Within the field of the medical and health sector, marketing for aesthetic clinics is undoubtedly one of the highest levels of digital competence. This means that in order to have visibility and attract customers in digital media, we must be clear about the objectives and how to achieve them. Otherwise, the economic resources and the efforts dedicated to obtaining clients will fall on deaf ears.
There is no doubt that this is a booming sector. It has been growing for several years of consumer spending on caring for and improving their health and image. Now, nothing comes as a gift and we must know how to do it to get our share of the pie.
When the number of competitors is high and the market requires it, having good results from a digital marketing campaign for aesthetic clinics depends on doing things with good advance planning. It is not worth doing certain uncoordinated marketing actions. Taking specific decisions to carry out some action may have short-term results, but we will certainly not be optimizing resources and the effect will be sporadic and limited.
The survival of the business depends on knowing how to attract and retain customers for our aesthetic clinic. For this, it is necessary to define a short, medium and especially long-term strategy.
MARKETING PLAN FOR AESTHETIC CLINICS
The first step before making any investment decision is to have a marketing plan to attract clients to our clinic. This will help us to be clear about what we want to achieve on the Internet and how to do it. Through a marketing plan we draw up an action plan and we can track it. It’s about positioning our aesthetic clinic in the digital world and transforming our investment into income. Without a clear and defined strategy, we will not achieve any commercial purpose.
A marketing plan for the aesthetics sector should include among other information:
- Study and analysis of the aesthetics sector in general, and in your area of influence in particular.
- Analysis of the business and consumers.
- Objectives to achieve.
- Analysis of the competence of the aesthetics sector on the Internet.
- Summary of the strategy to follow.
- Strategy for each online medium.
- Action planning
- Track results with the right metrics and KPIs
- Analysis of costs and benefits
- Conclusions and recommendations.
CAPTURE CLIENTS FOR AESTHETIC CLINICS
Differentiation in aesthetic services.
In any competitive sector, the first key to success is differentiation. If we do not differentiate ourselves, we can only attract customers by price. Attracting customers through offers and promotions, it’s like “bread for today and hunger for tomorrow”. The client who comes to the claim of the offers usually is a loyal customer. Today will come to your clinic for the price claim, and tomorrow will go to another with the same claim. On the other hand, our business cannot live on aesthetic treatment offers, because we do it based on our margin.
Segmentation to attract clients of aesthetic services
The second key point is the segmentation of different types of customers. Segment-first between current and potential customer. Segment by ages and sexes, etc. We must also know what kind of purchase a client wants to make, their economic capacity, treatments in which they are interested (made and not made), products purchased …
All this will help us to refine the shot, and not waste resources promoting services or products to a type of customer that does not interest.
Talk to your customers, make satisfaction surveys, offer to subscribe to your newsletter, collect information about the aesthetic services that you have already been hired … There are many ways to get information that allows this segmentation.
Coordination of digital marketing actions of aesthetic clinics
The third key, we have introduced it before. It is not good to carry out uncoordinated actions because the results will be very limited.
The first thing we must do is plan what aesthetic services you want to promote in each moment and time. Then see what actions you can take with my budget to attract customers. Finally, coordinate those actions so that they strengthen each other. In this way, you will be maximizing my resources and getting the best possible results.
For example, if during the first quarter of the year you decide that the best thing is to promote a specific service, and you have resources to manage the blog, the RSS and dedicate some budget to Adwords, the way to act would be to work the previous month to prepare all these coordinated actions and implement them in order in the quarter.
Finally, always measure, measure and measure. You have to use the analytical tools that you have at my disposal to know the profitability of these actions through the monitoring of the KPIs that you have marked.
CUSTOMER LOYALTY FOR THE AESTHETIC CLINICS.
Different studies reveal how capturing a new client costs between 3 and 5 times more than retaining an existing one. Apart from this, a current client surely consumes services and products of greater value than a new one that does not know you.
It is therefore critical to retain our current customers. For them, it is essential to manage your database correctly. To all our clients, we have to offer them the possibility of giving us their permission to contact them and keep them updated with information about our clinic and services. This is because managing this database well, we will have the opportunity to attract satisfied customers back to our aesthetic clinic with a very low cost, achieving very good profitability of the digital marketing activities.
We can access them in a direct way, we can offer products that we know are of interest to them, we can do cross-selling, etc.
Another key action at any given time is to carry out a recovery campaign for former customers that are no longer. We have to remind them that we are here and that one day they were clients. We can offer you a small incentive or gift to return to our arms and then include them again in our loyalty strategy.
Finally, we remind you that a satisfied and loyal customer is our best marketing tool. A client like this will recommend us to his friends and acquaintances, he will name us in his Social Networks positively, and with a bit of luck, he will value us with 5 stars in Google or in forums with a good review.
We hope that this small guide will help you to attract new clients and retain the current ones of your aesthetic clinics.