When marketing for new patients in facial aesthetics, there is a protocol I have devised that on average attracts 20 new facial aesthetic patients per month.
I use the 3 M’s for any marketing campaign:
MARKET!
MESSAGE!
MEDIUM!
1. THE MARKET
Who is your target market? Essential to know who you already have on your books or the type of patients you want or the type of patients that will be attracted to your services in your locality.
Do you want to be a big fish in a small pond? I would rather be the go to guy in a very specific niche than be a generalist for everyone!
There are 2 parts of target market – demographics and psycho graphics.
Demographics – age/sex/income/location.
Psycho graphics – lifestyle, where do they spend their money? What are their hobbies?
Tip – find the people who already buy from you (proven buyers), ask them why do they buy from you via focus groups, then repeat.
Rinse and repeat.
Why reinvent the wheel!
Joint venture with people with the right database. In facial aesthetics I target beauty salons and hair salons. They have a client list of proven buyers that care and are willing to spend money on their appearance – a perfect match for my facial aesthetic treatments.
Last question you need to consider in the market section is why should they buy? What is the benefit of your service offering?!
2. MESSAGE
In a nutshell it’s what you do and how it benefits the end user!
You will also need to consider in this competitive market, why should they choose you?
What is it about you that distinguishes you from the market place?
3. MEDIUM
This is what message delivery system you will use to reach your market with the correct message. There are numerous medium avenues, such as, online, leaflets, print advertising, etc
Use the one that appeals to your market (found out from your research of the market – new and existing patients).
