Do’s and Don’ts of Outsourcing Your Cosmetic Surgery Marketing

Outsourcing your marketing to a professional can seem like an overwhelming task if you don’t know which qualities to look for. The good news is that there are several ways you can pinpoint a good company. Here are the things to look for and what to avoid when choosing someone to outsource your cosmetic surgery marketing.

Do:

Choose a company with a good reputation. It’s a good idea to review testimonials on their site and look at some tangible results described on their Web site. The appearance of their site is a good gauge of their abilities to market themselves, and thus, their capability to create a professional marketing and advertising plan for their clients. Take a look at the company’s articles on their site and any other information they have available (such as an “About Us” page). This will give you a better idea of their level of expertise, how they do business, and what goals they hope to accomplish for their plastic surgery clients.

Set a budget for your marketing & advertising. Things can quickly get out of hand with marketing costs if both parties don’t set a budget before starting. Many cosmetic surgery marketing plans can involve a cost of anywhere between 10% and 20% of the total revenue that will be generated from those marketing efforts. Obviously, those costs need to reflect a full spectrum plan that includes video marketing, Internet marketing, patient acquisition and SEO (both on your Web site and off).

It’s a smart idea to also be sure they include plans for creating plastic surgery patient referral programs and ways to generate a repeat relationship with your current plastic surgery patients. The reason for this is that the costs are considerably lower to draw in patients who are already patients than the effort and cost is takes to establish new relationships.

Communicate with your marketing firm. “Early and often communication makes for a coordinated and successful effort when implementing cosmetic surgery marketing efforts,” says Kim Virrueta, Owner of EggStream Marketing. The reason for this is because without this key interaction between doctor and marketing firm, goals for the plastic surgery medical practice can get left in the hustle and bustle of the new marketing plan. Kim goes on to explain, “The overall marketing plan must include specific contributions and goals set by the cosmetic surgeon or the plan won’t be successful.”

Don’t:

Never give your advertising firm complete reign over all phases of your cosmetic surgery marketing plan. Yes, they should be competent to handle all phases of your plan, however, they should not be left to make decisions best left to you. The reason for this is because every medical practice is different. Each has its own challenges and advantages that help to create the list of unique needs that they have. An outsourced marketing firm will help determine those unique needs by asking you qualifying questions that help them to steer you in the right direction for improvements and to increase profits in the most direct manner.

Finally, don’t be afraid to speak up when you see something not being done as you expected it to. Simple communication between the marketing firm and the physician can help to refocus cosmetic surgery marketing goals and the direction in which that those efforts are taking the practice. Be clear with your marketing partner and don’t be afraid to ask them to explain the “why” behind the results you are (or are not) seeing.

These few tips for choosing a firm to outsource your cosmetic surgery marketing will help you decide on the right company to help you and will assist you in avoiding common mistakes that can be made. For more information about the marketing services that EggStream Marketing provides, contact us today and see how easy and effective we are at marketing your practice!

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