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B U S I N E S S

DIGITAL MARKETING aestheticmed.co.uk

website, and reprint or link to
the coverage there. Check for
permissions first, but posting
articles and video clips allows
you to kill any scepticism as to
their authenticity. Visitors can
then decide for themselves if
you are trustworthy, rather
than be left wondering if
you were a key feature in
a big-time publication or
programme, or if you actually
barely received a mention.
Most consumers find it easy
to spot fake affiliations and
reviews these days, likewise
a suite of 100 fake five-star
reviews for a small business.
Faking social proof via
reviews is not only a red flag
to consumers, but using the
Google platform to exploit
the system can get your
business removed or even
blacklisted. Even worse,
paying for reviews breaks UK
Consumer Protection from
bespoke. Use “the wisdom of crowds” by noting on your Unfair Trading Regulations (2008), as well as advertising
treatment pages that patients who had X treatment also codes, and you would be breaking the law.
had Y to complement, and take-home skincare Z to maintain
results. This is similar to algorithmic recommendations IF YOU’RE NEW TO THE INDUSTRY…
from services such as iTunes or Netflix, where users are Congratulations on starting out in aesthetics. If you’re
shown things they may like based on what they’ve already new to the industry or your clinic hasn’t been open long and
shown interest in. Getting patients themselves to you don’t have “impressive” treatment numbers or
talk about this in reviews or videos is more consented before-and-after photos yet, you can
trustworthy and feels less like a sell, while still employ social proof in your marketing.
hopefully boosting add-on or follow-on Make reviews your priority and hold onto
sales. them like gold when you receive them.
“Your treatments and Then, you should use social proof
AUTHENTICITY conditions pages are from product partners as if they are
Operating your aesthetics business your own. For example, Allergan
authentically factors greatly into prime real estate for video recently celebrated having shipped
your use of social proof as marketing. testimonials, case studies and over 100 million vials of Botox, so
For example, are you actually if this is your toxin of choice, shout
a member of that professional reviews from real patients” about it, and drive home the message
organisation, or have you just got a of why you use the products you do. You
certificate from a CPD event they ran may also want to think about starting
five years ago? To consumers that hold to build relationships with the media to
these affiliations in high regard, it is often help introduce your business and boost your
possible to check credentials on linked profile.
registers. Organisations are also looking Whether you know it or not, you are influenced every
to protect the integrity of their membership, so expect day by social proof. There are lots of resources online that
contact from them if you are in fact being dishonest and discuss social proof in marketing – you may find you’re using
attempting to mislead the public with the use of their logo. one or two tactics already. If you’re not, try to integrate
If you’ve featured in any print, online or TV media, back social proof across your website, social media and other
up the logos on your homepage with a media section on the marketing activities, and see what results you achieve. AM

Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in medical
aesthetics. They build websites and deliver award-winning marketing campaigns for doctors, nurses,
dentists, distributors and aesthetic brands. Contact her on alex@webmarketingclinic.co.uk or follow her
on Instagram: @webmarketingclinic

38 Aesthetic Medicine • June 2020