Primarily female, the target audience is likely to have an older skew, particularly for surgical procedures. Many patients are well informed, some are upstamping from cosmetic procedures (eg Botox) to surgery (eg facelift). Some of the market is price sensitive. Information gathering and research, particularly on the internet, form a key step in the decision making process when selecting a medical provider.
In all cases, trust is a key part of the equation. The consumer wants to be sure that nothing will go wrong – and if something does go awry, that the surgeon is sufficiently qualified and experienced to rectify the problem.
Consumers often find it difficult to distinguish between plastic surgeons. The medical industry has traditionally lacked sophistication when it comes to marketing its services. Competitors, even in the plastic surgery arena where image is crucial, are generally not adopting a finely honed approach to creating their own identities. The visual identity of the brand will play a critical role in distinguishing Dr Sandercoe’s services in the market.
Quality. Trust. Peace of Mind. Professional. Beautiful. Substantial.
A premium brand, but accessible.
Classic, elegant, and sophisticated but not fussy or old fashioned.
Contemporary and progressive - using the latest tools and techniques, but not risk taking.
Relevant and appealing