What do aircraft, pagers and social media have to do with plastic surgery?
Each represent advancements in society and culture that signaled the multiplication of options and opportunities for consumers. As a transportation revolution, air travel enabled people to venture beyond their own local communities. As a communications game-changer, pagers meant people no longer had to be tethered to telephones to receive a message. As an informational uprising, social media fostered the viral spread of ideas.
These developments ushered in new ways of seeing, doing and being – and introduced the consumer psychological phenomena known as FOMO, or fear of missing out. Dr. Dan Herman, a renowned authority on consumer behavior, competitive strategy, innovation, marketing and branding, coined the term FOMO in 2000. With every refresh of every social media app, consumers validate Dr. Herman’s theory and display their “clearly fearful attitude toward the possibility of failing to exhaust their opportunities (and complementarily, to miss the expected joy associated with succeeding in doing so).”
The Struggle Is Real
FOMO is a powerful motivator of human behavior. If not, why would we resign ourselves to continually checking our smart phones and social media channels?
In our attempt to “live in the now,” we’re terrified of the possibility that we could miss out on something. According to Dr. Herman, FOMO accounts for consumers’ aversion to aging – or, at least, appearing to age – which is why the aesthetic industry must do a better job of managing expectations. And just like the revolutions of the past, we can turn to technology to aid us.
Leading manufacturers, including Allergan, Merz North America and Neograft, are combating consumers’ FOMO by adding a new marketing technology called aesthetic visualization to their branding and patient education efforts. These manufacturers as well as plastic surgeons and other providers of cosmetic enhancement procedures, are tapping into the power of imagination to communicate the value and benefits of their procedures and services.
Show Patients You Understand Their Needs
The New Look Now Aesthetic Visualizer Platform is one of the “try-before-you-buy” visualizers consumer-savvy manufacturers are using to advance the aesthetic rejuvenation industry. This visualization technology gives consumers greater confidence in evaluating aesthetic procedures and deciding to move forward with treatments, an artful way of managing their expectations:
- Consumers are adopting visualizers on their own. Allergan defines aesthetic visualization as an engagement marketing trend, noting that the term “visualizer” is among the most popular online search term consumers use. In one study, 40 percent of the more than 60,000 unique users researching breast augmentation on Allergan’s site went on to study before-and-after photos of real-life patients.
- Patients expect providers to use visualizers in their practices. What began as a search term leads to a preference to select plastic surgeons and medical spas that employ aesthetic visualization technology. In fact, by giving consumers what they expect and want, physicians have learned that visualizers improve practice key performance indicators.
Early adopters of aesthetic visualization technologies are seeing:
- Sharp increases in patient leads
- Improved abilities to convert appointments into treatments
- Reduced consultation-to-treatment decision timeline
In one recent study, practices offering the New Look Now Aesthetic Visualizer Platform realized a 58 percent consult-to-treatment conversation rate – far exceeding the industry average of 35 percent – and enjoyed an increased lead volume that resulted in 36 percent more new patients.
Quell Patients’ FOMO with Visualizers
Visualizers fit into the shifting role of marketing as a way of creating experiences for consumers. Rather than viewing visualizers as clinical tools, consumers recognize the technology as a means satisfying their curiosity about potential treatment options.
Visualizers fight FOMO by giving patients confidence and connecting them directly to aesthetic experts in their area who are qualified to discuss and deliver memorable outcomes. Here’s how it works:
- You can show patients the potential results of aesthetic options available to them – on their own bodies – using an online visualizer.
- This “try-before-you-buy” approach will give them a sneak peek of what they could look like following popular treatments for face, breast, body, skin, teeth and hair.
- With the New Look Now Aesthetic Visualizer Platform, for example, potential patients can select treatment options, upload a current photo of themselves, enter contact information and receive by email a digitally created before-and-after photo.
- They can try on treatments from the comfort and privacy of their own homes using the platform, which also offers education about available treatment options to address various aesthetic concerns, such as sun spots, wrinkles or belly fat.
Never let patients struggle with FOMO – or fear missing out on patient attraction, conversion or retention – again by adopting aesthetic visualization technology.
About the Author
Devon Niccole, CEO and vice president of sales and marketing at New Look Now LLC, has over 12 years of practice management and marketing experience working intimately with plastic surgeons, dermatologists, cosmetic dentists, medspas and weight loss clinics. Niccole’s experience in patient acquisition, patient retention and practice management have earned him a formidable reputation within the industry and has helped garner a magnitude of powerful industry relationships. Learn more at newlooknow.com.