Balancing the marketing and visibility of different services offered within a medical practice can be challenging, especially when it involves navigating evolving Google policies and ad performance dynamics. A common question is whether MedSpa treatments, such as fillers, neuromodulators or PRP, should be listed on your main plastic surgery website. The answer depends on a variety of factors, including Google’s scrutiny of these services, your marketing goals, and your target audience.
The Challenges of Combining MedSpa and Surgical Services
In recent years, Google has increased scrutiny over certain medical and aesthetic procedures. MedSpa treatments often fall under this scrutiny due to their non-surgical nature and the prevalence of misleading advertising in the industry. As a result, including these services on a website dedicated primarily to surgical procedures can lead to:
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- Ad Restrictions: Google may limit ad performance for websites promoting MedSpa procedures alongside surgical services. This is particularly relevant if you rely on Google Ads to attract leads for surgical treatments.
- Lower Quality Scores: Google’s algorithm assigns a quality score to ads based on the relevance of the landing page, ad copy, and user experience. Listing MedSpa procedures could dilute the focus of your website, lowering your score and increasing ad costs.
- Compliance Concerns: Certain MedSpa treatments may require additional disclaimers or adherence to advertising policies. Failing to meet these requirements could result in penalties or account suspensions.
Making the Case for Listing MedSpa Procedures
Despite the risks, there are valid reasons to consider reintroducing MedSpa procedures to your main website. These include:
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- Improved Visibility: Potential patients may not realize that you offer these treatments if they are not listed. This could result in missed opportunities, especially if MedSpa treatments account for a significant portion of your revenue.
- Cross-Promotion: Listing all services on a single website allows you to cross-promote procedures. For example, patients who visit your site for fillers may become interested in surgical treatments and vice versa.
- Simplified User Experience: Maintaining a single website reduces complexity for patients, making it easier for them to navigate and learn about your full range of offerings.
- Consistency: Including MedSpa treatments ensures that your website accurately reflects your practice’s capabilities, building trust and credibility with potential patients.
Considerations Before Making a Decision
If you’re debating whether to re-list MedSpa procedures, consider the following factors:
1. Marketing Objectives
What are your primary goals? If the focus is on attracting surgical leads, maintaining a streamlined, surgery-focused website may be more beneficial. However, if you’re looking to grow your MedSpa revenue, listing these treatments could help.
2. Target Audience
Understand the demographics and preferences of your audience. Are they primarily searching for surgical procedures, or do they also seek non-surgical options? Knowing your audience’s needs can guide your decision.
3. Ad Strategy
Evaluate how listing MedSpa procedures might impact your ad campaigns. If you rely heavily on Google Ads, consider:
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- Running separate campaigns for MedSpa treatments.
- Creating a dedicated landing page or microsite for these procedures to avoid affecting surgical ads.
4. Website Structure
If you decide to include MedSpa treatments, ensure that the website structure supports clarity and segmentation. For example:
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- Create a separate section or tab for MedSpa services.
- Use clear navigation to distinguish between surgical and non-surgical options.
- Optimize pages with specific keywords to target relevant audiences.
5. Compliance and Policies
Stay updated on Google’s advertising policies and ensure that all content meets the required standards. This includes using accurate descriptions, providing disclaimers, and avoiding misleading claims. For additional information, you can review Google’s Healthcare and Medicines Policy.
Alternatives to Re-Listing MedSpa Procedures
If you’re hesitant to reintroduce MedSpa treatments to your main website, consider these alternatives:
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- Dedicated MedSpa Website: Create a separate website focused solely on MedSpa services. This approach allows you to optimize the site for non-surgical treatments without affecting your main site’s ad performance.
- Landing Pages: Develop dedicated landing pages for MedSpa procedures. Use these pages for targeted campaigns while keeping them distinct from your main website.
- Content Marketing: Publish blogs, videos, or social media posts highlighting MedSpa treatments. This increases visibility without directly altering your website’s structure.
- Email Campaigns: Leverage your existing patient database to promote MedSpa treatments through newsletters and email offers.
The Bottom Line
Listing MedSpa procedures on your main plastic surgery website is a strategic decision that depends on your goals, audience, and marketing approach. While there are risks associated with Google’s scrutiny, there are also significant benefits to enhancing visibility and patient experience.
If you decide to proceed, take steps to mitigate risks, such as segmenting content and adhering to compliance standards. Alternatively, consider separate digital strategies to promote MedSpa services without impacting your main website’s performance. Either way, aligning your decision with your practice’s long-term objectives will ensure the best outcomes.
