Shabnam Zai and Gizem Seymenoglu give advice on how to market your facial aesthetics services.
Marketing is essential for any dental practice looking to integrate facial aesthetics services successfully.
Effective marketing strategies attract new patients, enhance brand visibility and expand the practice.
This article delves into various marketing techniques, patient education methods and strategies for managing patient expectations to ensure satisfaction and foster loyalty.
Marketing strategies
Social media campaigns
Social media platforms like Facebook and Instagram offer valuable opportunities to showcase facial aesthetics services.
Engaging content – such as before and after photos, patient testimonials and educational videos – can capture the attention of potential clients and encourage them to explore your services further. The best part is that it can be used for free and reach many people quickly.
To execute this strategy effectively consider:
- Developing a content calendar with a mix of promotional posts, educational content and behind the scenes glimpses of your practice
- Utilising eye-catching images or videos showcasing before and after results
- Crafting compelling ad copy with persuasive headlines and descriptions
- Creating dedicated landing pages on your website with clear call to action (CTAs) for scheduling consultations or learning more about specific treatments
- Engaging with your audience by responding to comments and messages promptly
- Paid marketing and targeting ads to desired demographics to increase the quality of enquiries and conversions.
Website optimisation
A well-optimised website serves as a virtual storefront for your practice and can significantly impact your online visibility. Ensure that your website is search engine optimised (SEO) to improve its ranking in search engine results pages. Include a dedicated section for facial aesthetics services, complete with detailed descriptions, before and after galleries, patient testimonials and a user-friendly contact form to facilitate enquiries and appointment bookings.
Regularly update your website with fresh content, such as blog posts addressing common questions or concerns about facial aesthetics treatments. This not only demonstrates your expertise but also improves your website’s visibility and credibility. A dynamic website with regular updates usually performs better on Google than a static one, so consider this when discussing your website set up with your developer.
Email marketing
Email marketing remains a powerful tool for nurturing existing patient relationships and keeping them informed about your facial aesthetics services.
Develop a segmented email list and send targeted newsletters featuring special offers, treatment information, success stories and invitations to exclusive events or workshops.
Personalise your email campaigns based on recipients’ interests, preferences and past interactions with your practice. Track email engagement metrics such as open rates and click-through rates to assess the effectiveness of your campaigns and refine your approach over time.
Introductory offers
While undervaluing services isn’t ideal, you need to work within your market. Many clinics offer free consultations and introductory offers to entice new patients to try facial aesthetics services until the value of their services is established. Promote these offers through your website, social media channels, email newsletters and in-practice signage to maximise visibility and encourage conversions.
Consider bundling complementary treatments or add-on services to create value-packed introductory packages that appeal to prospective clients. Monitor the performance of your introductory offers closely and adjust them as needed to attract a steady stream of new patients.
Patient referral programmes
Harness the power of word-of-mouth marketing by implementing a patient referral programme that rewards existing patients for referring friends and family to your practice. Offer incentives such as discounts on future treatments, complimentary services or exclusive perks to motivate patients to advocate for your practice.
Promote your referral programme through various channels, including your website, social media platforms, email newsletters and in-practice signage. Encourage patients to share their positive experiences with others and provide them with easy-to-use referral tools to facilitate the process.
Open house events
Host open house events to showcase your facial aesthetics services and engage with existing dental patients in a relaxed and welcoming environment.
Create digital or printed event invitations promoting the open house and highlighting the benefits of attending. Design event signage such as banners, posters or directional signs to guide attendees and create a cohesive brand experience.
Prepare informational pamphlets, product samples or exclusive offers for attendees to take home as souvenirs.
Patient education and managing expectations
Detailed consultations
Conduct thorough consultations with patients interested in facial aesthetics treatments. Use this opportunity to educate them about the benefits, risks and limitations of different procedures and to address any questions or concerns they may have.
Use the content created for marketing such as diagrams, charts, and before and after photos to illustrate the potential results of treatments and manage patient expectations effectively. Encourage open communication and ensure that patients feel comfortable expressing their preferences and goals.
Patients may sometimes come to consultations with an image in mind of the result they want, which can be useful to gauge expectations.
Patient education materials
Develop educational materials such as brochures, handouts and online resources that provide comprehensive information about the facial aesthetics treatments offered at your practice.
Make these materials readily accessible in your waiting area, treatment rooms and on your practice website to empower patients to make informed decisions about their care.
Consider creating educational videos that explain the treatment process, discuss common concerns or misconceptions and showcase real-life patient experiences.
Providing valuable educational resources builds trust with patients and positions you as a reliable source of information in facial aesthetics.
Consent and images
Also, when using stock images, ensure you obtain the correct copyright to gain the right to use, publish or print it a certain number of times. Images can be purchased through companies such as Shutterstock and Canva if you do not have your own images to use.
Recently, it has become possible to create your own with copyright-free images using online artificial intelligence products.
Setting realistic expectations
Be transparent with patients about what they can realistically expect from different facial aesthetics treatments.
Avoid making exaggerated claims or promises and emphasise the importance of individualised treatment plans tailored to each patient’s needs and goals.
Discuss potential risks, side effects and recovery periods associated with treatments upfront to ensure patients have realistic expectations and are fully informed before deciding.
Encourage patients to ask questions and seek clarification on any aspects of their treatment plan that may be unclear or concerning.
Be aware that some patients may have body dysmorphic issues. Aesthetics is very subjective, and it can be more about how the patient feels than how they look. Emotional views can be difficult to quantify or improve, and if you feel a patient will be tricky it may be better to stop and get advice from a more experienced colleague or mentor before committing to treatment.
If you have never treated them before, it can be nice to start with something small and then review. You can then build on the plan with the patient to gain their confidence and trust. With experience you can treat patients more confidently.
Building your brand
Professionalism and expertise
Highlight your qualifications, credentials and expertise in facial aesthetics prominently in your marketing materials to establish credibility and trust with potential patients. Emphasise any specialised training, certifications or affiliations with reputable professional organisations to differentiate yourself from competitors and position yourself as a trusted authority in the field.
Remember the Advertising Standards Authority guidelines and the General Dental Council requires marketing material should be accurate, honest and not misleading.
Use your website, social media profiles and printed marketing materials to showcase your commitment to excellence and patient-centred care. Incorporate professional photos, videos and testimonials that highlight the quality of your work and the positive experiences of satisfied patients.
Patient testimonials and case studies
Feature authentic patient testimonials and case studies on your website, social media channels and marketing materials to provide social proof of your practice’s success and the efficacy of your treatments.
Encourage satisfied patients to share their experiences and results openly and obtain their consent to use their testimonials or before and after photos for promotional purposes.
Create compelling narrative that illustrate the impact of facial aesthetics treatments on patients’ lives and wellbeing. Highlight specific concerns or goals that patients had before treatment, the solutions you provided and the outcomes achieved to resonate with prospective clients and inspire confidence in your abilities.
Patient reviews
Collect and showcase patient testimonials and reviews to build credibility and trust with prospective clients. Develop testimonial release forms allowing patients to share their experiences and photos for promotional purposes. Implement strategies to collect positive reviews on platforms like Google, Facebook and Trustpilot to enhance your practice’s online reputation.
Monitor and respond to online reviews promptly to address any concerns and demonstrate your commitment to patient satisfaction.
Community engagement
Participate actively in community events, health fairs and local outreach initiatives to raise awareness about your facial aesthetics services and engage with potential patients.
Contributing positively to your local community can enhance your practice’s reputation, build goodwill and attract new patients who value social responsibility and community involvement.
- Demonstrate your commitment to community health and wellbeing by offering free educational workshops, screenings or demonstrations on topics related to facial aesthetics
- Measure the time you spend at these events and the return on the events. In the beginning, it is great for exposure, brand awareness and meeting people face-to-face
- Involve your team so that in the long term they can host these events for you.
Local networking and referral programmes
Harness the power of local networking and referral programmes to expand your client base and increase referrals. Create referral cards or vouchers for existing patients to share with potential clients. Establish partnership agreements with other local businesses or healthcare providers to exchange referrals and expand your network.
- Develop promotional materials such as brochures, flyers, or branded merchandise to distribute to potential referral partners and their clients
- Develop networking scripts or elevator pitches to introduce yourself and your services effectively
- Create professional, branded business cards to exchange contact information with potential referral partners
- Follow up with networking contacts via email or thank you notes to maintain relationships and nurture potential referrals over time.
Conclusion
Marketing can seem never-ending, but it is essential to establish a new business or service.
My advice would be, if you haven’t done it before, to start somewhere and not worry too much about making it perfect. Start with the free options first, and if you don’t enjoy it or it is taking too much time, then ask colleagues for recommendations and outsource it.
As a busy mum of two, practice owner, podcast host and educator, my time is very valuable, so I must prioritise it and manage it well.
Outsourcing will require a budget, but the time it frees up for you will allow you to feel more in control, create new strategies to grow the business, reflect on what is working and create new content. You could even use the time to work and see more patients!
Continuously monitor the performance of your marketing efforts, get feedback from patients and adapt your strategies to evolving trends and patient preferences. Over time, you will refine your marketing and invest your time and money more wisely into what works for you.
By remaining responsive to the needs of your target audience and delivering exceptional patient experiences, you can position your practice for sustained growth and success in the competitive field of facial aesthetics.
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