Regardless of what is going on in your business, your practice should utilize a marketing plan that is stimulating lead generation and evolving with your current needs. Through successful partnerships with medspas across the country, the Reach Beyond Marketing team has determined that the most effective strategic marketing plans are developed on a bi-monthly basis, allowing you to evaluate tactics and adjust quickly for maximum performance. But what should go into these marketing plans? What should you focus on, and who are you talking to? What’s the best way to convey your message and see a positive return on your efforts? In this two-part blog series, we will look at everything that goes into the development and execution of a successful marketing plan for an aesthetic medical practice.
Developing the Strategy
There are several key factors to consider when developing a marketing strategy for your business. First, you’ll need to identify your target market, or the ideal consumer for your unique menu of services. This target market will inform everything from the images and copy you select to the channels used to execute your marketing plan. Once you know your audience, then you can focus on the content.
Some treatments are more popular or perform better at certain times of the year, so you’ll want to focus on what works best at any given time in your specific market. For example, body contouring services are usually popular in the winter and early spring as people look ahead to beach season, while laser skin rejuvenation fairs better in the fall, when people are looking to undo summer sun damage. Seasonality, along with vendor incentives, business goals, and inventory information, should help you determine the services to promote during each bi-monthly cycle.
When it comes time to implement your marketing plan, you’ll want to engage in both traditional/non-digital and digital marketing tactics. Traditional marketing is what you may think of as the “tried-and-true” marketing tactics. These include methods such as seasonal special offers, in-office counter cards to promote services or sales, print advertising in local newspapers or magazines, partnerships with like-minded businesses, direct mail outreach, and more. Not every method will work for every practice. The Reach Beyond team carefully considers the target market, market area, local competition, and more when making recommendations on which channels to pursue. With marketing strategies tailored to your unique business needs, you will be poised for greater success and return.
Next week, we’ll take a closer look at some of the digital marketing tactics that are crucial to support your Medspa Marketing Plan.
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