Dr Kohout's Plastic Surgery Blog

How to Build the Brand of Your Cosmetic Surgery Practice

Mark Kohout - Sunday, August 18, 2013
Three things are key to marketing your cosmetic surgery practice: experience, relationships and results-oriented marketing. VP of IF Marketing Tracy Drumm gave these key-notes to delegates at the 2013 Vegas Cosmetic Surgery and Aesthetic Dermatology meeting. “Experience” means your surgery’s look and feel. Add nice touches to make it a place patients looked forward to visiting, she suggested. “Relationships” are your people. Give new patients a welcome folder with short bios of the staff to make them feel at home. Dr Grant Stevens, MD, FACS, said marketing should be aimed at target markets. Dr Stevens used his website, emails, newsletters, radio ads, and billboards to market his “Freeze the Fat” campaign. The campaign was designed to create intrigue about the technique of CoolSculpting  used in the “Freeze the Fat” campaign. He said 66% of patients responding to the campaign were new and 40% became long-term patients. After he specifically targeted men via ESPN radio spots, he reported that 40% of his CoolSculpting patients were male.
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