Whether your plastic surgery business aims to serve a local market, or if your expertise has people traveling to your practice from all over the globe, your company will live and die by its brand.
But do you know what it takes to create a branding strategy that communicates with your target market, keeps content engaging, and creates a sense of trust between you and your clients?
In this post, we’re sharing with you some of our most effective tips regarding strategic brand management for plastic surgeons.
Read on to learn how to take your company’s reputation, branding, and overall recognition from drab to fab in 2018.
1. Keep It Consistent
Consistency is, without a doubt, the number one most important thing to keep in mind when it comes to the strategic brand management of your plastic surgery business.
You might think that frequently switching up your logo, target market, company colors, and even style of writing and the treatments you offer, keeps your customers guessing.
Well, it certainly does — but not in a good way.
Remember, people chose to work with your plastic surgery practice because they felt connected to your branding strategy. If you keep changing things up, you won’t just lose customers.
You’ll also make it that much harder to find new ones.
Keeping things consistent shows that you have confidence in your brand. It also sends a message of stability out to your customers.
Consistency can be as simple as updating your contact information and sending out a promotion email at the same time every week. It can also be as complicated how you choose to speak to your target market or the visual messages you upload to your social media accounts.
2. Know Your Competition
Sure, it isn’t exactly rocket science to understand why you need to make researching your competition a major part of your overall strategic brand management.
But what you might not realize is why.
Yes, you want to know what they have to offer that you don’t, and which market they’re serving (so you don’t end up choosing the same niche as them.)
But another reason why doing a recon mission on your competitors can make all of the difference in the world?
Because by getting to know their branding strategy, you’ll ensure that yours doesn’t come off as a carbon copy of their own. Customers want originality and creativity when it comes to the brands they work with.
If you’re saying the same thing as your competition, and in only a slightly different way, you’re telling your target market that not only are you lazy but that you don’t have anything to offer them they can’t get already.
Always make sure there’s a major difference in your branding strategy in comparison to your competitors, and never stoop to directly trashing them in order to sell what you have to offer.
3. Listen To Your Customers — And Prove That You Do
Another important thing to keep in mind when it comes to strategic brand management for your plastic surgery business?
Remaining engaged and involved with everything your customers are telling you — whether that feedback is positive or negative.
Brand management is all about making sure that you’re putting the customer’s needs and wants ahead of everything else — yes, including your profits.
For example, cosmetics Queen Kylie Jenner got roasted on social media by her fans and customers earlier this year by selling a makeup brush set that was far outside of her target market’s usual price range.
Instead of ignoring the criticism, Kylie responded directly to it on social media.
She defended her decision to sell the brushes (a good move, as it shows confidence in her brand.)
However, she also made a commitment to her fans that she would make some of the brushes available separately, and that, in the future, she would do everything possible to keep costs down.
Of course sometimes, depending on the time you have to spend on social media and even your age and demographic, you may not be as in tune with what your market finds offensive and/or outrageous as you think.
One of the best ways to ensure that you don’t end up like these companies, who really put their foot in their mouths in 2017?
By hiring a professional brand reputation manager.
They’ll screen your tweets, replies, posts, and more to ensure that you’re hitting all the right notes — and showing that you’re still woke in the process.
4. Empower Your Market With Knowledge
The final thing that you need to remember when it comes to the strategic brand management of your plastic surgery business?
Your advertising, blog posts, social media accounts, and even your website in general, should aim to empower your target market by teaching them as much as possible.
People want to know what they can expect when it comes to the cost, results, recovery time, and even general pain level of the procedures you offer. They also want to know about your expertise.
Making it clear and upfront on your website promotes trust and transparency. For example, look at the website of Atlanta Face And Body Sculpting. On their site, they include customer testimonials, pictures of their surgeons, and how to determine candidacy for their procedures.
Remember, when writing, aim to inform, not to sell.
What Else Do You Need To Know About Strategic Brand Management?
We hope that these tips have helped you to understand why strategic brand management is such an important part of your plastic surgery business.
However, remember that the tips in this post are only the foundation of your overall strategy — not the ending point.
No matter which industry you’re working within, you can rely on our advice to help you blow your competition out of the water and steadily grow your brand.
Make this year your most successful ever, and let us help you to start it off right.