Everyone wants to look their best—and cosmetic and plastic surgery are more popular than ever with accessible outpatient procedures. To attract new patients and keep existing patients coming back for more, you’ll need to dress to impress with strategic social media for plastic surgeons. If you’d like to build your clientele and reputation, learn how Instagram and other social platforms can help.

Here are our top tips to improve your social media profiles. Our main focus in this article is Instagram, since we have seen it have the best results for the plastic surgeons we work with. But these tricks can also be used on Facebook, Pinterest, Twitter, and anywhere else you want to promote your practice.

Attract Your Ideal Client Through Before-and-after Photos

Is reconstructive surgery your passion? Do clients come to you for masterful breast augmentations and facelifts? Do you help people who have undergone weight loss surgery take the final step toward their healthy new body? Or perhaps you specialize in an older demographic that yearns to “glow up” with a mini facelift or fillers and botox. Your specialty doesn’t matter as long as you showcase your talents through before-and-after photos on social media for plastic surgeons.

Determine your ideal client and primary services. Which procedures do you perform most often? And which are the most profitable? Create before and after posts tailored to your target demographic. Make sure to stay consistent with your overall messaging, imagery, and aesthetics. You’ll help customers learn who you are, what you do, and why they should trust you to improve their confidence and self-image.  After all, an image often speaks louder than a thousand words!

Build Trust with 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.  They can be an invaluable tool on social media for plastic surgeons because they offer real-world insight into why patients should trust you and your work. 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.

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 Website Content

Which questions do your plastic surgery patients frequently ask your staff? Is there aftercare advice that your patients need to know to achieve the best post-surgery outcome? Turn these educational topics into informative blog posts. Then, tease those posts on social media to drive traffic back to your website. Offering followers plenty of free advice will help persuade them to come in for a consultation. Plus, creating valuable content will increase your SEO and search rankings so patients can find you easily online.

One of our favorite ways to tease blog posts on social media and educate followers is through short video clips. Videos greatly increase your likelihood of fostering engagement from followers and are pretty easy to make in your office with the permission of patients. Social media for plastic surgeons doesn’t have to be time-consuming—you can gather all the content you need in a few days each month and schedule it all so you don’t have to remember to post each day.

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 for plastic surgeons; 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
    With Facebook’s drastic algorithm changes over the past year, video performs much better than standard posts. Try to produce your own live videos rather than re-posting content others have created. Also share blog posts from your website. Having great organic content is especially important if you plan to run ads on social media.
  • 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 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 that showcase your weekly and monthly promotions. 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 patients look dramatically 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 influencers by 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. You could hire a photographer to come to your practice to shoot some high-resolution photos of your office space, staff, and patient interactions. These can be used not only on your social media profiles but also to refresh your website!

It’s good to have a mix of professional shots and pictures taken with your smartphone. Most smartphones have impressive cameras and can take professional-looking photos fit for Instagram and other social platforms. You can also invest in a portable ring light and mini lenses that attach to your smartphone for even better photos on-the-fly. And don’t be afraid to use photo editing software. The smoothing tool is your friend when it comes to slefies. The Kardashians didn’t get famous showing off their pores, and neither will you.

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. After all, we specialize in digital marketing for plastic surgeons!

Editor’s Note: This post was previously published in 2019 and has recently been revamped by our team to offer the latest and greatest images, stats, and educational info. Enjoy!