When it comes to cosmetic surgery marketing, whether on the Internet or in more traditional forms, it’s not always about the product or service that you have to offer, but rather how you are perceived. You may be the very best plastic surgeon out there, but if your potential patients have a less than perfect perception of you they’ll go to another plastic surgeon, even one who’s not as good as you. Worse, it can be very difficult to change people’s minds once they perceive you a certain way.
So just how do you create positive perceptions on the Internet, particularly given the abundance of other plastic surgeons out there competing for the same? You do this with your homepage given that it’s typically the first thing visitors see when coming to your site. To create a positive perception, make certain that your homepage is visually appealing, has a professional appearance, immediately allows visitors to know what your site is about, has easy navigation, and loads quickly.
Being the ‘best’ in a potential patient’s perception, however, often isn’t enough. You may also need to be ‘first’. This is often simply about creating a point of difference, something that differentiates yourself from the competition. In other industries this is usually done with price, but offering ‘cheap, cheap prices for breast augmentation’ or tossing in a free chin augmentation with every liposuction procedure may not do much for your credibility. There are, however, other ways to differentiate yourself from your competitors. One of the easiest and most important ways to do this is to simply provide your site visitors with what they want, meaning valuable content. Also, make sure that your site has a professional appearance, and highlight your experience and qualifications in a way that sets you apart from your competitors. Lastly, another great way to differentiate yourself and create that ‘best’ and ‘first’ perception is to let your very best before and after patients photos speak for you.