Using the Safety in Numbers Approach to Marketing
We all like to think that we make decisions on our own. However, social psychology research has revealed that most of us look at the world around us – including the actions and viewpoints of other people – when we are deciding how to live our own lives. Most people like to be part of a group, especially when others in the group share our ideas or beliefs. Being part of a group makes us feel popular, included and sociable.
Following the Pack
You’ve undoubtedly heard this line before from a parent, teacher or some other authority figure: “If all of your friends jumped off a cliff, would you do it too?” Truthfully, many people won’t choose to follow the crowd if the risk is obvious and high.
However, change the wording around a bit and the answer may drastically change: “If all of your friends got BOTOX, would you do it too?” When the potential reward is great, there is more attraction to follow the pack. There is also the motivation to keep up with the Jones’ (to look as young as Mary does).
There is Safety in Numbers
There is a reason why organizations like the American Society of Plastic Surgeons releases plastic surgery statistics every year. Their annual compilation of plastic surgery popularity stats shows the immense popularity and acceptance of these procedures. Consider the 2017 stats alone: there were 17.5 million surgical and minimally-invasive plastic surgery procedures performed. That is an extensive group of millions of people who have chosen to have an elective surgery to enhance their appearance. If you are a person who is unhappy with an aspect of your face or body, you may feel compelled to join this movement if you have access to this type of information.
Using these types of statistics in your marketing efforts might just spur people in your own community to take steps toward your procedures. Better yet, you can make the statistics more personal and meaningful if you promote how many people in your community have turned to your practice for procedures. For example, you could use specific information such as, “Dr. Smith has performed LASIK vision correction on 340 teachers in our community.” When other teachers that wear glasses or contact lenses learn this information from your marketing efforts, they may feel an instant connection with Dr. Smith and pursue LASIK themselves.
People love to make connections with other people. How many times have you met someone new who was from your hometown and felt an instant bond with that person? People love to share their experiences and hope that they find others with mutual experiences.
Video testimonials of your past elective surgery patients are a strong marketing method to speak to specific groups of people. For example, consider the cataract patient who was unable to play with his grandchildren because of his cloudy vision. After cataract surgery with premium intraocular lenses, he is now going to soccer games, attending dance recitals and taking his family on vacations. Any grandparent that watches the video testimonial will most likely be able to relate to his story and will feel like they, too, will improve their lives after cataract surgery.
Video testimonials are a safety in numbers example of marketing that can be used on your website, emails, newsletters and more.
Online Written Reviews
Social media and online review sites are fundamental tools that people use to make decisions about their lives. The popularity of these tools should not be overlooked in your marketing strategies. The more 5-star and other positive reviews your patients generate online about your services, the greater chance you have at increasing your lead flow. This is a strange phenomenon because through these tools people are actually making connections with absolute strangers that they will never meet in person.
Think about when you decide to try a new restaurant. If you go online and read only negative reviews from others, you will probably believe the group mentality and choose a different restaurant.
Now apply this to elective surgery. If there are dozens or hundreds of reviews about a particular surgeon’s success with breast implants, anyone considering this procedure will also feel confident that they, too, will achieve the same positive results if they choose that surgeon.
Online reviews are a safety in numbers example of asking your patients to complement your marketing efforts by posting online reviews.
When using a safety in numbers type of methodology in your marketing, keep in mind these factors about your testimonials that can help or hinder your efforts:
- Socioeconomic stats
- Daily frustrations
Your prospects may need a little more than just the classification of Millennial, for example, to push them toward LASIK vision correction. They may need to connect with your group on a more personal level.
There are many different strategies your elective surgery practice can implement to speak to large groups of prospects. Fast Track Marketing has tried-and-true methods that have worked wonders for our clients. If you are ready to take your marketing to the next level, contact Brandi Musgrave at 303-731-2634 or firstname.lastname@example.org to learn what types of services we provide.