If you are in the business of aesthetics, you have heard about the financial benefits of incorporating a medical weight management program into your practice. Yet for all the clamor and calls to action, there’s a ripple effect from this new wave that is less often the subject of conversation, yet stands as a sizable opportunity unto itself.
While the post weight-loss category is not new to the aesthetic space, GLP-1 has given rise to a whole new breed of patient experiencing skin laxity on the face and body from rapid weight loss. These patients, many new to aesthetics, are now knocking on your doors to explore what you have to offer.
Whenever innovation sparks rising demand from a new consumer subset, the aesthetic practices that capture the lion’s share are those that work to proactively and deliberately draw in the patients.
The following are some strategies to help you get one step ahead in capitalizing on this trend and attracting this patient subset.
Marketing Wins for Post Weight-Loss Patients
Surgical Website Content
We are in what I like to call “the age of the lifts.” Your site should have pages dedicated to body lifts, thigh lifts, breast lifts, arm lifts, and any other post weight-loss surgery. Simply mentioning these on your website is a start, but you should also have dedicated pages with robust content on each service.
Similarly, it used to be enough to have one single page covering face lifting. To be competitive today, you really need to break it down with dedicated pages for facelift, neck lift, deep plane facelift, facial fat transfer, and perhaps, the mini facelift.
Nonsurgical Website Content
Chances are you already have content covering your injectable offerings but consider adding content around the use of neurotoxins and fillers to address what has become known as “Ozempic face.”
Additionally, with demand for energy-based body contouring devices on the decline1, there may be an opportunity to position your devices against this demographic’s needs. For example, a blog post about treating Ozempicrelated muscle loss with muscle stimulation devices.
SEO and Paid Ads
If content is king, search engine optimization (SEO) is the queen of web marketing. Investing in on- and off-page optimization of your pages will help you capitalize on uptrending search demand, such as this one.
Also review your paid strategies to ensure you are catering to this growing audience. Make sure your landing pages also speak to them with key terms like “Ozempic face” and other related phrases.
Social Media and Email Marketing
All of this can be translated to the content that drives your social media and email efforts. Create links to your blogs and webpage content that provide detailed information on aesthetic treatments for skin laxity resulting from rapid weight loss. Consider mixing in some posts and promotions that appeal to the needs of this growing patient base.
These are a few baseline strategies you can incorporate to ride the post weight-loss wave. We are still in the early stages of this anticipated new trend, so there is still time to be among the fi rst movers in your market. Considering this demographic is likely here to stay and continue growing, it is a smart move with the potential for signifi cant returns in the long run.
Reference:
1. Google Trends (n.d.). "Body Sculpting/Contouring". Retrieved May 1, 2024, from trends.google.com
About the Author
Erica Crawford
Erica is the president of Influx Marketing. She has extensive experience in the subjects of public relations and digital marketing. Erica works with hundreds of aesthetic medical providers to help them build and/or grow their practices. She also contributes to continuing medical education as a faculty speaker for numerous aesthetic organizations and conventions, and she maintains relationships within the industry to stay abreast of innovations in the aesthetics space.
