 |
 |
 |
 |
Targeting Different Aesthetic Patients with Different Messaging
Bridging the Surgical Gaps:
Here is a secret in marketing to the current aesthetic patients
Now, let’s talk about Targeted Messaging
Your goal in target messaging is to provide that solution to a concern your particular patient has at that moment.
When it comes to aging, consumers generally fall into three different stages of their lives. Each life stage brings about different needs, wants and concerns. They can vary greatly from one stage to the next. What was important to someone at 20 can be very different at 40. Your message needs to speak directly to that particular group and to their particular interests so they stop – notice – act.
And, their concerns will be different at different points in their life.
This group can be young, naïve and impulsive. There is nothing wrong with them, per se. They may perceive that some body part needs improving upon and they want a quick fix to make them feel better about themselves. This is all about body image and the formidable years when their self confidence is at its shakiest. They are still developing their personalities and preferences and want very much to fit in and be accepted by their peers.
However, they are very cost-conscious since they haven’t made much of a living yet. They are starting their careers or haven’t saved yet so they need an easy way to pay for the procedure. Benefit statements that work best for this particular group would include:
Middle-Aged Females 30-50 Interested in Rejuvenation
This group is older and more selective. Their goal is to maintain their youthful appearance and head off the signs of aging. They want to look as good as they feel. They will be seeing their first signs of aging such as crow’s feet and smile lines. They will also start noticing the effects of sun damage and the blotchiness, brown and red spots and textural changes in their skin.
This group has had their children and may be left with a body they didn’t ask for and want their pre-baby figure back. Their hormones have wreaked havoc on their skin and they may have developed uneven skin tones. Their wrinkles are more prominent and they are now noticing mild sagging skin. This is when they notice they are not “young” anymore but going into a new stage of life.
Socially, they may be entering the work force again now that their children have grown. Or, they may be going through a divorce and will start dating again. Whatever the case, they are looking to keep their looks intact.
This group is more willing to research cosmetic enhancement by visiting the internet, reading beauty magazines and consulting with their friends. They like Botox, wrinkle fillers, laser procedures and liposuction and body contouring such as tummy tucks.
Benefit statements that work best for this particular group are:
Older Women 50+ Want Renovation
This group is aging and they dread it. They don’t want to look like someone’s grandmother and will go to great lengths to turn back the clock.
Social pressures may also be influencing this group to make changes. They may be going through a divorce that is acting as a huge wake-up call and has them wanting to take control of their life again. They may be in a rut and want to regain energy, vibrancy and youthfulness so they still matter, etc.
And, many in this group are professionals who have no intentions of slowing down. They feel great and want to stay competitive in the work force since they are not about to retire – just yet. That means they need to keep up appearances in the workplace. They don’t want to be ignored and want to still matter when they walk in a room. And, they will most likely have the financial means to invest in themselves with the big-ticket items. They may have an inheritance or divorce settlement, use equity in their home or just have had more time to save for cosmetic enhancement.
This group is ready for the real stuff – face lifts, blephs, eyebrow lifts. They have sagging body parts and want them put back to where they were 15-20 years earlier. Since this will be one of the biggest emotional and physical investments made, they will most likely consider this for years before actually acting on it. Or, some major life event will happen to motivate them to act now and stop waiting. Perhaps a family reunion or a wedding is on the horizon and they want to look their best.
Benefit statements that work best for this group are:
Conclusion
Target marketing is actually easier than general marketing. General marketing tends to talk about you and what you can do for the aesthetic patient. Target market is much more focused on the patient and what they want and need. Your messaging is much clearer and talks directly to a certain group about the benefits they can get when choosing you. Target marketing is what gets your telephone to ring. |
 |
 |
 |
 |