It’s all about connecting with customers
Today, 88% of cosmetic procedure patients are primarily influenced by a dermatologist, friends, or social media, according to the American Society of Dermatological Surgery (ASDS). Another 43% of patients base their decision on a provider’s social media presence, and 69% are impacted by rate-and-review websites.
Here’s what that means. If you’re going to build your cosmetic practice, you’re going to need a strong online presence. It also suggests that your advertising will probably be more effective at building a connection than at closing a sale. With this in mind, how can you create ads that stimulate interest in your practice and draw prospective customers to your online content and community? In this article, we explore some of the most effective strategies for online advertising and social media posts.
The message matters
An extensive review of skin treatment ads for successful dermatology practices and med spas identified 10 of the most effective strategies. Here’s a closer look at these messages and their objectives:
1. General appeals
Examples: “Love your skin” or “Get healthy, younger-looking skin”
This approach sells skin resurfacing in general. It can increase demand for the procedure and raise awareness of your practice, but it doesn’t necessarily distinguish your practice from the competition. If your practice doesn’t face stiff competition, this can be a viable strategy.
2. Seasonal reminders
Examples: “Look your summer best” or “New year, new you”
This approach also sells the category more than your specific practice. For prospects who know their options or your practice, however, this messaging provides a timely reason to act now.
3. Intriguing information or story
Examples: “Can laser skin treatments help prevent cancer?” or “Why I started regular laser skin treatments in my early 30s”
Interesting content, especially a first-person story, can be very effective on social media. Again, this strategy really sells the category, but it creates a compelling introduction to your practice and to you as a thought leader.
4. Specific benefit
Examples: “Exceptional results with minimal downtime” or “Most effective laser resurfacing technology”
Focusing on the unique benefits of your treatment can distinguish your practice from competitors. If the unique features are important to the prospect, this appeal can significantly impact their decision.
5. Exclusive or time-sensitive offers
Examples: “Second treatment is 20% off this month” or “Choose a FREE trial-size skin care product to take home”
The goal is to create a sense of urgency. Prospects who are just starting to explore skin treatment probably won’t respond. But among those who know their options, an incentive can prompt immediate action.
6. Virtual introduction or tour
Examples: “What to expect from a laser skin resurfacing treatment” or “Dr. Sample talks about laser skin resurfacing”
The idea is to familiarize prospects with you, your staff, and your facility. The more prospects know about your practice, the more likely they are to visit or make an appointment. A link to a patient treatment video can be more persuasive than any fact or product feature.
7. Targeted messages
Examples: “3 reasons men choose laser resurfacing” or “You’re never too young for skin resurfacing”
Messages directed at specific audiences (for example, men, 30-somethings, health-conscious people, or working professionals) can appeal strongly to those groups. Targeted messages can also be used to position your practice as an expert or advocate for a particular group.
8. Before-and-after photos
Example: “Before. After 3 treatments. Smoother, lighter complexion.”
Seeing is believing. Before-and-after photos have always been a powerful persuader. Most patients want to see your actual results before scheduling a treatment.
Examples: “I was surprised how many compliments I got” or “People thought I’d been on vacation”
Hearing is also believing. Endorsements from actual patients can be as effective as word-of-mouth advertising. You can also provide links to a patient’s full story, which is particularly appealing on social media.
10. Take the next step
Examples: “See for yourself what laser resurfacing can do” or “Attend a free demonstration brunch”
This strategy effectively advances the sale among your most qualified prospects—people who take the next step. It’s a prime opportunity for prospects to meet you and your staff, hear from your patients, or see a live demonstration. After attending an informational event, prospects are much more likely to schedule a treatment.
Quantify your responses to improve your results
Discovering which of these strategies will work best for your practice may require some trial and error. To quantify and compare your responses, make sure to include a call to action that can be measured. For example, a link to your website or social media page or a phone number to RSVP. Your advertising will have a positive effect on your practice, even if you get no direct responses, but the best advertising generates clicks and calls.
HALO® isn’t like other lasers
Regardless of your advertising strategy, one way to build your skin resurfacing practice is with the HALO Hybrid Fractional Laser. As the world’s first hybrid fractional laser, HALO delivers both ablative and non-ablative wavelengths to the same microscopic treatment zone. This dual-wavelength feature works on the damage you can and cannot see at the same time, which means great results with minimal downtime. In testimonials, reviews, and social media posts, HALO patients consistently express the highest levels of satisfaction with their treatment and the results.