Plastic Surgery and Social Media: Why It Works

Doctors and a patient

Whether you’re marketing plastic surgery or some other niche in the healthcare industry, you’ll need a multi-layered approach; but one of the simplest (yet often overlooked) tactics is social media.

When polled by the American Society of Plastic Surgeons (ASPS), around half of the respondents – all professionals in cosmetic and reconstructive surgery procedures – mentioned that not only did their medical social media initiatives help with marketing, but patients found peace of mind in the learning opportunities therein. Visualizations and information available online provide patients with what they need to make the right decisions for themselves, granting tech-savvy surgeons an edge in a competitive industry.

Why Social Media Works for Medical Practices

The same report noted that half the plastic surgeons with an active social media presence considered it a valuable, low-cost method for educating potential patients.

It makes perfect sense. Consumers only want to support brands they trust, and offering them resources nurturing a better understanding of what cosmetic dentistry, cosmetic surgery and reconstructive surgery entail fosters just that. The clearer, more proactive and more personable you are when conveying this information, the more positive engagement you’ll receive.

But it’s not all about creating good vibrations between you and patients. Fifty percent of surgeons report that they received new leads as a result of hopping on Facebook, LinkedIn, Twitter and YouTube.

The real “secret” to succeeding at social media really isn’t much of a secret at all. We’ve already talked about how 72% of your patients are already active on social media. Meet them where they are.

Making Social Media Work for You

If real estate hinges on “location, location, location,” then marketing’s mantra should be “communication, communication, communication.”

The ASPS itself boasts one of the best examples of an effective, educational Facebook page. It uses a wide range of media to deliver information: videos, photos, charts, infographics, etc. ASPS’ approach has two major things going for it that every cosmetic surgeon needs to keep in mind when crafting their content: variety and clarity.

Variety involves more than just knowing that multiple visual, audio and written posts are needed to pique interest. Analyzing the best way to share information also factors into making sure everything you put out there is as effective as possible. Videos, for example, work well for illustrating the different steps involved in a particular surgical procedure. Infographics organize numerical data into compelling images that make everything faster and easier to process. Photos are all you need for befores and afters. And so forth.

But all content must be edited for clarity as well. Patients looking for information on cosmetic surgery costs, consultations or recovery times don’t want Finnegans Wake when they have facelifts on their minds. Be straightforward. Be explicit. Be transparent. Without these qualities, you’re not going to generate the trust and interest necessary to generate leads.

Give Social Media a Chance

If you’re trying to figure out how to get patients to choose you over the next surgeon, then consider augmenting your Facebook, LinkedIn and Twitter presence. Cosmetic surgeons across the board have found it an effective, affordable addition to their marketing strategy. Shoot some videos of patient FAQs, draft up some infographics and respond to every single question or comment you get.

Signet Interactive is experienced in creating award-winning digital marketing strategies that get results for clients in the medical fields. To find out more about how we might be able to help your practice, get in touch with us.

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