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

18 replies
Hi,

I have a product to market and it is fairly high end, highly functioning engineered beauty equipment suitable for cosmetic surgeons and doctors.

What channels would you use to market this?

Traditional social media is not ideal, any other ideas?
#channels #cosmetic #end #high #marketing #medical #professionals
  • Profile picture of the author savidge4
    Originally Posted by CabaMate View Post

    Hi,

    I have a product to market and it is fairly high end, highly functioning engineered beauty equipment suitable for cosmetic surgeons and doctors.

    What channels would you use to market this?

    Traditional social media is not ideal, any other ideas?
    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.
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    • Profile picture of the author CabaMate
      Thanks for your suggestion. I think I was expecting the best idea to be LinkedIn as well. I'm also wondering if there are national sites for medical professionals that are for networking too that I need to find.
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      • Profile picture of the author savidge4
        Originally Posted by CabaMate View Post

        Thanks for your suggestion. I think I was expecting the best idea to be LinkedIn as well. I'm also wondering if there are national sites for medical professionals that are for networking too that I need to find.
        I am involved in a medical start up that works nationally ( The States ) and to be honest we have never really found anything. I will say it does help to have a Board Certified partner on board, it does give you access to a list or 2 you would not get otherwise.

        A lot of what you can do is dependent on the ability of your staff to travel for meetings.. are you regional or are you going for national / global markets?

        I can tell you that my efforts are primarily LinkedIn, and blast cold e-mailing. mixed into the online efforts, Medical conventions and old fashioned cold calling with reps setting appointments for our on boarding team to travel and meet with a group of doctors are the methods we use.

        IF you are going to go the conventions route ( there are tons of them btw) Spend some money on the display. I can tell you first hand that a full backdrop and side signs with a nice table out performs just a fold up table ALL DAY LONG. we have 4 setups total that we send back and forth all over the country, and they are worth every penny.

        Beyond the low expense online efforts we spent a lot of time minimizing our onboarding expense with the face to face approach by going more towards a group meet. Going from A to B to A then C then A then B over and over got down right expensive - collected a hell of a lot of mileage points tho! LOL

        Hope that Helps!
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        • Profile picture of the author CabaMate
          Originally Posted by savidge4 View Post

          I am involved in a medical start up that works nationally ( The States ) and to be honest we have never really found anything. I will say it does help to have a Board Certified partner on board, it does give you access to a list or 2 you would not get otherwise.

          Hope that Helps!
          Thanks for your comment.

          Board certified partner would work well, is this to endorse and be in your marketing material as well? Or just for marketing purposes to be able to acknowledge it is endorsed without using their name and image against it?

          The concept is Australia and NZ so meeting would be face to face once the lead was qualified and there was genuine interest.

          On my list for marketing is LinkedIn, eNewsletters, trade shows and developing a list and BDM activity so you have definitely covered all of those.

          I think the trade shows will be a really good way to showcase the product and I just need to narrow down where people are going and which ones will be suitable for cosmetics initially - and whether the decision makers go to these events.

          Face to face seems to win every time for these big ticket items.

          Thanks so much for your suggestions, they have helped a great deal.
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  • Profile picture of the author ppcmaestro
    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.
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  • Profile picture of the author Woomeister
    Originally Posted by CabaMate View Post

    Hi,

    I have a product to market and it is fairly high end, highly functioning engineered beauty equipment suitable for cosmetic surgeons and doctors.

    What channels would you use to market this?

    Traditional social media is not ideal, any other ideas?
    Linkedin would be my choice.
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  • Profile picture of the author Oziboomer
    Originally Posted by CabaMate View Post

    Hi,

    I have a product to market and it is fairly high end, highly functioning engineered beauty equipment suitable for cosmetic surgeons and doctors.

    What channels would you use to market this?

    Traditional social media is not ideal, any other ideas?
    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
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    • Profile picture of the author CabaMate
      Originally Posted by Oziboomer View Post

      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
      Who can say no to a free lunch?!

      I think this could be a good idea, I wonder with medical specialists calendars whether a speaker could work too - someone they really are interested in. Or possibly whether it's more of a one on one kind of option... Both I will definately put into my thinking cap.

      The price point is particularly high, however the product is particularly exciting and I don't think the decision will be made based on the price rather understanding what the FAB's are and how much better the machine will work compared to what's on the market.
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  • Profile picture of the author starlox
    For physical equipment, especially something that is priced rather highly I would say physical contact is best. Call them and ask for an appointment
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    • Profile picture of the author Mike Anthony
      Originally Posted by starlox View Post

      For physical equipment, especially something that is priced rather highly I would say physical contact is best. Call them and ask for an appointment
      Yes thats the best for high ticket items. I don't think people looking for that kind of thing use any social network not even Linkedin. They might search for a provider so SEO or PPC to get before them when they are searching.
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      • Profile picture of the author savidge4
        Originally Posted by Mike Anthony View Post

        Yes thats the best for high ticket items. I don't think people looking for that kind of thing use any social network not even Linkedin. They might search for a provider so SEO or PPC to get before them when they are searching.
        Here is the thing... Social such as LinkedIn with the use of well written content allows you to present your offering to those that maybe looking but more importantly to those NOT looking. Presenting specifically to the medical field it is more about diversifying income stream. How to expand a practice from a generalized practice to include more specific wellness services.

        Not knowing specifically what the piece of machinery is.. I can only assume that it would be possible for a practice to bring on another partner that does that specifically. This may be one of those instances where a doctor can grow his practice to serve a greater amount of people. Bottom line, more patience per day equates to greater practice income.

        A great example of this in Plastic Surgery is those doctors that do Liposuction, are now incorporating Cool sculpting into their practices. Simply another option for to some degree the same effect. Throw in the trust factor that you have a "Doctor" pre screening each client for the possibility of best results - and it is easy to see how adding such an option becomes a home run for that practice.

        Not something that most Plastic Surgeons maybe looking for IE PPC / SEO, but when presented as a viable option to grow a practice may be something they would like to look into.

        Like I stated in my first post, the presentation should be educational in nature and nothing close to a sales pitch. If anything you are selling the idea of practice growth as an idea, that you happen to have the solution for.

        I do however agree the final close at the very least will probably have to be face to face... its just the nature of Medical sales in general.
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        • Profile picture of the author Mike Anthony
          Originally Posted by savidge4 View Post

          Here is the thing... Social such as LinkedIn with the use of well written content allows you to present your offering to those that maybe looking but more importantly to those NOT looking. .
          I'm going to definitely disagree with you based on my sales experience selling high ticket items. My first priority is getting in front of people looking not people not looking. They are the most important to every sales person I know. Of course you want to do both focusing in on long term goals. Linkedin is great for making connections and widening your base but I don;t know of any business or sales person that doesn't want to be in front of the buyers that are looking right now.

          In the past for many decades people paid good money to be listed in the Yellow pages for the simple reason it was where people looked for what they want. They now do that in search engines, ask online etc. you might want to build long term relationships of course and thats very lucrative but its not more important than getting in front of ready buyers now.
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    • Profile picture of the author CabaMate
      Originally Posted by starlox View Post

      For physical equipment, especially something that is priced rather highly I would say physical contact is best. Call them and ask for an appointment
      Yes, the BDM will be happening too I am just trying to get some ideas for hooking people in too and generating interest.
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  • Profile picture of the author mp3 wick
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  • Profile picture of the author lenkablog
    Along with linkedin I would suggest to Target Facebook PPC and instagram . I did in past and it provide me great ROI .
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    • Profile picture of the author CabaMate
      Originally Posted by lenkablog View Post

      Along with linkedin I would suggest to Target Facebook PPC and instagram . I did in past and it provide me great ROI .
      Thanks for the tip, was it for a high end medical equipment too?

      I am not sure about Facebook and Instagram as essentially we are trying to target medical professionals (doctors, cosmetic surgeons) and practice managers.

      I am just not sure if they spend their time on social media as much as perhaps industry sites and professional sites.

      I am interested though to hear if it was medical related as I will need to explore every option.
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  • Profile picture of the author savidge4
    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
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    • Profile picture of the author Claude Whitacre
      Originally Posted by savidge4 View Post

      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.
      Yup. If you have a list of potential customers that is maybe less than 1,000...and a high ticket offer, then it can become a matter of calling on the phone, personal visits, perhaps putting on a seminar.

      A great book that describes the selling process of "high ticket-low customer base", is

      The Ultimate Sales Machine by the late great Chet Holmes. Everything is spelled out for you.
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      One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

      "Those who know that they are profound strive for clarity. Those who would like to seem profound to the crowd strive for obscurity" Friedrich Nietzsche
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  • Profile picture of the author solotr
    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.
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    "It is better to have a permanent income than to be fascinating" ~ Oscar Wilde

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