Ask Alex

ALEX BUGG

Alex Bugg works for Web Marketing Clinic, a familyrun digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her: alex@webmarketingclinic.co.uk or follow her on Instagram: @webmarketingclinic

It might seem like masses of work – a dissertation or final project level of stress might descend whenever you think about entering your clinic for an industry award. As an industry judge, I know that reading these entries feels like that, too. Winning, or even being shortlisted as a finalist, raises your profile for patients and recruitment, and boosts your industry profile as well.

There are so many awards out there in 2023 that ‘award winning ’ might seem meaningless to you. However, it might not be meaningless to your target patients. It might be the piece of social proof – being recognised in your region or nationally as a top-performing clinic – that persuades them to book with you instead of another clinic. Being able to talk about winning an award locally is worth the process. Yes, competition can be tough, and the process is long, but it’s still worth focussing on and going for as a smaller clinic.

Follow the process: common questions asked by entries include details on your consultation, treatment and feedback process, how you handle enquiries, how you recruit and train staff, and your approach to marketing and communications. Judging panels will also want to understand your complications management process and your approach to handling complaints. Industry awards for clinics or as an individual (best practitioner/nurse/surgeon etc) will always include a case study request too.

Here are my top tips from experience:

• Leave a good amount of time to enter – we can tell when you rushed

• Secure consented case studies/testimonials (also social proof)

• READ the question fully – complication/complaint is a typical confusion and you can’t get top marks without comprehension

• Provide robust evidence and detail – ensure all of your points are backed up by supporting evidence

• Always write a draft and proofread.

Entering awards is no walk in the park – everyone always underestimates the time and effort it takes to put together a solid entry. Outsourcing your awards entries is possible. There are a few reputable writers and PR experts within the industry who offer this service. They do their best work when you provide as much information as possible, however, so it’s not an entirely cut corner.

Have you tried and missed out before? Try again – don’t be disheartened, you’ve had a go at the process. Always remember to ask for feedback as this is available.

That just covers industry awards – local business/entrepreneur awards will make you think about your clinic differently and present a chance to build a network and reputation in your region.

You’ve missed the Aesthetic Medicine Awards entries for this year but they aren’t the only ones, there are several coming up annually. Today is a great time to start thinking about the 2024 awards.