How to Succeed in Plastic Surgery Marketing

Do Plastic Surgeons Need Marketing?

The question isn’t whether plastic surgeons need marketing.

The question is how much they’re willing to invest in it.

Don’t know how to calculate your marketing budget? Then use our digital marketing budget calculator on this page.

Let’s face it, word-of-mouth alone is a poor marketing strategy.

Plastic surgery marketing has become a tool for success in this ever-changing field.

In 2023, 24% of adults reported having at least one cosmetic procedure.

This surge in interest means there’s a growing pool of patients out there.

But they’re not going to stumble upon your practice.

That’s where marketing plastic surgery comes into play.

Effective plastic surgeon marketing is about attracting the right patients.

It’s a way to showcase your skills, highlight specialties, and build trust.

This is an industry where trust and reputation are everything.

A solid marketing strategy can be the difference between a flourishing and struggling.

The best plastic surgery marketing plan is when someone searches for “best plastic surgeon near me,” your name pops up.

Moreover, marketing allows you to educate your audience.

Many people are curious about plastic surgery.

Or have questions.

Address concerns and explain procedures through targeted content and social media posts.

This attracts patients and helps build a more informed and confident client base.

Your ability to market skills usefully is what will set you apart in a crowded field.

So, if you’re wondering whether plastic surgeons need marketing, the answer is yes.

How Patient Acquisition is Changing

Back in the day, a simple yellow pages ad or a word-of-mouth referral was enough to keep your practice booming.

Today’s plastic surgery marketing strategies need to be as cutting-edge as the procedures you offer.

One of the most significant shifts we’re seeing is the power of social media marketing.

Social media has been shown to increase procedure volume in plastic surgery clinics.

Nearly two-thirds of people are influenced by social media before and after pictures.

Your Instagram feed could be just as important as your surgical skills.

But, the strategy isn’t just posting pretty pictures.

Patients are researching procedures and reading reviews way before contacting you for a consultation.

This means your digital experience needs to be polished, informative, and engaging everywhere.

Virtual consultations are also becoming increasingly popular.

Another key shift is the rise of personalized marketing.

Thanks to advanced data analytics, plastic surgery practices can now target their marketing efforts with laser precision.

You can tailor your messages to specific demographics or interests at any stage of their journey.

Content marketing is also playing a bigger role than ever.

Patients are hungry for information, and they’re turning to blogs, videos, and podcasts for education.

By creating valuable content, you’ll position yourself as a trusted authority.

Finally, let’s not forget about the importance of reviews and testimonials.

Your reputation is literally at your patients’ fingertips.

Managing positive reviews has become a big part of plastic surgery marketing strategies.

The bottom line?

Patient acquisition in plastic surgery has become digital, personalized, and content-driven.

To stay ahead of the curve, you need to adapt your marketing approach.

Comprehensive Marketing Techniques for Plastic Surgeons

Aesthetic procedures have increased by 41.3% over the past four years,

So, let’s dive into some plastic surgery marketing ideas that’ll help you build a brand.

To start, let’s talk about your unique selling proposition (USP).

What makes you different from every other plastic surgeon out there?

Are you known for your natural-looking results?

Or perhaps you’ve pioneered a groundbreaking technique.

Whatever it is.

Make this the cornerstone of your brand.

This should be in front of all your marketing materials.

Next, your brand should have a cohesive look and feel across all platforms.

This means using the same color scheme, fonts, and imagery style.

But branding is also about storytelling.

Share your journey, your passion, and the impact you’ve had on patients’ lives.

A human touch can be a powerful part of your plastic surgery marketing strategy and help patients make a connection.

Don’t be afraid to showcase your personality, either.

Are you the warm and nurturing type?

Or more of a straight-talking, no-nonsense surgeon?

Let that shine as authenticity is magnetic and patients are drawn to surgeons they can relate to.

Speaking of your audience, get to know them inside and out.

What are their desires, fears, and motivations?

Tailor your brand messaging to speak directly to these points.

Last thing, remember that building a brand is an ongoing process.

Stay open to feedback.

Your brand should be as transformative as the procedures you perform.

By implementing these plastic surgery marketing ideas and building a strong brand, you’ll create a practice that attracts patients and turns them into loyal advocates.

Creating a High-Converting Website

Your website is the first impression potential patients have of your practice.

It’s not only a digital brochure; it’s your virtual office, consultation room, and portfolio all rolled into one.

Let’s learn how to create a wellness website that looks great and also converts visitors into patients.

Plastic surgery website design example

Effective Web Design and UX for Plastic Surgeons

When it comes to web design for plastic surgeons, less is often more.

A clean, elegant design that reflects sophistication is the way to go.

Here are six must-have elements:

1. Clear navigation: Make it easy for visitors to find what they’re looking for. Use intuitive menu structures and clear labels.
2. Compelling hero section: Your website should command attention with high-quality images and clear actions.
3. Prominent call-to-action (CTA) buttons: Make it easy for patients to book consultations or contact you.
4. Trust indicators: Show your credentials, certifications, and awards.
5. Patient testimonials: Real stories from satisfied patients can be persuasive.
6. Educational content: Provide articles about procedures.

Incorporating Before and After Galleries

Before and after galleries are visual proof of your skills and can be incredibly persuasive.

Here’s how to make the most of them:

• High-quality images: Ensure all photos are clear, well-lit, and professionally taken.
• Consistent angles: Use the same angles for before and after shots to show true results.
• Categorization: Organize photos by procedure type for easy browsing.
• Patient stories: Where possible, include brief patient testimonials alongside the images.
• Interactive features: Consider using sliders or hover effects to showcase the transformation.
• Consent and privacy: Make sure you have your patient consent.

Optimizing for Speed and Mobile Use

1. Aim for load times under 3 seconds. Compress images, use CDNs, and minimize code to speed things up.
2. More people access the internet on their phones. Check your site and make sure it looks great and functions well on small screens.
3. Your website should automatically adjust to look good on all devices.
4. Make sure buttons and links are large enough to be easily tapped on mobile screens. 40 pixels high is a good minimum for a mobile button.
5. Consider a hamburger menu or mobile-friendly navigation options.

Remember, a fast, mobile-friendly wellness website is favored by search engines.

Mastering SEO for Higher Visibility

When it comes to digital marketing for plastic surgeons, local SEO can make your digital experience irresistible.

Using Patient Language and Local Keywords

Think like a patient, not a doctor. That’s the golden rule when it comes to SEO for plastic surgeons.

Here’s how to nail it:

1. Speak their language: Use terms patients actually search for. “Nose job” may be searched more than “rhinoplasty”.
2. Local focus: Include your city or region in keywords. “Best plastic surgeon in [Your City]” can work wonders.
3. Long-tail keywords: Don’t just focus on broad terms. “Non-surgical facelift options in [Your Area]” can attract ready-to-convert patients.
4. Voice search optimization: Optimize for voice queries like “Where can I get Botox near me?”
5. Symptom-based keywords: Include phrases like “how to fix droopy eyelids” to catch patients at the research stage.

Remember, the goal is to meet potential patients where they are at, using language that resonates with them.

Blogging: Answering Patients’ Questions

Blogging isn’t just about sharing your thoughts – it’s a powerful SEO tool. Here’s how to make it work for you:

1. Address FAQs: Create posts that answer common questions about procedures, recovery, and results. Write around 500-1,000 words per blog.
2. Procedure deep-dives: Write detailed, informative posts about specific treatments you offer. Write around 1,000-2,000 words per blog.
3. Patient stories: Share success stories to provide relatable content. Write around 500-1,000 words per blog and highlight the successful stats.
4. Regular updates: Consistent posting tells search engines that your site is active. Post at least once a week.
5. Optimize each post: Use relevant keywords in titles, headers, and throughout the content. Check out our guide on how to write a blog post that breaks the Internet.

Build Backlinks

What is link building?

Backlinks are like digital votes of confidence for your website.

Here’s how to build them:

1. Guest posting: Write articles for health and beauty websites then link back to your site.
2. Local partnerships: Partner with local businesses and earn links from their sites.
3. Press releases: Share newsworthy updates about your practice to earn media coverage.
4. Professional associations: Join relevant medical association websites and add your link.
5. Create linkable assets: Videos, infographics and guides are very linkable items that people like to share.

Remember, quality backlinks outperform quantity every day of the week.

A few links from highly respected sites can be more valuable than dozens from low-quality sources.

Social Media for the Win

Let’s go over how you can make the most of plastic surgery social media marketing to boost your practice.

How many times to post on each social network from a Neil Patel webinar.

Platform-Specific Strategies: Instagram, Facebook, YouTube

Instagram: The Visual Powerhouse

Instagram had the highest percentage of plastic surgery posts from surgeons.

Personal stories, education, videos, and celebrity involvement are the posts that grab the most eyeballs.

Here’s how to make Instagram work for you:

• Post 1-2 reels and 2-4 stories per day and go live at least once a week
• Before and After Showcases: Share stunning transformations
• Behind-the-Scenes Content: Give a peek into your day-to-day life as a surgeon.
• Educational Reels: Create short, engaging videos explaining procedures or debunking myths.
• Instagram Stories: Use this feature for Q&A sessions or polls.
• Hashtag Strategy: Use relevant hashtags to increase visibility.

Facebook: The Community Builder

While it might not be as visually-focused as Instagram, Facebook is excellent for building a community:

• Post as often as you’d like
• Facebook Groups: Create a private group for experiences and to ask questions.
• Live Q&A Sessions: Host regular live streams to answer questions.
• Patient Testimonials: Share written and video testimonials from satisfied clients.
• Educational Content: Post longer-form content explaining procedures in detail.
• Event Promotion: Use Facebook Events to promote open houses or special offers.

Facebook’s targeting options for ads are also ridiculously powerful.

They allow you to reach potential patients with precision.

YouTube: The Educational Platform

YouTube is perfect for in-depth content that showcases your expertise:

• Post 1 shorts and 1 long-form video per day
• Procedure Walkthroughs: Create detailed videos explaining different surgeries.
• Patient Journey Videos: Document a patient’s experience from consultation to recovery.
• Q&A Series: Answer common questions in a recurring video series.
• Virtual Consultations: Post example virtual consultations to familiarize patients with the process.
• Collaboration Videos: Partner with other healthcare professionals for expert discussions.

Remember to optimize your video titles, descriptions, and tags for SEO.

Across all platforms, consistency is key in plastic surgery marketing.

Develop a content calendar.

And always engage with your followers by responding to comments and messages.

Paid Advertising Strategies that Work

Let’s review the strategy of plastic surgery advertisements using Google Ads and social media ads.

Google Ads & Retargeting Campaigns

Google Ads is the G.O.A.T. in generating immediate leads in the plastic surgery industry.

Here’s how to make the most of Google Ads:

1. Keyword Targeting: Focus on specific procedures and local search terms.
2. Ad Extensions: Use these to showcase your phone number, location, and special offers.
3. Landing Page Optimization: Ensure each landing page is tailored to the ad content.
4. Quality Score: Work on improving your Quality Score to lower costs and improve ad positioning.

Retargeting is another powerful tool in your arsenal.

Retargeting is showing visitors already on your site another ad as they navigate through the internet.

Retargeting ads are typically a display or graphical ad.

Think about creating different ad campaigns for various procedures or pages they’ve viewed on your site.

Social Media Ads

• Facebook and Instagram Ads:
  Use detailed targeting to reach people interested in beauty, self-improvement, and specific procedures. Create lookalike audiences based on your current patient list to find similar potential patients.

  Use carousel ads to showcase before and after photos or different procedures.

• LinkedIn Ads:
  Great for targeting professionals who might be interested in subtle enhancements. Use sponsored content to share educational articles about your procedures.
• TikTok Ads:
  Perfect for reaching a younger demographic interested in non-invasive procedures. Create engaging, short-form video content that educates and entertains.

Across all platforms, consider these strategies:

• Video Ads: Show brief procedure walkthroughs or testimonials.
• Influencer Partnerships: Collaborate with local influencers for authentic promotion.
• Special Offers: Run limited-time promotions to create urgency.
• Remarketing: Use platform-specific remarketing tools to re-engage interested users.

Remember, the goal in plastic surgery advertisements is to balance professionalism with approachability.

Your ads should send expertise vibes and make viewers feel comfortable in choosing your practice.

Reputation Management and Reviews

Reputation management is the invisible hand that guides patients to your practice or sends them to your competitors.

How can you build and maintain a stellar online reputation?

Building Your Online Reputation with Patient Reviews

Patient reviews are digital word-of-mouths.

Here’s how to cultivate a collection of glowing testimonials:

1. Make it easy: Set up profiles on review sites like Google Business Profile, Yelp, and REALSELF.
2. Ask at the right time: Ask for reviews when patients are happiest, usually after seeing amazing results.
3. Provide guidance: Give patients a simple guide on how to leave a review.
4. Respond to all reviews: Show that you value patient feedback. Respond to every review, positive or negative.
5. Showcase reviews: Feature the best reviews on your website and social media platforms.
6. Video testimonials: Encourage satisfied patients to share their experiences on camera.

Pro Tip:

Authenticity is key.

Genuine reviews from real patients are always more powerful than any marketing copy.

The Future of Plastic Surgery Marketing

As we look ahead, the landscape of plastic surgery marketing is evolving at a breakneck pace.

The Plastic Surgeons market in the US is estimated to be $19.1 billion at the end of 2024, growing at a rate of 1.7% between 2019 and 2024.

This growth indicates a thriving industry, and also increases competition.

To stay ahead of the curve, plastic surgeons need to embrace marketing strategies that resonate with the modern patient.

Innovative Techniques: Virtual Consultations

The pandemic accelerated the adoption of virtual consultations, and people love them.

Here’s how to make the most of them:

• Invest in a reliable, easy-to-use telehealth platform.
• Send patients guides on how to prepare for a virtual consultation, including lighting and camera angle tips.
• Use advanced imaging software to show potential results during the consultation.
• Implement a robust follow-up system to nurture leads after the consultation.
• Offer both virtual and in-person consultations to cater to different patient preferences.
• Virtual consultations provide convenience for patients and allow you to expand your geographical reach.

Looking ahead, we can expect to see more innovative techniques emerge:

• AI-Powered Chatbots
• Augmented Reality (AR) Results
• Personalized Marketing Automation
• Voice Search Optimization
• Influencer Partnerships

Concluding Advice

As we wrap up this article on plastic surgery marketing, it’s clear that success in this field requires more than surgical skill.

It demands an understanding of marketing, technologies, and a commitment to patient satisfaction.

Here are 10 takeaways to keep in mind as you refine your marketing strategy:

1. Trends: Make it a habit to regularly educate yourself on the latest marketing trends and technologies.
2. Listen to your patients: Pay attention to their comments, questions, and concerns. Use this information to improve your services and marketing approach.
3. Data-driven decision: Use analytics tools to guide your decisions on where to invest your time and resources.
4. Maintain authenticity: Authenticity builds trust, and trust builds a loyal patient base.
5. Invest in your team: Invest in their training and ensure they’re aligned with your practice’s vision and values.
6. Innovation: While it’s exciting to try new marketing techniques, don’t completely abandon successful strategies.
7. Patient education: Continue to focus on educational content that helps potential patients make informed decisions.
8. Be responsive to change: Whether it’s a shift in patient preferences or new regulations, be prepared to pivot your marketing strategy when necessary.
9. Focus on long-term relationships: While attracting new patients is important, don’t forget about nurturing relationships with your existing patients.
10. Never stop improving: The pursuit of excellence should extend beyond your surgical skills to every aspect of your practice, including your marketing efforts.

As you move forward, keep learning, keep innovating, and keep focusing on what matters most – helping your patients look and feel their best.

After all, their satisfaction is the ultimate measure of your success, both in the operating room and in your marketing efforts.