Bariatric surgery has become increasingly popular as a treatment option for obesity and other weight-related health conditions.
The Bariatric Surgery market size was valued at $285 million in 2021 and is projected to reach $771.4 Million by 2030.
As the demand for these services grows, bariatric surgery clinics need to find effective ways to attract new patients.
Source: Verified Market Research
In today’s digital age, that means implementing a robust digital marketing strategy that can help these clinics connect with potential patients online.
The goal of any marketing endeavor is to encourage potential patients to book appointments on your website or call your phone line to schedule a consultation.
If you want to attract 20 new patients this month, get started with your first digital marketing campaign today. Book a free strategy session today and let Omnicore’s digital marketing specialists launch your campaign today.
What is Bariatric Surgery Digital Marketing?
These marketing channels and tools are designed to help clinics:
- Increase their online visibility
- Build brand awareness, and
- Connect with patients who are searching for bariatric surgery services.
Digital marketing for bariatric surgery can take many forms, including paid advertising, social media marketing, search engine optimization, email marketing, and content marketing.
Digital Marketing For Bariatric Surgery: Pros & Cons
- Reach a wider audience: With digital marketing, bariatric surgery clinics can reach potential patients who are actively searching for bariatric surgery services on Google, Facebook, and other platforms.
- Cost-effective: Many digital marketing techniques, such as social media marketing and content marketing, can be done at a relatively low cost. You can start with a $3 to 10/day budget.
- Measurable results: Digital marketing allows clinics to track their marketing efforts and see which techniques are most effective at attracting new patients.
- Requires ongoing effort: Digital marketing is not a one-time effort but requires ongoing attention and optimization to achieve the desired results.
- Can be competitive: Bariatric surgery is a highly competitive field, and digital marketing efforts may need to compete with other clinics for the same patients.
- Can be time-consuming: Digital marketing requires significant effort and resources to execute effectively, which can be a challenge for smaller clinics with limited staff and budgets.
6 Ways to Attract Patients to A Bariatric Surgery Practice
These are the 6 digital marketing strategies and ideas to help you drive new patients to your Bariatric Surgery practice:
1. Pay-Per-Click Advertising to Attract Patients
Pay-Per-Click (PPC) advertising is a form of digital advertising where advertisers pay each time someone clicks on their ad.
Google Ads is the most popular PPC advertising channel. The ads appear at the top of the search results for relevant keywords (e.g., Bariatric surgery near Colorado).
PPC advertising can be an effective way for bariatric surgery clinics to reach potential patients who are searching for bariatric surgery services in search engines.
PPC advertising allows clinics to target specific keywords and demographics, ensuring that their ads are shown to the right people at the right time.
Some of the popular keywords to target should look similar to the ones below, with an exception of the ‘city’ or ‘state.’
Best bariatric surgeon in Colorado
Denver bariatric surgery
Pediatric bariatric surgery near me
bariatric surgery TX
best bariatric surgeons in LA
Weight loss surgery in Idaho
Getting started with PPC advertising is easy. Bariatric surgeons and clinics need to follow these steps:
i). Choose a platform: Bariatric surgery clinics can use platforms such as Google Ads or Bing Ads to create PPC campaigns.
Google advertising lets you get in front of people searching for Bariatric surgery procedures on Google Search and Maps.
You’re only expected to pay for results, like clicks to your website or calls to your clinic.
ii). Target relevant keywords: Clinics need to choose relevant keywords that potential patients may use when searching for bariatric surgery services.
Use the Google Keyword Planner to find keywords related to Bariatric surgery in your area.
Once you’re logged on, enter your primary keyword (e.g., bariatric surgery) and click on the “Get results” button.
Here’s a list of potential keywords you can bid on while setting up your Google ads to attract new patients to your practice.
iii). Create compelling ad copy: Clinics need to create ad copy that is clear, concise, and includes a strong call to action.
Here’s an example from the Bariatric & Metabolic Center of Colorado:
iv). Set a budget: Bariatric Surgery Clinics need to set a budget for their PPC campaigns and monitor their spending to ensure they are getting a good return on investment. You can start with a $5 to $10/day budget.
v). Monitor and optimize campaigns: Clinics need to monitor their campaigns regularly and make adjustments as necessary to improve their results.
Example: The Lap-Band Center is a bariatric surgery clinic that uses PPC advertising to attract patients.
Source: Lap-Band Center
By targeting keywords such as “Lap-Band surgery” and “gastric bypass surgery,” the clinic has been able to connect with patients who are actively searching for these services online.
2. Create Awareness & Get Patients With Social Media Marketing
Social media platforms such as Facebook, Instagram, and Twitter can be powerful tools for bariatric surgery clinics to connect with potential patients.
Since people spend an average of 2.5 hours per day on social networks and messaging, it’s your chance to engage prospects and get them to book an appointment on your website.
To execute this marketing strategy, you have to consistently create compelling content that resonates with the clinic’s target audience.
You also have to share that content on Facebook, Instagram, TikTok, YouTube, Twitter, and even LinkedIn and engage with followers to build relationships and trust.
To implement social media marketing, bariatric surgery clinics need to follow these steps:
- Choose social media platforms: Bariatric surgery clinics need to choose social media platforms such as Facebook, Instagram, or Twitter where their target audience is most active.
- Create engaging content: Clinics need to create content that is relevant, informative, and engaging to their target audience.
- Use paid advertising: Clinics can also use paid social media advertising (via Facebook and Instagram) to reach a wider audience and target specific demographics.
- Monitor and respond to comments: Clinics need to monitor their social media accounts regularly and respond to comments and messages promptly to build relationships with potential patients.
Example: The Weight Loss Surgery Center of Los Angeles, managed by Dr. David G. Davtyan is a bariatric surgery clinic that uses social media marketing to attract patients.
Source: Weight Loss Surgery LA
By creating content such as healthy eating tips, success stories, and patient testimonials, the clinic has been able to build a loyal following on Facebook and Instagram.
3. Leverage Local SEO to Attract Bariatric Surgery Patients
Local search engine optimization (SEO) is the steps taken to optimize a clinic’s website for local search results.
You want your Bariatric Surgery website to show up in Google maps and organic results when people are searching for Gastric Sleeve Surgery near me, for example.
This can involve optimizing the website for local keywords, creating local business listings, and building local backlinks to the clinic’s website.
Local SEO can help bariatric surgery clinics connect with potential patients who are searching for services in their local area.
To implement local SEO, bariatric surgery clinics need to follow these steps:
- Optimize website content: Clinics need to optimize their website content for local keywords, such as "bariatric surgery in [city or region]."
- Build local backlinks: Clinics can build local backlinks by partnering with other local businesses or organizations and creating content that is relevant to their local area.
- Claim and optimize local listings: Clinics need to claim and optimize their Google My Business listing and other local listings to ensure they appear in local search results.
- Monitor and respond to reviews: Clinics need to monitor and respond to online reviews, both positive and negative, to build trust and credibility with potential patients.
Example: Lakefront Bariatrics of Chicago uses local SEO to attract patients in its locality.
By optimizing its website for keywords such as “bariatric surgery in Chicago” and building local backlinks, the clinic has been able to rank highly in local search results and attract patients in the Texas area.
4. Reach New Patients Through SMS Marketing
SMS marketing involves sending text messages to potential patients to promote the clinic’s services.
In comparison to social media and email marketing, SMS marketing is potentially more effective because you’re reaching people on the go via their mobile phones.
98% of text messages are opened, and 45% of people reply to text messages they receive.
SMS marketing can be a highly effective way to reach patients who are on the go and may not have time to read emails or browse social media.
To implement SMS marketing, there are 3 simple steps to take:
- Build a subscriber list: Start by building a subscriber list by offering incentives such as discounts or promotions to patients who sign up via their websites or Facebook lead form.
- Create compelling messages: You should create compelling messages that promote different bariatric surgery services and encourage patients to take action.
- Monitor and optimize campaigns: Clinics need to monitor their campaigns regularly and make adjustments as necessary to improve their results.
Example: The Bariatric Surgery Center of Excellence is a bariatric surgery clinic that uses SMS marketing to attract patients.
The team offered special discounts and promotions to patients who sign up for their text message list.
As a result, the clinic has been able to attract a large number of new patients.
5. Patient Referral Marketing to Attract Patients
Patient referral marketing involves encouraging existing patients to refer their friends and family members to the clinic.
Referral marketing can be a highly effective way to attract new patients. Keep in mind that potential patients usually rely on their friends and family members for recommendations.
According to Referral Rock, 98% of people as people are more likely to trust the recommendations from those to know, rather than a brand.
Source: Referral Rock
To implement patient referral marketing, bariatric surgery clinics can easily take these 3-step process:
- Encourage referrals: Clinics need to encourage existing patients to refer their friends and family members to the clinic by offering incentives such as discounts or promotions.
- Track referrals: Clinics need to track referrals and reward patients who refer new patients to the clinic.
- Follow up with referred patients: Clinics need to follow up with referred patients promptly and provide excellent service to build trust and loyalty.
Example: The New York Bariatric Group is a bariatric surgery clinic that uses patient referral marketing to attract patients.
The patient experiences have been amazing, so it makes sense to encourage these people to refer others.
Source: The New York Bariatric Group
It offered incentives such as discounts on future procedures, thereby encouraging existing patients to refer their friends and family members to the clinic.
6. Leverage Content Marketing and Blogging to Get Clients
Content marketing involves creating and sharing valuable content that resonates with the clinic’s target audience.
By providing helpful information and insights, clinics can build trust and credibility with potential patients and position themselves as thought leaders in the field of bariatric surgery.
A great channel to implement content marketing is blogging.
Blogging can be an effective way to share your content, drive traffic to the clinic's website, and get warm leads.
57% of businesses that embraced blogging have generated leads from it.
To start blogging as a proven way to get leads and turn them into patients, here are simple steps you should take:
- Identify target audience: Clinics need to identify their target audience and create content that is relevant and valuable to them.
- Create compelling content: Clinics need to create blog posts, videos, infographics, and other content that provides helpful information and insights to their target audience.
- Promote content: Clinics need to promote their content on social media, through email marketing, and other channels
Example: The University of Chicago Medicine Center for the Surgical Treatment of Obesity is a bariatric surgery clinic that uses content marketing and blogging to attract patients.
The Institute blogs consistently, and covers topics such as healthy eating, exercise, and weight loss surgery.
Through blogging, the clinic has been able to attract a large following and position itself as a leader in the Bariatric Surgery field.
Bariatric Surgery Marketing: Takeaway
Bariatric surgery clinics need to implement effective digital marketing techniques to attract new patients in today’s digital age.
Keep in mind the ultimate goal:
To increase online bookings and encourage potential patients to schedule free consultations, call your clinic’s phone line, or refer their friends and family members to your practice.
Digital marketing may seem daunting but it’s easy to implement if you know what you’re doing — and the ROI can be as high as 60%.
Ready to start getting 10, 30, or 50 new patients each week? You can trust Omnicore. Our experienced digital marketing specialists can help you. Book a free strategy session today and let’s launch your first campaign online.
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