<strong>Plastic</strong> <strong>Surgeon</strong> <strong>Digital</strong> <strong>Marketing</strong> <strong>101</strong> 16 // 25 “BEFORE AND AFTER PHOTOS ARE YOUR MOST POWERFUL TOOL. THEY HAVE TO BE HIGHLY ACCESSIBLE.” Although being an authority on surgical techniques and building excellent rapport with your website visitors is certainly important, for the majority of your prospective patients, plastic surgery is all about the results. For this reason, you should include before and after galleries throughout your website so that your visitors can get a glimpse of your work. What People Want As a plastic surgeon, you know that people seek you out because they want to improve themselves aesthetically. Perhaps they want a facelift to look younger, a tummy tuck after losing a significant amount of weight, or rhinoplasty surgery to get the cute button nose they’ve always wanted. People want to feel confident that you can provide them with the finished product they crave, and there is no better way to do this than with photographs. Chances are good that you have many, many success stories; take photos of them and use them to your advantage. A Real-Life Illustration If you were selling a pair of pants to someone on the internet, how would you do it? Would you create a long text describing their size, color, shape, cut, and feel, or would you simply take a photo of the pants and include a text description? The latter is the best way to sell a product, and this is true even of plastic surgery. Rather than tooting your own horn, so to speak, show people the evidence that you know what you are doing and that you can provide them with the results they want. Tug at Their Heartstrings with a surgeon. You can even incorporate this into a separate website section and update it once a month or so as you see fit. The Ability to Compare <strong>Plastic</strong> surgery is a scary endeavor for many people. Although some are worried about the actual surgery, pain, and recovery time, others are more concerned with spending all of that money to get less-than-optimal results. When you provide excellent before and after photos on your website, your visitors can easily see the transformations. They will feel more confident in the results that you can provide them, which means that they are more likely to choose your practice when they ultimately decide to go through with their surgery. In short, these photos can alleviate a lot of the anxiety that patients feel regarding the results of their surgeries. Before and after photos serve several very important purposes on your website, and if you can utilize them correctly, you can convert your visitors to patients. These photos not only build confidence in your visitors, but they also showcase your work. For many people out there, plastic surgery is a huge self-esteem booster. People may have issues with parts of their bodies, and changing those parts may completely change their lives. Incorporate personal stories into your before and after galleries whenever possible, and ask the patients who agree to these photos to tell the stories. This builds a sense of community with your site visitors, and the truth is that they are much more likely to relate to someone who has a similar self-esteem issue than
<strong>Plastic</strong> <strong>Surgeon</strong> <strong>Digital</strong> <strong>Marketing</strong> <strong>101</strong> 17 // 25 CHAPTER 7 CALLS TO ACTION
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