COSMETIC SURGEON NICHE

Main Niche MedicalCan I be number one in this niche? NoSub niche Cosmetic SurgeonsCan I be number one in this (sub)niche? YesAmazon Authors Top 5-10, for consistent 12-month periodGoogle Ads YesFacebook Audience Not many - more with Google AdsPassionate Audience Very passionate (even at the senior business

owner level - want to focus more on surgery than business)

Active Forums A number - though more for consumer levelIndustry Related American Board of Cosmetic SurgeryCommunity/Networking Sites American Society of Plastic Surgeons

A brief overview, including a competitive and general market-growth analysis. What could be termed as the “acid test” – if a niche look poor at this stage, it’ll be scrapped:

Next, it’s important to break-down key industry jargon. This’ll help on two fronts: (1) it’ll make us sound extremely professional/knowledgeable on a strategy call (2) we can leverage the terminology in our marketing material:

Industrial Jargon and Misc Points TerminologySurgical Treatments 1. Breast Augmentations

2. LiposuctionNon-surgical Treatments (less invasive) 1. Laser Removal

2. Filler3. Fraxual4. Romarge5. Botox

Used to re-shape normal structures in the human body

1. Usually not covered by health insurance.

Categories 1. Aesthetic2. Reconstructive

i. Burnsii. Cancer Survivor

3. Paediatric Birth-defectsi. Developmental Issues

Surgical Procedures 1. Very invasive2. Major Changes to Body3. Non-surgical procedures can at times

exist4. Permanent

Non-surgical Procedures 1. Less Invasive2. Minor changes to the body

3. Mostly lasers, injections, sound waves4. Repeated Treatments over time or

permanently required to be maintained

Next, of course, there is the problem identification – what keeps cosmetic surgeons up at night, what is the bane of their life?

The Problem Broken-downNeed more Patients 1. Loss of revenue

2. Competition is getting the patients3. Patient relation is bad4. Hard to cover overhead

Low Quality Patients (80/20 rule) 1. 80% of the time is spent on low quality patients

2. 80% of the time spent on problematic patients

3. Not coming back frequently4. Slow to pay5. Not giving referrals6. No testimonial

Bad Reputation 1. Causing lower sales2. Patients going to the competition3. Lower staff confidence4. Lower sales conversion

Poor Sales Conversion 1. Converting less than 80% (sometimes less than 10%!)

No Referrals 1. No Multi visit protocols systems I. Non-surgical treatments such

as botox, administered every 6 weeks, due to the lacking systems, patients return every 8-12 weeks, if at all

Doesn't Know what is working 2. Not tracking key metrics3. Spending money blind4. Inconsistent results

Now, we identify the solutions(s), for complex problems, I’ll bring in the Problem Break-down Sheet, but sometimes a solution will become immediately obvious, as it was in the below case:

Solution Broken-downLead Traffic 1. Lead Traffic

i. Direct Mailii. Buying a filtered list

2. Renting Access to a filtered list3. Email4. SEO5. Direct Response Marketing (Facebook

ads for example)Lead Capture 1. Landing Pages / Funnels

2. Call training3. Pleasure Bribe4. Pain Bribe5. Appointment Form (Call tracking)

Lead Nurture 1. Email follow up2. Letter follow up3. Transformational Journey

Sales Optimisation 1. Have a sales process that is consistent2. Reputation Program3. Staff sales training4. Social Media program

Patient Maximization 1. Referral program2. Re-Activation Program3. Testimonial program4. Cross sell – up sell

i. Come in for botox + a candidate for filler for example

ii. Segmentation of current / past clients:

Age, gender, interest – grouped together to then offer another service that has a high probability of getting sales. E.g. 50-year-old woman, recently divorced, initially had a non-surgical treatment (botox) Now qualified to receive filler + a free liposuction consultation.

5. Consistent analytical reportingi. Dailyii. Weeklyiii. Monthlyiv. Quarterly

The final stage, is taking the solution, and developing a service offering around it. Again, sometimes this may need a bit more digging, but in this case, a service offering (from the identified solution) was quite easy:

The Service Offering Targeted Lead Generation (branded as “Data Driven Lead Capture – to not be associated with usual Marketers, and to appeal to scientific mentality)

CRM Process Building and Management Client Data Management

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