Tag Archives: email marketing

6 tips for maximizing peak web traffic in January

Did you know that web traffic peaks for aesthetic practices in January?

2011-year-resolution-400x400Maybe it’s all those New Year’s resolutions. Consumers are very active in January. It happens every year, but most practices are not aware of the increase because surgical schedules are often quiet at this time.

What can you do to take advantage of this increase of attention on the web?

1. Answer your emails quickly.

Consumers are on the move and you should be ready and responsive. There are big scheduling advantages for practices that respond promptly and effectively to contact forms and other email leads.

Make sure your consult strategy is consistent with your goals. Remember there’s a direct correlation between the number of consults seen and the amount of surgery you’re going to do. If your goal is to fill your surgical schedule, try to remove consult barriers.

  • If you charge for consults, you can temporarily waive consult fees as a special to increase the number of consults you see.
  • If you don’t charge for consults, you need to vet patients well. Make sure that your consult slots are filled with serious patients. You can help patients get pre-approved if they’re going to need a payment plan.

2. Test new consult times.

Do you have consult times that really work best for your patients? This might be a good time to try some new appointment times earlier or later or different days of the week. You might want to add some evening appointments or Saturdays to accommodate working women. Announce the extended hours online and through social media.

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3. Let your patients help you tell your story.

As consumers do their research, they are using ratings and reviews to vet practices. Do everything you can to be sure the story they’ll find on the web is a positive one.

  • Being open and transparent with the comments and experiences of your past patients sends a strong signal to prospective patients. They need to know you care about the surgical outcome, but also about each patient’s surgical experience.
  • You can accomplish this by posting patient thank you notes and sharing patient comments you receive. You can also increase credibility with third party help. (Many practices leverage the on-going feedback of patients generated with RealPatientRatings™.)

4. Plan a fun email marketing campaign to engage your mailing list.

Remember that breast and body procedures are the prime subjects for this time of year. Offer a special promotion for every interest: surgery, Botox® and fillers, cellulite, and skin care. Then coordinate the email campaign with social media.

5. Hold an event or open house at the end of January or in early February.

This gives you several weeks to attract guests and build excitement. Topics might be Mommy Makeovers or breast alternatives that will help your patients be ready to celebrate Valentine’s Day. This might also be a time to test group or seminar consults. Be sure to include happy patients among your attendees.

6. Plan your social media strategy for the month!

Maximize the above ideas with a specific plan for Facebook. Keep your message in front of your audience longer by promoting a post – the cost is usually just $10-20.

Not sure what to do? Talk to Monique Ramsey at Cosmetic Social Media, our favorite social media expert.

We hope you find these ideas helpful and that they spur you on to great thoughts of your own. Happy new year!!

The RPR Top 5: Great Articles About Improving The Plastic Surgery Patient Experience for June 2012

1. The New Google+ Local: Healthcare Not Invited to Participate

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Jeff Segal, CEO of Medical Justice, explains how recent changes to Google’s local business review system will make it even harder for patients to post objective reviews of healthcare providers.

2. How to Write Emails that Sell (and that People Love to Read)

What is Infotainment and how can you use it in your email marketing to be more successful? Ben Settle shares 3 secrets to writing great marketing emails on Copyblogger.com.

3. Doctors Should Enlist “Brand Advocates” to Promote their Practice

RealSelf.com shares reasons why you need satisfied patients to be advocates for your practice, not just by writing reviews for you but by supporting your brand through social channels and word of mouth.

4. How Zagat and Google Create Reviews of Your Practice

Chris Brown at Rosemont Media explains the new review summary format and 30 point Zagat scale being used in Google + Business ratings and reviews.

5. Yelp Joins Bing Search Engine And Apple Maps – Ignore At Your Own Risk

Now that Yelp has partnered with both Bing and Apple to deliver content, it’s probably time to address your strategy for both increasing your presence on Yelp and building stable review content on other sites you can depend on. For plastic surgeons these sites are few and far between, but RealSelf, Real Patient Ratings, and a few others are out there.

The RPR Top 5: Great Articles About Improving The Patient Experience for May 2012

rpr-top5-logoHere’s a recap of internet marketing and patient experience articles from around the web that we either read or discovered in May 2012.

These five were so good, we had to share them with you again!

1. 10 Simply Awesome Examples of Email Marketing

When done well, email marketing can be extremely effective at driving patients through the door. Check out these examples of great email marketing from Hubspot.

2. The Importance of Online Customer Reviews

Digital Visitor presents statistics and reasons for why you should publish customer reviews on your website, both good and bad. Although this article is about consumer behavior travel, their reasons apply equally well to any medical or retail environment.

3. Why User Generated Content Is More Important Than You Think

Why do Millenials trust people over brands? Learn why this age group won’t buy anything without seeking input from others first. Essential reading for any practice with patients under the age of 35!

Also, do not miss out on the full paper from Bazaarvoice. Absolutely fantastic!

4. The Blemish Effect

A study by researchers at the Stanford Graduate School of Business and Tel Aviv University found that small doses of mildly negative information – a so-called blemishing effect – may actually strengthen a consumer’s positive impression of a product or service.

5. How Well Do You Know Your Touchpoints?

Why the seemingly minor details of a customer’s experience are so important and make the difference in retention and referral. SMG shares powerful insight into the importance of measuring the consumer’s experience with each touchpoint in your business.