Botox and fillers are gaining popularity among millennials. What was once considered a treatment for people over 40, today draws in an ever younger audience.
Opinion will always be split on whether this direction of travel is good or healthy. However, the reality is that men and women of all ages are using Google and other search engines to seek out the best and safest practitioners.
Despite Google’s rigorous application of the rules governing the promotion of some cosmetic procedures, including botox, clinics across the United Kingdom are running successful aesthetics campaigns that meet the regulatory requirements.
Perhaps you’re not one of those clinics and know you are missing out or perhaps you have tried unsuccessfully to run your own campaigns and simply want to understand what’s possible. Below, we’ve shared tips for success.
Points to consider
General Dental Council (GDC), guidance on this topic states:
“Advertising of botox is not considered acceptable if the proposed wording of the advertisement focuses directly on botox and its effects. Best practice is to focus on the consultation with the trained clinician and give reference only to the possibilities of using botox as a treatment option’
Botox can be added to your webpage, advertisements or social media but careful consideration needs to be given to the wording. For example, it’s best practice to make sure anyone using the interface of your webpage or social media are not presented with information solely about botox and the avoidance of ads that encourage potential patients to request botox as a treatment option should be avoided.
How can this be practically executed?
- Whatever medium you decide to showcase botox on, consider using wording that centres more around the outcome. For example, ‘younger looking skin’ or ‘skin rejuvenation’.
- When designing landing pages for advertising cosmetic procedures such as botox, use language that does not directly intimate that patients will get botox as the only treatment option.
Botox, as a treatment, should not be directly referred to on:
- Any advertisement campaigns
- Any social media pages
- On the website home page
- In a patient testimonial
- Any practice logos
- You can add the botox to your price list, but it should not be visible at first glance on the homepage.
- Use creative language. Try using phrases like ‘skin rejuvenation treatment’ rather than the word ‘botox’ in any practice literature.
- Images and videos of before and after results (so the effects of botox) are more effective in an advertisement campaign than talking about botox as a Prescription Only Medicine (POM). In this visual content, phrases such as ‘younger looking skin’ are more appealing to a customer of a treatment.
There is a lot to consider, but the guidance for botox by the GDC does not prohibit you from running Google AdWords campaigns or engaging around this topic on your social media pages. The question is how you do it. Also be aware that if you are doing this without the help of a specialist dental marketing agency, you should always research up-to-date information published by the Advertising Standards Authority.
Just in case you are in any doubt, derma fillers are not a POM, so you can showcase these however you wish. However, the best approach is always to focus on the benefits of a treatment both rational and emotional, which makes for a far more powerful campaign strategy. Keep it simple and consider the use of visual metaphors to direct the patient to a call-to-action area on an advertisement or your webpage.Our
Over to you
If you need knowledge and expertise in place to build successful, compliant Facebook and Google campaigns and ensure your website content meets Google’s strict language rules, please get in contact we are happy to help and advise.
In the meantime, to discover more actionable ways to get better results from your digital marketing, click below to read the Ultimate Guide to Dental Marketing. This ‘how-to’ guide is packed with short and long-term marketing tactics designed to improve practice’s financial performance.