Marketing in Plastic Surgery, Cosmetic and Reconstructive Surgery
In Plastic Surgery Marketing, plastic surgeons need to differentiate themselves from the rest. Developing a speciality within their specialization, while looking beyond the procedure, itself (technique). In educating the audience, there's the need for evolving and diversifying. Then, there's also the need in getting through and efficiently communicating, which requires speaking the audience's language. This is why they go through the media of misconceptions. The reasoning for the gap is because of the lack of the audience's understanding and the ways of communication. The other problem of marketing and advertising in plastic surgery is the common result of "me too" and "look alike" marketing.
INTRODUCTION
The world of plastic surgery is connected to all different aspects, and can unlock new discoveries in the ways of marketing. Understanding new concepts and pupils will open new paths, and will unleash terra incognita discoveries and innovations. People have different attitudes and expectations throughout their life and they are consistently changing.
MARKETING PRACTICES AND STRATEGIES IN PLASTIC SURGERY
Plastic surgery takes on an integrated communications approach, which is connected to all different aspects of marketing. This means it incorporates a strategy, while connecting to several other different facets. Internet marketing is becoming the most significant and highly used practices in the industry, and will also become the future. An estimated 75% of plastic surgery patients find their plastic surgeons online. The innovation and creation of the content needs to be transformed into the language of the audience.
In the marketing strategy, there needs to be extensive knowledge of plastic surgery, cosmetic and reconstructive surgery, the overall company and plastic surgeon(s). The target market and audience should be taken into consideration (demographics, income level, education and psychographics). These attributes should be noticed in furthering their growth and visibility. The company image and branding is also a key in the process. It is the mission of the practice and the differentiation strategies, which includes the way it positions itself in the minds of the audience and patients. Branding is the name and unique reputation. Basically, this is differentiating themselves, developing a specialty within their specialization and looking beyond the procedure (technique). Technology and technological advancements is significant in this process. For example, encourage patient reviews and become interactive with patients through online platforms. It is a mobile first world, which means most online searches are taken place on mobile devices. The intent of the process needs to be catered to, such as matching the timing of specific marketing messages to a potential patient's stage, while reaching them at the right time with the right messages. The social media platforms are mandatory because they play a large role in internet marketing, which includes Instagram, Twitter, Facebook, YouTube, Vine, SnapChat, Google+, LinkedIn, etc. Today, YouTube reaches more 18 to 49-year-olds than any other network or cable provider. Again, new and virtual technology needs to be embraced. Moreover, the expansion and growth of a company has a lot to do with the aspect of human resources and how the employees are treated. In advertising and sales promotions, there needs to be unconventional methods in marketing strategies. The viral strategy is to promote through the website and social media, which is faster and inexpensive. This also includes patient satisfaction, continual change and innovation and word-of-mouth advertising.
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This is only the abstract, introduction and description of the article.
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