Editor’s Note: This guide is evolving. As web marketing changes and as we gain insight into offline channels, we will work towards making this the most comprehensive guide on Botox marketing. Bookmark this page and return soon for future updates.
During our consultations with physicians and med spa owners, we are often asked how to improve the number of clients an aesthetic practice sees for BOTOX Cosmetic. BOTOX on its own is a highly sought-after treatment and can be a very beneficial addition to your practice to increase patient acquisition. However, because of its popularity, many providers offer the neurotoxin injectable. So how do you stand out from the rest and market your BOTOX services effectively?
Our team of aesthetic marketing experts has put together this guide to discuss how to market BOTOX Cosmetic for your practice whether you are a sole physician-owned practice, surgical center or dermatologist. Learn the right steps to stand out from your extensive competition and make the most of your marketing efforts.
This guide will heavily focus on how you can acquire new customers through digital marketing but will also touch on offline channels that have shown success.
The cornerstone of any BOTOX marketing campaign should be your patients' experience in your practice. While a great marketing campaign can bring patients in, it is important that you provide exceptional experience and results to build your reputation and create loyal patients.
In order to provide the best results, you will need highly specialized injectors on your team. Invest in only the best BOTOX training courses- the quality of your results will directly correlate with your staff's training.
Satisfied patients will ultimately propel practice growth and will make your entire marketing campaign run much smoother. BOTOX is one of the most requested treatments when it comes to aesthetics services, so it is important that you capitalize on patient demand through both your digital and in-house marketing efforts. You can already start marketing with your existing clientele.
If you have patients coming in for basic, noninvasive treatments like facials, microdermabrasion, or derma planing, you can introduce them to the idea of injectables like BOTOX. Patient education can be an extremely successful way to get new BOTOX patients from customers you already have. Most of all, injectables can be a great way to increase patient expectations when it comes to both preventative and anti-aging treatments.
During your consultations be sure to talk to your patients about all of their options to give them the best results possible. Virtual consultations can be the perfect first step to learn more out of the comfort of their own home. Taking the time to find the right treatment will result in increased patient satisfaction and retention.
One of the most important aspects of BOTOX marketing is that your site ranks high for the treatment in your area. When choosing a provider, most patients start with a Google search, so it is crucial that your site appears high up in the search results so that you get seen. To rank well, you'll need to focus your efforts on proven search engine optimizations (SEO).
Your content should be the first SEO priority. Your content should answer frequently asked questions, showcase your patient’s results, and give ample information about the treatment.
It is also important to create BOTOX content surrounding the area and market you want to target. For instance, if you’re in Dallas, Texas, make sure that you include the keyword, “BOTOX Dallas,” on your page along with the other cities nearby. You can also optimize for different demographics and needs, such as “BOTOX for Men” or “Preventative BOTOX”.
Specialized pages are especially helpful to readers and improve your search rating. So if you offer BOTOX for migraines and underarm sweating, then make sure you have a special page dedicated to the use of BOTOX for those specific medical conditions. Take time to write unique, well-written, content using your own experiences with patients as a reference.
Ranking well will naturally follow a med spa website that offers quality content that meets their patients needs. Creating patient focused content, including your location, and offering specialized pages for individual treatments will help get your website where you want it to be on the top of the search engine.
People are searching for BOTOX in their city every minute of the day. Because of sheer demand, you need to act quickly to direct their focus to your practice. There is no faster way to get in front of a prospective client than Google Ads and PPC.
Unfortunately, it’s very easy to spend money on ads without generating any requests for treatment. Many practices become frustrated with Google Ads and PPC because they have not had success in the past. Don’t let this happen to you! Because there is a great deal of nuance when running a google campaign, only go with an experienced marketing and BOTOX specialist to head this task.
A paid search campaign is a great option to ensure that potential patients in your market see your practice and click on you first. A targeted PPC campaign can put you right in front of your target market and helps you quickly see the patients your practice wants and needs. By targeting specific keywords, you can ensure that your ads will be seen by the groups you want to become your patients. If you're hoping to build your clientele and reputation fast, you can expect to see results like calls and bookings right away by implementing PPC into your marketing campaign.
Our comprehensive BOTOX campaigns that can drive in practice patients with minimal investment. Bundled with messaging strategy, this campaign alone can be a cornerstone of your marketing strategy that feeds the entire practice.
Facebook, Tik Tok and Instagram are each great places to showcase your skills with BOTOX. As always, patient consent is mandatory but after the legal stuff, make sure to have fun! Change up your feed with different types of content: before and after pictures, videos, asking questions to your following, memes, IG stories, etc.!
Social media marketing is a great way to educate new and existing patients. Don't forget that most people are new to BOTOX Cosmetics and don't know the basics. Do not be afraid to post multiple videos covering the basics along with common questions.
The misconceptions about Botox are loud. The media has pounded on these procedures to be made fun of based on a minuscule amount of complications. A great way to address concerns and differentiate your practice is through thoughtful and educational BOTOX posts.
Dr. Kavi at Berman Skin Institute posts an educational post while also showcasing her expertise.
We also love that she answers a basic question about BOTOX, which most patients have.
We tend to forget that patients still have basic questions about getting BOTOX and your practice's BOTOX marketing should reflect that. Don't forget about the basics when educating potential clients.
While each aspect of BOTOX marketing is important, the pieces of your marketing campaign must complement each other and be strategic.
Before starting any of your marketing efforts, evaluate where you are and where you want to be with your BOTOX patient base. Create a budget and prioritize the areas that will return the most patient acquisition for you and your practice. By integrating an aggressive, multi-faceted marketing plan that utilizes your current clientele as well as incoming patients you can ensure success. We take care of all of your practice’s marketing efforts for you.
Our aesthetics-focused campaigns have helped many of our clients see increased patient acquisition for BOTOX and other treatments. We help your practice reach its true potential. Join with us to learn more about our BOTOX marketing services and get started seeing new patients today!
Allergan goes far beyond what most manufacturers do to empower and educate practices on their product, namely BOTOX. Effective BOTOX marketing spans across channels and their Brand BOX gives you collateral and educational resources for your staff.
We can't stress enough how important it is to educate all of your staff on the effectiveness of BOTOX. Their Brand Box is a great place to start.
Below is a screenshot of the log in screen for Allergan's Brand BOX. They also feature support for their family of products. We highly recommend it for all of your BOTOX Marketing.
Your patients want BOTOX treatments, and your med spa is the perfect place to receive these treatments. But your patients need to feel that through your online channels!
Let your potential patients experience the difference that your medical aesthetic practice offers, without them even stepping into your facility. By generating great content for social media, your website, or other outlets, you can give your clients a glimpse at what your med spa is all about and enjoy new growth immediately.