Imagine if you could turn your satisfied aesthetic medicine customers into passionate ambassadors for your brand? And deepen and extend the relationship with them? Maintaining existing customers and referral marketing are key disciplines in clinic marketing. And with Customer Relationship Management (CRM) you will be successful here.
Opportunities in clinic marketing
Clever advertising strategies with customer relationship management. For aesthetic medicine, plastic surgery and dermatology.
The challenge of advertising regulation
Strict advertising restrictions apply to marketing in aesthetic medicine in Switzerland. Direct advertising and incentives such as discounts are prohibited. Communication should be characterized by restraint, particularly with regard to promises about results and the safety and risks of beauty treatments.
Challenges in hospital marketing
Aesthetic medicine, plastic surgery and dermatology face three major challenges without CRM:
CRM solutions with Microsoft Dynamics 365, marketing automation and business intelligence
Data-based marketing
The good news is that the quest for beauty is already there. The task now is to exploit the existing potential. Customer and treatment data should be used much more with the help of a CRM. After all, this is the basis for the inspiring design of touch points along the customer journey. Marketing automation then makes these measures very efficient.
Which CRM marketing measures are suitable for aesthetic medicine?
You have a wide range of marketing measures to choose from if you have the right CRM. These can be birthday emails, warm appointment confirmations, reminders to reduce the "no show rate" or reactivations of existing customers. Dynamic segments can be defined as triggers for journeys. In this way, the journey is individualized depending on the customer and type of treatment - also with the help of artificial intelligence (AI).
The most important marketing capital in aesthetic medicine: your existing customer relationships
- Customer loyalty: The right message at the right time contributes significantly to the loyalty of your customers. This is because individual channels such as SMS and e-mail can be targeted in a differentiated way depending on customer preference.
- Long-term customer relationships: Careful maintenance of existing customer relationships using CRM can lead to further contacts and more trust, thus preventing migration to other practices.
The most important marketing term in aesthetic medicine: business intelligence
Theoretically, you know your customers and their needs. Using this knowledge automatically in marketing - that's your big opportunity. Business intelligence allows you to systematically analyze data and gain deep insights. For example, by setting up a reporting system or through solutions for customer insights and marketing management.
- Increase in sales: Existing customers generally tend to spend more than new customers.
- Cross-selling potential: Existing customers can be discreetly offered additional services.
- Feedback and improvement: Existing customers provide valuable feedback that can be used to improve the medical service.
- Lower acquisition costs: Acquiring new customers is often more expensive than maintaining existing customer relationships.
- Loyalty and repeat business: Satisfied customers come back more often and remain loyal.
"The collaboration with maku consulting has opened up new perspectives in data-driven marketing, enabling us to expand our business through improved customer loyalty and referral marketing."
Reference on request
Example of aesthetic medicine
Referral marketing with CRM
An important part of data-based marketing is referral marketing. Our CRM solution includes a referral marketing concept that takes into account the special features of cosmetic medicine, plastic surgery and aesthetic dermatology.
- Indirect new customer acquisition: Customers who have already had a positive experience become credible ambassadors for your brand. This also strengthens the trust of potential new customers.
- Word of mouth: Recommendations from satisfied customers are often more effective and credible than direct advertising, especially in a sensitive area such as aesthetic medicine.
Customer feedback & recommendation in concrete terms
They help many people to achieve a positive attitude to life. Anyone who feels good about their body and enjoys looking in the mirror after a good consultation and successful treatment will be grateful to you. And are happy to talk about their positive experience.
Query satisfaction with CRM
Has your treatment been completed? Then you can send out a simple survey: Use the Net Promoter Score (NPS) to ask about their willingness to recommend you to others. Valuable promoters are then added to your referral program. One inviting and automatic e-mail later, you are a big step closer to a deeper customer relationship and a trusting personal recommendation.
CRM Microsoft Dynamics 365 for aesthetic medicine
Practices and clinics in plastic surgery and dermatology can achieve all of this efficiently and in compliance with data protection regulations with Microsoft Dynamics 365 CRM. In addition, the Microsoft Customer Voice survey solution can be implemented, which can be used to design and send feedback questionnaires as required. Customer Voice can also be expanded to include a future-proof artificial intelligence solution for evaluating qualitative data from comment fields.
Even more advantages:
- Referral marketing is often more cost-effective than traditional advertising measures.
- Customers who come through personal recommendations often have a higher level of initial trust than with traditional advertising measures.
- Recommendations allow you to reach a target group that has similar needs to the person making the recommendation and is therefore ideally suited to your offer.
Specialized in CRM for aesthetic medicine
Therefore maku
maku digitizes business processes in marketing and sales with Microsoft Dynamics 365. maku is a CRM specialist with many years of experience in the luxury B2C segment.
- Customer experience and technology experts
- Special expertise in the field of aesthetic medicine
- Process optimization and marketing automation
- Data analyses and recommendations for action
Ready to revolutionize your clinic marketing?
Pascal Kuptz is a Customer Experience Specialist. At maku, he is your contact for Customer Relationship Management (CRM) and process digitization. His passion is customer-centric thinking and unforgettable experiences for customers. His mission: Tailor-made solutions that really fit the business.