Four Things to Consider When Digital Marketing for Medical Aesthetic Spas
1. Expect Lots of Advertising Restrictions
We write a lot on M.Ad about advertising restrictions and marketing parameters surrounding different niches of the healthcare industry. We have not yet written specifically about the medical aesthetic industry despite the fact that it too faces a surprising number of restrictions. In some medical niches one expects to encounter heavy-regulation; medical marijuana, pharmaceuticals, addiction and mental health care – in these verticals the reasons for restrictive policies are apparant. One doesn’t necessarily expect similar restrictions in the Medical Aesthetics world as search queries can seem more harmless. For example, from the medical aesthetics accounts we’ve worked on we know many prospective patients have “how-to” questions like: “how to reduce wrinkles”, “how to get rid of sagging jowles”. While these searches seem innocent enough, Google has strict rules on the types of ads that can be shown to inquiriers like these. In most parts of the world, Google doesn’t allow the use of prescription drug terms in ad text, landing pages, or keywords. This includes many of the products that have become house-hold terms like “botox”, “juviderm”, “platelet rich plasma”, “accutane”. Google’s non-exhaustive list of prescription drugs outlines all the prescription drugs that can’t be advertised on Google HERE – but keep in mind, it’s a ‘non-exhaustive’ list which means Google can add to it at their discretion.
2. Look for Opportunity in Location and Demographic Targeting
With the heavily regulated advertising space in mind, it’s even more important to understand everything you can about your searcher. Medical aesthetics is a very visual space – so visualize who your target audience is, the problems they have and the solutions they’re looking for. You need to use this information to get a feel for the types of searches they’re using to describe what they’re looking for, and the types of ads they’ll bet respond to. Every level of your advertising account needs to have the searcher in mind. Proper keyword research should help inform your keyword targets and the ads you write, but beyond these basics, you can look for opportunity and cost-control in location and demographics targeting. Target the zip codes that show the greatest volumes for the specific terms you are allowed to target and narrow your audience by age, gender and household income as allowed. Further audience controls can be input from Google Analytics if you’ve really honed-in on who your audience is.
3. Visuals are Vital
As far as medical marketing is concerned, medical aesthetics is unique in the massive impact visuals have on the performance of marketing strategies. The fact that searchers are looking to improve their own personal aesthetics, tells you that they’re visually-oriented and will respond to properly presented images, videos and graphs. Use this to your advantage by paying attention to the quality and quantity of the visuals you use in your marketing materials. Getting visuals in front of your target audience that they’ll respond well to, comes back to knowing your target audience in-and-out. Visuals give you the ability to speak to the delicate parts of their bodies that your target audience may be self-conscious about without needing to overtly address it. Making them feel comfortable interacting with your business when it comes to addressing vulnerabilities like this will undoubtedly lead them towards converting and likely, a long-term relationship with your business. It goes without saying that your visuals should be unique and should suit your overall brand aesthetic. Well curated and carefully selected imagery will pay back in spades.
4. Organic Optimization is Your Friend
Because of all the regulation your advertising account will have to navigate, it pays to have a strategy in place to rank organically for keywords that Google won’t let you advertise. Again, THIS is the list of prescriptive drug terms that Google doesn’t allow you to run ads for, therefore, any relevant keywords from this list would be the ones to prioritize ranking for organically. Search Engine Optimization will help pages of your website rank for specific service terms that it’s important for you to have a presence for like “Botox”, “PRP” etc.
Do you have a medical aesthetics practice that needs help bringing through targeted, quality customers? Contact us, we have plenty of experience helping other medical aesthetic spas grow their patient bases.
