Standing Out in the Crowd
Sell Less, Inform More (and Be Patient!)
Michael Mignogna, CEO of Baltimore-based digital marketing firm Minyona, says standing out in a saturated market like Baltimore requires that plastic surgeons sell less and inform more.
“In short, if you want to stand out in the plastic surgery world, it's imperative that you provide helpful content that is geared toward those who are [early in the buyers’ journey],” Mignogna says.
Mignogna practiced what he preaches when a Baltimore plastic surgery practice Belcara Health hired Minyona to increase online visibility, and ultimately leads, in the competitive local market.
“We immediately began SEO, improving their organic search visibility in a big way. And we run Google and Facebook ads,” he says. “There was one problem, though. While we were getting out in front of a lot of people (over five thousand website visitors a month), there was more that could be done in terms of getting visitors to take action on the website.”
Mignogna says, for example, that people would land on the tummy tuck page, but then leave the website. Or they’d read and click around but leave without scheduling a consult.
“We optimized the site so that people are highly engaged, spending over 2.5 minutes on the site on average,” he says. “But here's the thing, not everyone is ready to take that plunge. For many, landing on a plastic surgery website is the very beginning of their research about the procedures they might be interested in. It's way too early to ask them to make a consultation.”
Mignogna and his staff added calls to action to the website, which download helpful pieces of content in exchange for email addresses.
“Now, Belcara Health gets dozens of leads per week and can nurture those relationships via intelligent email marketing,” Mignogna says.