What is Content Creation Marketing?
Content creation marketing for plastic surgeons is an important strategy to add to your overall marketing plan.
You create and distribute valuable, relevant and consistent content that attracts the right audience. And, the right audience is the one interested in cosmetic rejuvenation. They are looking for information to help them decide which procedure and who should perform it.
Actually, content creation marketing for plastic surgeons is the opposite of mainstream “push” advertising. Advertising pitches and pushes your services onto the masses, while content creation marketing addresses prospective cosmetic patients’ needs so they come to you naturally.
Why is Content Creation Important to Plastic Surgeons?
In a world of relentless information coming at consumers, they only hear what they are interested in at that moment. They seek out that information and come to you when you have the answers they need.
Take the time to create those answers through various platforms and you’ll attract a lot more cosmetic patients. This is important because there are so many advantages and benefits to content creation marketing for plastic surgeons. For example,
Brand Awareness gets you found by the right audience who wants your services.
Building Trust makes you the expert patients feel comfortable with.
Audience Engagement encourages interaction with prospective cosmetic patients.
Lead Generation identifies those who want your services.
Builds Loyalty by developing fans of future cosmetic patients and helps you retain your current patients.
Increases Profitability since your audience is compelled to take action and,
Decreases Advertising Costs since content marketing is free, or cheaper than standard advertising.
Examples of Good Content Creation
Content creation marketing for plastic surgeons works well for surgeons since you have built-in content just by being a plastic surgeon. You have plenty of patient content, as well as practice content.
Think about it…. Plastic surgeons have limitless patient content that includes:
- Prospective patients visiting your office for consultations.
- Pre-surgical patients excited and nervous about their upcoming surgery.
- Surgical patients recuperating.
- Post-op surgical patients returning for 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 to create and distribute online!
But there’s so much more … Plastic surgeons also have limitless practice content such as:
- Frequently-asked-questions (FAQs) for each procedure.
- New treatments and procedures.
- Interesting things happening in the practice (renovating, etc.)
- Staff stories, birthdays, anniversaries.
- Personal stories about family and hobbies and so on.
How to Create Content
It takes a team to create content. Start with someone experienced at video editing so they capture the “Day in the Life of a Plastic Surgeon”. They are responsible for filming you throughout the day. That includes you conducting patient consultations, meeting with post-op patients, performing surgery.
This person needs to be on the lookout for content happening all day in the office. For example, staff performing non-surgical treatments and introducing skincare. You meeting with your team and celebrating your successes. You have endless opportunities for creating content from your unique practice.
Content Creation Marketing Machine and Distribution
Prospective cosmetic patients are scattered all over the Internet so you need to be seen where they are.
The secret to content creation marketing for plastic surgeons is to create great content that is repurposed for different platforms.
Determine which platforms prospective patients use the most. Now, develop a systematic plan to regularly upload content to those platforms.
For example, staff take photos and videotapes live patient consultations with you in your office. That’s because most plastic surgeons are most comfortable and relaxed in that situation.
Video – upload to YouTube, Vimeo, IGTV, Facebook Watch
Transcribe – produce articles, blog posts, press releases, realself Q&A
Photos – upload to facebook, Instagram, pinterest, snapchat
Record – use the audio to start a podcast and upload to top podcast platforms
Do you see how one piece of content becomes up to 20 pieces when you “slice and dice” and repurpose it or different audiences or different platforms.
Content Creation Marketing Warning
But I warn you…this takes a commitment. This is not a one-time event.
Content creation marketing for plastic surgeons requires ongoing, interesting content that regularly posts to your platforms.
This takes time and effort to create content. However, it’s a great way to attract new cosmetic patients to you without expensive advertising.