While the work you do in healthcare is critically important and life-changing, it is also quite essential that plastic surgeons think of their company as a business. That means you need to provide outstanding care and attention to your patients’ needs while also working to build your business over time. Directory listings can help plastic surgeons get in front of the clients they want to have with better reliability.
Directory listings for plastic surgeons are just one component of your marketing strategy. It does not replace the use of tools like search engine optimization (SEO) or using your Google Business Profile. However, it can build the success of those campaigns as well. Here’s what you should know about using directory listings as a plastic surgeon to build your reach.
What Are Directory Listings for Plastic Surgeons?
Directory listings are a type of profile for your plastic surgery practice online. It includes information about what your business is, what you do, and how to get in touch with you. There are a variety of places directory listings are located, including:
- Bing search engine
- American Board of Cosmetic Surgery
- American Society of Plastic Surgeons
- Medical Board Directory in your state
- The Aesthetic Society
- Surgeon Network
These platforms enable you to get in front of customers when someone searches for a service you offer within a specific geographical area. By being listed there, your contact information shows to the prospective client, and they can learn about you and contact you directly.
A variety of directory listings exist, and you may be in some or all of them. Most of the time, you need to claim your listing. That means you need to verify your practice’s information with the organization sponsoring or hosting the directory.
Why Do Plastic Surgeons Need Directory Listings?
Directory listings, also called local citations, are a type of multi-faceted component to marketing your business. They contribute to a wide variety of the marketing activities you engage in that draw customers to you. Some of the most impressive benefits of using directory listings as a component of your marketing include the following:
- Improve visibility online. Visibility refers to how easily it is for prospective patients to find you. Directory listings tend to be at the top of the search engine results page. That means you’re right in front of a person who is looking for what you offer.
- Build credibility. Being listed in directories, especially professional directories, is one of the best ways to showcase what your practice is and does. This builds credibility over time. The more comprehensive your listing is, the more reputable your practice feels.
- Create more targeted leads. Directory listings bring people to your website who are looking for exactly what they know you offer. They are more likely to convert into a patient booking an appointment.
- Fewer steps to get to you. Another of the benefits of using directory listings as a plastic surgeon is that you get calls right from it. Unlike a person who needs to go through numerous steps to reach your contact page, they can see your phone number right on their screen and call immediately.
- Build local relevance. Directories place each practice into various categories based specifically on the services offered and on location. If a person two miles from your location needs a service you offer, you want your listing to appear to them. The goal of directories is to provide very localized results for the person looking for a solution to their problem.
- It builds backlinks. Backlinks are a type of signal to Google that your website is valuable enough that another website is linking to it. As a result, backlinks contribute to SEO ranking.
- Customer reviews build confidence. Directories enable authentic reviews of the services you offer to the public. This is one of the best ways to convince someone to turn to you for their procedure over others.
These are just some of the examples of how a directory listing can support your search engine optimization strategy as a plastic surgeon. When you use these tools, you’ll find they are a simple, straightforward way to increase leads.
How to Create Effective Plastic Surgeon Directory Listings
With so much to offer, it may seem a bit overwhelming to get started. Where do you start? Here are some steps to lead you through the process.
1. Determine which listings are more important to your practice.
Take a look at the list above. Which of these sites is helpful to your practice? Most often, this will include at least:
- Google Business Profile
- LinkedIn for B2B support
- The affiliated professional organizations you represent
Each one of these tools provides you with a way to list your business so that others can find it. You need to visit each of these websites and claim your business listing. This process differs slightly from one tool to the other, but all are straightforward. You simply need to verify your business and provide accurate information.
2. Create accurate NAP across all directories
Name, Address, and Phone (NAP) are critical to get exactly the same on every directory listing. This helps the search engines to link them together and aids in recognizing your business.
3. Create descriptions optimized for your local ranking goals
Plastic surgeons get most of their clients from local residents, those within your geographical area. Take the time now to determine where your clients come from – just the community, the metro area, or perhaps several cities away.
Then, create a description of your practice that includes:
- The name of your practice
- The location of your practice, including all areas you serve (mention the city names you provide services in)
- The types of cosmetic procedures you offer, including any brand name procedures or techniques you use
- Incorporate specific, local lingo, such as information about where your business is
4. Add photos
Photos contribute to the overall credibility of your practice. Include your practice logo, images of each of your surgeons or consumer-facing staff, and photos of your office itself. This type of insight helps encourage trust and builds relationships with your local customers. Most importantly, it creates a more personal approach. You are not just a business, but people can see the plastic surgeon and get an idea of what to expect at the office.
Consider adding videos as well. Avoid sales-focused videos. Instead, provide an overview of the services you offer and why they are better than others. Allow customers to provide video testimonials to showcase the work you do. Do a behind-the-scenes video.
5. Interact with those who leave reviews
Another important way to make the most out of plastic surgeon directory listings is to provide a way for people to interact with you. When a patient leaves a great view, make sure you thank them. If there is a concern noted in a review, acknowledge the person’s feelings and then ask them to contact you to find out what happened.
6. Let people ask questions- and answer them
Another very effective way of building the benefit of directories is to encourage questions. Often, people ask questions about services offered or what to expect. They may ask for insight into a specific brand of product you offer. The key here is to answer those questions. It helps show every other person who reads that information later that your business is authentic and engaging.
Making Directory Listings Easy to Manage with Surefire Local
Surefire Local offers a streamlined, single platform to help plastic surgeons manage every facet of their marketing and brand building, including creating and managing directories over time.
Every one of the benefits listed above comes from consistently reviewing, updating, and monitoring. For plastic surgeons with a busy practice, that’s hard to do on an individual scale. However, with the Surefire Local platform, it’s possible to handle all aspects of your marketing in a single location. Some of the services available include:
- SEO support
- Digital ad management
- Lead generation tools
- Content management
- Online reviews
- Directory listing management
- Text message marketing
- Analytics
Not only can you keep your directory listings up to date, but you can also gain insight from them. What types of topics do people look for that you offer? What services are most important to people searching for plastic surgeons in your area? The more information you have, the more tailored your marketing campaigns can be. This ensures the best ROI possible across all marketing strategies.
As a plastic surgeon, you love the satisfaction that comes from helping a patient achieve their goals. You care about perfection and providing the latest solutions. Use directory listings to help you build your practice and reach more people who need your services. Then, use Surefire Local to help you capture more leads, build your brand, and showcase what you offer your clients. Attend a Surefire Local demo to learn more about what we can do to support your efforts.