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The Unicorn Frappuccino from Starbucks had it all: bright colors, whipped cream and enough sugar to make you pre-diabetic. While providing breast augmentations and tummy tucks is a far cry from slinging lattes, there’s a lot your plastic surgery practice can learn from Starbucks’ smartypants marketing move.
Create a Buzz
Whether you think that the Unicorn Frappuccino was absurd, the best thing since bacon or you couldn’t care less, you can’t deny that people would not shut the heck up about that thing. And that’s the genius of it. Even people who were anti-Unicorn Frap took to social media to post about why they just weren’t into the whole Unicorn Frap craze, contributing further to the publicity.
The Unicorn Frap created the very definition of buzz, and you can mimic the same effect by leveraging your own proverbial unicorn. Has a surgeon at your medical practice pioneered or perfected a certain procedure or technique? Make that into a cornerstone of your digital marketing strategy. Do you offer a product that’s not widely available yet? Make sure your clientele knows you’re an exclusive provider in the region. And keep an eye on your newsfeed so you can take advantage of current trends, like the latest CoolSculpting® ad campaign or recent FDA approval for a new type of dermal filler.
Harness the Power of the Limited Time Offer
Starbucks only made the fruity frap available for a 4-day period. Why just 4 days? All that hype and it’s not even going to be a regular menu item?! You bet. Limited access is the best way to create a sense of urgency. (And adding a gimmicky product name only helps fan the flame.) Customers lined up to make sure they got to say “I tried the Unicorn.”
When people are undecided about a purchasing decision, the “limited time offer” can be a great way to nudge them into committing.
While making up a kitschy name probably won’t fly for cosmetic procedures, the same psychology surrounding limited-time promotions still applies. Think about the procedures or treatments your practice offers and how short-term specials or promo offers can create a sense of urgency in your own clientele. Maybe a push on breast implants right before summer or a body contouring special leading up to the holidays. Use current plastic surgery trends to help guide your efforts here.
Visual Appeal Is a Big Deal
The Unicorn Frap was made with the Instagram nation in mind—love it or hate it, man did that thing look fancy in pictures. How could any self-respecting food, style or trend follower NOT buy at least one just for the killer Insta post? People are ultimately visual creatures and seeing the Unicorn Frap in all its jewel-toned glory added another layer of compelling.
Remember this in your own marketing efforts. Yes, people want to read about the procedures you offer at the practice, and yes, they want expert advice. They also want to SEE the results that are possible. Make sure your website content, blogs, social media posts and even your office all offer plenty of pretty things to look at.
Creating Your Very Own Unicorn Marketing Plan
Any business can take a page from Starbucks’ Book of Genius Advertising Schemes and add it to their online marketing strategy. Choose your focus, then create a sense of urgency around the product, procedure or treatment you want to push. From there, all you have to do is promote wisely and let normal human nature take its course. Sans unicorns.
