Why do some surgeons charge 3-5X quite other surgeons… AND have a waiting list?
Why do vendors in our industry pay plenty of cash to celebs to tout their lasers?
Because they know social proof marketing works!
WHAT IS SOCIAL PROOF MARKETING?
According to Robert Cialdini, author of Influence: The Psychology of Persuasion, “We view a behavior as more correct during a given situation to the degree that we see others performing it.”
That means when prospective cosmetic patients are uncertain about what to try to to , they appear to people around them they trust (or want to be like) like experts, celebrities, friends, etc.
People also make judgments supported their overall impression of somebody . For example:
We think anything that experts use is great because they’re probably more knowledgeable than us in their area of specialization.
We buy products endorsed by celebrities because we would like to seem like them.
We trust user reviews because they need experienced the merchandise or service, unlike ourselves.
5 sorts of SOCIAL PROOF
Expert: Expert social proof is when an expert in your industry recommends your products or services or is related to your brand. Example: Another trusted cosmetic surgeon endorses you.
Celebrity: Celebrity social proof is when a star endorses your products. Example: Any Kardashian sings your praises.
User: User social proof is when your current users recommend your products and services supported their experiences together with your brand. Example: Your current patients boast about you on their own social platforms.
The wisdom of your friends: this sort of social proof is when people see their friends approve of your product or service. Example: Seeing their friends use your services and/or following you on social media.
Certification: this sort of social proof is once you are given a stamp of approval by an authoritative figure/group in your industry. Example: Voted Top Doc or Castle Connolly endorsement.
Knowing these strategies is interesting but how does one incorporate them to form a difference in your own brand and status? Coming up….
5 WAYS to spice up YOUR SOCIAL PROOF
Be creative and don’t be afraid to share your successes. belongings you deem granted are an enormous deal to prospective cosmetic patients trying to work out who is that the most suitable option so implement these strategies to face out:
Show gratitude for your user or follower milestones. Reaching milestones may be a fun occasion to celebrate and an excellent time to thank the patients who have helped you achieve that.
Here are a number of the milestones you’ll celebrate together with your audience:
Reaching X patients served
Reaching X surgeries performed
Reaching X followers on your social media profile
Spread the word by sharing on your social media platforms, send e-blasts to your current patients, display in-house signage, and highlight on your website.
Use Micro-Influencer Marketing
Since you almost certainly can’t get a Kardashian to be your celebrity social proof, here’s subsequent neatest thing .
Use your current patients with a robust social media influence during a niche area. It’s far more authentic once they actually had work done by you. Give them special pricing for helping you grow your practice.
Have your staff ask your patients about their social followers during a conversational way or inspect their stats on Instagram and Facebook and ask them how they got numerous followers. they’re going to be happy to brag about it.
Patient reviews are huge in our industry. the foremost effective thanks to get reviews is to invite them once the patient is healed and ecstatic about their New Look .
But make it easy for them. If they don’t have a Gmail account, set one up for them. If they don’t know what to mention , give them starter sentences like these:
I wanted cosmetic surgery because i used to be unhappy with my __
I chose Dr. Smith because ___
Dr. Smith and his staff were _ during my surgical journey.
How I feel now ___________
It’s the patient’s story that’s so interesting to other prospective patients who want to experience that story also.
Cosmetic patients like to “see” your work and “the more the merrier”.
Develop a protocol (just such as you do for surgery) for your processes to urge your patients before AND after photos, along side consent.
Set up a photograph room or corner/closet in your practice with an equivalent lightening and angles so your photos are uniform and professional looking.
Even if they won’t comply with broadcast their photos everywhere the web , they’ll be ok if you show prospective patients during their consultation.
And here’s a tip about photos…a prospective patient wants to ascertain themselves in your photos so have a spread of ethnicities and ages for them to preview.
Turn Your Staff into Walking/Talking Testimonials
People tend to adopt the opinions or actions of individuals they trust so turn your staff into your free sales ambassadors.
There is nothing more compelling than a prospective patient seeing another cosmetic patient standing ahead of them who has already experienced cosmetic surgery from you.
Your staff can share her story and show would-be patients their results.
Have your staff consent to the utilization of their photos, written testimonial, and shoot a video testimonial to use in social media and YouTube.
When a prospective patient is certain a consultation for a specific procedureBusiness Management Articles, have that staff person spend a moment with the potential patient showing off their result.
That’s how you change more surgical consultations the better way.