Marketing for a medical practice already has unique challenges compared to other industries, but elective procedure marketing comes with other hurdles all its own. For one thing, these procedures are typically expensive and payment is usually out of pocket. For another, there’s often social stigma to overcome when patients are considering their options.

Whether your practice specializes in minimally invasive procedures or reconstructive surgeries, you’re still running a business that needs to connect with and attract patients. Take a look at the following ideas to help your practice raise awareness, establish trust, and ultimately build a relationship with potential patients.

1. Craft Expert Bios

The professionals at your practice, especially the doctors performing procedures, should have formal biographies that clearly demonstrate their expertise and showcase them as trusted patient allies. For instance, at a plastic surgery practice, each surgeon would need a bio. Similarly, at a prosthodontic practice, each DDS or DMD would have a bio. Brief bios for anesthetists and other assistants can also help potential patients feel more comfortable with procedures and know they’re in good hands.

Biographies can be accomplished in many formats and utilized in a variety of materials, woven into your practice’s brand story. For example, a text bio can be featured on your website (e.g., About Us pages) or on procedure landing pages, as well as in print collateral. You could also create short videos, which can help humanize your staff and highlight your practice’s friendly and caring personalities. Similarly, blog posts with question-and-answer interviews can help your personality shine through while further establishing your expertise.

2. Put Together a Welcome Video

Like biographies, welcome videos can be utilized to help your new or potential patients become more comfortable with the procedure in question, and get to know the people in your practice. It lets them experience your practice without actually being there, and can be used to explain the procedure they’re interested in. It should paint a picture of a positive outcome, and thus should avoid graphic images that could make potential patients uncomfortable. (Remember, they’re not medical professionals, and may not understand why what they’re seeing, like blood or exposed tissue during surgery, isn’t a bad thing.)

Please Note: Never utilize video or photos of your patients without their permission. Not only does this type of content fall under doctor-patient confidentiality, but these procedures may be more revealing than they’re comfortable with being accessible to the general public.

3. Gather Testimonials from Happy Clients

Word of mouth is incredibly powerful, especially in the digital age. Encourage happy patients to discuss their experiences on review sites or on social media; each will be explored by potential patients who want to learn more about your practice. Post-procedure photos and videos can have a huge impact, since they demonstrate both the successful results and the patients’ satisfaction.

You should also talk to your patients and discuss collecting these types of testimonials, photos, and video for your own publishing. Like bios, these can be used in a variety of materials, from print to social media, or even quotes in radio spots. Leveraging their authentic gratification will have a positive impact in marketing, especially when it’s being delivered through your official channels.

4. Share Helpful Content

Marketing is about far more than just advertising. Consider producing helpful content that past, current, and potential patients will find valuable. This will further position your practice as a thought leader that features experts who genuinely care about their patients. Content should be shared regularly, which can help keep your practice top of mind.

FAQs and weekly blog posts are great starting points, but there are plenty of other opportunities. Think about short videos, newsletters, case studies, podcasts, and more. Be sure you’re utilizing the media that your current and potential patients are actually using. More importantly, provide value by speaking to their needs in a way they understand.

4 Best Practices for Your Marketing Message

If you’re ready to explore the ideas above, keep reading for some best practices that can help ensure you get good results.

1. Avoid Assumptions

Making assumptions can lead to making mistakes. You might think you know who your audience is, where you can reach them, and how you should engage them, but your marketing decisions should be based on current data derived from market research on your buyer persona (i.e. ideal customer).

2. Keep it Positive…

As an elective procedure practice, your job is to lift people up and help them become the best possible version of themselves. Your marketing should reflect that. Shaming or guilting potential patients is a mistake, and it can have a negative impact on how they perceive your practice.

3. …But Still Be Honest and Authentic

At best, making your marketing feel like a sales pitch will turn them off, while at worst, hyperbolic language could be unintentionally misleading. Instead, stick to what’s realistic. Relatability is critical to effective elective procedure marketing. Incorporating the testimonials you’ve gathered from happy patients can do the heavy lifting for you, informing potential patients of realistic expectations and selling the satisfaction of a job well done better than anything else you could say yourself.

4. Make it Easy to Understand

Don’t talk down to your audience, or talk over them. Consider things from their perspective. How easy is it for them to follow your call-to-action? Are the next steps they need to take confusing? Is it easy to navigate your website and find pertinent information? These questions touch on points where too much friction can make a potential patient give up or choose one of your competitors. The easier the CTA, the easier it is for them to follow through.

Elective procedure marketing does come with unique challenges, but it also comes with unique opportunities to position your practice as the best solution on the road to personal betterment. Think about the ideas above and how you can put your own spin on them, then follow through with best practices in mind.