One Treatment, Different Patients
Two patients can want the same Botox appointment for completely different reasons. Buyer personas are how you talk to each of them.
One of the biggest mistakes medspa owners and marketers could make would be to assume that all individuals who are attracted to the same service have the same motivation, concerns, and expectations as to what they want out of that service. For example, two patients could be looking at botox, medical weight loss, or hormone replacement therapy, but the motivations behind why each patient wanted these services can be extremely different from one another.
This is when using buyer personas come into play. A buyer persona is more than just demographics like age and income. It lets you define a customer’s needs, desires, their preferences, and how they expect to be treated.
Botox for Different Buyers
Think of two potential Botox patients. One is 28 years old, has started to notice fine lines on her face, and is looking for preventative Botox to keep a youthful appearance. On the other hand, our other persona is 52 years old, and she wants to appear more refreshed without looking unnatural. Even though they’re both looking for Botox, the message that’ll appeal to them would be completely different. For instance, the younger patient may be interested in messages regarding prevention and maintenance as opposed to a more mature patient being more concerned with obtaining a natural look, trusting their provider, and the level of experience their provider has.
Use Personas Throughout the Customer Journey
For practices that offer both wellness and aesthetic services, developing unique buyer personas is important because different services appeal to drastically different types of patients.
For example, a patient that’s interested in weight loss treatments may be driven by health issues, confidence levels, convenient treatment methods, or frustration with diet plans. On the other hand, a patient that's interested in aesthetic procedures can be driven by wanting to improve their physical appearance, wanting subtle results, or wanting social proof about the quality of services/products. Even if both people visit the same website, it’s very unlikely that they would both resonate with the same message.
Developing buyer personas help marketers target their ads better, as well as their email campaigns, website copy, social media posts, and special promotions. Instead of attempting to communicate with “all,” you’re communicating with someone specifically, which makes your marketing efforts feel more personalized overall.
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