What Are the Fundamentals of Bariatric Marketing?
For a long time, word of mouth and building a reputation were the best ways for any medical office to advertise and to attract potential patients. TV and radio ads tend not to go down particularly well with the public, who don’t see ads and doctors as particularly compatible.
There’s no need for concern, however, because the internet provides more effective methods of capturing the public’s attention. You can use digital marketing strategies to reach your target audience, build trust, generate shares and encourage customer loyalty.
Customer Journey Mapping
Bariatric surgery marketing isn’t just about targeting people using the internet. One of the reasons you need to implement an online bariatric marketing strategy is to capture the data website and social media visitors leave behind.
You can identify points where potential customers drop off and fix the problems that cause issues. Additionally, you can target users who are still in the research phase of getting weight loss surgery. By providing them with valuable information that helps them make a decision about the procedure, you become their trusted source and often the first choice for treatment.
To achieve the above, your bariatric surgery marketing will need a strong focus on content. Create blog posts, white papers, e-books and email newsletters to inform your target audience. At the same time you position yourself as an authority in your field, you position your bariatric practice as the name potential clients associate with the procedure.
Weight loss is a hot topic online and on social media. Happy customers sharing great reviews and useful content generate shares from satisfied customers — which is virtually free marketing for your surgery.
Patient Acquisition Strategy
Bariatric surgery isn’t the type of procedure a potential client jumps into. It’s the sort of thing they hear about from a friend, on TV or in a magazine before a long process of research. This is one of the reasons it’s crucial that you track leads and follow them up with a carefully crafted digital marketing strategy.
You can use informative articles to entice them to take the next step in the booking process and capture valuable contact details at the same time. Any content you create for your marketing campaign has another, lucrative long-term use: SEO.