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THE ROLE OF DIGITAL MARKETING IN THE COSMETICS SURGERY INDUSTRY. CRITICAL ANALYSIS OF LONDON BRIDGE PLASTIC SURGERY & AESTHETICS CLINIC’S DIGITAL STRATEGY. RECOMMENDATIONS

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Module
Digital Marketing

Institution
University Of Wales Trinity Saint David

Plastic surgery procedures have always been a controversial topic, attracting public interest. With economic growth and the shift in lifestyle, plastic surgery has become more affordable and has become a trend in developed countries. The digitalization of businesses and the society, in general, has...

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plastic surgery
digital marketing
seo
digital strategy
social media marketing
crm
facebook strategy
twitter
instagram strategy
customer relationship management

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THE ROLE OF DIGITAL MARKETING IN THE COSMETICS
SURGERY INDUSTRY. CRITICAL ANALYSIS OF LONDON
BRIDGE PLASTIC SURGERY & AESTHETICS CLINIC’S
DIGITAL STRATEGY. RECOMMENDATIONS

MODULE TITLE: DIGITAL MARKETING LCMB7010

LECTURER: MD SADEQUE SHAIKH

STUDENT NAME: NADEZHDA KITANOVA

STUDENT NUMBER: 1918675

University of Wales Trinity Saint David

, 1. INTRODUCTION

Plastic surgery procedures have always been a controversial topic, attracting public interest.
With economic growth and the shift in lifestyle, plastic surgery has become more affordable
and has become a trend in developed countries. The digitalization of businesses and the
society, in general, has created lots of strategic possibilities although, at the same time,
improper use of these digital assets could create a threat and be a weakness from which
competitors with better digital strategy could easily benefit. This report examines the impact
of digital assets on customer satisfaction and profitability in the plastic surgery industry by
analyzing key aspects of the digital marketing strategy of a London’s plastic surgery clinic.
Chapter 2 discusses these elements of the macroenvironment which impact positively or
negatively a company’s digital performance. Chapter 3 and 4 examine the importance of
the website features and traffic for customer satisfaction and growth by conducting a
comparative analysis while chapter 5 examines the role of social media in shaping
consumers' behaviour by analyzing London Bridge Clinic’s social media strategy and
making recommendations on future improvements based on theories and practices. Chapter
6 focuses on the importance of customer relationship management (CRM) systems for
plastic surgery businesses, identifying customer satisfaction as a major factor in all stages of
the decision-making process. Chapter 7 draws conclusions on the current state of LBPS’s
digital strategy and proposes areas and digital tools the company should focus on for the
future.

, 2. CURRENT SITUATION OF THE COSMETIC SURGERY
INDUSTRY IN THE UNITED KINGDOM.
MACROENVIRONMENTAL ANALYSIS

Micro and macro environments have a significant impact on the marketing strategy as they
create opportunities or threats. Being aware of the constantly changing environment in which
a company operates is essential for a successful marketing strategy (Hooley, 2012, p.55). The
Macro Environment consists of all the forces that shape opportunities but also pose threats to
the company. As this paper focuses on the digital essence of the business, these are briefly
assessed below.

● Political & Legal factors
An audit of BAAPS (British Association of Aesthetic Plastic Surgeons) and an independent
conference, held by health consultancy firm LaingBuisson has expressed concern about the
under-regulated and little standardised non-surgical industry. BAAPS President and
consultant plastic surgeon Paul Harris have called for further regulation of non-healthcare
professionals, conducting cosmetic surgery. Cosmetic surgery market is likely to be hit
particularly hard if there is an economic downturn as a result of Brexit. There is evidence to
suggest that overseas travel for cosmetic surgery, especially to Europe, is declining slightly
owing to a weaker pound and more aggressive marketing on the part of UK providers. On the
other side prices in countries from Central and, Eastern Europe remain competitive. London
Bridge Plastic Surgery & Aesthetics Clinic (LBPS) could make these factors favourable
if it focuses its marketing activities on building a trustable brand image and advertising
the benefits of domestic cosmetic procedures.

● Socio-cultural factors.

The social and cultural impacts of the Internet are important from an e-commerce perspective
since they govern demand for digital services and propensity to purchase online and use
different types of e-commerce services. (Chaffey, D. et al, 2018). Social factors include
several variables: culture, demographics such as age and gender, social lifestyles, domestic
structures, affluence/wealth, religion. According to a study conducted among British citizens,
the lower ratings of self-esteem and life satisfaction, increased media exposure to cosmetic
surgery via TV shows and social media, time spent online and watching television and

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