over 500 million members?  If you have had previous horror stories, people are sure to be sharing those online. Many people look to an online ad or web-page to see about a business before having cosmetic work done. Some people in this technologically advanced era expect a medical practice to have a great looking website. Some people in your town are looking blindly for blanketed services on the internet in their preliminary date gathering process.  Wouldn’t it be ideal to capture their information early in the sales funnel and be the one to help educate them with your web site articles and professional content? . To find most cosmetic surgeons, people simply type things like “Boston Plastic Surgery” (or replace Boston with your city) into a search engine like Google.  And, the web opportunity savvy doctor is building a list of potential clients within seconds of an online consumer landing on his/her web site.

This email list building process is one of the most effective marketing strategies in today’s hi- tech consumer driven environment.   I cannot exaggerate how imperative list building is for ANY business today.

But, before you can build an email list of potential clients or convert people specifically looking for your services, they HAVE TO FIND YOU. Meaning, your web site must be on the first page of the search engines (i.e. Google) for relevant searches.  Someone recently told me “Doctors don’t care if their web site ranks in Google, they want patients and clients”.  Well, helllooo. What do you think those 15,000 people a month searching Google for “Boston Plastic Surgery” are? Are these not HOT prospects, specifically looking for a plastic surgeon in their major city?      Remember in the past how many of your clients found you via the Yellow Pages?  Well, guess what?  NO ONE is using the Yellow Pages anymore.  It is estimated that 80-90% of consumers use the internet instead, for obvious reasons (i.e. instantaneous search results).

If you are a physician and you are not paying attention to the traffic your web site is (or is NOT) getting, the day IS coming, when you will have no choice but to beef up your online marketing, or watch your competition totally dominate YOUR market.

Below are some of the most important reasons a plastic surgery practice needs to be on the first page of Google for all plastic surgery related internet searches:

1). Unlike a dentist or general physician, Plastic Surgeons get a relatively low number of referrals. Why?  Last week I met with my business group of 27 people.  I stood up and asked “can anyone refer me to a plastic surgeon”.  NOT ONE RESPONSE.  The reason?  Because compared to a dentist or general doctor, very few people need a plastic surgeon.

2). Many medical services like elective surgery are very personal and consumers can protect their privacy by researching online before actually contacting a doctor’s office.  Plastic surgery candidates may be e a little shy or embarrassed to discuss it. So, searching online is the ideal forum to get anonymous, private information.

3). 80-90% of all consumers now use the internet to locate a medical service professional (even higher percentage in major metro areas).

4). Consumer perception for an unprofessional or low ranked web site may be result in a negative view of the overall practice.

5). 90-95% of consumers research online for ALL their health related needs before considering a doctor.

6). Type in one of your primary business keywords, like “Chicago Plastic Surgery” (without quotes and replace the city with your own).  Now look to see WHO is on the first page ion Google.  They are your competitors and most likely the most successful in your industry.   They are most likely generating a substantial number of targeted leads, even in a slow economy.  People looking for a Plastic Surgeon are finding them, NOT the doctors whose web sites are appearing on the 2nd and later pages of Google for that search term.

Trying to get into commercials and print advertising are always good ideas. However, study after study show most businesses are turning to online advertising and marketing. As a matter of fact, statistics over the past few years show print, TV and radio advertising revenues are plummeting.  Why? Because your future client and patients are online. They are reading newspapers online, they are researching online, they are shopping online, and they are spending hours a day on social media site.  And they are considering about elective surgery, but BEFORE they make a decision, guess where they are doing their research? The question is, can they find you?

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