How to Introduce a New Service or Technology to Your Practice

Every cosmetic surgery practice has gone through the challenging experience of bringing aboard a new service. Often, this process does not go as smoothly as the sales representative made it sound during their initial pitch. Getting the marketing campaign started, well before the technology arrives, is a good way to ease this transition. Marketing a new service, through patient education and in-depth online content, will make the changes easier on both your staff and your patients. Ensure the new aesthetic service hits the ground running, and your practice starts making money right away, by getting the marketing process going prior to the service’s official arrival.

Start by implementing the following six marketing strategies for new technologies:

1. Create a procedure page for your website.

This should include videos, photos of the treatment technology, and multiple before and after pictures of the results. If you do not have any photos of your own to use, then use the vendor’s images, but make sure to give credit accordingly. If this is a new technology to market, and you act fast, your page can dominate the ranking for this new service, as competition will be low.

2. Train all your staff.

Although all staff members should be educated on the new service, this is especially true for the team members who will be talking to clients. Provide five FAQs as a starting point for what they should say about the new procedure. Also include pricing, offer hands on training classes, bring the sales representative in for a lunch and learn, and maybe even allow the staff to have the treatment themselves, so they truly understand the process and the results.

3. Send out a press release and create a blog.

An official press release formally gives potential customers and local news outlets a heads up that your office is adding an innovative service. Your blog is a more relaxed way to discuss the new service, comfortably explaining the ideal candidate, expected results, and recovery requirements. The blog can be used on social media posts or eblasts.

4. Post on social media.

After the procedure page has been created, spread the word. Post about the new page, then link back to that new page on your website. No matter what, you always want your social media channels and email marketing to send clients back to your website. Make sure the procedure page shows a picture of the new machine and a video of your staff performing the treatment.

5. Send out an eblast.

Email your clients about the arrival of the latest procedure or service; always link back to the services page on your website. Create the procedure page first, so you have a landing place when sending potential clients back to your site. You can always include an introductory offer or entice clients with a monthly special.

6. Host an event.

There is no better way to introduce a new procedure or service than by hosting an event at your office. Send out e-blasts about the event and social posts, which can include complimentary demonstrations, quick consultations, Q&A sessions with the providers, and light snacks. Special pricing or discounts are a strong draw for patients to attend.

Keep an open mind, as there are many more opportunities available for successfully introducing a new service; these six simply provide a good starting point. It is up to you to actively tell clients about your new offering, and its relevance to their needs, through the various marketing channels available to you. Otherwise, you will have an expensive machine sitting in the corner unused – and ultimately costing your practice money.

Are you looking for other ways to take your plastic surgery practice up a notch? MD Internet Marketing loves to help cosmetic surgery practices grow to their full potential. To get the most out of your website and brand, contact our office today. Call MD Internet Marketing at (954) 993-5154 or ask your question through our online Contact Us form.


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