Aesthetic Medicine Web Marketing: From the Website to Social Media
Aesthetic medicine is probably the fastest-growing medical field in recent years. That is why, for professionals in the sector, it is necessary to develop a web marketing strategy that makes it possible to gain visibility and attract new clients. A digital presence, with a website and social channels, is essential in this field too. A few figures and data are enough to understand the reason for this need. The upward trend is in fact confirmed by some unequivocal statistics. In 2019, in Italy, more than 1 million aesthetic medicine procedures were performed*, almost 8% more than the previous year. As Ansa reports, in 2020 the increase was as much as 25%. For consultations and procedures, Italy ranks fifth for the total number of procedures. The figure is constantly growing, probably a consequence of the pandemic and the lockdown.
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Online Communication for Aesthetic Medicine
Reading these data, which are also confirmed at the international level, it is clear how indispensable it is to leverage online communication in this delicate sector. While aesthetic medicine and surgery were once considered niche practices, they have now become widely accepted. These are no longer procedures reserved for entertainment figures and celebrities; they belong almost to everyday life. It is no coincidence that the WHO has recognized aesthetic medicine as a valid and important practice for psychophysical balance and well-being, understood in the broadest possible sense. Managing to overcome this prejudice was the first step, a trend worth investing in by communicating effectively. The data on users’ monthly online searches shows, in fact, a growing interest in the topic. The keyword “aesthetic medicine” shows a volume of 4,400 searches per month, according to Google’s analysis tools. More specific but for this reason even more valuable, “aesthetic medicine center” counts over 260 searches every month. This means that being present online will allow you to reach a large and, above all, interested audience. Of course, it takes the right strategy, made up of an SEO-positioned website with the right keywords and cross-media communication built on quality content.Aesthetic Medicine Website
It is therefore clear how essential it is to have a website for this business. What should the website of an aesthetic medicine doctor be like? There is only one answer: simple. These are medical matters: the user is looking for a solution to a problem and, therefore, does not want to waste time. The site, in addition to loading quickly, must therefore have a menu that is easy to read and navigate. That is why it is essential that it be mobile first, that is, designed for use on mobile devices. Over 80% of internet traffic in fact takes place from smartphones and tablets. Hence the need for a layout that adapts to the phone screen while always remaining easy to use. Inside it, users should find all the useful information, such as contact details, and quality content that showcases your work.Blog and YouTube
But what does quality content mean? And what are the right channels to communicate it in a way that is interesting but, above all, credible? When it comes to aesthetic medicine, you cannot do without a blog section on your website. A kind of magazine where you explain what aesthetic medicine is: the most frequent procedures, case histories and practical examples, curiosities and news. This way you will intercept users’ questions, both explicit and hidden, you will demonstrate your expertise on the subject, and you will dismantle many fears and clichés. Blog articles should be conceived with an eye to SEO, with the right keywords and with catchy, and indeed SEO-friendly, copy. But they must also be user-friendly, that is, interesting and easy to access. Content of this kind will add value to your work, conveying competence and consequently winning users’ trust. Another very important channel is YouTube, with videos dedicated to the subject. This way you will be able to literally put your face on it, appearing in person: a bold and smart move that will lend credibility to your work. People have to decide whether to entrust themselves to a doctor for a delicate procedure, placing their body in the hands of a stranger. Being able to empathize with them, winning their trust even through the screen, is the first step toward earning esteem and credit. Moreover, the video format is decidedly more compelling and engaging than written or static content. So communicating through short videos and small talks can be the right choice. Finally, both the blog content and the YouTube videos can be used as material for advertising campaigns. This brings us to the heart of the marketing strategy in the more literal sense.Web Marketing for Aesthetic Medicine and Advertising Campaigns
Advertising campaigns for aesthetic medicine must be planned in an extremely detailed and cautious way. Platforms such as Facebook and Google have very strict policies on these topics, on the use of the body in ads, and on the messages promoted. For example, Facebook prohibits ads created according to the “before – after” scheme, that is, ones that make a comparison between the before and the after. And this could be a classic aesthetic medicine advertisement, meant to show the result, the benefits it brings. That is why campaigns must be created with caution. The chosen content must be positive, not sensationalistic, because it could frighten people. You must not simply capture attention; you must emphasize credibility, experience, and skill, and trust must be earned. That is why social media can be very important, especially with an organic editorial plan supporting the advertising activities. Social content is useful for spreading information, creating interest and engagement. Allowing users to comment, raise their doubts, and answering their questions is a fundamental activity. And you can do this using blog articles too, so as to draw further traffic to the website. This way, marketing activities will not be sporadic and ends in themselves, but supported by precise, quality communication. *https://www.aicpe.org/2021/01/osservatorio-aicpe/#:~:text=Nel%202019%20in%20Italia%20sono,costante%20da%20circa%20cinque%20anniRelated service: discover Advertising by ARvis — the agency that scales with you.
