5 Things NOT to Do in Text Message Marketing

5 Things NOT to Do in Text Message Marketing

Communication is a crucial element in marketing. This is especially true for medical practices looking to attract repeat and new patients. The majority of medical practices are likely emailing or calling patients regularly. However, a successful medical practice should also be texting prospects. Why?

There are two main reasons why you should text your patients:

  • It increases your chances of getting in touch with the prospect.

  • You’ll have an advantage over competitors who only call and email.

Facts and statistics show that text message marketing can give you a leg-up on your competition. Open rates for SMS are as high as 98%, while the open rate on an email averages 21.33%. This means that people open almost all of the texts they receive but only open about one-fifth of their emails. Therefore, texting clients significantly increases the chance of your message being seen by the prospective lead.

If you rely solely on calls and emails, you’re missing out on a huge opportunity to gain an advantage over competitors. Since most practices don’t currently use texting as a regular form of communication, you’ll be more likely to get ahold of a prospect before your competitors. 

That being said, there are protocols that you should follow when implementing text message marketing. Texting prospective patients isn’t the same as texting your family and friends. There are a few things that you should never do. Below, we detail these things to help you avoid common mistakes marketers make when implementing text message marketing.

5 Things You Should NEVER Do in Text Marketing

1. Don’t send long paragraphs without spacing.

Long paragraphs are difficult to read and turn people off. Keep it short and simple. Add links to pages if you have more info to share. Break up longer messages with spacing and separate any links or calls to action from the main message.

2. Don’t use too many emojis.

Read your demographic. Studies show one or two may help increase engagement, but the overuse of emojis loses credibility and authority for the practice. Emojis can also annoy certain demographics in your targeted area.

3. Don’t forget to state your name or your medspa’s name at the beginning of the text.

This ensures that leads know where the text is coming from and don’t think it is unwanted spam. Example: Hi, Jenny! This is Sue at Luxurious Medspa.

4. Don’t send multiple texts that have the exact same message.

This is annoying and of no value to the lead. It leads to high opt-out rates and being flagged as spam with phone carriers. Texts should have valuable information such as appointment booking assistance, limited-time promotions, helpful information about the service, before and after photos of the procedure, links to financing or online booking, and a reminder of a deadline for sales and promotions. Include only relevant information, and always remember to keep the message concise and to the point.

5. Don’t text too frequently.

Texting multiple times per day or every day can be annoying and cause clients to opt out of text message marketing. We recommend spacing out text automation. A text can be a great reminder to the lead to connect with you and book an appointment. Try timing your text messages in the following way:

  • Text the lead every day for the first 2-3 days.

  • After that, space the text messages out with a few days or weeks in between touchpoints.

  • You could also send out reminders or promotions on a monthly basis.

Executive Director of Client Experience, Vania Jenny says “A medical practice that utilizes text message communication is much more likely to get in touch with a lead. The more methods of communication you use, the higher the chances of getting a reply. “

MedStar Media strongly encourages our clients to text their patients to improve lead generation. We are happy to provide more insight into the dos and don’ts of text message marketing and how to make the most of your client communication. Click here to learn more about our services and how we can improve lead generation for your medical practice.

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Sources:

“44 Mind-Blowing SMS Marketing and Texting Statistics .” SlickText, 12 Aug. 2022, https://www.slicktext.com/blog/2018/11/44-mind-blowing-sms-marketing-and-texting-statistics/?utm_term=.

 “Email Open Rate: Statistics & 17 Best Practices (2022 Guide).” Mailmunch, 22 July 2022, https://www.mailmunch.com/blog/email-open-rate#what-is-the-average-email-open-rate.

Chris Zelig
Chris Zelig
Chris Zelig was born at a young age. He is a digital marketing expert who specializes in customer acquisition.

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10 Tips: How to Market Your Medical Spa on a Budget

Tips for marketing your medical spa on a tight budget graphic

10 Tips: How to Market Your Medical Spa on a Budget

Marketing a medical spa on a budget can be challenging. But with the right strategies and tools, you can reach potential customers and grow your business without breaking the bank. Let’s explore ten cost-effective ways to promote your services and stand out from your competitors.

1. Build and Optimize a Website

Building a website is essential for any medical spa looking to reach new customers. 

Your professional website’s layout should be formatted to generate leads. It should:

  • Show people what services you offer and how much they cost

  • Provide information about your team and specialties

  • Let potential clients make appointments online

  • Make it easy for people to find and contact you

  • Include an offer above the fold (immediately visible in the upper half of a web page without scrolling)

Besides considering the layout, it’s crucial to include valuable content on your website:

  • Include before and after images for services you're offering (where applicable)

  • Highlight treatment benefits in a scannable, easy-to-read bullet format

  • Explain how procedures work and supplement them with informative graphics

  • Add videos showcasing treatments in action (where applicable)

  • Call-to-action with a form for customers to fill out and get started

When creating content for your site, be mindful of best SEO practices:

  • Incorporate relevant primary and secondary keywords. For example, if you offer Emsculpt, you should use terms such as “Emsculpt before and after photos," "Emsculpt results," "Emsculpt cost," and "Emsculpt near me."

  • Include variations of the location when targeting a local region. For example, if you're in Queens, NY, offering CoolSculpting, you may weave in "CoolSculpting Queens, NY" somewhere on the page where it's natural.

  • Aim for at least 1,000 words of unique, SEO-optimized, and valuable content.

Here are a few examples of optimized websites:

SITE 1: Emsculpt NEO

This is an example of a practice that offers Emsculpt NEO. They optimized their site with a layout that demonstrates a clear offer, critical information above the fold, and their phone number.

Source: Emsculpt NEO provider NS Medical Wellness

Source: Emsculpt NEO provider NS Medical Wellness

The treatment pages include before and after images of multiple patients. They also present valuable content about treatment benefits and results. Prospective customers can get a feel for what they can expect by watching a video showing the procedure in action. The service page includes key SEO terms for Emsculpt NEO, like “Emsculpt Before and After” and “Emsculpt Near Me.”

SITE 2: CoolSculpting

This website is optimized for CoolSculpting patients. Visitors can find information about the team and learn about the practice’s specialties. Contact information is easy to find, and the call-to-action (i.e., book now) is above the fold. When you land on the site, a pop-up will greet you, allowing you to input your information to get 20% off.

Source: CoolSculpting Elite provider Azul Medspa

Source: CoolSculpting Elite provider Colorado Center for Aesthetics & Rejuvenation

Similar to the Emsculpt NEO example, this website has treatment pages with several before and after photos. Treatment benefits and the procedure overview allows new patients to get a better understanding before committing. At the end of each page, there’s a call to action inviting visitors to visit the facility or schedule a consultation.

At the end of each page, there’s a call to action inviting visitors to visit the facility or schedule a consultation.

Source: CoolSculpting Elite provider Azul Medspa

SITE 3: Potenza by Cynosure

This medical spa offers Potenza, a Cynosure treatment. They make it a breeze for new clients to make appointments online and schedule consultations. People can either fill out a form or call the facility at the number provided at the top (above the fold). There’s an about page that provides insight into the spa, the team, and the specialties.

Source: Potenza RF Microneedling provider Gafnea Health and Wellness

Source: Potenza RF Microneedling provider Aesthetika Medical Center

Before trying Potenza RF microneedling, patients want to get an idea of what they can expect from the treatment. Before and after photos on the treatment pages show real outcomes for real patients. Blogs and service pages include a wealth of information answering commonly asked questions in a scannable format.

TIP: Making a website doesn't have to be expensive. You can use a content management system like WordPress to create a functional website without costly web development services.

2. Establish a Social Media Presence

There are billions of active users on platforms like Facebook, Instagram, and Twitter. Use them to show off your medical spa! Choose the ones your target audience uses and make posts showing what you do and what you’re good at. This can help you build your brand and bring in new customers.

Leverage social media by offering promotions and discounts. This can attract people to your business and increase sales. Our favorite part? Building a social media presence is usually free (at least to start), so it’s an affordable way to get your name out there.

3. Run Paid Digital Ads

Paid digital ads can reach new customers without costing much. Google Ads and Meta allow you to show ads to specific groups of people who might need your services. This is especially useful for medical spas, as you can target people interested in beauty and wellness.

In 2022, the average cost per click for Facebook ads was just under $1. Every 1,000 views averaged out to $13.57, and the price per acquisition was $19.68. Google Ads is another popular pay-per-click network offering a robust return on investment of $2 for every $1 you spend. Google gets people to click on your ad and take action after they do so.

But for paid digital ads to be effective, you must figure out the “sweet spot”—or how much you need to spend to see worthwhile results. This process can take time, but you can trust an expert to guide you in the right direction. It’s critical to track ad performance and make changes as needed to get the most out of your budget.

4. React to Leads Quickly With a Customer Relationship Management (CRM) Tool

A customer relationship management (CRM) tool helps improve and streamline customer interaction. It can manage lead communication, bookings, and other important tasks. This saves you valuable time and resources, allowing you to better serve your clients.

Furthermore, engaging your leads quickly with a CRM tool provides a second-to-none experience for your prospects. In turn, you’ll see an increase in conversions.

With a CRM, you can automate some of the first touchpoints, such as sending out an automated relevant email or text. This is a fantastic way to nurture your subscribers at the right time based on the data about their behaviors on your site.

Fact: Leads are ten times more likely to respond after five minutes. But if you respond within the first minute, you can increase conversions by 391%.

Bottom line: Excellent customer service is vital for building a loyal client base for any medical spa. CRM tools like Salesforce, Hubspot, and Zoho make interactions more efficient, so you can focus on delivering top-notch experiences.

5. Utilize Traditional Forms of Advertising

Traditional forms of marketing, like print and radio ads, can target locals looking for your services. They can be a valuable addition to your marketing strategy. Remember to track how well your ads are performing to ensure a good return on investment.

Unlike digital marketing forms, it can be trickier to track the performance of traditional advertisements. But one way to do it is to have new customers fill out a survey sharing where they found you and what made them decide to come in. These surveys can give you an idea of what’s working and what’s not.

From there, you can adjust your strategy to get more out of your advertising spend. If most of your customers are coming in because they saw an online ad, it may be smarter to focus your marketing efforts there. Print and radio ads can generate traffic for some businesses in certain towns, but they may not be for everyone.

6. Offer Promotions and Discounts

Offering promotions and discounts is a tried-and-true method for attracting new business and encouraging repeat visits. You could offer a discount on a new service or bundle package. Some medical spas give a special promotion for first-time clients. Promotions can be an exceptional way to get people through the door.

As with any marketing effort, it’s crucial to see if promotions are effective and worthwhile. Let’s say you decide to run a New Year’s special of $250 off any body contouring service like CoolSculpting. After the promotion ends, study the data: How many people used the promotion? Did sales increase compared to times when you don’t run promotions? Answers to these questions will let you know whether your promotions are working and if you need to make changes.

Source: Promotions and Discounts offered by Skinney Medspa

7. Leverage Word-of-Mouth Marketing

Word-of-mouth marketing is one of the best ways to promote your medical spa, especially if you provide unparalleled service. When people have a stellar experience, they’ll tell their friends and family about it. Encourage your clients to spread the word about your business. You could offer discounts or promotions for referrals as incentives.

In addition, ask happy clients to leave reviews on your website or social media sites like Yelp. Engage with all your customers by responding to reviews—whether it’s good or bad. This shows you put your clients first and, as a result, will garner trust with them over time.

8. Partner with Complementing Businesses

Partnering with businesses that offer complementing services can be a fruitful way to tap into new markets. For example, you might consider partnering with a local gym or yoga studio to offer discounted services to their members. This is a win-win situation for both parties. The gym or studio can offer its members added value while you introduce your services to potential customers from a targeted audience.

Here's a real-life scenario to consider:

A woman who goes to the gym every day strives for a fit, youthful-looking body. But no matter how much she works out and eats clean, she struggles to shed the final bit of fat and show solid muscles.

If you’re a medical spa offering Emsculpt NEO and Emtone, this prospect may benefit from giving your business a shot. Seeing your marketed services daily at the gym will remind her to take action and schedule a consultation.

Source: Promotions and Discounts offered by Skinney Medspa

9. Host Events or Workshops

Hosting events or workshops can increase awareness about your medical spa. You’ll get the chance to:

  • Showcase your services and expertise

  • Build relationships with potential clients

  • Connect with people in a more personal way

  • Make yourself known as an expert in your field

  • Create a sense of community, which leads to trust and loyalty

A couple of engagement ideas include:

  • Hosting a workshop on a topic related to your services

  • Hosting a client appreciation event to thank your existing customers

Suppose you decide to host a workshop related to CoolSculpting. You could perform a live demo to show attendees how the procedure works while highlighting the benefits of non-invasive body sculpting. After the demo, encourage participation by gathering questions from the audience. People are more likely to give something a try if they know what they’re getting into—and a workshop is a fun place to get those answers!

Source: Events offered by Haus of Aesthetics

10. Consider Paid Sponsorships or Partnerships

Paid sponsorships with local influencers can help medical spas reach a niche audience. Influencers have many followers on social media or in their local community. Partnering with, say, a beauty blogger can expose your business to a new group of potential customers.

Find local influencers by searching for popular accounts in your area or industry. A platform like BrandSnob can help you connect with influencers in your region. Once you’ve found influencers to work with, negotiate a sponsorship agreement.

Here are a few approaches you can take:

  • Offer payment in exchange for exposure

  • Exchange free or discounted services for exposure

  • Give partial payment and partial service

A possible agreement may look like this:

  • An agreed amount paid in full for 3 Instagram and/or Facebook posts (the exact amount varies depending on the influencer's reach, audience, and offerings)

  • 3 Instagram posts documenting the influencer's experience with laser hair removal in exchange for a complimentary full treatment

  • 3 Facebook posts documenting the influencer's experience with CoolSculpting in exchange for a $500 discount on their treatment plan

Grow Your Med Spa with Medstar Media

Effective marketing is paramount for any business with growth in mind. Using different strategies and tools can help medical spas reach the right target audience and stand out in a competitive market.

There are countless ways to market your business without spending a lot of money. For example, establishing and maintaining an online presence, hosting events, and word-of-mouth marketing can all reach new people. But finding the right marketing mix for your business is key to achieving your revenue goals.

If you’re ready to take your marketing to the next level, Medstar Media can help. We’re a digital marketing agency elevating businesses in the medical aesthetics industry. Our team can help you reach your target audience and get the most out of your advertising spend. We can build your website, create compelling content, run targeted ads, and analyze data to optimize your efforts. Contact us at 801-890-3847 to schedule a consultation!

SCHEDULE A MARKETING STRATEGY SESSION

Fill out the form or call (801) 890-3847

*By submitting the form above you agree to be added to our email list for updates & promotions.

Chris Zelig
Chris Zelig
Chris Zelig was born at a young age. He is a digital marketing expert who specializes in customer acquisition.

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