Hyper-personalized customer journeys are a big buzzword in digital marketing today. Here’s why.
Personalization has become increasingly complex. When consumers can immerse themselves into every step of the customer journey, they come away feeling like they are part of your brand even before they ever come into your practice. Personalized customized experiential marketing and promotions are a growing influence over how consumers make purchasing decision.
Learning how to generate meaningful personalized experiences for patients can offer a high rate of return on investment (ROI). This is especially true among the #FOMO (fear of missing out) demographic.
Step 1 is to consider what might move the needle for your patients. For example, go to Instagram and search for #rhinoplastydiary. As of the date of this writing, there were 29,100 posts.
This is a very popular patient diary format, particularly among Gen Z and younger millennials. They are not only interested in the outcome from this common cosmetic surgery procedure, but also in the day by day experience, the healing process, and progression from the preop phase to the postop phase. The excitement building up to the big reveal is a concept that reality television has capitalized on for decades. Remember the days of ‘Extreme Makeover’ and ‘The Swan’? Those producers were on to something.
As patient diaries tend to skew younger, think about other themes that may work for your practice. Trying to encourage a patient in her 50s to do a version of “Diary of a Facelift” may be challenging for obvious reasons. But younger patients may be keen to brag to their followers about “My Breast Enhancement” or their “Coolsculpting® Diary”.
Another good category to tap into are peels and energy-based devices. The end result will not be apparent in one session and the healing process can be illustrated in phases. For instance, IPLs, skin tightening treatments, non-invasive body sculpting are all fodder for this strategy. Acne therapies also are a good fit.
Choosing the right intervals, such as Day 1 (baseline), Day 3, Day 5, and Day 7 can provide great content for your marketing needs. You may be able to use Day 1 and Day 7 photos in some instances to show the final result, yet the intervals can be educational to show patients how they will look without makeup (and/or with makeup) throughout the process.
The most effective ‘patient diary’ is when the patient posts herself on her own social channels, tagging your practice, thus introducing her followers to what you offer with a personal recommendation. That is worth its weight in gold.
For more tips on marketing your practice, check out Wendy’s book, Aesthetic Clinic Marketing in the Digital Age – use the coupon code provided to get a 15% discount.
