Even though Botox® is one of the most popular cosmetic procedures, Botox® administrators still need to promote their practice and Botox® administration skills. However, before you start a marketing campaign, you need to identify the target demographic and their aesthetic needs. Once the audience is identified, an appropriate marketing campaign can be designed based on demographics such as income range, age and location. The approach to take for promoting the practice as well as the Botox® administrators depends on these factors.
Who Needs Botox® and Why?
One of the most crucial factors is to determine who needs Botox® and why. Botox® has been used to successfully treat fine lines and wrinkles for years. It softens the lines by blocking the muscle nerves to prevent them from contracting. Middle aged men and women with prominent forehead lines, crow’s feet and laugh lines use Botox® to rejuvenate their skin and reverse the effects of aging. Botox® can also be used as a preventive measure by younger people to halt the development of wrinkles in the future.
Since all patients want to look relaxed and less stressed, the efforts made to attract these patients should also be planned accordingly.
Take the Right Approach
One way to stand out amongst the competition is to take an approach that is different from everyone else. Botox® is now a common procedure and most patients are already aware of the basics and its uses. However, Botox® should be marketed as an aesthetic procedure, that is not different from any other aesthetic product.
Through promotional content, women and men who are looking for an effective anti-aging solution should be targeted. They must be made aware that Botox® is a completely safe and a non-invasive medically certified procedure that can take years off their appearance.
Use the Internet
The internet can reach a much wider audience and it is being used by people of all ages which is why digital marketing is now the preferred method for promoting a practice. The practice website should be utilized in such a way that patients are convinced of the practice’s and Botox® administrators’ credibility and the effectiveness of the procedure. This can be achieved by posting practitioners’ degrees, eg: MD, DO, NP, etc. and also their Botox® training certifications on the website, as well as any medical organizations they may hold membership in. Reviews from other patients also help portray the practice and Botox® administrator in a positive and credible light. It is also a good idea to provide informative content (blogs and articles) to your clients and potential ones about Botox® procedures and Botox® topics.
Potential patients can also be enticed with coupons and exclusive offers. This way they will remember the practice’s name as well. Once patients have been convinced to visit the clinic, they can be educated by attending free seminars or Botox® consultations to provide them with important aesthetic tips and factual information on Botox® treatments.
Building a Reputation
Marketing online will be useless if the practice does not build trust between itself and the patients. Patients are usually nervous about going for an aesthetic procedure and they need to be convinced that they are in capable hands. This can be achieved online or in person through open and honest communication at all times. Also, patient testimonials and reviews help build Botox® administrator and practice credibility.
Most users form their first impression of the practice based on the website and its content which is why it is important that it is user-friendly and informative. The website must contain answers to most frequently asked questions, as well as additional information such as what to expect from the Botox® procedure and how to prepare for the procedure. Common myths and concerns regarding Botox® can also be addressed in the Blog section of the website.
The practice website must be accessible on mobile devices as well. It is important that the content on the website clearly reflect the brand so that patients know the type of services being offered. The unique selling points of the practice including packages and offers must be advertised and all contact information should be highlighted so patients have easy to access to connect with the practice.
Patients are more inclined to trust other patients therefore getting satisfied patients to write positive reviews for the Botox® clinic can be beneficial for the practice. The reviews should be displayed on the website for all visitors to see. Reviews left on social media pages such as Facebook also prove to be advantageous for the business.
The practice should maintain a comfortable and friendly environment. The staff must be accommodating of all patients visiting the practice for the first time and to make them feel relaxed. The images of the reception, consultation and treatment areas should be published on the website so first-time visitors feel at ease and familiar with it. The Botox® consultation should address all concerns and questions of the patient as well as any un-realistic expectations.
Academic qualifications, certifications from professional bodies, recognition from the industry, awards, Botox® training and other experience certificates boost the credibility of a practice. Patients look for these things to verify whether or not they are in capable hands. They look for the information online therefore it is important that this information is easily accessible to all.
Patients are more likely to trust a Botox® administrator that has been certified by local and national authorities. They will choose a clinic that has been registered with the local industry and follows the standards and codes of conduct. To remain updated, one should regularly attend training events, conferences and seminars. Attendance at such events can be mentioned on the website and they establish a Botox® administrator’s reputation as a licensed practitioner.
Membership in any organizations that teach aesthetic procedures, like the IAPAM, can also prove to be valuable because these organizations are recognized bodies in the aesthetics industry. Board certifications from the American Board of Medical Specialties or accreditation from government organizations help build the reputation of the practice and display the skills and expertise of the doctors and Botox® administrators on board.
In order for physicians to inject Botox®, they must undergo accredited Botox® training.
Communication is Key
The patient/Botox® administrator relationship must be one of open communication. Effective communication develops an understanding between the two parties and prevents any problems in the future and helps address unrealistic expectations. Communication includes greeting the patients warmly, talking openly and using visual aids where necessary.
Professionalism is highly recommended, but it is also advisable to know the patient somewhat personally and build a friendly rapport with them. This can be achieved during the consultation process. The final direction for Botox® administration should be taken after obtaining the patient’s input to assess their expectations. It should be ensured that they understand everything there is to know about the procedure. Patients must be given sufficient time to think over the decision, so they do not feel they are being pressured into getting Botox® treatments.
Using Google and Bing SEO to increase Botox® Patients
People use search engines to look up everything, whether it is a product they want or a service they require. A clinic’s potential patients are also Google and Bing Users and to get the attention of these users you need SEO marketing. SEO helps generate traffic and offers a high rate of conversion because the people who open your website by looking up SEO keywords are those who actually need your services. A practice can significantly benefit from using keywords targeted at the local audience and attract more patients to their clinic.
For more information, visit the the IAPAM’s Aesthetic Medicine Symposium with Botox Training website!