Medical Website Design & Plastic Surgery Search Engine Optimization
Plastic surgery is one of my favorite industries on Earth.
It’s just so meticulous… Maybe I like it because girls are obsessed with blood & gore, or maybe because being a surgeon requires coordination, concentration, and willpower. Either way, I believe that surgeons are some of the most technically skilled professionals today.
Prior to opening Darling, I was contracted by a plastic surgeon in Miami to improve conversion & sales for his plastic surgery center.
The surgeon wanted patients to feel beautiful no matter their ethnicity or how much money they made. For his patients, plastic surgery was no longer something exclusive to the rich & famous, and everybody (literally EVERY BODY type) could achieve “perfection.”
So during my interview, I sold the surgeon on his own vision – a plastic surgery center known for being affordable & accessible. Rather than focusing on myself, and my own experience & skills, I focused on the doctor. I reassured him on the potential of his vision, and got the contract on the spot.
How I Sold $1M in Brazilian Butt Lifts in Miami
Taking the contract was pretty stupid on my part. I risked my reputation & livelihood to sell something I knew nothing about, to a demographic I couldn’t relate to…
With no medical background, I was completely out of place.
I couldn’t discuss technicalities, HIPAA requirements, or medical devices. I was no help during emergency situations at the center… heck, I couldn’t even perform CPR. The patients knew more than I did. And I wasn’t selling anything for the first few weeks.
It was so frustrating…
These patients did their homework and could teach me everything they wanted me to know, if I just listened. From how long the procedure lasted, to the most common side effects, to post-operational care, they had done their homework.
Each day I would take a beating for 8 hours, and celebrate if I made just one sale. Usually, those sales would be leftovers from previous employees, and all I had to do was take the deposit from the patient.
One day I watched another contractor close a sale without discussing the procedure AT ALL. The patient was nervous because she’d never been put under, and the contractor tried to avoid talking about the procedure altogether. Instead, they talked about how curvy the girl was going to look, how confident she was going to feel, and how her husband would buy her more jewelry because he would want to show her off & take her on more fancy dates.
Then my marketer’s brain kicked in….
I began directing the conversations with patients by asking probing questions & keeping them distracted. I’d ask why patients wanted the surgery? and what they hoped to feel like afterward?… I sold them on the post-operational “dream life,” rather than physical before/after photos and the doctor’s credentials.
Almost every patient asked if I myself “had work done.” I found that most patients already knew so much info about the doctor and the procedure that they were just calling for reassurance. They wanted to be told they’d look pretty, and that they’d feel more confident after having the procedure.
In the beginning, patients seemed like they wanted a hard sell – but they already had so many answers, what more could I offer? I found that what they needed was mental clarity about whether surgery was the right decision.
In just a few weeks, I was selling 5 – 10 surgeries per day and teaching the rest of my team how to sell more surgeries and spend less time on the phone. In 72 days, I booked $806,000 in surgeries and closed 142 new patients. This improved conversion rates for the center by 15%.
The Seductive Process
Self-seduction or self-sabotage occurs in every sale whether we’re consciously aware of it or not. That’s why it’s better to put yourself in the prospect’s shoes and to speak from their perspective in your marketing angle.
People fundamentally care about themselves.
The doctor cared most about his reputation, growing the center, and remaining compliant…
The patients cared most about their results, the money they would save by going to an affordable surgeon, and feeling more confident…
And let’s be honest, I cared most about making a ton of sales…
Every purchase moves us toward a specific goal, or further away from it. If a prospect contacts you, they’re already sold on what they think you can offer. Remember, they care more about benefits than features. Features are nice, but benefits are what we really buy. Once the patient has contacted you, it’s time to seduce them with a fantasy…
Well, plastic surgery capitalizes on low self-esteem. It’s ethical because the patient wants the surgery as much as the doctor wants to sell the surgery. Plastic surgery patients see an immediate shift in their confidence & treatment and are usually anxious to have surgery again.
Unlike orthopedics or neurosurgery, cosmetic surgery involves selling a dream or vision rather than an end result. In orthopedics, you’re selling an end result. It’s pretty straight-forward, “body part X doesn’t work, and the surgeon is going to get it working again.”
But in plastic surgery, you’re selling a dream.
A plastic surgery website sells a dream, not a natural reality. The women (and men) are not living the life they desire, and believe you have the solution to fix that if they land on your website. They are already sold, and it’s your job to remind them why they’re there.
Almost every patient I spoke with had a photo album or Pinterest board devoted to their “fantasy body.” Until the patient actually has surgery, they can only speculate about how they’ll look & feel afterward.
In other surgical practices, a body part may be injured and must be restored to its original functionality. In cosmetic surgery, candidates usually have functional body parts that are (and always have been) missing aesthetic appeal.
Most prospects reach out when they feel like they need a miracle.
Because most plastic surgery patients have suffered from low self-esteem for years, they’re in a state of desperation when they finally get a consultation.
Unlike trauma injuries or joint replacements, many plastic surgery candidates have been dealing with aesthetically unattractive, and annoying issues for a while.
Whether they need a mommy-makeover to remove excess fat, breast implants to make them feel more feminine, or a BBL to reshape their natural canvas – they are pissed and frustrated by the time they reach out.
A plastic surgery website should rely on marketing & persuasive abilities. With visual aesthetics that subliminally suggest the doctor has an artistic eye, and great copywriting – show patients that their ‘fantasy’ can be achieved.
Medical websites are my favorite from a design & marketing perspective. This is because they are quite challenging to create. They should be practical, functional, professional, salesy, AND aesthetically pleasing. It takes a real artist to perform plastic surgery, and I love using my expertise to showcase the best surgeons in the country.
Remember, we heavily invest in our own experiences that create our personal reality. Our families, careers, reputations, and sanity depend on getting exactly what we want in life. And we’re only going to spend time on the things we think will get us closer to our ultimate goals. If you want to sell more surgery, take a lesson from the cosmetic industry. Stop selling problems, and start selling fantasies.