Not long ago, successful practices depended almost entirely on referrals from other physicians. Advertising, marketing and other “non-traditional” ways patient traffic was directed or influenced was minimal. The industry has changed.
The influence of modern mobile technology and social media to stay relevant has become paramount. Direct to consumer marketing is now a primary driver of business for most aesthetic practices. Consumers expect an online presence, but it’s no longer enough to have a webpage and active social media channels. Of the global 4.33 billion people on the internet, 3.93 billion are unique mobile users. Mobile media consumption is up 504% since 2011. It’s essential to optimize the patient experience for consumption on mobile platforms.
In addition to mobile optimization, consumers are increasingly seeking personalized, authentic content and near real-time online engagement from the providers they will consider. A recent survey found 66% of consumers would not complete a purchase if digital content was not personalized, was poorly designed, or was not optimized for mobile consumption. To be successful in today’s aesthetics market, plastic surgeons need to have robust digital capabilities and a responsive, integrated mobile presence to capture the interest and maintain loyalty of customers.