Back in the day, you typically bought a large ad in the Yellow Pages. This was a very expensive strategy, but your alternatives were limited and equally expensive: radio, TV and billboards. I remember when a new medspa would need to allocate $30-40,000 in startup advertising just to make a small splash. As technology and the internet have evolved, so have the options you have to market your aesthetic medicine practice or medispa. Your challenge now is to choose the options you should be focusing on. The nice thing is that most of these new options don’t cost a lot of money in actual advertising dollars, but digital marketing options for medspas and cosmetic clinics do take up a lot of time and “time is money,” and are constantly changing.
If your current marketing strategy is getting your nephew to create your webpage (or worse – you are doing it!) and placing a sign on the building, then you are going down the wrong path! Yellow Pages are for the most part a thing of the past; Google is the new Yellow Pages.
Of course there are many internet search engines and Google is only one of them, but it is by far the biggest! Other search engines you or your patients may use are Bing, Yahoo, Ask, AOL and man, many more. However, if you want to be found, you need to be found by the biggest, and that is Google. To put it in perspective, Google has an average of 10.9 billion searches a month, where the number 2 search engine, Bing has 2.6 billion (Source: comscore).
Also, there are many web terms being thrown around: Google+, social media, Facebook, Twitter, SEO, PPC, Adwords. Let us keep it focused on your goal: Getting Patients! And that all starts with your website.
Using Google and Bing SEO
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.
In part 2, I’ll discuss your Web Presence; this is where everything you do points to!