Cosmetic surgery lead generation: 4 big tips to enhance your results
10-second summary:
- It’s best to focus on promoting the specific treatments that generate the best commercial outcomes for your clinic, rather than promoting your clinic in general.
- There are lots of regulations when it comes to marketing cosmetic procedures. Be sure to read up on the rules.
- A good lead generation campaign includes a clear strategy for turning fresh leads into new clients.
- Be sure to monitor your ads’ performance data. When you know what works, you can optimise performance over time.
When it comes to lead generation for cosmetic surgery, lots of clinics are leaving money on the table. Let’s make sure yours isn’t one of them.
Okay, this might sound counterintuitive. But if you’re going into lead generation for healthcare thinking only about lead generation, your results are unlikely to be as good as they could be.
To get the really transformative returns – and yes, we mean financial returns – you need to think bigger and more cohesively.
Let’s discuss some of the lesser talked about things that go into a great cosmetic surgery lead generation strategy – for campaigns that are as sharp as your scalpels.
Before we begin, do you like the sound of 5.8x ROI?
It’s too often forgotten that the primary function of lead generation is return on investment. Here at Adbetter we help cosmetic businesses generate huge profits – just take a look at how we achieved 5.8x ROI for KP Surgical. Book a free discovery call and let us explain how we can drive profits for your clinic too. We may even be able to cover your ad spend.
“Adbetter have proven to be a rare find – an agency that focuses on ROI for their clients as opposed to metrics that may or may not impact your bottom line. The team are solely focused on returns for their clients and are methodical and iterative in their approach, which is exactly what you want from a competent digital marketing agency.”
– Steve Whitehouse, Patient Facilitator, KP Surgical
1. Know your numbers
Before you dive into a lead generation campaign, you need to take a studious look at your business numbers. For each treatment you should know where your margins are in terms of profitability. You also need to think about the availability of your surgeons too, making sure you don’t run the risk of maxing out their time.
If you’ve run lead generation campaigns before, factor in how many of your leads typically convert to paying clients – noting how long that process takes and how much it costs in additional marketing spend.
Only then can you make a sound judgement on the treatments that make the most commercial sense for your clinic to promote via your lead generation campaigns.
Want some additional advice? You should read our article below. (Hint: it’s almost always best to promote your highest ticket treatment first.) Learn about the economics of lead gen below.
Private clinic ads: what are the best treatments to promote via PPC?
2. Get acquainted with the regulations
As you might expect, there are lots of rules and regulations when it comes to promoting cosmetic treatments – especially when those treatments are surgical.
Picking through the various rules can be laborious. But it can save you a lot of time when it comes to getting your lead generation campaign published.
Otherwise you could find that your campaign gets banned before it’s even seen the light of day. Worse, you could be blacklisted as an advertiser.
There are rules for everything: the words you use, the images you choose, the way you refer to treatments and the professional terms you use for your surgeons.
To make things even more confusing, these rules are frequently updated – and often differ from one country to the next.
We’ve written a summary with some worthwhile links to official guidance below.
Ad regulations for medical aesthetic clinics
3. Go beyond lead generation
With lead generation, so much thought goes into attracting those initial clicks. (And rightly so.) But that’s only part of the puzzle. It’s what happens next that really counts – specifically the process you put in place for turning your fresh leads into paying clients.
Maybe you opt for the softly softly approach of search or social retargeting. Or perhaps you want to act on new leads as quickly as possible by calling them to discuss what they’re looking for from their treatment. No matter your approach, it’s always best to have a clear lead nurturing strategy in place before your lead gen campaign begins.
That means having all supporting marketing collateral in place – such as campaign-specific landing pages, data capture forms and lead magnet assets (such as clinical brochures or explainer infographics).
You don’t want to run the risk of paying to gather leads that then bounce because you haven’t thought about how you’re going to convert them.
Google remarketing: is it possible for healthcare brands?
4. Monitor your performance analytics
Without analytics, you don’t know how your campaign is performing. And when you don’t know how your campaign is performing, you’re basically taking a hit and hope approach to cosmetic surgery lead generation.
Hit and hope isn’t a smart use of your marketing budget.
By paying attention to your campaign data, you can see what’s getting results. And when you know what’s getting results, you can double down your efforts in that area – while binning the stuff that isn’t working.
Make a habit out of performance tracking and you can continually optimise your lead generation campaigns over time, in turn making sure your spend is working as efficiently as possible for your clinic.
The best way to approach campaign analytics? Track your leads right through the funnel. Give yourself visibility into everything from the first click to the moment your lead becomes a customer – and beyond. That’s when you can gather some really transformative audience intelligence.
Why implementing Facebook Conversions API (CAPI) is crucial for advertisers
You’re busy. Let us take care of everything for you.
When you run a busy cosmetic clinic, time isn’t a commodity that’s freely available. But time – and expertise – is exactly what it takes to get the really big financial returns from lead generation campaigns.
So let us take care of everything for you.
We are a lead generation agency focused on generating transformative returns for our clients. (Just take a look at our case studies.) Book a discovery call and let us explain what you could expect within three months of working with us.
We may even be able to cover your ad spend.
You may also be interested in:
Learn how to promote different treatments:
- Cosmetic surgery PPC: skyrocketing leads through Google
- How to maximise revenue from your liposuction advertising
- Body contouring ads: 11 tips for consistent ROI
- Supersize your revenue with pay per click CoolSculpting ads
Or learn more about the essentials of successful lead generation:
