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How to bring results to high-end plastic surgeon client?
So I had the blessing (or curse) of signing one of the best plastic surgeons in the US to my agency. His patients are wealthy women. He charges a lot for his surgeries and one of his main objections was that digital marketing would bring people without the money to pay for his surgeries to his office.
But he is willing to do free consults. And I think that’s necessary as most people go to plastic surgeons via referrals.. so I imagine it would be hard for someone to pay for a plastic surgeon consultation just because they saw an ad + landing page on the internet. They need to know the doctor first, and a free consults is the perfect way to do that as it will bring people face-to-face with the doctor, and there he can build trust and sell.
My only fear is that free consults will attract people that don’t have money. That’s why I am going to exclude all keywords related to “cost”,”price”,”cheap” etc. And I’ll target only the top 10% income bracket of the population. Anyone has an opinion on this? I can’t think of other strategy and Im really confident it can work.
(Google Ads)
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1 Reply
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If he is much more expensive than other surgeons, I would assume something like this is communicated on the website. Just make sure that when people apply for free consultation that they also see some pricing indications (e.g. Starting from X amount) to make sure they dont do a surprised pikachu if they only find out during the consultation
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“one of the best” plastic surgeons will not need any advertising, let alone PPC.
What makes you think they are “one of the best”?
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Sounds like a good approach. Another thing I’d consider is some automatic bid adjustments in certain neighborhoods. I’ve worked with plastic surgeons and high price Beverly Hills divorce lawyers, and they told me all the neighborhoods (I used zip codes) they wanted to give preference to and which ones not to waste budget on. Sounds harsh but ¯\_(ツ)_/¯
Just out of curiosity, are you building ad groups around procedure (Botox, breast augmentation, etc.) or physician-focused (plastic surgeon, cosmetic surgeon, etc.)? I work with a lot of family doctors, pediatricians and so on, and service- or procedure-focused usually have a lower conversion rate because people are in research or informational mode. When they actually start searching for a physician, then they are in conversion mode. Just my experience.
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Make sure that you look through the Google ads policy. I had a plastic surgeon once, and the ads kept getting rejected, and in the end the customer ended up quitting Google ads. The main problem was Botox. If your clients site mentions botox, you might run into problems.
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Something I have tried with higher end services is radius targeting higher income areas. Additionally, running some targeting through luxury stores or high end car dealerships.
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I know a guy that does this, he has a sales guy handle the commercials before the consult. The numbers make sense.
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Sounds like a good strategy, and I’d add in a layer of location targeting by affluent zip codes.
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Audience based on income and other data is BS. Data is unreliable and missing. For example in EU, 60% is unknow. Pre-qualify with strong title, description , assets that:
– is one of the best
– is one of the most expensive
– location target only the wealthiest ZIPs
This would lower the CTR, ads quality score.- and have very strong page of testimonials on the website.
Another good way would be Google Business + forumsAnyway, good luck with that.
PS: Like others are saying, don’t use Botox nowhere in your ads, it is prohibited/strong trademark. -
He may need to adjust his consulting flow. In fact, if he wants to scale, he most certainly does. Adjust by: qualifying with a phone call after consultation booking, 2nd qualify with a nurse/admin in office before seeing him, then let him see them for the official consult. That will keep him happy and prevent issues like you mention.
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