What do Dr. Martens, flannel shirts, and chemical peels have in common?
They were all big in the ’90s, and now, 20-plus years later, they’re proving popular all over again. According to AAFPRS, more than half of facial plastic surgeons (52%) say that chemical peels are in high demand.
As the Academy notes, part of the chemical-peel appeal is that there’s a treatment for everyone:
Some peels produce changes that are relatively light and freshen the skin through exfoliation, notes AAFPRS President Fred G. Fedok, MD. Moderately deep peels will help various kinds of pigmentation issues. The deeper peels are effective at correcting wrinkles.
For potential patients considering a chemical peel, the options can be overwhelming. Among TCA, Phenol, Glycolic, plus the herbal and in-home alternatives, aesthetic consumers can use all the help they can get when it comes to selecting a chemical peel right for them.
That’s why sharing insights and providing content that helps them make more informed decisions is so important. Like most patients, those pursuing chemical peels are looking for guidance and, they are inclined to appreciate — and, hopefully, patronize — doctors who provide it.
Here are three tips to promoting chemical peels in your practice:
Create user- and SEO-friendly content
Now is the ideal time to showcase peels, especially since wedding season and summer vacations are right around the corner. According to RealSelf research, chemical peels are the No. 3 treatment brides-to-be consider before their big day. If you offer skin services, consider giving them a higher profile on your practice website and social profiles.
That could mean a blog post pegged to wedding-oriented procedures (fresh content is always good), or a page on your practice website that compares the various options (which matches up with consumers’ interest in comparison shopping). Content should be fact-based — search engines have become increasingly adept at ascertaining quality — but conversational as more people use voice search to find what they’re looking for.
Grab attention with great visuals
Today’s aesthetic consumers are armed with sophisticated search skills, pressed for time, and unwilling to stick around if they don’t quickly find what they’re looking for.
Fortunately, skin procedures lend themselves to great visuals, so feature them prominently with a beauty shot on your homepage and/or links to a gallery of before and after photos. Bonus tip: Showcase patients of many ages and ethnicities — potential patients are more likely to relate when they see other patients who look like them.
Video is an excellent medium for sharing info about chemical peels. Toronto dermatological surgeon Dr. Benjamin Barankin augments his explanation of the types of peels with graphics that underscore the differences and what conditions they can treat.
Additionally, this video from Dr. Justin Harper, of Columbus, Ohio, lets viewers see a chemical peel in process while proactively answering questions about price, duration, discomfort, and recovery.
Engage people before you meet them
These days, you can’t wait for potential patients to call or email your practice because the vast majority have begun narrowing their “consideration set” long before they pick up their phone or hit “send.”
You stand a better chance of meeting them in person if they get a chance to meet you online first.
One of the best ways to engage with potential patients is to answer the questions they ask online. Sure, many cover the basics — cost, recovery time — but others come from consumers interested in moving beyond the basics. From questions about freckles and skin types, to post-peel fillers and microneedling, these “high-intent” consumers are worth engaging with.
If you want more chemical-peel patients, share great content
As the AAFPRS data shows, interest in chemical peels is booming, making this an excellent time to showcase the skin services you offer.
Timely content and eye-catching visuals will attract the attention of patients considering their options — and the search engines they rely on — while participating in online Doctor Q&As expands your potential audience to millions of other like-minded consumers.
In that light, what some might consider a nostalgic nod to the ‘90s also represents an excellent opportunity for practices seeking new and future business.
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