As we’re approaching the end of the year and many clients are making changes to their websites, I wanted to share some interesting findings with you.
Did you know that in almost every market where we represent a hair restoration client, their before-and-after page is the second or third most popular page on their site?
I realize that you’re reading this email (remember, it was sent as part of our newsletters) feeling confident that you have some excellent photos on your website. But really, do you have enough?
One of the advantages of representing hair restoration clinics across the country is the data that is available to us. So what I’m about to share with you should not come as a surprise: the before-and-after page on your website is one of the most popular pages on your website month after month.
It makes sense. People are trying to connect on a personal level.
Take me, for instance, a caucasian, 40something-year-old male who’s in need of some help in the crown. I’m looking for other photos of people who look like me. I want to see how it’s going to look when it has grown back in.
But many clinics haven’t updated their before-and-after photos in months or years. Or even worse, they’re still using the same images they took from the manufacturer’s website.
Sure, getting patients to come back or share their current photos is not the easiest. The majority of doctors we speak with are 100% against incentivizing patients to come back for an “after photo.” We get it, but that should not be the end of the conversation or your attention.
We work with one practice that offers a nominal discount on the procedure in exchange for photos on certain days out from the procedure. Their front-end desk team takes care of the reminder emails/texts to the patient. Because the arrangement was agreed upon previously, they almost always follow through with their promise — especially if they think you’ll add that money back on if they don’t. 🙂
If you’re ever looking for inspiration, check out Samuel M. Lam, M.D., F.A.C.S. of the Lam Institute for Hair Restoration. On Dr. Lam’s homepage, if you scroll down, you’ll find counters that update the numbers for how many videos and before-and-after photos they showcase. Seeing the counter numbers increase builds excitement and indicates that this is a busy practice that regularly updates its before-and-after galleries.
I’m especially a huge fan of how he has his procedures broken into categories: Men, Women, Ethnic, Eyebrow, Corrective, Facial, Scar, Crown, Medical, PRP, SMP, and Trans. It creates such a great user experience. In full disclosure, Dr. Lam or the Lam Institute is not a client of Hair Loss Marketing.
If you’re a client of Efferent Media, beginning January 2023, all account managers will be sending out reminders and tips. Your practice must stand out from the competition. No matter what is happening, people will still be losing their hair. The question is, did you make the best connection with them to further the conversation in person?