A US customer marketing company has released a study shedding light on the key insights into aesthetic healthcare practices’ marketing attitudes, goals, tactics and results.
Although the report, titled The State of Aesthetic Healthcare Marketing 2017, is put together from a survey of more than 100 US aesthetic practices, its insights may be transferred to the UK market.
The report was commissioned by eRelevance, in partnership with US publishing company Modern Aesthetics to better understand how today’s aesthetic healthcare practices are approaching patient marketing.
According to the report, repeat business from existing patients and patient referrals were cited as the two largest sources of revenue, while practices noted that they were dissatisfied with their marketing efforts, with nearly 60% citing lack of results.
“Aesthetic healthcare practices that want to thrive in today’s competitive environment must find a way to reach the most qualified consumers, with the most relevant messages, in the most cost-effective way,” said eRelevance Chief Marketing Officer, Adam Weinroth.
He added, “Most practices, through the survey, acknowledge the best way to do that is by generating more repeat business from their existing patients. We found that, while most of the practices surveyed are aware of the unmatched benefits of effectively marketing to their existing patients, they simply don’t have the resources or expertise to execute the kind of sophisticated marketing campaigns necessary to effectively reach their patients for business growth.”