Marketing your aesthetic clinic can be a highly rewarding, yet challenging task and with the economy slowing, it is essential to get the basics correct.
As the market for cosmetic and dermatological services has matured, potential patients are becoming increasingly savvy about their options. Therefore, standing out in this competitive field requires not just clinical expertise but also effective marketing strategies. Here are three tips for marketing your aesthetic clinic to attract new patients and build trust.
Your Google Business Profile
Having a Google Business Profile is essential for any aesthetic clinic looking to boost visibility and attract local clients. With over 90% of consumers searching online for local businesses, when your potential patients search for services like “aesthetic clinic near me,” your Google listing allows your clinic to appear in local search results and on Google Maps.
A well-maintained Google Business profile helps build trust by displaying key information such as website URL, phone number, clinic hours, and location.
Additionally, your listing can include photos of your clinic, services, and staff, helping prospective clients feel more comfortable. Optimising your listing with relevant keywords ensures better visibility and more opportunities to convert searchers into patients, ultimately growing your business.
As most people research online when contemplating an aesthetic treatment, having an up-to-date profile is crucial.
Improve your website’s SEO
On top of your Google Business Profile, a comprehensive and search engine optimised (SEO) website is a critical aspect of building your clinic’s online presence.
Start by ensuring your website is optimised for local searches. This involves using relevant keywords like “aesthetic clinic in [your city]” or “acne treatment near [your city]” within your website’s content.
Use relevant keywords
Identify the search terms your potential patients use when looking for services. Incorporate these keywords naturally into your website’s content, titles, meta descriptions, and URLs. Tools like the Moz Keyword Planner can help you find the most relevant terms for the treatments you provide.
Create quality content
High-quality, informative, up-to-date content is the key to ranking well in search results. Regularly update your website with blog posts and FAQs on treatments, and include articles that address your patient’s common questions or concerns. This not only improves SEO but also establishes your expertise on the topics your patients care about.
Optimise for speed and mobile devices
Google prioritises websites that are mobile-friendly and fast-loading. Tools like Pingdom can help you assess the load speed of your site and offer resources to help you rectify issues. Ensure your site is responsive, meaning that it adjusts well to mobile screens. Also, optimise large images and remove unnecessary code to speed-up loading times.
Use Internal and External Links
When writing content, ensure you include links to other relevant pages/posts on your site to improve navigation and keep visitors engaged. Additionally, include outbound links to reputable sources to further enhance your website’s authority.
By following these tips, you can significantly improve your website’s SEO and attract more organic traffic.
Offer personalised experiences
Patient experience plays a huge role in differentiating your clinic from others. In aesthetic medicine, patients are often seeking more than just a treatment—they want a personalised experience that makes them feel cared for. Offering customised treatment plans based on individual needs can greatly increase satisfaction and loyalty.
Implementing aesthetic clinic management software that can help you track client preferences, treatment history, and follow-up schedules will assist in managing these. Appropriate software will allow you to easily send personalised reminders for future appointments or recommend new treatments based on their past visits. For example, sending a patient a reminder for a follow-up acne treatment or informing them of new products that match their skin type can create a sense of exclusivity and care, encouraging them to return.
Another great way to enhance personalisation is by offering tailored promotions. A simple but effective strategy could be sending a birthday discount for a product in the skincare range that you stock or a personalised note after a treatment to help build loyalty.
By including online search visibility and optimisation, along with personalised patient experiences, as part of a robust marketing plan you can attract new patients and foster loyalty with your existing patient base, ensuring sustained growth for your clinic in an increasingly competitive market.
Looking for more business building advice? Register for The Business of Beauty seminar series in Sydney (26 September 2024), Melbourne (12 October 2024) and Brisbane (26 October 2024).
