The Ultimate Guide to Medical Spa Marketing
Own a medical spa? Looking for a guide on medical spa marketing? You’ve come to the right place. Journey down the path of digital marketing for your medical spa with this article from Search Exchange!
The internet is a great place to shop. You can find anything there. And, if you’re a retail store owner, it’s easy to see why. People love to buy things online. There are many benefits to selling products online over brick-and-mortar stores. For example, you never have to worry about inventory because everything is digital. You can offer free shipping, too. As long as you have a good product, you’ll sell it.
But, while the web makes life easier for retailers, it doesn’t make shopping fun. People aren’t looking for fun — they want convenience. So, what can you do to turn your site into a destination where shoppers feel like they’ve discovered something special? Here are three ideas:
#1: Create a “virtual showroom.”
Shoppers often come across items they’d like to purchase online, but they’re unsure whether they really want it. This uncertainty leads them to bounce off your site without buying anything. To combat this problem, create a virtual showroom. Make sure every item on your site is clearly labeled and organized in a way that allows visitors to quickly find what they’re looking for. Give each product a short description, including pictures, and include information such as size, color, price, etc.
If you’re running out of room on your home page, consider adding a separate section called “Virtual Showroom,” where you can display different products. Include a link to your main site, so that curious shoppers know how to navigate to your store.
#2: Provide customer reviews.
A lot of consumers trust recommendations from friends and family. When someone tells them about a particular product, they tend to believe him or her. In fact, according to one study, 92% of people trust recommendations from friends and relatives. What does this mean for you? It means that if you have positive reviews, your customers will be more likely to buy from you.Your site is like a storefront window. You want it to catch people’s attention and inspire them to dive deeper into your brand. This is especially true for your medical website, where visitors are looking for something specific.
But visitors differ, because you’ve got different types of prospects. Some are looking for a particular type of product or procedure, while others are still learning about what kinds of treatments might address their aesthetic concerns. For some, it doesn’t matter whether they go to a cosmetic surgeon or dermatologist; they just want to know which one offers the best service.
So how do you keep your visitors engaged long enough for them to decide if your practice is right for them? And once they decide, how do you encourage them to come back for more information?
There’s no simple answer. Every website needs to provide the information visitors need to make decisions about your products and services.
Let’s Get to Medical Spa Marketing
Medical spas are growing rapidly as people seek out natural treatments for their health concerns. They offer holistic wellness programs and massage therapies, including deep tissue, sports, Swedish, prenatal, reflexology, aromatherapy, hot stone, shiatsu, trigger point therapy, and many others.
The average revenue per patient ranges from $300-$500, depending on location, and the number of patients is expected to grow 20% annually over the next decade. In fact, there are now approximately 3 million medical spas in North America alone.
This growth presents both opportunities and challenges for marketers. While the demand for medical spa products and services is high, competition is fierce. To succeed, it is important to understand the needs and desires of your target audience. You want to provide value to your customers while still differentiating yourself from competitors.
There are several things you need to know about your prospective clients before you start marketing to them. First, what are their demographics? What age group does most of your potential clientele fall into? Are they male or female? Do they live near a major city or rural area? Second, how long have they been interested in alternative medicine? Third, what are their priorities? Does your product or service address one of their primary interests? Finally, what problems do they struggle with? Knowing these things will allow you to develop targeted messages that resonate with your audience.
The medspa industry is booming and that means there’s a lot of competition. In fact, according to the International Spa Association, the number of spas worldwide increased by 2.2% in 2016 alone. This trend will continue throughout 2017. So if you want to stand out among the crowd, you’ll need to think about ways to promote your business effectively.
Your Medical Spa Brand Recognition is Key
Branding is about building relationships with customers, but there’s another reason why branding is important to the medical spa industry: brand reputation.
When clients seek procedures to change how they look, they’re looking for something much more personal than the convenience and products offered by most businesses. They’re seeking to reconnect with their sense of self, the version of themselves that they consider real and true. When they look in the bathroom mirror and don’t recognize themselves, the effect is deeper, more profound than temporary disappointment. It’s a feeling of disconnection, of being someone else.
To seek the counsel and assistance offered by a medical spa is to seek the help of a professional who believes he/she can help restore the external “me” to the version that exists within. In essence, the spa helps their client become the version they feel they really are, the version that exists inside rather than the version that exists outside.
The old adage “You never get a second chance to make a good impression” is true for many things, including your online reputation. If you want potential customers to trust you, act like you already do.
If you’re looking to build credibility online, there’s little room for error. You don’t have much time to establish yourself as someone worth trusting — especially when it comes to your medical spa’s online image.
Know Your Medical Spa Clientele
In addition to these wider medical spas marketing guidelines, it’s imperative to understand the medical spa industry, specifically. Search Exchange knows who your prospective clients are, what they want and how you should communicate the value of your services clearly.
Search Exchange understands that there are different kinds of medical spas, including those that offer cosmetic surgery, laser hair removal, weight loss programs, massage therapy, body wraps, etc. We know that each type of medical spa caters to a particular demographic. For example, a medical spa that offers plastic surgery might target women 25-40, while one offering massages might cater to men 40-60.
We know that even within certain demographics, there are subgroups of potential customers, such as baby boomers vs. millennials, Generation X vs. Gen Y, etc. This knowledge allows us to focus our efforts on the ideal client groups, rather than wasting resources trying to reach everyone.
Let Them Find You
The fact is, people are already searching for your product or service online. And while there are many ways to find potential customers, one of the most effective methods is to let them come to you. In fact, according to the American Society of Plastic Surgeons (ASPS), nearly 3 million Botox treatments were performed in 2016 alone.
Injectables are a big part of the industry, and they continue to grow each year. So how do we know where to focus our efforts? We turn to Google Trends, a tool used to analyze the popularity of certain terms over time.
Google Trends allows us to see trends in searches related to specific topics. For example, here we can see that people are increasingly looking up Botox treatment centers near me.
This data helps us understand what people are searching for, and it gives us insight into whether they’re ready to buy. If you want to attract potential clients, you’ll need to make sure that your brand name appears high up in the search results.
Develop Your Strategy
Keeping a medical spa business running isn’t easy. There are many things that go into it – including keeping up with the trends, staying ahead of competitors, and having a great marketing strategy. With the medspa industry growing every day, there’s a lot of competition out there. In fact, according to MedSpas Today, “medspas are expected to grow another 7% annually over the next five years.” This growth means an increased number of potential patients. But how do you stand out from the crowd? How do you make sure that people know about your business? And what does that mean for your medical spa marketing strategy?
Let’s take a look at some ways to improve your online presence and gain more customers.
Build Your Medical Spa Website
The first item that falls into ‘best practices’ when it comes to medical spa marketing is to set up a website. Websites allow you to showcase your products and services and provide information about your practice. They’re also a place where you can advertise and market yourself. If you don’t already have one, now is the best time to start building one. It doesn’t matter whether you use WordPress, Squarespace, Wix, Weebly or something else – just pick one and build it. Make sure it’s mobile friendly and optimized for search engines like Google and Bing. Then, add relevant content. Don’t forget to include photos of your treatments and your staff. Your website needs to be visually appealing, informative, and professional.
Social media platforms like Facebook, Twitter, Instagram, Pinterest and LinkedIn are powerful tools that businesses can use to connect with current and prospective clients. These sites give you the opportunity to promote your brand, products and services. When done correctly, social media marketing can be highly effective at increasing awareness of your business, generating leads, encouraging customer loyalty, and driving revenue. A well-developed social media marketing campaign increases your chances of attracting quality prospects, engaging existing customers, and boosting repeat visits.
With over 5 billion Google searches being conducted each day, people use the Internet as a reliable platform to find local businesses near them. A recent study showed that 82% of smartphone users perform “near me” searches while looking for any type of product or service. This makes it imperative that businesses take advantage of local SEO strategies to make sure their potential customers find them easily.
In addition to making sure that your physical location is listed correctly on Google Maps, there are many other ways that online listings can help increase visibility locally. For example, having a phone number listed on your website is important because consumers often call businesses based on reviews, ratings, or recommendations. You could even offer incentives such as free consultations or coupons to encourage people to contact you directly via phone.
Your listing information on Yelp, Facebook, Foursquare, and other social media platforms is another way to reach out to potential clients. Your business profile on those sites can include basic information about your business, including photos, hours of operation, address, and more. If you’re active on these platforms, you’ll want to keep up with changes that happen regularly, like adding/removing locations, updating hours of operation, and responding to customer reviews.
Another option for improving your local presence is to partner with local businesses. Many companies provide discounts or special offers to local businesses that refer customers to them. Some companies even pay businesses to promote their brand.
Content marketing is a great way to attract visitors to your site, increase conversion rates and generate leads. However, you cannot ignore the fact that most of the businesses do not use content marketing as a lead generation tool. But, it can be one among the best sources of high quality business leads within your medical spa marketing initative.
According to HubSpot research, 69% of B2C companies are looking for ways to improve their content marketing efforts. And, according to Marketing Sherpa, 67% of marketers plan to invest in content marketing in 2018. So, why aren’t we doing it?
There are several reasons why most of the businesses don’t believe in content marketing. They think that content marketing requires too much effort and time. Also, they don’t know how to write compelling blog posts, articles, videos, etc., and they feel that they lack expertise in writing.
Most of the businesses don’t think about content marketing as a viable lead generation tool, but it can be one of those best sources of high-value business leads. While you could use paid advertising, email campaigns, social media ads, etc., content marketing is a great way to attract prospects. In fact, according to Hubspot, “content marketing generates three times as many leads as outbound methods like cold calling.” If you’ve been thinking about starting a blog section on your website, here are some reasons why you should do it now.
1. Cost Effective – Most of the businesses don’t realize how much money they spend on advertising every month. And, even though it seems small, it adds up over time. On average, a business spends $2,500 per month on advertising. However, a study found that blogs generated nearly six times more leads than traditional advertising. So, if you’re looking to save money while increasing your sales, start blogging today.
2. Boost Your SEO – When you write quality articles, people will link to them. This helps improve your rankings in the search engines. Plus, if someone finds your article useful, chances are they’ll pass along the information to others.
3. Build Trust – People trust companies that provide trustworthy content. And, if you want to build a reputation as a trusted source of information, you must offer value and keep your audience updated on what’s happening in the world.
4. Brand Yourself As An Industry Expert – If you’re offering cosmetic and spa treatments, you can become an industry expert in providing such services. By publishing informative articles on relevant topics, you can show your expertise and position yourself as a leader in your field.
5. Educate Patients About Trending Topics, Services Or Procedures – If you’re a medical spa, you know that patient education is critical to your success. But, educating your patients takes time and effort. Instead of spending hours writing long articles, consider creating short videos to explain different skin care techniques, procedures or trends. These educational pieces can help you gain market share and increase revenue.
Email marketing is one of the best ways to reach out to potential customers and clients. However, it also requires some planning, strategy, and execution. In fact, there are many different types of email marketing campaigns that you can run, depending on how much budget you have, what type of audience you want to target, whether you’re looking to generate leads or increase sales, etc.
A newsletter is a great way to keep your existing customer base engaged and up-to-date about your products and services. You can use newsletters to send information about promotions, events, product announcements, and new features.
Lead nurturing is a process of converting qualified visitors into leads. This involves sending targeted emails to warm up interested prospects and turn them into actual leads. Leads are people who have shown interest in your business and are ready to buy. They could be individuals who visited your website, downloaded your white paper, watched your video, read your blog post, or filled out an online form.
Email marketing is one of the most powerful medical spa marketing tools out there. In fact, it is considered as one of the best ways to reach customers and prospects. It is simple, affordable, and highly targeted. Not surprisingly, many companies use email marketing to generate leads.