July 23rd, 2024 | 3 min. read
By Kim Kovelle
Ready to reach more customers? These marketing services help.
Bariatric surgery can be a sensitive topic, and marketing it can be a unique challenge.
You need to build trust with patients — plus navigate steep competition, strict compliance regulations and your reputation. And it’s easy to feel overwhelmed by these details.
The solution lies in your method and your message. Zoe Marketing & Communications sales director Michele Potts has experience helping bariatric service providers strike this balance.
“Marketing bariatric surgery is about more than just promoting a service. It’s about understanding and addressing the deep concerns and hopes of people considering this life-changing step,” she says. “It’s essential to communicate with empathy and clarity.”
At Zoe, we’ve found six marketing methods best support bariatric surgery:
- Content marketing
- SEO (search engine optimization)
- Social media ads
- SEM (search engine marketing)
- Reputation management
- Web design
You’ll get a snapshot of how these tactics build your credibility and visibility. This information is a jumping-off point for determining your marketing next steps.
Ready to Reach More Customers?
Connect with your best prospects — and drive more conversions — with a custom mix of digital ads, content, email, streaming ads, SEO, creative services and more.
1. Content marketing focused on bariatric surgery
Bariatric surgery candidates often face weight and health concerns. This procedure changes the size and structure of their digestive system. It’s a major process, and they have questions.
Educational articles, success stories and FAQs build trust and provide valuable details to the people seeking you.
“Explaining the surgery’s complexities is important,” Potts says, “Content helps you provide medical facts from your experts — and, if possible, your patients’ experiences.” Consider:
- Informative blogs and landing pages on your website
- Sponsored content with a trusted media partner who serves your target audience
Topics to cover range from eligibility, procedures and benefits to risks, recovery and outcomes.
2. SEO (search engine optimization)
Closely tied to content, SEO improves your organic (non-paid) search visibility on Google for people researching bariatric surgery terms, such as specific methods and weight-loss solutions.
“Be mindful of localizing keywords, too, especially if you’re trying to reach people who live in an area close to your hospital, clinic or practice,” Potts says.
Regularly updating your site with fresh, relevant content can also boost your rankings and keep your audience engaged.
3. Social media ads for bariatric surgery
Paid social media ads can reach a broader audience and draw people who may not be actively searching but could be interested in learning more about this surgery.
The key: Post educational and supportive content that interests and informs potential patients.
“Focus on sharing engaging content, including images, videos and personal stories,” Potts says. “Use targeting, too, to reach specific demographics and geographic areas for better results.” And be mindful of changing your ads’ images and copy every 30-60 days.
4. SEM (search engine marketing)
SEM — most commonly via Google Ads — can be very effective for bariatric surgery. These text and display ads target people actively searching the web for weight-loss support.
“For clients I support, these ads drive traffic to their blogs and contact landing pages,” says Potts. “This captures potential patients who are ready to explore their options.”
Be sure to analyze your ads’ performance. Adjust your keywords and ad content over time to avoid ad fatigue and optimize your campaigns.
5. Reputation management
Trust and credibility are crucial for a sensitive procedure like bariatric surgery. Prospective patients often rely on reviews and testimonials when choosing a provider.
That’s why managing your online feedback from past clients is a must. Be sure to:
- Regularly track reviews on platforms like Google and Yelp.
- Respond promptly and professionally to both positive and negative comments.
- Encourage satisfied patients to share their experiences.
Ensure your listings in online directories are also accurate and up-to-date.
6. Web design for bariatric surgery
A well-designed, user-friendly website helps build trust and provide comprehensive information. It should include patient resources, success stories and easy navigation.
“It should also be very clear to patients how they can reach you to ask questions and learn more about you,” Potts says. Include direct calls to action and easy-to-find contact forms. Plus, ensure your site is mobile-friendly and loads quickly to improve user experience and lower bounce rates.
Next steps for your bariatric surgery marketing plan
Your bariatric surgery services change people’s health — and lives — for the better. With a marketing plan centered on your patients’ questions and worries, you can expand your reach and reputation. Content, ads, SEO, review management and web design all help.
Looking for support to grow? Talk to us. Zoe Marketing & Communications has 15+ years of experience in the digital space and can help you review your goals and build a plan.
And, as you keep learning, these pieces offer more support to start and expand your marketing:
Ready to Reach More Customers?
Connect with your best prospects — and drive more conversions — with a custom mix of digital ads, content, email, streaming ads, SEO, creative services and more.
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