Did you know that more than 70% of Americans will have some sort of cosmetic procedure in their lifetime? Statistically, that means there is an increased demand for plastic surgery.
In today’s PR-driven world, it is integral for cosmetic surgeons to collaborate with a plastic surgery marketing agency to have a solid brand strategy to drive a good chunk of this demand to their clinics. When the market is already very saturated and competitive, having a strong brand identity for your cosmetic and reconstructive practice is more important than ever.
But Why is Branding Crucial for a Plastic Surgeon?
If you ask any plastic surgery marketing agency in the USA about establishing a unique identity for your practice, they will tell you about one thing: branding. Your brand is what sets you apart from the competition and tells potential patients who you are, the ideology that you stand for, and why they should choose you over anyone else.
Branding is essential to any business, whether you’re a cosmetics clinic or a major corporation. Branding is an invaluable tool for marketing and advertising, customer loyalty, and business growth. It can also assist in building brand recognition and equity; if people know what your name means, they will be more likely to trust you with their health care needs.
If you think of branding as “the experience that makes me feel good about being my practice,” it becomes much easier to understand why it is so important to have one!
Whether You Are Starting a Plastic Surgery Practice from Scratch or Rebranding an Existing One, These Tips Will Help with a Thriving Plastic Surgery Brand Establishment
- Define Your Brand’s Mission
The first step in creating a brand that people will remember is to define your practice’s mission. A mission statement is usually a sentence describing your business’s core values and goals. It will be the foundation for all your marketing materials and branding efforts. For example, if your practice focuses on cosmetic surgery for breast augmentation procedures, your mission statement could read: “Enhancing the lives of our patients by providing the highest quality breast augmentation procedures.”
- Decide on a Core Message and Voice
Once you have decided on a mission statement, you can move on to deciding on a core message. The core message is the overarching theme of your marketing efforts, including your mission statement. It is what you hope to convey to your audience to encourage them to choose your service over others.
Your message will be used on a variety of materials, such as your website, social media, and print advertisements. It is the responsibility of your plastic surgery marketing agency to ensure that your values are reflected in your content.
- Create a Visual Brand Identity
A visual brand identity is the appearance of your practice, including the colors and fonts you use.
Colors: Your practice’s colors can significantly impact how patients perceive your brand image. When creating an identity, make sure that you consistently use the same colors and themes to make your practice recognizable at first glance.
Logo: A logo is essential to creating a visual identity for your plastic surgery. It should be timeless, simple, and relevant to your practice. It will be like an identification label used on all your marketing materials. It is a good idea to hire a professional logo designer to create the perfect one for you. A designer will be able to provide you with a logo that best represents your brand and fits within your budget.
Fonts: You also want to consider the fonts that are being used throughout your branding strategy. The fonts you use in your logo, website, and printed advertisements will help your brand be seen and remembered by your audience.
- Build a Direct-Response Digital Marketing Strategy
While you may have used some strategies, such as social media marketing, it is important for plastic surgeons to develop a complete online marketing strategy to create a successful practice. Hiring an experienced plastic surgery marketing agency can be the perfect solution for success in branding via digital marketing.
This can be done through incessant targeted marketing and advertising efforts, utilizing the full potential of social media, investing in email marketing, and establishing yourself and your team as thought leaders in the industry through speaking engagements, media appearances, and content marketing.
Your digital marketing strategy also includes your website and how you optimize it with consistent content creation and marketing, testimonials and reviews, effective communication channels, procedure-based images, etc.
- Proactively Manage your Reputation
Once you have established a brand for your practice, you want to regularly manage your reputation with great zeal and passion. It is not a one-time task but a lengthy, continuous process. Your reputation is what your practice is known for, and it is vital to keep this in mind when creating your brand. When you hire a marketing professional like PilotPractice, they usually take care of doing this task for you.
You can also do this by routinely monitoring and analyzing your social media feeds and Google Alerts and following the conversations happening around your practice on review websites. You should also be periodically reading through patient reviews left for your business. It is recommended to respond to negative reviews by thanking the reviewer for their feedback and letting them know that you are working to improve your practice and services.
It sends a positive message to your old and new clients that you are serious about their well-being and providing high-quality services and procedures.
- Build an Emotional Connection with your Patients
For a robust plastic surgery brand establishment that will stand out from the competition, it is crucial to focus on building an emotional connection with potential patients. This can be done by engaging with your patients in relevant conversations and emphasizing your care and compassion for them.
Patients come back to those services where they feel comfortable. Therefore, it becomes indispensable for you to create a safe, welcoming environment for your clients. The more satisfied they are, the more they will recommend your practice to others. After all, word-of-mouth is always more reliable than any other branding strategy.
The Bottom Line is:
Establishing your brand can be difficult at first, but it’s worth the effort – because, with a powerful brand identity, you can attract more patients, build loyalty among existing ones, and ultimately drive practice growth.
With the right marketing agency like PilotPractice by your side, you will see positive results quickly. Your plastic surgery practice shines when you know how to develop a marketing plan that builds trust and brand awareness among your patients and prospective clients.
An intelligent and target-oriented brand strategy will help your practice stand out among other plastic surgeons in your city or state. We all recognize brands when we see them; they have logos or symbols that represent them, and your practice needs to have this same recognition in the minds of your target audience so that they know who you are and what services you provide.
