- Collecting patient testimonials and responding to customer reviews can boost your online reputation
- Demonstrate your practice’s expert knowledge by creating blog content and social media graphics
- Make sure your branding and communications are consistent across all customer touchpoints—from your website to your office setting
There’s no feeling like being confident in your own skin—and many people are willing to invest thousands of dollars in plastic surgery to do so. Medical professionals perform over 15 million plastic surgery procedures every year, including the three most popular procedures (breast augmentation, liposuction, and nose reshaping) that cost more than $3,000 each.
While plastic surgery is big business, it’s also a field in which you need a consistent stream of new patients. Compared to dental practices and physical therapy clinics, plastic surgery practices aren’t likely to see as many repeat clients.
Digital marketing can help you reach potential patients and earn back previous clients too. Here are five plastic surgery marketing ideas to give your business a lift.
1. Create SEO-friendly content for your blog
Showcasing your expertise is a proven way to build a strong online reputation and improve your plastic surgery marketing efforts. When potential patients search online about procedures or health care tips, they want to hear directly from professionals. Creating blog posts with the answers they need will help position your plastic surgery practice as an industry leader. Also known as content marketing, this strategy draws customers to your business by building trust in your brand.
Use a free keyword research tool to identify what your potential customers are searching for and which keywords you should target. Targeting long-tail keywords—for instance, “is cosmetic surgery safe” or “how plastic surgery works” instead of “cosmetic surgeon“—can help smaller practices achieve higher search rankings, since fewer sources will include these phrases.
When you have a list of keywords, write a blog post that matches your target audience‘s search intent—meaning it includes helpful tips or answers to the questions they are searching for. To appear higher on search engine results pages, use search engine optimization tactics, such as:
- Including your target keyword throughout the article
- Linking to other pages on your plastic surgery website to keep visitors on your site longer and help search engines navigate your site
- Linking to high-quality external sites (like .edu or .gov pages) to show search engine algorithms your site is trustworthy
2. Share your knowledge on social media
The average internet user spends over two hours a day on social media, making social media marketing a great strategy to reach potential clients who are interested in plastic surgery and your expertise.
To continue building your online presence, use social media to share your knowledge in ways that make users pause their scrolling. For instance, you could create an infographic about the hair transplant process or a video of a mock consultation that shows how you identify a client’s needs and develop a timeline and pricing plan.
When you create a social media strategy for your plastic surgery marketing plan, make sure to focus on the social media platforms that your target audience is actually using. For instance, more Gen X women are on Facebook, while younger millennials gravitate toward video-based platforms like TikTok.
3. Build your online reputation with review sites
When people search online for plastic surgeons, they’re looking for doctors they can trust. To prove your expertise and reliability to new patients, customer reviews are one of the most effective plastic surgery marketing tools in your arsenal.
Nearly 80% of consumers trust online reviews as much as they do word-of-mouth referrals from friends and family members. Potential clients turn to online review sites to hear directly from real-life patients about their experiences—including how satisfied they are with their care and the physical results.
In addition to displaying this crucial customer feedback, review sites also house important information about your business. Consumers consider all of this info when deciding who to do business with, so be sure your listings are complete and accurate. On Yelp, you can add or claim your Yelp Business Page to fill out your business description, add basic information like your phone number and website, upload photos, and more.
Claiming your Yelp Page also allows you to respond to reviews, which people have come to expect—76% of customers who leave feedback online expect a response within 24 hours. When patients leave positive reviews, thank them for taking the time to share their experience. It’s also just as important to craft thoughtful responses to negative reviews. When you acknowledge your patients’ opinions or explain how you’ll address an issue, potential clients will notice and trust you to handle any future problems that arise.
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4. List patient testimonials on your website
If you want to offer potential clients more perspective on your practice, consider adding patient testimonials to your website. This allows prospective patients to hear from clients who vouch for your company, even outside of review sites.
Keep track of plastic surgery patients who were satisfied with your services and ask if they’re willing to consent to sharing their experience online. A successful testimonial includes before and after pictures as well as a few sentences about why the patient loves your practice. Video can be more effective than other content formats, and it allows viewers to connect with a human face, so prioritize patients who are willing to create a video testimonial.
Once you collect a handful of testimonials, post them on a dedicated page on your website. Make sure to include a contact form to capture visitors’ contact information and boost lead generation. Once you have interested clients, you can follow up with them or continue to engage through email marketing.
5. Build a brand that creates a consistent customer experience
When customers interact with your plastic surgery practice, they want a transparent and reliable customer experience. If your cosmetic surgery marketing campaigns are scattered or inconsistent, this will reflect poorly on you as a provider. On the flip side, if your online presence is consistent, your brand will appear more reliable and authentic. Cohesive branding can help you build brand trust, which is a deciding factor in most consumers’ purchase decisions. For example, you can try:
- Using the same brand colors and logo on your website design and in your marketing materials
- Embracing the same brand personality and company values, whether you’re communicating with customers in person, over the phone, email, cost-per-click ads, or on another channel
- Using a memorable slogan on all your social media bios
Build an effective plastic surgery marketing strategy
You don’t need to hire an online marketing agency to make your practice stand out. When you know how to create a plastic surgery marketing plan that builds trust and brand awareness, your cosmetic surgery practice will shine.
Put your clients at the center of your story by improving your online review strategy and filming patient testimonials. As you build brand trust, consider creating blog or social media content to reach even more customers with your expert knowledge.
Once you perfect your online reputation, ensure your customer experience continues to exceed expectations with these top customer appreciation ideas.
The information above is provided for educational and informational purposes only. It is not intended to be a substitute for professional advice and may not be suitable for your circumstances. Unless stated otherwise, references to third-party links, services, or products do not constitute endorsement by Yelp.