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Whilst we recognise all businesses are unique and will have different needs at this time, we have captured some digital activities and planning to consider during this unprecedented period.
With everyone exercising caution, practicing social distancing and on social media more than ever, in theory there has never been a better time to connect with customers.
Social media
It is important to share the right messages, with the right tone and the right frequency to show empathy and understanding with your customers. We all need to be sensitive but it is also an opportunity for your clinic and team to stand out.
People need support, understanding education, resources and social media in particular can be an efficient and effective tool to provide this if the messaging and sentiment captures the mood at a particular time.
Create a low cost plan for reaching customers at every point in their journey with your clinics.
Using these tools to listen to your customers will help you refine your content and ensure you are hitting the right note with your messages.
Whilst social media allows you to reach a larger audience, do not forget about some of the more established methods to stay connected such as your blog, newsletters, and even the good old phone.
Visibility is key
With the majority of your customers at home and unable to visit your clinic or practitioners, it may seem counter-intuitive but investing in increasing visibility to potential patients can pay dividends. The so-called 'mere-exposure effect', a psychological phenomenon by which consumers develop a preference for your products or services ‘merely’ ‘because they are familiar with them, can play a key role in your marketing plans, as many people are on many screens and many platforms, increasing your exposure options.
Go green and recycle too
It is highly likely that you have a large archive of relevant and interesting content that you could revisit with patients. Giving it a spring clean with new imagery is a quick and efficient means of creating new content. Dive back into your analytics and understand what worked well from the last post or campaign and tweak to improve second time round again.
Social proofing
Social proofing is always a strong lever for any business. When did you last ask patients for a testimonial or to share their feedback on you and your team?
Prepare your business for the bounce back surge
Without a guidebook to help manage within this evolving environment there are a few positive and productive things we can do to prepare for the bounce back.
Whilst marketing budgets may have been mothballed in the short term to support the business in other areas, it would be prudent to be looking ahead to understand what marketing activity and budget would be required for a relaunch.
Complete some housekeeping and dive into the data and metrics for your digital channels.
• Is your website still fit for purpose?
• What do your google analytics tell you about channels?
• Does your social media spend deliver a positive return on investment?
Understanding your analytics will help you build future plans based on facts rather than feelings. Knowing what works for your clinic will help us to plan where to invest your budget in the future.
For more information and hints and tips, log onto Merz Institute of Advanced Aesthetics merz-institute.co.uk
The Merz Institute of Advanced Aesthetics website is intended for Healthcare Professionals based in the United Kingdom only and not intended for members of the general public. This site contains promotional content.
