CoolSculpting Digital Marketing
CoolSculpting, a procedure pioneered by the brands Allergan and Zeltiq, is a revolutionary fat removal technology that creates new revenue streams for aesthetic practices. Today, the FDA-approved treatment is more accessible than ever to clients. The market for body fat reduction and fat-freezing is expected to hit $16.5 billion by 2025.
While the opportunity is ample, so is the competition. Succeeding in the aesthetic marketplace requires a dynamic marketing strategy to keep pace with the ever-changing technological innovation. You must leverage the digital market to capture clients looking for CoolSculpting procedures.
The days of relying on referrals and word of mouth are over. Plastic surgeons must understand and harness the power of digital marketing if they hope to thrive in this highly competitive market.
Digital marketing has progressed beyond pop-up advertisements and simple emails. Reaching consumers in today’s landscape requires a thorough understanding of what search engines value when evaluating websites, the dynamic nature of social media, and the complementary interactions between each channel of your marketing plan.
You need to be fluent in digital marketing to effectively craft a strategy that penetrates all the noise on the internet. Collaborating on an integrated brand and marketing strategy is essential to any CoolSculpting practice.
What is CoolSculpting?
CoolSculpting is a non-invasive fat removal procedure that uses cryolipolysis to freeze rolls of fat. The cells ultimately die and are filtered out of the body through the liver. It’s safe because fat freezes at a higher temperature than skin and other tissue.
The FDA first approved CoolSculpting in 2010. Since then, the market has exploded since the process is low-risk, effective, and non-invasive.
CoolSculpting is not a solution for obesity, but it is a viable treatment for individuals with “stubborn” areas of fat that do not respond to diet or exercise. The procedure is generally performed on the thighs, lower back, stomach, sides, and chin.
Treatment times vary based on the area being targeted and the amount of fat that needs to be removed. CoolSculpting also reduces the appearance of cellulite.
What is Digital Marketing?
Digital marketing is the evolving practice of using digital channels like websites, blogs, and social media to promote your practice’s brand and educate potential clients on the services you offer.
Effective digital marketing differs from traditional marketing techniques because it requires insight into the way people interact with the internet and how it impacts their behavior.
Beyond that, digital marketing accounts for consumers’ reliance on their cellphones and responds to the devices’ integrality to daily life. Leads are generated by putting your landing page in front of clients and simultaneously making your site a destination for those researching a product or service.
Why Does my Practice Need Digital Marketing?
The internet is a tool. People rely on it to learn about services that interest them, find providers for those services, and book appointments. Digital marketing allows you to interact directly with prospective clients.
A client can engage with your medspa or plastic surgery practice through Instagram, learn about the benefits of Coolsculpting through a blog on your mobile site, and then book an appointment all from their phone.
Your competitors will surely rely on the internet. Consumers associate a robust digital presence with legitimacy and trustworthiness. Businesses without a compelling digital presence may be seen as antiquated. This is even more critical when trying to effectively market a new technology like CoolSculpting.
Furthermore, the effectiveness of traditional marketing techniques like direct mail, print advertising, and even television advertisement has waned. The emergence of on-demand technology and the ubiquity of mobile devices have diminished the penetration of once-reliable marketing methods.
Best Digital Marketing Techniques
Integration is fundamental to digital marketing. In-depth research about your target market and how they search for CoolSculpting treatments should inform how you deploy different techniques. Understanding the marketplace and clients translates to maximum visibility.
SEO
Search engines display results based on their relevance to the search term and the quality of each website. Search engine optimization, or SEO, is the practice of tailoring your website so it ranks as high as possible on Google.
Quality SEO relies on anticipating what your prospective clients will search for, integrating those terms throughout your site, and delivering compelling content that will boost your search ranking and conversion rates.
SEO is a great opportunity to overtake your competitors by capturing potential client’s attention first. Leveraging relevant keywords, maximizing your presence on sites like Yelp, and establishing quality links across your site will elevate your prominence on Google.
Social Media
Across generations, the average social media user spent over 50 minutes per day on social media sites in 2020. Considering the integration of apps like Facebook and Instagram with mobile devices, this is a staggering level of consumer access.
Different sites skew with different generations. Insight into the nature of the conversation on the various platforms and which consumers can be reached can help you optimize your digital marketing efforts. You want to be able to tailor your messages for potential clients.
Social media allows you to convey your brand identity and educate consumers. Links back to your site, updates with news about your practice, and educational articles about CoolSculpting can cement your status as a skilled and trustworthy provider.
Google Ads
CoolSculpting’s profile and rapidly increasing market share ensures people are already searching for the treatment. Generating leads using Google Ads can give your practice’s website a prominent place on Google’s results page.
As with other facets of digital marketing, Google Ads must be deployed strategically. They’re advertisements, but should not be thought of as billboards. This is just another avenue you can use to get a leg up in a competitive field because your competitors may over-rely on them to generate leads.
Google Ads are effective when coupled with effective SEO and social media strategies. Your practice will only be able to turn ad clicks into appointments if your digital marketing is impressive enough to justify your prominence on Google.
Benefits of CoolSculpting Digital Marketing
Beauty blogs, influencers, and organic word of mouth leads generated on social media are often tied to CoolSculpting providers. Consumers are engaged with the topic, and it’s essential to participate in the conversations about the dermatology industry.
While demand is surging and the technology is safe, CoolSculpting is still new. Digital advertising can ensure your practice connects with early adopters and those still conducting Google searches about the healthcare treatment.
Digital marketing empowers you to use your expertise and insight to forge relationships with consumers and secure CoolSculpting leads. By presenting yourself as an authoritative source for quality information on CoolSculpting, you can differentiate yourself from the competition and augment your lead generation.
Digital marketing also allows you to engage with both established and new CoolSculpting patients. You’re able to inform and educate your existing clients about the availability of CoolSculpting at your medical spa. Your preexisting relationships can spur social media engagement that in turn strengthens your outreach to potential patients.
Conclusion
CoolSculpting marketing is highly competitive and complex. The key is to plan from the ground up. Maximizing the return on your investment in CoolSculpting requires a comprehensive CoolSculpting marketing campaign in which each tool in your arsenal employs a solid foundational strategy.