Social Proof Marketing for Plastic Surgeons
Why do some surgeons charge 3-5X more than other surgeons… AND have a waiting list? Why do vendors in our industry pay a ton of money to celebs to tout their lasers? Because they know s...
Why do some surgeons charge 3-5X more than other surgeons… AND have a waiting list?
Why do vendors in our industry pay a ton of money to celebs to tout their lasers?
Because they know social proof marketing works!WHAT IS SOCIAL PROOF MARKETING?
According to Robert Cialdini, author of Influence: The Psychology of Persuasion, “We view a behavior as more correct in a given situation to the degree that we see others performing it.”
That means when prospective cosmetic patients are uncertain about what to do, they look to other people around them they trust (or want to be like) such as experts, celebrities, friends, etc.
People also make judgments based on their overall impression of someone. For example:
Knowing these strategies is interesting but how do you incorporate them to make a difference in your own brand and status? Coming up….5 WAYS TO BOOST YOUR SOCIAL PROOF
Be creative and don’t be afraid to share your successes. Things you take for granted are a big deal to prospective cosmetic patients trying to figure out who is the BEST choice so implement these strategies to stand out:Celebrate Milestones
Show gratitude for your user or follower milestones. Reaching milestones is a fun occasion to celebrate and a great time to thank the patients who have helped you achieve that.
Here are some of the milestones you can celebrate with your audience:
Spread the word by sharing on your social media platforms, send e-blasts to your current patients, display in-house signage, and highlight on your website.Use Micro-Influencer Marketing
Since you probably can’t get a Kardashian to be your celebrity social proof, here’s the next best thing.
Use your current patients with a strong social media influence in a niche area. It’s way more authentic when they actually had work done by you. Give them special pricing for helping you grow your practice.
Have your staff ask your patients about their social followers in a conversational way or check out their stats on Instagram and Facebook and ask them how they got so many followers. They will be happy to brag about it.Reviews
Patient reviews are huge in our industry. The most effective way to get reviews is to ask for them once the patient is healed and ecstatic about their new look.
But make it easy for them. If they don’t have a Gmail account, set one up for them. If they don’t know what to say, give them starter sentences like these:
It’s the patient’s story that is so interesting to other prospective patients who want to experience that story also.Before/After Photos
Cosmetic patients love to “see” your work and “the more the merrier”.
Develop a protocol (just like you do for surgery) for your processes to get your patients before AND after photos, along with consent.
Set up a photo room or corner/closet in your practice with the same lightening and angles so your photos are uniform and professional looking.
Even if they won’t agree to broadcast their photos all over the Internet, they may be ok if you show prospective patients during their consultation.
And here’s a tip about photos…a prospective patient wants to see themselves in your photos so have a variety of ethnicities and ages for them to preview.Turn Your Staff into Walking/Talking Testimonials
People tend to adopt the opinions or actions of people they trust so turn your staff into your free sales ambassadors.
There is nothing more compelling than a prospective patient seeing another cosmetic patient standing in front of them who has already experienced plastic surgery from you.
Your staff can share her story and show would-be patients their results.
Have your staff consent to the use of their photos, written testimonial, and shoot a video testimonial to use in social media and YouTube.
That’s how you convert more surgical consultations the easier way.
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ABOUT THE AUTHOR
Since Year 2000, Catherine Maley, MBA has been a plastic surgery growth business and marketing consultant, author, speaker, trainer, blogger, and podcaster. Her website is www.CatherineMaley.com