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Build a database for your clinic

When you have enough traffic on your website, some of the users should be able to convert into contacts through forms. And when you have a healthy database of contacts, you can not fail to implement the necessary strategies to convert them into first appointments.
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Salvador Galindo

Soy consultor de marketing especializado en tecnología y mercados internacionales. Mi enfoque se basa en ofrecer respuestas originales y estratégicas que se adaptan a las necesidades específicas de cada cliente. Con una profunda comprensión de las dinámicas del marketing global, he ayudado a numerosas empresas a aumentar su presencia y competitividad, ofreciendo resultados tangibles y sostenibles.
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1. How do users convert?

Mainly through forms. Forms that do not only have to be contact or appointment forms. Forms that can also be for enquiries or subscription to your newsletter. A newsletter with which you can send more information related to content of interest to these users.

Let’s assume that your website and your blog section already have the relevant forms to get the data of new users. Most likely, if you have worked the structure of your website and you know your potential customers and their browsing preferences, you know where these forms should be located, if they should appear modal windows or not, right?

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If there is something that is fundamental when it comes to convert users who visit your website into contacts, it is to know your target audience. Know your potential customers. Because this way, you can expand the number of forms with which to convert them. Including forms on specific pages that offer additional content (ebook, manual) of value to these users.

2. And how do they translate into appointments?

To get these contacts to request an appointment at your clinic you must first build a database of opportunities.

Now, think carefully: what happens to all the contacts in your database? There are a wide variety of people in it who could be your potential customers. Do you just wait for them to act on their own? Do you think they can trust your clinic to treat them overnight?

Attracting traffic, as well as getting some users to fill out a form, isn’t everything. If you think about it, most forms your contacts fill out are not first appointment forms. For that, you first need them to trust your brand and that’s not always that easy. For this reason, you must give them enough reasons so that the next form they fill out is, how?

3. Through Lead Nurturing

Lead Nurturing is the strategy by which you send content (mainly via email, but you can also use other channels such as social networks) to users who have performed an action:

    • Forold customers, this action can translate into new queries on your website or blog, which leads them to belong to a list in your database of more active contacts.
    • For new contacts, this action is based on a recent conversion (form submission), which demonstrates a current interest in your content and/or services.

    Based on the content that is of interest to them, you can determine at what stage of their buying cycle they are in. That is, if they have the information they need to decide whether or not to request an appointment. If your intention is to get them to this step, you must send the right message (content) at the right time, to the right person.

    During the exploration stage, the information you must provide them is linked to the searches that these contacts perform on problems or doubts they have regarding a topic related to your sector. Normally, new contacts do not usually exchange email at this stage, so most of the contacts at this stage who return to initiate a search will be former clients of your practice. For example, you can have a list of contacts (customers of your clinic) who have performed an action (on your blog or social networks) in the last 30 days.

    During the consideration stage, users evaluate different options that provide a solution to the problem or doubt they have in the previous phase. As it is a more advanced phase, the type of content can be much more specific, relevant and personalized. If you have a record of the pages they have visited and the information they have consulted on your website or blog, you can divide these users into different lists based on their interests and send them the content you know they will consume.

    During the decision stage, when your contacts evaluate which type of solution to choose, both emotional and rational factors come into play. This is the time to talk about your brand and present its values so that they trust you, once they already have all the information they need. This is the most commercial stage where the ‘Ask for an appointment’ form is easily accessible, for example, through a link button in your emails.

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1. The most important marketing channels for aesthetic clinics.

To develop the different marketing strategies, it is first necessary to know which are the most important channels in which to develop them.

1.1. Nowadays, the website can be the most important conversion channel of a beauty clinic, and for this reason alone, everything related to it must be taken into account: its structure, its design, its content in different formats, success stories and, of course, its conversion elements.

On the one hand, its structure must be designed to meet the main search criteria of your potential clients, generally related to the treatments you offer. In addition, the navigation and design must be clear and adapt to all the devices that consumers use to start or follow their purchase cycle.

On the other hand, the content must be particularly clear and adapt specifically to the last stages of the cycle in which the conversion takes place, that is, the appointment request. For this there are several elements that can be included, in addition to the classic contact forms we can have chats or chatbots with which to start a conversation if it is the preferred option of consumers to collect the necessary information about the clinic.

1.2. Blog.

They are the basis for documenting potential customers and clients of an aesthetic clinic and for this reason are key to the growth of organic (non-paid) traffic coming to the web. It is important to emphasize that the content of the articles must be adapted to your buyer personas, but not only for this reason it must be of high quality and well elaborated.

In fact, not so long ago, Google’s Medical Update meant a drastic change for many companies in the medical sector that generated content through this channel. Today, it is crucial that articles are validated by experts and not only serve a marketing purpose and goal, but also add value and meet the search keywords of increasingly demanding users.

1.3. Social networks.

Nowadays, most users spend a large number of hours consuming content on social networks. Instagram, YouTube, Facebook and, more recently, TikTok are great sources of information for consumers who want to learn about various medical aesthetic solutions, but also to share their opinions on them.

It’s also important to keep in mind that on these platforms you can run segmented ads based on the type of content users consume – all the more reason to know the buying habits of your potential customers. So social networks are a source of information for clinics and customers.

1.4. Email.

Email remains one of the most important channels for developing campaigns and communicating with customers and prospects. However, many practices can become “tedious” for your contacts. Each email must have a purpose, a clear objective and, above all, be personalized according to certain criteria related to the nature of the buyer persona.

To achieve this personalization, it is therefore necessary to carry out an appropriate segmentation of the database, which, beyond basic information such as the name, does not specify the interests of our consumers and the type of content that is more interesting at each stage of their buying cycle. So sending a personalized email is not just getting the name right, but more importantly, getting the content sent to the sender right.

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2. Main marketing strategies for aesthetic clinics.

It is becoming increasingly important to humanize marketing. Consumers want more engagement from brands, and that means executing marketing strategies that not only draw attention to products and services, but also connect with people. For an aesthetic clinic, this means empowering its potential customers to make more informed buying decisions.

And what other way is there to empower consumers if not through inbound marketing? By definition, in

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