Marketing to high end cosmetic medical professionals - what channels would you use?

LinkedIn is where you want to be... by far the easiest method to target such a specific group of people. The content itself.. I would stay away from selling. you have a piece of equipment say it does procedure A B and C.. I would write about those procedures.. how they can be ADDED to a practice as a new income stream. if interested contact us for further information on the equipment.

You should look at Pay Per Click Marketing As Well. One important reson would be this that PPC is intent based. If anyone is searching for those products, then are bound to buy those.
Linkedin would be costly, but will help you target the right specific audience. But one channel to keep in your mind would be Search Marketing through Google Adwords & Bing Ads. They might be costly, but they work and they help convert.
Sometimes, B2B can work by getting the customers to signup for leads, whitepapers. But in the beauty you can show demo videos of how your products can be used. Customers can watch these demo videos by only filling in their details. Then through lead nurturing process you can look at upselling your products.

Linkedin would be my choice.

In my experience a free lunch usually works.

You might need to find out when a specific prospect does consultations, surgical days, follow-ups etc.

Then you contact them individually and ask if they'd like to come to lunch with you at one of the high end restaurants in their area as you'd like to meet them and have a chat.

Be totally upfront and honest about the value of their time and explain you'd like to get their opinion on what you have developed.

We've used this type of approach numerous times when we've needed to generate referrals from local doctors to a specific surgical practice.

It takes time and investment but I would expect there is enough margin in your product to facilitate this type of approach.

Best regards,

Ozi

For physical equipment, especially something that is priced rather highly I would say physical contact is best. Call them and ask for an appointment

Along with linkedin I would suggest to Target Facebook PPC and instagram . I did in past and it provide me great ROI .

When you look at sites such as Australian Society of Plastic Surgeons and you begin to realize there is something like 400 "specialized" plastic surgeons in all of AU which probably works out to 1000 total plastic surgeons country wide... you begin to understand the scope of things.

exactly how many searches is a specific piece of equipment going to get... I think we could all agree enough to make it not worth your time.

So the alternative here is to go down the list and try setting appointments.. or between that and outsides sales efforts maybe you will grab the few that are looking. for me as a business person the overall numbers in general are not that promising. 1000 cold calls and you get 10% to a meeting.. and then you close 3% of those.. you just sold a whopping 3 machines.

In general I will agree with you Mike, my suggest path is usually a long term effort. However when dealing with medical and specifically anything other than general medical the sheer number of plausible prospects are not that great.

The theory behind the content approach is to get the ones interested contacting YOU vs the other way around. The added bonus is in the way the pieces are written that those that may not have been interest would see the possibilities of practice growth with the addition of the machine. Basically killing 2 birds with 1 stone.

The reality is in a business specific niche LinkedIn is the easiest way to target and communicate with an audience.

I personally work in the Ancillary Services aspect of medicine, and to be very very honest, LinkedIn LinkedIn hands down no questions asked is the easiest most affordable ( damn near free ) method that works for us time and again, over and over.

And before there is any comparison to service vs equipment.. the services we provide require a good amount of money up front. I wish I was selling product actually our onboarding process is a bear! LOL

LinkedIn is a good way to find company professionals, as a start. Since this is brainstorming, have you considered:
1. Writing an advertorial for their association newsletter? Saves shoe leather trying to do one-on-one to 'suspects' and not qualified prospects. They come to you instead of chasing them.
2. Give a talk only on the benefits of the equipment at their CPE meetings? Leave the features for those who want to know more about the technology, but hammer those benefits they will receive by considering a new method for their clients.
3. Postcards may appear cheesy to some, but they are very effective in getting a targeted set of prospects to a professional talk. Those that come, interested prospects. Those that don't, put them in your database to do a "warm call" followup about the meeting.

Just a few ideas off the top of my head.