Standing Out in the Crowd
Who Are You?
There are a few key elements needed to create the biggest name in a local or national market for specific cosmetic procedures, according to online brand strategist Brandon Loures, founder of BrandLift Digital Marketing in San Diego, Calif.
It’s one thing to generate word-of-mouth success by creating a great patient experience; it’s another to create the image of being the best, Loures says.
The recipe for creating the image, according to Loures, who works with cosmetic practices and med spas, involves a mix of traditional and digital advertising.
Standing out is about creating a brand and a message, and gaining awareness with your core target market. That’s done partly with a mix of traditional advertising, like radio, TV and billboards in your local market. The rest is accomplished with a solid strategy for online advertising, search engine optimization and reputation management, he says.
“Why is your online presence so huge? It’s because of how people actually make their buying decisions. When someone sees an ad on TV or hears one on the radio, they will rarely pick up the phone and call right then. In the age of information, people are making their final decision by going online. Here is where an integrated marketing strategy comes in,” Loures says.
It works like this: Someone sees an ad, which plants the idea that this someone is in the market for a certain cosmetic procedure or might be somewhat sold on a practice based on the one advertisement. Chances are, they’ll still go to Google and either search the practice’s name or the procedure name and city.
“If your name or website is not found or doesn't represent your brand when people are researching in the local market, there is a big chance of letting all of those leads slip through the cracks. And you are most likely missing out on a lot of organic traffic that could grow your business," he says. “Reviews and presences in places like Google, RealSelf.com and Yelp are also super important for having your prospects choose you.”