Content Creation Marketing

by Catherine Maley, MBA



Content creation marketing is one of the plastic surgery marketing strategies that’s working now. You create and distribute valuable, relevant and consistent content that attracts the right audience who is interested in cosmetic rejuvenation with the intent to drive them to you for your services.

Actually, it’s the opposite of mainstream advertising. Instead of “pitching” your services to the masses and telling them what you offer and how wonderful you are, you instead focus on addressing prospective cosmetic patients’ needs.

Why is Content Creation Important to Plastic Surgeons?

In a world of relentless information coming at the consumer, they can only hear what they are interested in at that moment. They seek out that information and come to you, instead of your competitors, when you have the answers they need.



There are many reasons to create good content such as:

  • Brand Awareness: Gets you found by the right audience who could want your services
  • Builds Trust: Makes you the expert patients trust
  • Audience Engagement: Encourages interaction with prospective cosmetic patients
  • Lead Generation: Identifies those who most likely want your services
  • Builds Loyalty: Develop fans of future cosmetic patients and retain your current patients who continue to be interested in your services
  • Increases Profitability: Compels your audience to take action and choose you for their surgery
  • Decreases Advertising Costs: Content marketing is minimal cost or free, or at least cheaper than standard advertising



The beauty (pun intended) is that plastic surgeons have built-in content just by being a plastic surgeon.

Think about it… You have limitless patient content:

  • Prospective patients visiting you for consultations
  • Pre-surgical patients excited and nervous about their upcoming surgery
  • Surgical patients recuperating
  • Post-op surgical patients returning for their follow-up appointments
  • Ecstatic patients fully recovered and loving their results


Each patient has a different story at each phase of their journey. That’s a lot of content!

But there’s so much more… You also have limitless practice content:

  • FAQs for each procedure
  • Introduce new treatments and procedures
  • Interesting things happening in your practice (renovating, etc.)
  • Staff stories, birthdays, anniversaries
  • Personal stories: your family, hobbies, etc.


In order to keep the content flowing, I suggest your next hire be adept at video editing and social media, so they are capturing the “Day in the Life of a Plastic Surgeon.”



The secret to content marketing is to create great content that can be repurposed for many platforms, since prospective cosmetic patients are scattered all over the Internet. They use a variety of platforms to get their information so how do you be everywhere?

First, determine which platforms will give you the best audience reach. Then develop a systematic plan to regularly upload content to those platforms.

For example, have your staff take photos and videotape you conducting a live patient consultation since you are most comfortable in this scenario.

Of course, get permission from the prospective patient. And, be yourself and do and say what you normally do and say. The point is for other would-be patients to see you in action being the expert and explaining surgical procedures.

Now you repurpose that video into for a variety of platforms. For example:

  • Video: upload to YouTube, Vimeo, IGTV, Facebook Watch
  • Transcribe: for articles, blog posts, press releases, realself Q&A
  • Photos: upload to facebook, Instagram, pinterest, snapchat
  • Record: start a podcast and upload to top podcast platforms


Do you see how just one effort on your part, becomes at least 13 pieces of content spread out throughout the Internet?

But be forewarned. This is not a one-time event.

This is ongoing, consistent, interesting content that is regularly posted.

Yes, it takes time and effort but if you want a steady stream of new cosmetic patients, content creation marketing is a proven way to get them.

Catherine Maley, MBA is a cosmetic practice consultant, speaker, trainer, blogger and podcaster. Her popular book, Your Aesthetic Practice/What Your Patients Are Saying is read and studied by plastic surgeons and their staff all over the world. She and her team specialize in growing plastic surgery practices using creative patient attraction, conversion, follow up and retention strategies as well as staff training to turn team members into converting rock stars.

Get her complete guide, “Plastic Surgery Marketing: What’s Working Now” at

Click below to read “Content Creation Marketing” in its original format in Aesthetic Society News, Spring 2021, volume 25, number 2