How Google My Business Can Help Drive NEW Revenue to Plastic Surgeons

In this Plastic Surgery Marketing Podcast, we mention several basic things to focus on when optimizing your plastic surgery company’s Google My Business profile.

Here’s a link to the post I mentioned about solo or multi-practitioner practices.

This post explains how to create a link to Google My Business for reviews.

Transcript:

Welcome to the plastic surgery marketing podcast, a program dedicated to helping you grow your surgical practice online. We discuss exactly what you need to get more patients using the internet to increase your rankings online and be seen as a leader in your market. We’ll discuss all of this and more on this upcoming podcast.

Today we’re going to talk about my top four tips for creating your plastic surgery marketing plan. There’s been a huge demand over the past three or four years for plastic and cosmetic surgery and a ton of complimentary products and services have been recognized and cater to by multiple entities. So it’s imperative that your practice have a clearly defined marketing plan that separates every objective that you want to focus on and also provides creative solutions to deliver what really matters, what are the most return on your investment. So here’s what I’ve put together. Over the past 13 years I’ve working with different types of surgical practices. And what I’ve seen, uh, at really needs to happen either after year five or before year one. The first one is to make sure that you’re continuously making an ROI with your marketing strategies and keeping the budget under under controls is very important. In my experience. Most practices, the average practice usually needs about 20 to 30 k to start their, um, online and somewhat offline marketing budget and then set aside about six to 9% of their annual revenue, uh, towards online marketing.

Of course it varies by geographic area type of service that you’re offering, the characteristics of the region, a range of services offered. Um, your competition in the area is a huge factor as well. Um, but implementing that perfect inbound marketing digital marketing program is going to be very important to deliver an ROI, um, compared to just off the cuff on the marketing that most practices do.

One thing that really helps being able to attribute ROI to most of your marketing activities is getting the foundation right. And so we want to make sure that you have Google analytics installed on your website as well as Google search console. Make sure those are both set up. And then inside of Google analytics, we wanna make sure that you have goals associated with the forms on your website. You make, do you make sure that sinked into your call tracking software. You wanna make sure that your chat tool is sinked in there, and so you’re able to tribute real time leads into your Google analytics account. If you have a Google ads account, you want to make sure that that sinked in with your Google analytics account, just so you can tie everything together. And now this is where you come up with your cost per patient acquisition or cost per acquisition.

It’s called a CPA or CAC. And to make it easy, uh, the first month of you really pulling this together, you can track all of your leads into one bucket. And no matter what you’re spending on SEO, if you’re paying for a third party to market your website and your online presence through SEO and paid ads, you know, they should be able to do this for you. Um, but if you want to do it in house, an easy way to do is make sure that your ga or Google analytics and your Google ads account are sinked up together and you’re tracking conversions, all possible conversions. Um, meaning when I say conversions, I mean leads. And then you take your budget. Like, so if it’s $5,000 and it turned around, uh, 50 leads for the month, then your cost CPA would be $100. The next KPI or key performance in the care that you wanna focus on is the cost per patient acquisition or cost per customer acquisition.

And this is where you take the same concept as what I just talked about, sinking ga and Google ads together. Um, and tracking your cost per lead or, or CPA. So if you use an EMR, like an advanced MD or a Dr Krono EHR, um, Cario, clinical, h, uh, EHR just to, or any type of CRM, you take the same concept and just look at the monthly spend and then take, take a look at how many patients you’ve brought on board and look at the revenue associated. And then you take the revenue and divided by the, the, uh, costs of your marketing campaigns. And then Bam, you have your cost poor patient acquisition and this is where it can be. It gets really cool because you can, after several months or many months of measuring your cost per lead and cost per patient acquisition, you can then go back and start and trying to approve those numbers by, uh, looking at your website conversion metrics.

You can look at your, the value of each patient and try to increase that. That’s a whole nother KPI to look at, the lifetime value of each one of your patients. And then obviously you want to look at the way you communicate with your patients and see if there’s ways to improve that through SMS, through, uh, voicemail marketing, through, uh, offline marketing and so forth. So in the show notes, I’m also gonna put a link to my ROI calculator that we created a couple of years ago. And it’s basically a way for you to input the, the amount of money that you’re spending on marketing some of your other KPIs, like your overhead percentage, the amount of money that you’re spending on marketing. A couple other things, the, the, the demand in your market from a, from an SEO perspective. And then what it does, it pumps out some numbers so you can see how much you’re potentially making each month and every single year.

Another recommendation I have for, uh, either new surgeons that are looking to create their, their marketing plan or ones that are kind of listening to this and say, okay, we need to put a better plan together is not pigeon hole yourself. Pigeonholing yourself into one online marketing tactic or one area. So maybe you have a limited budget and you want to focus on updating my website, but then you let other channels fall by the wayside. Like you haven’t been creating blog posts or you haven’t been focusing on Instagram or maybe you haven’t been sending emails out or maybe you haven’t put money towards Google ads or SEO because you’re throwing it all towards one piece of the puzzle and that’s kind of a no-no. Um, you want to make sure that if you have the right foundation, like I mentioned before, where you’re tracking all of your KPIs and you’re able to attribute an ROI to specific lead channels and lead sources, then you definitely need to step in and put your, kind of, dip your toe in multiple distribution channels, like investing in your website, like trying a blog, like trying to go a little more aggressive on Instagram, trying to get a little more aggressive on maybe certain geographic areas with paid advertising.

And then when you have those, those ways to track to see where your ROI is coming from and then you double down and then maybe you stop other channels or maybe you decrease the spend on those other channels. Um, so I guess I kind of see two, two things. I see people focusing on one area from marketing perspective, like maybe going all in with just their website or I see people not tracking anything and spending a lot of money on a lot of, wasted a lot of wasted media and they’re not able to track so they just keep on wasting the dollars every single month.

My number three recommendation for getting a really good foundation into your plastic surgery marketing plan is to make sure that you have either a listening tool so you can track to see what people are talking about online, about your business, about you as a doctor, about the doctors that work for your practice. Um, all the different therapists office offerings that you offer. If they’re proprietary, um, your your brand name, make sure that you have a tool, there’s hundreds of softwares out there that will allow you to listen to that and you get weekly, daily reports. You can get real time alerts. The other thing you want to make sure that you’re asking every single person that comes into your practice, interacts with your, got your, your, your team members and some shape or form transactionally or they come in for a consultation that they’re there, you’re at least asking them for feedback on how they interacted with your practice.

And so, um, there’s a lot of other, again, a lot of tools out there that get feedback and then for all the positive feedback, maybe they push that out, push it out to Google or Yelp or real self to get the um, an online review. But it’s a really good way for you to know as a business owner where the leaks in the bucket are. Maybe it’s the person on the phone, maybe it’s the, um, one of the nurses that has a bad attitude. Maybe the bathrooms are always a mess. So those are two things that they seem like common sense, but they’re not always implemented.

Am I? Fourth piece of advice is really to have the right team in place. A lot of practices that we work with and that I’ve consulted with over the years. They have one person like the office manager, um, practice manager that handles everything from marketing perspective. And those people are usually overworked, underpaid, and they, a lot of times they’re disgruntled. You want to make sure that you have somebody dedicated full time to marketing your practice. And a lot of times for some of the larger practices, you want to make sure you have a team of people, the most successful practices out there treat themselves like a media company. You’re continuously creating new video, new content. Maybe you have a podcast yourself. You are continuously taking pictures because obviously you’re in a very visual industry. You want to make sure that whoever you hire internally has had years of experience specifically in the aesthetic space.

There’s a lot of intricacies. As you know, a lot of rules and regulations. Things are changing with Google all the time, especially last year, uh, with the medic update, the medic algorithm update. Um, see that person that you have in that spot. You want to make sure they have a well, a really diverse knowledge of paid advertising in your space, SEO in your space, and eventually if you grow to a certain place, then you want to make sure you have person that can manage other members of your team internally like a content manager or a social media manager. Um, there’s of course benefits for working with a third party, like a marketing agency because you can usually get more people for less, for one fee every single month. Um, but there’s, there’s pluses and minuses for both. All right, those are my top four tips. I really appreciate you listening to the podcast and if you have any questions, feel free to reach out to me and dustin@detoursgroup.com or just visit detour s group. That’s d e t o r r e s group.com. We have a chat attendant chatting on the site 24 seven three 65 until next time, this is Dustin. Thanks.

Thanks for joining us on the plastic surgery marketing podcast, implementing just one of the things you heard today will help your practice move one step closer to dominating your local market. Are you looking for resources? Check us out at detorresgroup.com

By |2019-08-28T15:38:07+00:00August 20th, 2019|Categories: plastic surgery marketing, podcast|Tags: |0 Comments

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