An increase in aesthetic services offered in primary care clinics means more competition and more reasons to set yourself apart through effective branding and marketing strategies.

According to Medical Economics, just prior to the pandemic, even family practice and primary care physicians are offering aesthetic procedures like injectables.

Competition was already fierce for non-surgical cosmetic enhancements, with scope of practice increasing among gynecologists and dentists offering BOTOX services and opening medical spas. Now primary care doctors are expanding for what they see as the gold rush of aesthetic medicine.

What does this mean for your practice? It means that your branding and marketing strategies are more important than ever.

Up Your Game to Compete in an Increasingly Saturated Market

Nail Down Your Niche

Your niche is crucial for success, especially if your practice is relatively new or small compared to the competition. The key to growth is establishing your niche — what sets you apart from the competition — and really going hard on that message for your marketing.

You can’t just be another medical spa offering “all the things” and expecting that to work, and if you have a narrow niche, you still have to position your message in a way that explains why your way is different or better than your competition.

Brand Positioning

The riches are in the niches, but your brand positioning is your delivery of that message. How do you offer that niche better than the rest? Why should someone seeking this treatment see you and not someone else? Use your training, credentials, and experience to your benefit when you position yourself via marketing.

Embrace the Digital Revolution

You’ve got to show off. Show off your work, personality, practice culture, results, and talk about the things that your ideal patient wants to know about. You have to position yourself as the go-to local expert to your target demographic, and the best way to do this is to deliver digital content where your target marketing already plays online.

Contact the Aesthetic Medical Marketing Experts at Total Social Solutions

For assistance with your practice’s digital marketing and brand positioning, our digital marketing specialists are experts in medical and aesthetic marketing using social media, email marketing, and search engine optimization strategies. For support for your aesthetic medical marketing needs, contact us to book a call.


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