APR 2019

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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BUSINESS CONSULT | By Tim Sawyer Are you ready to determine your practice's digital market- ing IQ, and with it your ability to leverage the modern sales and marketing ecosystem to fi nd, serve and retain more pa- tients? To reap the benefi ts of digital marketing, it is impor- tant that practice owners and managers separate facts from feelings when analyzing their efforts. Following is a quiz that can help you do just that. For starters, let's look at how you feel currently about your digital marketing program's effectiveness. If I told you the highest score you could get is 50, how would you rate yourself right now? Write that down and set it aside. (This may also be a fun exercise to share with your team.) Next, you are going to rate your practice on a scale of 1 to 5 (1 being the lowest) in 10 categories associated with your digital marketing and sales efforts. At the end, you will have a good idea of where you are, and you will be well on your way to shoring up areas that may need some attention. 1. Website development. Rule No. 1 is that your website should be mobile-responsive. This means when viewing your site on your phone or tablet, there should be no pinching or scrolling, as it will automatically reformat to any device. Also, your website should feature contact forms and a phone number on the home page and every interior page. The site itself should look clean and attractive while highlighting your top treatments and procedures. Score 1-5. 2. Search Engine Optimization (SEO). This affects how pages on your website rank with major search engines. Go to Google and type the phrases that patients in your market would search to fi nd your top treatments and proce- dures. (Note: Nobody goes to page 2.) Score 1-5. 3. Email Marketing. This is still a highly effective, low-cost communication medium to increase connectiv- ity and retention among new and existing patients. What percentage of your patient base has provided your practice with their primary valid email address? What is your typical open rate and click-through rate? A 15 to 20 percent open and 1.5 percent click-through rate is pretty good. When it comes to obtaining patient emails, your goal is 100 percent. Score 1-5. 4. Specials and Promotions. Best practices suggest creating a monthly schedule for specials and promotions that includes updates to the website, emails sent to the database, consistent promotion throughout the month across all social media outlets and signage tastefully displayed in common areas of the practice. Score 1-5. 5. Social Media. Social media marketing involves posting engaging content consistently and frequently across all sites. Incorporate a linking strategy that connects posts 18 APRIL 2019 | Med Esthetics © GETTY IMAGES Rate your digital marketing efforts and knowledge. DIGITAL MARKETING IQ

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