Top Five: 2016 Marketing Trends
The marketing plan that you create today won’t be the best plan for your plastic surgery practice a year from now. For your business to benefit the most from your marketing efforts, you must make certain that your strategy evolves with changes in the interests, needs, and buying trends of potential and existing patients.
If you haven’t started thinking about 2016’s marketing trends, then it’s the best time to do so. These marketing trends can better help you to:
- Attract and pursue new patients.
- Increase exposure, sales and referrals.
- Remind existing patients of the reasons they should rely on you for their medical and cosmetic care.
Higher Focus on Consumer Needs
People’s online experiences have a greater impact on the reputation and success of a business than in the past. Consumers are more willing to share negative experiences online. They are also more likely to ignore traditional, non-relevant ads.
To prevent negative feedback while also promoting your products, services and word-of-mouth advertising, your marketing strategies must target your patients’ interests and leave behind only positive impressions of your brand every place you focus those efforts, including on your website and in email newsletters, social discussions and face-to-face events.
Less Market Guesswork
It’s no surprise that using online data more effectively to target consumers is expected to be one of the top marketing trends next year. Data firms monitor people’s online activities and then sell the data like a service to whoever wants to use it. Today’s technology makes it possible for the data to be broken down into categories and patterns, such as people’s search keywords, hobbies, social interests and buying trends.
As a result, a data firm can provide you with new customer leads. For example, Data as a Service (DaaS) might lead you to the names of local consumers that shop for high-end luxury items and the knowledge that these individuals are more likely to want plastic surgery and have the means to afford expensive cosmetic procedures not always covered by insurance companies.
Greater Targeted Profiling
Again, the key to increasing the attractiveness of your products and services is personalizing your digital marketing efforts. You can use data from DaaS firms, apps, and other sources to create advertising that targets individuals. Many modern tools allow you to do this and much more.
For example, you might learn from acquired data that wealthier patients often get one type of cosmetic procedure. This might lead you to then target wealthier clients on your email subscriber list with information about that procedure.
More Portable Options
As more people choose wireless and portable electronic devices to make multitasking easier and faster in their busy lives, digital marketing efforts next year will focus more on mobile devices. For speed and convenience, many patients want to be able to do everything, including researching doctors and scheduling appointments, from one portable device like a smartphone or tablet. Marketers have predicted that only the businesses that have a mobile website, focus on mobile advertising and other mobile services like apps will remain competitive.
Less Reading and More Seeing
Visual content is expected to become another one of the top marketing trends as more people try to save time by speeding up their online interactions. Written content can take hours for people to absorb and understand, while visual content can tell a person a story in a few seconds. One thing you might do is post treatment pictures on your website in addition to a written testimonial. Existing and potential patients are more likely to contact you about services if they can see great results.