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Build a marketing strategy that works

marketing strategy for aesthetic practices

The pandemic changed everything from how patients select a provider to how you handle post-treatment care and which marketing tactics deliver results. No matter the state of your current marketing strategy, it’s time to find the mix of elements that will set up your practice to succeed in 2021 and beyond.

  • Your practice identity: Current staff members and patients are your strongest marketing partners. They know your practice the best and already have the credibility of their personal experience with it. Ask them how they’d describe your practice. If it doesn’t fit your desired image, start there and find out why. 
  • What’s working now: If everyone agrees on what your practice is all about, ask how your current patients found it. You may be surprised to know most of your patients are coming through current patient referrals or a review section on social media. Look for ways to build strategies around things that are already working.
  • Survey your competitor landscape: Know why your ad, post, or review stood out among competitors. Google Trends and your web host could help, so can asking patients, looking at your competitors’ reviews, or working with a marketing agency that knows your industry.
  • Research where your future patients are hanging out: Look for trends in web search data. Then share relevant content to show your credibility, philosophy, and brand personality. Join popular conversations on social media and let people get to know your practice in an environment where they’re already comfortable. If this piece of your marketing strategy is new, start with one platform, build a reputation there, and then expand to others that make sense for your practice and resources.
  • Measure everything you can: When you run an ad, know the ROI (Return on Investment) it brings in. Follow your web traffic and tie it back to new blog posts, podcast interviews, or whatever was happening at the same time. This will tell you what is worth the time and money to do again.
  • Follow online reviews of your practice: When it comes to anything health-related,  people look at reviews. Know what the reviews say, their impact on your practice, and your role in managing them.

Building a marketing strategy for aesthetic practices, the value you provide, and the people you serve will be infinitely more valuable than simply following the pack. Put in the time and energy to design one that works for you.

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I was fortunate to have the opportunity to attend both a Botulinum Toxin Type A training course and an actual “day in the office” with Jill Jones, RN,CPSN at the Atlanta Training Center. This was an invaluable learning experience and helped me to become a more confident Botulinum Toxin Type A injector and ultimately, grow my cosmetic practice. AAI instructors keep abreast of all the latest techniques and cover both the basics and advanced information on Botulinum Toxin Type A in their course, which would benefit both new and experienced injectors. I would highly recommend attending aesthetic instructional course as well as shadowing at the Atlanta Training Center.they are truly cosmetic artists!

AMANDA BRYANT, PA-C

I have taken three courses and have been thoroughly pleased with all of them.  The basic and advanced Botulinum Toxin Type A/ Filler course I attended with Jill not only gave me all of the basics I needed to build a successful injectable practice, but gave me the confidence that I would have a support system in the rare event that I had an additional question after the training course.  The sclerotherapy course with Terri Harper was also very beneficial.  In the two years I have been practicing sclero in my practice I have had to contact Terri two times with a question and she has answered within a matter of minutes and offered additional help in the case of further issues.  I could not be happier with the training and follow up support  I receive with AAI and the talented staff I have met along the way.  I would highly recommend these classes and this fantastic group of professionals to anyone.

CHRISSY THOMAS, RN

My instructor was very much hands-on which was a huge benefit. She answered questions, offered suggestions, and made me feel comfortable injecting my very first model with BoNTA and dermal fillers.

Barbara Calhoun, FNP