With the surge of the Internet, social media, and an increasingly connected global community, the marketing world is shifting and so are consumers’ opinions. In fact, according to the Edelman Trust Barometer, just 64% of the informed public trusts businesses, while 63% agree with the statement “a good reputation may get me to a try a product—but unless I come to trust the company behind the product I will soon stop buying it, regardless of its reputation.” With these statistics in mind, it’s clear the key to capturing loyal clients, even in the medical aesthetics space, is to continuously gain and maintain consumer trust through strategies that champion transparency and authenticity.
Building an authentic brand for your medical aesthetics business can lead to increased patient trust online and a community of loyal clients willing to invest their dollars in your aesthetics practice. See our following online marketing tips to help you establish an authentic persona online while harnessing the power of personal branding.
Creating a branding strategy when opening any business should start with defining the overall business purpose and values that will drive every business decision. Defining what drives your medical aesthetics clinic alongside what sets you apart and staying true to those values gains you immeasurable consumer trust. But don’t just choose the latest trends. Company values are not always linked to some level of social impact. Instead, focus in on the direct physical, emotional, and psychological impacts your services offer and how they come together under one brand purpose. Using a personal approach will help to avoid choosing “trendy” values that don’t naturally align with your purpose and will actually risk losing patient trust. In fact, with just 12% of millennials factoring in a brand’s social responsibility when making purchases or employing services, the quality of your product and your trustworthiness is far more valuable to consumers.
Don’t wander too far from your clinic’s values, voice, and overall branding strategy once you’ve locked it in, particularly on social media. These crowded online areas are ripe for criticism and anything that seems unnatural can wreak havoc on your social media accounts when you’re trying to build brand authenticity. Avoid any and all attempts to capitalize on popular trends or borrow cultural idioms from communities in which you don’t belong. Doing so will only draw criticism and distrust online alongside an appearance of “inauthenticity” that could spell the end of consumer trust in your business. The same may be true for any current or political events or trending topics. It might be tempting to get in on the rising traffic, but if weighing in on these topics doesn’t align with your clinic’s purpose and values, it’s not worth the risk.
Consumers are much more likely to be attracted to a personality than a faceless company, so if you’re a medical director or aesthetics clinic owner, get comfortable with putting your best face forward to help build your clinic’s authenticity. Use the following tips to get started on incorporating your personal brand into your clinic’s marketing efforts:
Gain access to more tips on how to better market your medical aesthetics clinic for continued business growth through a partnership with Venus Concept. Our unique business partnerships include ongoing practice enhancement support to ensure your marketing strategies are always hitting the mark. Contact an expert today to learn more.