Turning your local reputation into sales results is a complicated effort that every medical spa, laser clinic, plastic surgeon and dermatologist is continually trying to solve.
Many of the traditional ways no longer work. Yellow pages are dead. Newspapers have fewer readers. Tired 'discount local flyers' are less effective. Everything is turning to the mobile web. According to Pew Research, 72% of US adults use a smart phone, and the percentage of your patients are going to be higher than that. And they're using those little computers in their hand to research and find businesses on-demand - "best local lunch restaurants", "great roofing company near me", or "lowest Botox treatments near me".
Google refers to these times when people are asking for on-demand information related to purchases as "micro-moments" and they are quickly becoming the norm of many consumers. If you're not optimizing your online presence to take advantage of these moments and get yourself in front of potential patients you're missing all of those sales since you're not even in the game.
With the current tools available and the way people interact with them you should no longer be taking a spray-and-pray approach, trying to get in front of everyone. Instead, look at your metrics and see exactly where your sweet-spot is by age, types of treatments, and margins. Then examine they're buying patterns. It's probable that before you're selling the most expensive and profitable treatments that patients are exhibiting certain buying 'tendencies' that you can address. Uncover what those pathways are and then market those entry treatments to that narrow market segment. For example you may see that your most expensive laser treatments are sold to patients aged 40-45 who first came in initially for Restylane or Juvederm. Rather than market the laser first, you should really be targeting them with low cost lip augmentation or fillers.
What are marketing "Micro Moments"?
A post on Think With Google highlights some key opportunities for capturing customer mindshare during micro-moments, including:
- Identify the top mobile searches in your area. As mentioned previously, mobile device usage is on the rise. More and more consumers are conducting searches on the go and those searches result in increased foot traffic and increased sales. In fact, 50 percent of mobile searches result in an in-store visit within 24 hours with 18 percent of those visits ending in a sale within a day. Knowing what those top mobile searches are can help ensure that your business is the one capturing those customers.
- Know the frequently asked questions related to your business. If you know what consumers are asking about your business you can create content tailored specifically to answer those questions. For example, if you were a dentist you might want to optimize for questions like “how often should I floss?” or “do I need braces?” Helping to educate your community about issues important to them can help you build trust.
- Know how customers find your business. Finally, it’s important to find out how customers are getting to your business. Map your customer journey and identify specific moments where customers might have questions. Doing so can help inform your local marketing strategy to ensure your messaging helps push them from consideration to purchase.
Now that you have a better understanding of how micro-moments affect your business, let’s touch on how you can use these moments to get new patients in your front door.
Look for opportunities to personalize your message when you're putting yourself in front of someone. It's now easy to collect mountains of information about customers and potential customers. You can use that info to personalize calls-to-action to make them more appealing. According to HubSpot, personalized CTAs converted 42 percent better than CTAs that aren’t personalized. The personalization need not be as targeted as someone's first and last name.... no. Social media platforms allow you to segment audience quite well, so you can address a message to 30-35 year old women to 'Soccer Mom', or 'Empty Nester" for those 50-55. Just use something clever that your target identifies will immediately.
2. Optimize Directories
One way to ensure that your business is there when your customers need you the most is optimizing your directories for local SEO. Doing so will give your business a better chance to show up in Google’s Map Pack and near the top of local search engine results pages. There are a number of simple things businesses can do to optimize for local search, but for whatever reason, they neglect to do so. They include:
- Claiming all relevant business directories
- Consistent contact info across all listings and on your site
- Upload high-res photos to increase attractiveness of your listing
- Use your blog to drive links back to your site
- Collect and manage online reviews
3. Build Out Extensive Online Patient Reviews
Online reviews are search engine gold. They build your search rankings, add to your credibility, and are trusted much more than what you say about yourself. A vast majority of consumers trust online reviews as much as personal recommendations from family and friends. Finally, they can help your business get chosen because online reviews have a strong influence on purchase decisions.
If online reviews are so valuable, why do many clinics ignore them? If you don’t have the right processes or tools in place, collecting online reviews can be difficult. In the past, the process was long and cumbersome, so many customers didn’t follow through with leaving a review even though they were willing to do so.
The key for a successful online review program is to make it as easy as possible. You can do this by focusing on which review sites customers already use and then delivering invites via your customers’ preferred communications channel. Doing those two things should result in a significant uptick in your invitation conversions.
Take a look at the Podium offer for Medical Spa MD Members to see how this should be working for your clinic.
Note: There are a number of other competitor systems other than Podium that you might want to review, but Podium is the only one that is currently a Medical Spa MD Select Partner.