Taking a concrete step towards achieving the ideal body is a major decision, and a successful cosmetic surgery practice website will take this into consideration when designing content. You already know that visitors to your site are in the process of seeking out surgical or non-surgical intervention, but you might not be aware of the stages they go through on the way to becoming a satisfied patient. Here are the six steps involved and how you can target your site to visitors at each stage.
Recognizing a Problem
Before a client can come to you, they must first have a desire to make a change. Often, this happens when they learn about new procedures that are available or less invasive than they have been in the past. Publicizing new surgical techniques and available non-surgical interventions can help visitors spark that initial desire to learn about cosmetic surgery options.
This is the stage when most users will first seek out your website. They are trying to find factual medical information about available procedures, so providing this in the form of blogs, videos, and FAQs will help many visitors get the help they need to move on to the next stage in the process. This will also help to establish your credibility for when it comes time to make a purchasing decision.
At this point, potential patients are researching multiple providers to find the best possible cosmetic surgeon for their needs. If you specialize in a specific area such as rhinoplasty or cool sculpting, be sure to emphasize this procedure and include testimonials from satisfied clients in order to position yourself as a leader in the field.
This is the critical stage in a patient’s journey—they have researched procedures and doctors and are aware of payment options, and have decided to choose your practice. However, they could still walk away. At this point, a reminder email could help them to make the next step. It is also important that patients are made to feel secure and that all their questions are addressed at this stage.
Becoming a Patient
After a period of research and evaluation, the patient has finally chosen your practice. Now is the time to provide them with the quality care and attention they expect after viewing your website and scheduling a consultation. Online content such as patient forms and post-surgery care guidelines can be made available so that your website is helpful to visitors even after they opt to become patients.
Even though it occurs after the procedure, this important part of the process should not be ignored. Satisfied patients can be a great asset to your marketing efforts, both through word of mouth and by providing reviews and testimonials for your website. Once a patient decides they are happy with their plastic surgery outcome, they might even return for another procedure at a later date. Follow up with clients to thank them for their decision and ensure that their experience matched their expectations.