Market segmentation in the aesthetic medicine sector: Reach your target audience

[fatimahislam]

Market segmentation has become a fundamental strategy to effectively reach your target audience and differentiate yourself in this competitive sector. Discover how segmentation will allow you to connect with your potential customers and give them exactly what they are looking for.

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1. How to start the segmentation process
Below we show some of the steps you can take to achieve efficient segmentation that yields good results:

Identify your market niches:
In all sectors, it is essential to define and understand your market niches , but even more so in a sector as competitive as aesthetic medicine. Research and analyze the different segments of potential clients, such as those interested in facial, body, and rejuvenation treatments, or those looking for non-invasive procedures. By knowing the needs and preferences of each segment, you will be able to adapt your services and messages to be more accessible and effective in your communications.

Personalization of services:
Each client is unique and segmentation allows you to offer hungary whatsapp lead personalize your services according to specific demands. Adapting to what your potential client needs will add value to your relationship with them, generating trust and subsequent loyalty .

Effective communication :
Segmentation allows you to define your marketing and communication messages. By knowing which potential customers are part of each segment, you can use the right tone and communication channels to connect with them.

For example, social media can be ideal for reaching a younger audience, but we need to know what audience they are made up of because we don't find the same average age on Facebook as on TikTok. Knowing where your target audience meets will allow you to gain efficiency in each of the actions you take.

Establish relationships of trust:
Segmenting the target audience allows for the personalization of the message , generating a feeling of closeness and trust in our clients who will choose your aesthetic medicine clinic due to the added value you provide. Make sure to provide valuable information , with scientific evidence, relevant to each segment and that empowers the potential client in their decision-making.

Don't forget that all of these steps need to be monitored regularly to assess the effectiveness of segmentation . Constantly monitor and adjust strategies to improve customer experience. Segmentation is not static; it is a continuous process of analysis and adaptation. Keep constant track of the results of your campaigns and satisfaction surveys to assess the effectiveness of your approach.

2. Possible buyer personas and options to start segmenting
A possible division by segments would be the sector segmentation or by professional position that the potential client holds . To give an easy-to-understand example, you cannot use the same tone and vocabulary when the message is directed to a health professional, such as a plastic surgeon, as you would when communicating with patients or consumers of products in the sector.

So let's mention two possible buyers and the characteristics that justify their segmentation:

Patient or consumer:
There may be multiple variables that require further sub-segmentation, some of which may be: age, the type of treatment chosen, the channel chosen for communication, etc. It seems logical to think that a treatment focused on correcting expression lines, wrinkles and extra hydration is focused on a niche of the population that is generally female and middle-aged and older, so why not convey the information about this product by adapting the tone and words chosen to this type of profile?

Dermatologist, plastic surgeon, aesthetic doctor :
Although it is true that each of them has a different training, the level of understanding of the medical-scientific vocabulary will be high. Communicating with this segment using this vocabulary and formal tone will give us professionalism and greater possibilities of being chosen as a supplier laboratory.

This segment also values ​​the training content and the resolution of doubts regarding the treatments offered as quickly as possible , that is, continuous advice that differentiates the laboratory .

We could summarise this post by comparing brand communication to real life. In our daily lives, it is easy for us to adapt the tone and content of our conversations to the situation at hand, so if we want to sound natural and enter into a logical and relatable context, we must begin to apply this use of language to corporate communications.