I am blown away when I open up the Phoenix Magazine to see Scottsdale Plastic Surgery ads that are all about the doctor. What a huge waste of marketing dollars. I call this “vanity marketing” where the doctor has a huge picture of themselves that take up over 50% of the ad space.
It’s about the patient, not the doctor!
People looking through a magazine are not necessarily looking for a plastic surgeon, nor will they make their decision from a magazine ad, but…at least make the ad about what you can do for them, not about yourself.
Whether it’s breast augmentation, facelift, mommy makeover, people want to see the your results you’ve gotten for patients, not a big picture of yourself!
Stand Out From Your Competitors
Although I’m not a big fan of wasting up to $5K a month (and more) on a non-trackable magazine ad, at a minimum state what you can do for them. Show images of actual patients. Talk about your beautiful office, that will make them feel like they are in a high-end spa, as well as your extremely compassionate and friendly staff.
What makes your practice remarkable?
With dozens of cosmetic surgeons in here Scottsdale, you need to show off your unique selling proposition. What makes your practice unique, memorable, remarkable, and of great benefit to the person seeking a surgeon?
Do you guarantee results?
Do you use cutting-edge technology or procedures your competitors are not using?
Are you conveniently located?
Do you provide a driver to pick up and drop off patient after surgery?
What’s your follow up protocol? Do you contact your patients 3-6 months AFTER the procedure to see how they are doing?
Try to think out of the box to make your practice unique.
Are You Tracking Results?
If you do not know what those ads are doing in regards to new revenue, you are throwing your money away EVERY MONTH!
Use a call tracking phone number to track how many phone calls your ad is generating. Then, of all of those calls, how many turn into a new patient? That’s the more important number to obsess over!
Use A Landing Page To Increase Conversions
As I stated earlier, the majority of people ready Phoenix Magazine are not looking for a plastic surgeon. But, if you have an enticing offer, and send them to a landing page on your website that gives some valuable information away with a short sign up form for a complimentary consultation, I can assure you, you will convert more people into new patients.