You may already know that blogs can help physicians with aesthetic and cosmetic practices to position themselves as experts. You may also know how good blogging practice, partnered with social media amplification, can dramatically improve Search Engine Optimization (SEO) for your practice – and help attract patients. What you may NOT know, however, is that almost half of all Americans would prefer your cosmetic practice to have a blog.
Let me explain. According to survey results of 1000 Americans, reported in Marketing Charts, almost fifty percent of those surveyed read the blogs of their favorite brands. Almost half! What’s more, almost half of Americans surveyed believed that producing blog content is important to a brand, and about 40 percent feel negatively about companies that don’t have blogs.
Now this may
seem like a “big industry” story, but increasingly it will pertain to SMBs (small and medium sized businesses) like those owned by plastic surgeons, cosmetic dermatologists and cosmetic dentists — as well as physicians who focus on health, wellness and positive aging.
First: As cosmetic practices become increasingly focused on minimally-invasive procedures and other interventions that require regular maintenance (think Botox, laser hair removal, laser skin resurfacing, even massage and supplements), maintaining ONGOING engagement with patients will be more critical than ever.
It’s not just a one-stopface lift or rhinoplasty anymore. Patients’ efforts to look better, reduce the signs of aging and live more healthily are starting earlier and enduring longer. This kind of long-term relationship requires the kind of regular engagement that blogging offers.
Second: The billion dollar cosmetic industry is constantly changing, offering the aesthetic physician many opportunities to share breaking news about products and procedures, offer expert opinion on the same and provide an informed voice for all. Blogging, especially when amplified by social media, allows you to demonstrate that your practice is on the cutting edge and positions you as a trusted voice in an ever-changing landscape.
Still not convinced? Consider the rest of the results from the survey:
Positives for blogging: One third of survey respondents felt that brands with blogs were providing consumers with the most up-to-date information. Others felt that blogs gave the brand a voice (15%) and offered a more personal connection (16%). Not bad for an inexpensive marketing channel.
Negatives for NOT blogging: These survey respondents felt that brands without blogs lost communication with customers (almost 20%), looked lazy (12%) and felt less relevant (10%). Ouch.
Still not sure you want to blog? Call us or write us so we can get your blog rolling – as well as your total digital marketing strategy.