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