It’s more important than ever for patients to see themselves in your materials. Patients need to quickly feel as if you know them, you understand them and you’ve helped others just like them.
For example, if Sally is a 57-year old white professional who wants a face lift, it’s best she see other 57-year old white professional patients who had a face lift. It’s even better if you have a 57-year old patient coordinator who you performed a face lift on so she can show her scars (or lack of) in person.
Or, if Cindy is a 30-year old Hispanic young lady with two kids who wants a Mommy Makeover, it’s best she speak with and sees patient photos of other 30-year old Hispanic young ladies with kids who had a Mommy Makeover and couldn’t be happier.
More “matching” strategies include:
- Have different Websites for different procedures
- Show a variety of demographics on your websites
- Show the prospective patient before/after photos that match their demographics
- Any staff person who matches a demographic and has had the specific procedure done should talk to the prospective patient about their own experience.
The point is, the more you can match your message to your market, the more successful you’ll be.
Catherine Maley, MBA is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on cash practice building and trains staff to be converting rock stars. | View Author Profile | Get a Free Copy of her popular book, Your Aesthetic Practice: What Your Patients Are Saying