A cosmetic procedure is like any other major purchase—a lot of time goes into making the right choice. One of the most effective ways to reach out to potential clients is by being aware of the journey they go through before making a decision. Since plastic surgery is a major decision for any patient, it usually entails a lot of research on the part of the person considering a procedure, meaning the buyer’s journey is very involved in this instance. Here are the six steps consumers go through as they make major purchasing decisions.
Recognizing the Problem
Before beginning the research phase, the potential client will realize that they might be in need of a cosmetic procedure. In order for this to happen, they have to be made aware of their surgical options. One of the ways to address this is through content marketing—make patients aware of the procedures you offer so they know what the options are. Sharing testimonials and before and after photos can be very helpful for this stage.
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Evaluation of Alternatives
The patient will have to do some research; they will look into all the viable alternatives. This is where it pays to be an advocate in your client’s corner. Help the potential candidate decide if the procedure is for them. Then show how you stack up against area competitors with pricing comparisons or patient interviews. Being as transparent as possible about your practice and offering potential patients a look inside their chosen solution will create a feeling of trust. This inclines those on the fence to lean toward the services you offer should the decide to move forward.
Once the potential client has a procedure in mind, they will seek out available information about it. This is another area where blogging is useful for outreach. Provide useful information for potential patients, such as interviews with doctors about the specifics of an operation, an in-depth look at your practice’s specialties, or a list of procedures covered by insurance. This helps patients narrow down their choice while establishing your credibility.
Deciding to Purchase
After researching options and evaluating alternatives, the patient is ready to choose a plastic surgeon that best fits their needs and budget. But remember, the patient could still decide cosmetic surgery isn’t for them. At this stage, it helps to remind potential clients of the need that drove them to consider cosmetic surgery in the first place. Having an opt-in email marketing campaign in place is an effective way to stay in touch with subscribers.
At this stage, the best thing to do is keep things simple. Make it easy for patients to get funding for their procedure, get in touch to schedule consultations and procedures in order to avoid undoing all the work you put into helping the patient along on their journey.
The journey doesn’t end with a successful procedure—the patient must determine whether they are satisfied. The answer could have major implications for your practice. In order to engage in the evaluation process, ask for client feedback in the office or through online surveys. This ensures that patient voices are heard and helps you shape your practice in meaningful ways for the future.