Standing Out in the Crowd
Add Value (Not Clutter)
This is Stacey Cohen’s advice: Add value, not clutter when communicating your brand and what makes you stand out. Cohen is president and CEO of the public relations and marketing agency Co-Communications, in Westchester County, Hartford County, Conn., and New York City.
Cohen, a Huff Post blogger on personal branding, says cosmetic surgeons need to demonstrate their expertise and value by consistently pulsing relevant content to prospective patients through a multi-channel approach via a blog, Facebook, media coverage, webinars, Facebook ads and video.
Relevant content passes the “Who cares? and “What’s in it for me?” tests, Cohen says.
“Video marketing is a ‘stand out’ way for cosmetic surgeons to deliver their message, strike an emotional connection with their audience and share new procedures and results. In fact, studies have shown that the use of video marketing is incredibly impactful in increasing engagement, search and conversion rates,” Cohen says.