During the peak of the nation’s stay at home orders during COVID-19, Acara Partners recommended our clients transition to messaging full of compassion and education, letting clients know that they understood the problems they were facing and educating them on products and services. This break from usual marketing campaigns and promotions was a way to nurture client relationships at a time when our industry was forced to come to a halt. Now, as aesthetic medical businesses continue to re-open across the country, it’s important to rebuild your practice’s traditional marketing momentum while continuing to nurture client relationships.
1. Ramp up digital marketing strategies.
People’s screen time has increased as a result of more time indoors and less time out in public. Marketers have adjusted by seriously ramping up digital marketing tactics to reach audiences. As your clients spend more time on their phones viewing your content, make sure your website is mobile-friendly, your social media content is regularly refreshed and you keep your clients updated via email.
2. Update your Unique Selling Points (USPs) to reflect in-office changes for COVID-19.
Share a list of the various safety procedures that your office has implemented. Make sure your website is updated with this list and email it out to your client base. Your social media channels should also reflect these in-office policy changes. Use compassion in the messaging to reflect how your practice values client safety and comfort during their time in your practice.
3. Understand any changes in client behavior.
Look into buying behavior. What products or services have been in higher demand since re-opening? Create a promotional plan around it to further encourage sales. Or, more importantly, what products or services have not been in high demand? Have your clients’ interests been trending downward for a certain product or service? Create a promotional plan to encourage clients to reinvest in themselves post COVID-19.
4. Enhance your e-commerce offerings.
The increase in digital marketing is driving consumers to purchase online. Enhanced by COVID-19 restrictions, clients are less likely to stop into the practice just to restock on products. If you haven’t done so already, consider adding e-commerce capabilities to your website. Start with gift cards and then look into expanding further. Or simply promote that patients can save themselves a trip by purchasing products or gift cards through phone or email.
5. Consider digital alternatives to traditional in-house events.
Platforms like Zoom allow events like open houses to still take place, creating an opportunity for your practice to increase sales. Interestingly, Acara Partners found that Zoom events may be contributing to an increase in demand for aesthetic procedures during the pandemic. Find more information on what we call “The Zoom Effect” here.
The shift toward digital marketing has been going on for a while. Under these circumstances though, it’s more important now than ever that marketers utilize it. It’s important that you modify your practice’s marketing strategies to reflect this. To keep your marketing momentum, follow the trend toward digital, be compassionate with your clients in communicating the prioritization of their safety, pay attention to their buying behaviors, enhance your e-commerce offerings and go digital for your events with platforms like Zoom.
If you’re interested in launching a medical aesthetics practice or boosting your current practice with next-level marketing and development strategies, reach out to the Acara team at 203.488.0028!
