Selfie-worthy bodies and faces are making plastic surgery and cosmetic surgery more popular! So are smartly run social media profiles featuring your patients, before-and-after photos, tips, and more. If you’d like to build your clientele and reputation, learn how Instagram, Twitter, Snapchat, Facebook, Youtube, and Pinterest can help.

Showcase Your Ideal Cosmetic or Plastic Surgery Client

Are you a reconstructive plastic surgeon? Do clients come to you for perfect breast augmentation and facelifts? Do you help people who have undergone weight loss surgery take the final step toward their healthy weight? Do you specialize in an older demographic that yearns to “glow up?” 

Your specialty doesn’t matter as much as how you portray it on social media. Determine your ideal client and primary service. Then, create posts tailored to these people to hone your branding. By staying consistent with your overall messaging, imagery, and aesthetic, you’ll help customers learn who you are, what you do, and why they should trust you with their image.  

Use Patient Testimonials

Would you trust someone you never met to perform your rhinoplasty? Your patients probably wouldn’t either. That’s where referrals and testimonials come in. After every procedure, ask your clients to fill out a questionnaire. Then use those in your social posts (with a before and after photo if the client consents) to build credibility with your following. If possible, ask clients to post photos and tag you on their social channels, too; user-generated images offer authenticity to clients who haven’t met you yet.
Witty Kitty digital marketing health and wellness testimonial

Depending on the social channel, you can leverage your testimonials and reviews differently. For Facebook, tease the beginning of a testimonial and drive followers to your website to read the rest. If you’ve been featured in a publication, blast that on Twitter and link to the source while tagging the publisher. In general, whenever someone has something amazing to say about you, post about it!

Drive Traffic to Educational Content

What questions do your plastic surgery patients ask you constantly? Turn those into informative blog posts. Then, tease those posts on social media to drive traffic back to your website. Offering followers free advice will help persuade them to come in for a consultation. Plus, creating valuable content will increase your SEO and search rankings too so more patients find you easier online.

Be Unique On Every Social Channel

If all restaurants had the same menu, you’d probably stop going to more than one, right? The same goes for social media; if you post the same thing on every channel, your followers will become bored, disinterested, and unmotivated to explore your larger social presence. While you can recycle post ideas, you should always use unique images and copy for each post, tweet, or pin. Here’s how you can create a unique content strategy for your Pinterest, Snapchat, YouTube, Instagram, Facebook, and Twitter channels:

  • Facebook
    Focus on posting videos and links to news and interesting external content on Facebook (like news and interviews). With Facebook’s drastic algorithm changes over the past year, video does much better than standard posts.
  • Twitter
    Twitter loves it some trending news, original content links to your blogs, and animated GIFs and entertaining designed images.
  • Instagram
    This channel is all about vanity and offering an intimate look into your practice and patient base. Use high-resolution images and videos like before-and-after photos, funny and pertinent quotes, and designed posts. Get in the habit of posting stories weekly (or daily) too. Here are some other tried and true content ideas for your Instagram channel.

  • Snapchat
    Tap into the millennial and Gen Z audience with attention-grabbing images and intriguing conversation-starters.
  • Pinterest
    Your Pinterest audience responds best to infographics and educational DIY guides. Provide tips for better self-care, advice on personal aesthetics, and more.
  • YouTube
    House all of your videos here, start a weekly vlog, or create a monthly roundup of all your procedures. Dr. Pimple Popper just got a show on TV, so clearly there is an audience for surgical procedures—especially when they look better in the end.

Comment, Respond, and Engage

As a cosmetic or plastic surgeon, you can generate serious leads from your social media account—especially on Instagram. Posting isn’t enough to do this. You have to engage with your audience on all social channels too!  Respond to comments, questions, and direct messages throughout the day. Engage with other brands, individuals, and overlapping industries by retweeting, tagging, reposting, messaging, and commenting. The more you engage and participate on social media, the bigger the net you’ll cast to find future clients.

Post High-Quality Images and Videos

Whether you’re posting images, video, or designed posts, everything you publish needs to look professional. If you’re taking your own photos and video (you should!) use a smartphone or camera in your office where the lighting is bright. If you have to source images, do so as infrequently as possible and use these tips.

Always Include Hashtags

Hashtags help patients find you! These are an integral part of your social media strategy and need to be used in every post. Remember that each post should have unique hashtags—no copying and pasting the same group into every post. Also, ensure you use a variety of large and small hashtags. Here’s a guide to help you with your hashtag strategy.

Social media offers plastic surgeons and cosmetic surgeons a big opportunity to attract new clients. If you have any questions, we can help.


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