At Crystal Clear, we have a saying that content is king. What do we mean by that? The content on your medical marketing website is more than just words on a page, and although content marketing for plastic surgeons may not seem like a major player in your digital marketing strategy, it’s more important than you realize. When it comes to boosting your rankings on Google and optimizing your SEO value, copying existing content or content from manufacturer websites is not going to cut it and will actually hurt you in the long run.
Going Beyond Surface Metrics to Make Prospective Patients Convert
But beyond all of the metrics and analytics, what kind of content do patients actually respond to? Providing a monthly report is something we do for all of our valued clients at Crystal Clear, but how do you measure what kind of reactions patients have to your content? Unfortunately, modern content marketing technology can only interpret clicks, but what the actual humans behind those clicks need in order to convert is a personalized content experience.
What is a Personalized Content Experience?
At the end of the day, your patients want to read content that they can connect to; that conveys a message that is relevant to them. Content that is too generic or too scientific loses them right at the gate because they’ve either seen the exact wording across other websites or they don’t understand the language. Content marketing for plastic surgeons often does not take into consideration these very important points about prospective patients:
- They feel self-conscious about a part of their body and are seeking help
- For many of them, this is a huge decision that requires careful consideration
- They want to read something that speaks to them personally but that also conveys confidence and positive results.
Cut the Clutter and Add Personalization
Flashing brand names and scientific jargon may seem like the way to impress your patients, but in reality, all they really want to know is if they will be taken care of and have their concerns addressed at your practice. “Are you self-conscious about the appearance of your double chin?” “Do you have areas of excess fat that can’t be removed with diet or exercise?” Chances are if your prospective patients are already on the page, they will answer with a resounding “Yes!” and become instantly engaged because it’s as though you are speaking directly to them.
Content marketing for plastic surgeons is more than just words on a page, and the words matter. Appeal to the human behind the clicks and watch what happens. If you are already a member of the Crystal Clear family – great news! Our digital marketing specialists are already hard at work making personalized content a reality for your medical marketing website.
If you haven’t signed up with us yet, don’t worry – it’s never too late to take your practice into the 21st century with a leading-edge digital marketing strategy that includes the latest best practices in content marketing for plastic surgeons. Contact Crystal Clear today to get started. We look forward to hearing from you!
