If your business is facing challenges such as attracting low-quality leads, you’re seeing a lower number of consultations, or frequent no-shows, you’re not alone. There’s a powerful marketing strategy you could start utilizing to increase your lead quality, booked consultations and revenue.

And that strategy is called Retargeting.

From my experience working with many medical practices, I consistently find that the businesses that don’t have any retargeting campaigns as part of their marketing strategy, leave a significant amount of revenue on the table.

As a matter of fact, once we implement them for our clients, they see drastic improvements in their results.

Retargeting campaigns should be a fundamental piece of your patient acquisition strategy.

Even if you’re not investing into ads, retargeting is the low hanging fruit you can use to capture people who know, like and trust you.

People who are just one step away from scheduling with you.

If you like the idea of lowering your cost per lead, while also increasing lead quality, this is for you.

What is Retargeting? An Effective Digital Marketing Strategy for Plastic Surgeons & Medical Spas

Retargeting is a digital marketing strategy for plastic surgeons and medical spas that allows you to target people who’ve previously engaged with your practice.

Whether by visiting your website, following you on Instagram or Facebook, leaving a comment, sent you a DM, watched your videos, or even people that scheduled a consultation but didn’t show up.

There are countless ways you can retarget someone that has engaged with your business one way or another.

Which makes this a very useful strategy to reactivate leads that haven’t converted yet, and strategically place ads in front of people that are most likely to take a desired action (for example: call your office or schedule a consultation).

Think about the potential patients who have already expressed interest in your services. They’re already familiar with your business, know who you are and there’s a higher level of trust.

With this strategy you are closing the gap, getting them closer to choosing you for your services over your competitors.

You are building trust, credibility, staying top of mind, and creating demand for your services.

Retargeting leverages this trust by serving tailored ads directly to these warm audiences, dramatically boosting the likelihood of them scheduling a consultation or calling your office.

Take for example one of my clients. She’s a Cosmetic Surgeon located in Texas.

With retargeting ads for plastic surgeons, we are now able to capture a large part of the market that know, like and trust her. These are people that have visited her website and thought about scheduling, but didn’t. Once they went back to Instagram, we strategically targeted them with educational video ads that prompted them to schedule. 

And that’s exactly what happened. On the image below, you can see that we captured 398 leads in just 30 days from simply retargeting people. 

Turning that trust into higher quality leads that are booking consultations and surgeries with her.

Each lead is worth a few thousand dollars, and we are only paying $6 on average to capture them!

Now she’s been busier than ever. Simply because we understood where the opportunity was and took action.

Now, before explaining the different types of retargeting ads you can utilize for your business, let me briefly break down why you should consider using retargeting ads for your business.‍

How Retargeting Ads Can Boost Your Plastic Surgery & Medical Spa Practice

From all the client feedback, results captured and data we’ve obtained from our retargeting campaigns, here are three reasons why I recommend using retargeting ads for your business.

1. You will Increase your Lead Quality

By targeting people already familiar with your practice, you’re automatically focusing on people with higher buying intent who’ve shown genuine interest. These leads typically require fewer touch-points to convert into scheduled consultations and are much more responsive.

2. Improve Consultation Show-Up Rates with Strategic Retargeting

People who come across your brand repeatedly across different channels (retargeting ads, content and even email), and receive proper patient education and follow ups, feel more committed and confident when scheduling a consultation with you. 

Our research has shown that most times, people don’t book simply because they lack the information necessary to make a buying decision. 

It’s your responsibility to place content in front of them that educates, informs, answers their questions, addresses their concerns, and gives them them the confidence to know they are making the right decision. Even having an “in-office educator” can also play a significant role, someone that can provide all the answers to their questions. 

This can significantly improve your consultation show up rate.

3. Reduce No-Shows and Eliminate Window Shoppers at Your Practice

Have pre-recorded content ready that you can send them in preparation for their consultation. These can be welcome videos they need to watch before coming in, or a presentation you can send them. Send them multiple reminders up to the day of their appointment. Charge for your consultations (don’t forget your time is money). 

Do everything possible to create a seamless experience before they even show up to your office. There are still many medical practices who share with us they lack the right systems to consistently maintain high show up rates.

Now that you know why I highly recommend using retargeting campaigns, here are the different types of ads you can use.

The Bucket Method: Advanced Retargeting for Medical Practices

To make your retargeting campaigns truly effective, the secret is to strategically segment your audience based on how they engage with you. Or as I like to call it, the Bucket Method.

Imagine placing people into "buckets," each representing groups of people based on how they've interacted with your practice. For example, some people know you from social media, others through your website, or because they like watching your videos.

By doing this, you can now target each person differently and become incredibly personalized.

Let’s say you’re a Plastic Surgeon that specializes on body and face. You notice every time you post a Facelift video, you get a lot more viewership. People are asking questions, send you messages, and there’s high demand. This would be the perfect opportunity to target everyone that liked that video with a Facelift ad. 

Therefore, we can capture that interest, generating more qualified leads and consultations.

Let’s share a few additional examples.

Bucket 1: Retargeting Website Visitors: Convert Browsers into Booked Patients

These are people who have visited your website, browsed your treatment pages, but haven’t booked a consultation or filled out a contact form.

What I love about website retargeting is you can retarget based on the pages they visit and the amount of time they spend on your website. 

Let’s say they’re interested in a Mommy Makeover, and have visited that page multiple times. You can now create multiple Mommy Makeover ads targeting anyone that visited that page. Once they leave your website and go back to social media, they’ll start seeing your Mommy Makeover ads. In turn, you can capture their interest and generate more consultations.

Ads like these can be created for any service or procedure. These contextual ads convert incredibly well because they are hyper specific and timely.

Bucket 2: Social Media Retargeting: Turn Followers into Consultations

These individuals follow your Instagram or Facebook/Meta pages, engage with your content through likes or comments, and possibly watch your videos.

For example, if the content they engage with is related to “liposuction”, you can start placing liposuction ads in front of them to get them to take action. This could be through a landing page to capture as a lead, call your office, or schedule a consultation directly with you.

Bucket 3: Email and Consultation Retargeting: Re-engage Past Prospects

People who’ve previously opted-in through your website forms, newsletters, or scheduled a consultation but never showed up.

Here you can reactivate that conversation by providing relevant information regarding the service they were interested in. Remind them of why they booked and show them why they should act now.

Bucket 4: Video Engagement Retargeting: Leverage Interested Viewers

You can also retarget people who have watched your videos through Instagram, Facebook and YouTube. These are part of the low hanging fruit because they’ve consumed so much of your content, they’re already sold.

All they need is a gentle reminder to get them into your office.

Final Thoughts: Elevate Your Patient Acquisition Strategy with Retargeting

The Bucket Method works because you’re leveraging highly personalized data to create relevant ads that shows your audience exactly what they want.

Instead of using generalized ads, or not knowing how to target people that engage with your business, you now have a strategy that has been proven to consistently generate revenue and increase appointments. 

If your practice isn't already using retargeting campaigns this way, give it a try.

Let us help you grow your business with proven patient acquisition strategies that work. Visit bluemediaonline.com to learn more about us and how we help medical practices like yours grow and thrive.

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