Unlocking the full potential of the marketing strategy for your plastic surgery practice starts with a nuanced understanding of your target audience. Here, we explore three key ways to refine your target audience and refocus marketing strategies accordingly to support long-term growth.
Understand Your Local Demographic
Having a strong understanding of your local demographic will help to lay the foundation for your targeted marketing strategy. Is your practice in a more upscale area, or an area where affordability is a bigger priority for potential patients? What’s the average age of the local population? Figure out who it is that you are targeting locally first and then start building specific marketing strategies around that demographic.
Identify Gaps in Your Target Audience
While it’s true that over 90% of plastic surgery patients are female, you could be missing out on a significant revenue stream by not targeting men at all. Male-focused procedures like hair transplants, male breast reduction and even injectables are on the rise. Don’t miss out on an opportunity to expand your patientbase and grow your practice by excluding marketing campaigns geared toward this subset of the population.
Tailor Marketing Channels toward Target Age Ranges
A robust plastic surgery practice marketing strategy will include several marketing channels to reach potential patients. However, it’s important to understand who you are reaching with each channel and then tailor your campaigns to most closely match the preferences of your target audience.
For example, offline marketing campaigns, email blasts and Facebook posts may appropriately target Boomers and Gen-Xers, while shorter, video-based channels like TikTok and Instagram will better target Millennials and Gen Z.
If you find it a struggle to manage both the patient-acquisition and patient care sides of your plastic surgery practice, you might consider a partnership with a proven private equity firm to help manage the business side of the house so you can focus on what you do best: providing top-tier care to your patients.
If you think Prime Aesthetics Group may be able to help you reach your practice’s goals, please fill out our secure online contact form.
