I recently had a cold, and in thinking back about the entire course of my illness, the worst part wasn’t the peak of being sick or even slogging through the lingering after-effects. The worst was the initial awareness. The dread of knowing I would likely be under the weather for three to seven days—and of course stressing about how to prevent it—was worse than the cold itself.
Around the same time, some long-term friends all met up in San Diego to take in some baseball in a mini-reunion. We visited museums, walked the town, and ate some great food. But upon reflection, the peak joy didn’t occur during the actual weekend—instead it was the prior weeks and months, negotiating what we would see and where we would stay. To some extent, the anticipation of seeing each other eclipsed the actual event. Think about how Friday often feels like the best day of the week.
Many of us have heard: “Sell the sizzle, not the steak.” In digital marketing for elective healthcare practices (e.g. plastic surgery or dermatology), appealing to patients’ anticipation is a game-changer. It plays a key role in motivating potential patients to take action, whether that’s booking a consultation, scheduling a procedure, or signing up for a treatment package. By tapping into a patient’s anticipation of something related to cosmetics—whether it’s excitement about a cosmetic enhancement or anxiety over an unresolved concern—we can craft compelling marketing messaging that drives patient leads, and ultimately, conversions.
Anticipating Positive Transformation
One of the most powerful ways to appeal to patients in the cosmetic medical space is by focusing on the anticipation of positive transformation. This could include messaging around the potential outcomes of a procedure, such as enhanced beauty, increased self-confidence, and a more youthful appearance. By highlighting the positive benefits of cosmetic treatments, we can tap into the desired outcome that patients are eagerly anticipating.
Some key strategies for appealing to the anticipation of positive transformation include:
- Before and After Images: Showcasing real results through compelling before and after images can help patients envision the potential transformation they could experience.
- Testimonials: Sharing success stories from satisfied patients can build credibility and create anticipation for similar positive outcomes.
- Promotional Offers: Creating limited-time offers or discounts can create a sense of urgency and incentivize patients to take action to achieve their desired transformation. This is what’s known as Fear of Missing Out (FOMO) Marketing – a strategy that capitalizes on patients’ anxiety about missing out on exclusive experiences and makes them want to act quickly.
Anticipating Potential Pitfalls
On the flip side, appealing to anticipation doesn’t always have to be about positive outcomes. In some cases, patients may be motivated by the anticipation of avoiding negative consequences or potential pitfalls, like a failing complexion or extra body fat. This could include messaging around preventing or correcting imperfections, reversing signs of aging, or mitigating the risks of certain conditions.
Strategies for appealing to anticipation of potential pitfalls include:
- Education and Awareness: Providing information about the risks and consequences of not addressing certain cosmetic concerns can create a sense of urgency and drive patients to seek treatment.
- Consultation Incentives: Offering complimentary consultations can allow patients to discuss their concerns with a medical professional and learn more about potential treatments.
- Safety Assurances: Highlighting the safety and expertise of your practice can help alleviate concerns and create anticipation for a positive experience.
Crafting Compelling Calls to Action
To effectively appeal to anticipation in digital marketing, it’s essential to craft compelling calls to action (CTAs) that encourage patients to take the next step. This is where leaning on industry segment experts like MetaMed Marketing and other industry providers is key. A strong CTA will create a sense of urgency, provide clear guidance on what action to take, and offer an incentive for taking that action.
Some effective CTAs for elective healthcare practices include:
- “Schedule your consultation today and begin your journey to a more confident you!”
- “Take the first step towards your dream appearance by booking a treatment package now.”
- “Limited-time offer: Save on your next procedure by contacting us today!”
Take Your Marketing Strategy to the Next Level
By understanding and leveraging the power of anticipation in your digital marketing efforts, you can create engaging campaigns that resonate with potential patients and drive lead acquisition for your elective healthcare practice. Whether you’re appealing to positive transformation or the avoidance of potential pitfalls, anticipation can be a powerful motivator—one that can inspire real action.
If you’re ready to attract new patients and grow your cosmetic medical practice, contact us today at 866-240-8389. Our team of digital marketing experts at MetaMed Marketing can help your practice develop customized strategies that appeal to patient anticipation and drive real results for practice growth.
