MARKETING YOUR MEDSPA DURING THE COVID PANDEMIC
9 STRATEGIC PIVOTS TO TURN CRISIS INTO OPPORTUNITY
As the Coronavirus crisis shutters spas and clinics across the country, it is normal to feel apprehension. At Medstar Media, we are closely watching this rapidly evolving situation and working hard to safeguard the marketing investments of our clients.
We have compiled some advice and strategic pivots that medical spas and practices can take to best capitalize on this unprecedented situation.
TIP #1: DON’T PANIC
First and foremost, hang in there. Soon the dust will settle, and things will return to normal. Remember, during times of crisis, there is danger, but there is also opportunity. The spas and practices that will recover the quickest are the ones who use this downtime wisely.
One silver lining to social distancing is that people are staying at home with their families. And when people stay at home with their family, they get fatter. Their skin gets drier. They let themselves go. Things will calm down, and much like the post-holiday season, people will be excited to get out and improve their appearance.
TIP #2 COMMUNICATE. COMMUNICATE. COMMUNICATE.
During this time of uncertainty, communication with your patients or clients is critical. Eliminate any confusion with clear messaging.
Draft a concise message outlining how your business is responding to the crisis. Include answers to common questions.
Distribute this message via:
- Email blast: We suggest putting out an email blast to your existing clientele and leads.
- Social Media: Create an Instagram story as well as pinning a post to the top of your Facebook page explaining the present standing of your operations.
- Your Website: Create a banner for your website with your message. We also suggest creating a separate page. It can contain the same content as your email message.
- Voicemail: Change your voicemail message to include a statement about your spa’s operation during the CoVid crisis.
TIP #3 OFFER VIRTUAL CONSULTATIONS | TELEHEALTH IS THE NEW NORM
Your patients aren’t gone. They are just online.
As the Coronavirus outbreak shutters spas and clinics across the country, more and more providers are engaging with potential clients via “virtual consultations.”
Telehealth is the new norm. We strongly suggest you offer virtual consultations. Make it as easy as possible on your prospective clients by downloading the major video conferencing platforms (WhatsApp, FaceTime, Google Hangouts, etc.)
President Trump encouraged “everyone to maximize the use of telehealth to limit exposure to the virus” and relaxed HIPAA regulations around video conferencing platforms.
If you insist on a HIPAA compliant platform, we recommend Zoom’s healthcare platform. It is secure, allows patients to send pictures, and starts at $200 a month.
*Emphasize the fact that you are offering virtual consultations in your messaging, on your website, social media, voicemail message, etc.
TIP #4 ECOMMERCE | SELL NOW. CONSULT AND TREAT LATER
Consumer buying habits are changing. More people are buying online, and many are making more impulse purchases.
So, even if the Coronavirus wasn’t significantly impacting the way you do business, eCommerce platforms, are essential for staying at the forefront of your industry in the digital age.
HOW DO ECOMMERCE PLATFORMS WORK?
Ecommerce platforms, such as WooCommerce or Shopify, allow customers to pre-buy services before coming into your spa or clinic for a consultation and treatment.
We’ve seen eCommerce platforms really deliver for many of our clients.
For example, SKINNEY Medspa promoted a black Friday sale and sold over $100,000 in CoolSculpting cycles in just five days using an eCommerce platform. SKINNEY didn’t speak to a single customer or conduct a consultation to secure these transactions. It all happened online.
Their customers bought CoolSculpting packages through Shopify and then went into SKINNEY Medspa to receive their consultation and treatment. Some consumers bought too few cycles. SKINNEY up sold them during the consult. Some consumers bought too many cycles. SKINNEY credited their client’s account.
TIP #5: OFFER INCENTIVES
If your website is set up for eCommerce, we recommend offering incentives and exclusive discounts for clients that pre-pay for treatments or purchase gift cards.
Some spas offer a $100 account credit for clients that purchase a $500 gift card. Some spas include a free skin tightening treatment for anyone who purchases a body contouring treatment. What incentive would appeal most to your clients? Right now, everyone is online. It is black Friday all over again. Consumers are more impulsive when they shop online, and it is hard to pass up an unbeatable offer. Offer a great deal. Bring in revenue now. Treat later.
TIP # 6: SEARCH ENGINE MARKETING (SEM): TO SPEND OR NOT TO SPEND?
The decision to continue or pause your ad campaigns is a complicated one. Some medical spas have the capital to continue their ad spend. Some med spas do not.
IF YOU HAVE TO PAUSE YOUR AD SPEND
If you have paused your PPC campaigns for financial reasons, remember it is imperative to restart your campaigns at least two weeks before reopening your doors. It takes a little time for these ad campaigns to get momentum and you will want things in your pipeline so you can hit the ground running once your business is back up and operating as normal.
IF YOU CAN STILL INVEST IN PAID ADVERTISING
This may seem like an appropriate time to cut back on ad spend. However, with many spas and practices suspending their ad campaigns, there is an unprecedented opportunity to swoop in and grab a huge piece of market share via digital advertising, if your budget allows.
Remember, your patients aren’t gone. They are just online. And from a digital marketer’s perspective, downtime + the internet = opportunity.
MAKE SOME STRATEGIC PIVOTS: Many consumers now have time to research procedures they are interested in. Adapt your marketing campaigns—beef up your social media ads. Change your PPC ad copy to emphasize virtual consultations and pre-paid promotions.
Need advice on what to do with your digital marketing during the CoVid crisis. Schedule a FREE consultation with Medstar Media.
TIP #7: SEARCH ENGINE OPTIMIZATION (SEO)
If you cannot afford to continue your search engine marketing (SEM,) focus on search engine optimization (SEO.) SEO is still the best converting marketing strategy out there. Just remember that SEO is a long-term investment yet by far the one with the best ROI. SEO produces higher quality leads than SEM, and unlike SEM, SEO is immune to changes in marketing trends (whether they be seasonal or situational, like the one we are currently experiencing.)
If you invested in SEO previously, you are well-positioned for this crisis. If not, start now. You have the time.
Remember, content is king. And you are the expert. Write what you know. We are happy to provide ideas to write about. Post it to your blog.
Content is not just copy; it includes images, videos, and other media that informs and educates the consumer. Remember to promote all new content on your social media platforms.
Let us know if you need help. Our SEO services are some of the best in the nation.
TIP #8: USE THE DOWNTIME WISELY
Don’t let this opportunity go to waste. Develop the areas of your business that are lacking. Want to learn more about social media? We are offering a free video conference that teaches your staff how to create ads for Facebook and Instagram. If you are interested, schedule a free consultation with Medstar Media. Want to improve your customer relations management (CRM)? Schedule a free consultation. We will provide a free class on improving telephone performance and front desk practices.
TIP #9: DON’T BE AFRAID TO ASK FOR HELP
Like most of our clients, Medstar Media is a small business, family-owned, and operated. We want to help you out during this uncertain time. We understand that cash flow is limited right now and would be happy to give you advice, for free, during a complimentary consultation. We know that the best way to gain new clients is to show them what we can do and that we care, personally, for each and every medical spa we work with.
We are here to help. Reach out to schedule a free video conference call. We will freely share advice and show you real-world examples of strategies that work.
The Medstar Team