Power Up Your Practice Marketing With Personalization

Power Up Your Practice Marketing With Personalization

555 312 The RealSelf Team
Highlights:
  • Aesthetic treatments are already highly personalized, so aesthetic providers have built-in opportunities to gather insights to customize their prospect marketing and patient outreach.
  • Understanding the digital spaces, types of content, and delivery times patients prefer is a great way to help ensure your marketing is seen, and ultimately resonates. One of the most straightforward ways to get that information is to ask.
  • It’s a tactic that Netflix and Amazon have used to build loyalty and engagement with consumers—making recommendations. Use insights into contact demographics and preferences to make recommendations that inspire positive sentiment, bookings, and other purchases (like products) from your practice.

Today’s consumers are looking for brands to provide personalized experiences end to end, from customer service and marketing to the actual products and services companies deliver.

According to Epsilon, a top data marketing firm, 90% of consumers find personalized experiences appealing, and 80% are more likely to do business with a company that provides personalized experiences than those who do not.

1. Know That Aesthetics Practices Already Have an Advantage

Building one-to-one marketing experiences is a fairly new innovation for many businesses, especially those that interact with customers at a significant scale. However, a high degree of personalization is already endemic to the way providers deal with their patients in the aesthetics world. Here’s why:

  • A consumer’s decision to begin a treatment journey is a deeply personal one to begin with, based on their own assessment of how improving their looks might also improve their lives.
  • The treatments you deliver are customized to each patient you see, with their specific objectives and physiology driving your treatment decisions.
  • You have access to a depth of knowledge about your patients and their psychographics that would be the envy of other businesses, for whom getting that information is not business-as-usual.

You already know how to do personalization well. Now consider other ways that your interactions with consumers can add a personalized touch to your marketing, from when they initially encounter you online through their post-procedure experiences with your practice.

2. Consultations are a Great Time to Identify Microsegments Among Your Patients

Who are your patients exactly? If you haven’t already, identify clusters of patients in terms of their demographics, motivators, and other factors that can help you communicate with them in a more relevant and personalized way. Your consultations can be a great place to start in order to gather information that can give you more insight into your patients.

  • You may notice that different triggers may motivate patients to seek treatments based on their age range, gender, or other demographics. Use that insight to inform how you talk about your practice and treatments in your marketing, on social media, and in person.
  • You might consider a short pre-consultation survey to ask questions that will give you structured data—information in a format that is consistent across patients—you can readily aggregate and compare across a range of consumers.
  • Crucially, an effective pre-consultation survey will also give you a starting place for probing deeper into your patients’ motivations when you consult with them face-to-face.

SEO platform BrightEdge reveals that more than 55 percent of marketers use this combination of data and feedback to make informed decisions about how to personalize content.

3. Tune the Channels and Find the Right Times to Reach Your Contacts

Communication channels—that is, the methods by which you reach out to current and potential patients—are the difference between communications that land and those that miss.

  • Find out from your current and potential patient contacts what their preferred communication method is (email, text, or phone calls) and use that as your primary channel to ensure they feel heard and that your messages are heard.
  • We know from RealSelf data that minutes count when it comes to responding to inquiries, so the best timing for your first contact with prospective patients is minutes after they reach out to you.
  • For follow-on communications throughout the rest of their experience, be sure to capture their preferred days and times to hear from you. According to research by consulting firm Accenture, 81% of consumers want brands to better understand them better by knowing when not to approach them.

Current and prospective patients will appreciate that you asked, and this action will increase your likelihood of successfully connecting with them.


BONUS TIP: Some customers may prefer to be emailed before 2 p.m. during the week, but receive texts in the late afternoon and evening. Consider offering them the ability to define different communication channels based on time of day, and perhaps even day of week.


4. Let Contacts Choose Their Own Adventure

When communicating with potential or current patients, you’ll probably want to send them “service messages,” or communications relating to the specifics of their consultation and appointments: dates, times, locations, preparations, and reminders thereof.

But you can also deepen your relationship with consumers by sending them other value-added content, like a monthly or quarterly newsletter outlining new treatments, post-treatment tips, or patient stories.

Ask your patients whether they want to receive emailed content at all. And if they do, find out what type, or customize the content based on what you think is relevant to their demographics or treatment. This level of customization can be accomplished with an email preference center, where users can set the parameters of their engagement with your marketing, including subject matter and frequency.

5. Use Insights to Make Helpful Recommendations

Likewise, personalized recommendations can be an excellent way to coax an inquiry into a consultation, a consultation into a booking, and a patient into a repeat visit and/or positive review. Those recommendations can come in several varieties.

  • For an inquiry, a recommendation might be recommended watching or reading, like a primer about a procedure or a link to a question you’ve previously answered on RealSelf that is relevant to their interests.
  • The same holds for a consultation, though you will likely have more information about their objectives and concerns that you can use to send helpful content.
  • Patients could be great candidates for information about post-treatment regimens and related treatments—just make sure the timing of these messages is relevant to the timing and nature of their treatment and recovery timeline.

Patients certainly want it their way when it comes to treatments. Expanding this ethos to marketing touchpoints and communications can be an effective way to build trust and project to aesthetic consumers that you’re a patient-centric provider.