{"id":12541,"date":"2023-06-09T08:23:01","date_gmt":"2023-06-09T15:23:01","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12541"},"modified":"2024-01-11T11:09:49","modified_gmt":"2024-01-11T18:09:49","slug":"cosmetic-surgery-advertising-the-ultimate-guide","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/cosmetic-surgery-advertising-the-ultimate-guide\/","title":{"rendered":"Cosmetic Surgery Advertising: The Ultimate Guide"},"content":{"rendered":"

For cosmetic surgery brands looking to jump into the advertising world, Team TEGNA is here to help you get answers, grow brand visibility, and increase the number of appointments made. Here is our complete guide to help you advertise their cosmetic dentistry brand.<\/span><\/p>\n

What Is Cosmetic Surgery Advertising?<\/b><\/h2>\n

For any business, marketing is the process of amplifying your brand to a target market in order to generate and grow business. This includes conducting market research to identify and learn about your target audience and then advertising your services across a number of different platforms.\u00a0<\/span><\/p>\n

For example, TEGNA\u2019s new e-book, <\/span>Checking the Pulse of the Healthcare Consumer<\/span><\/a><\/em>,\u200b found that in seeking elective procedures, improving the quality of life is the top motivator for 52% of consumers, and 12% are motivated by wanting to change their appearance.\u00a0<\/span><\/p>\n

What do these insights mean? Now is the time to ramp up marketing and advertising, create cosmetic surgery ads to attract new patients, and position your business as the vital choice in quality care.<\/span><\/p>\n

Should I Advertise My Cosmetic Surgery Business?<\/b><\/h2>\n

People of all shapes, sizes, and ages want to look and feel great, which most cosmetic surgery centers aim to help patients achieve. However, not all patients share that they\u2019ve had procedures done. With that in mind, due to the sensitive nature of some procedures, ads must be targeted to those over the age of 18, and campaigns should be educational, intentional, and crafted in a very thoughtful way.\u00a0<\/span><\/p>\n

In fact, the FTC outlines several guidelines for media outlets to perform before running ads in certain areas, such as <\/span>weight loss<\/span><\/a>, pharmaceuticals, <\/span>medical claims<\/span><\/a>, and testimonials from these fields. Before getting started, you\u2019ll want to ensure your messaging is FTC-compliant.\u00a0<\/span><\/p>\n

3 Ways To Advertise Your Cosmetic Surgery Business<\/b><\/h2>\n

Because so much thought goes into cosmetic procedures from a consumer standpoint, leading with education is the best way to advertise your brand. At TEGNA, we\u2019ve found the best way to provide this patient education is through:\u00a0<\/span><\/p>\n

1. Local Television & Lifestyle Content<\/b><\/h3>\n

TV advertising is extremely effective<\/span><\/a>, and with <\/span>Checking the Pulse of the Healthcare Consumer<\/span><\/a><\/em>, we found that local news channels are a vital way for communities to receive patient education. Nearly 60% of consumers who get health information from local news trust its advertisers. In fact, <\/span>local broadcast news is the most trusted platform<\/span><\/a> for viewers \u2013 and consumers are more likely to buy from brands that advertise alongside sources of information they trust.<\/span><\/p>\n

While traditional <\/span>TV ads<\/span><\/a> – spots that are usually 15 to 30 seconds long – remain one of the top ways dental brands can generate business and should always be considered when creating a great <\/span>media plan<\/span><\/a>, there is another great way to leverage this visual medium and provide patient education on a higher level.\u00a0<\/span><\/p>\n

For example, with an appearance on a lifestyle show, such as KARE 11\u2019s <\/span>Minnesota & Company<\/span><\/a>, the <\/span>Minneapolis Vein Center<\/span><\/a> discussed spider and varicose veins treatments and procedures for nearly five minutes, providing valuable bits of information to a wide audience.\u00a0<\/span><\/p>\n

Sarah Nellermoe, Local Sales Manager at KARE 11, dives a bit deeper into the value of this type of advertising. \u201cWhen people will spend $10, $20,000 dollars on a procedure, there\u2019s a larger story that has to be told, education that has to be provided. Longer formatted content works well for these industries because they have a trustworthy platform to provide that education.\u201d\u00a0<\/span><\/p>\n