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Instagram Strategies for Plastic Surgeons

Did you know Instagram has over 1 Billion active users?  So, even though you may be resistant to growing an Instagram channel for all sorts of reasons, the reality is that it’s a super powerful platform for attracting new cosmetic patients…..For Free!

Prospective patients love to do their research on Instagram because it helps them assess your skills and the quality of results they can expect when they are deciding on a provider. 

But they are also looking for authenticity and “behind the scenes” content to better understand WHO you are, not just as a surgeon but also as a human being.  

But this takes consistent, creative engagement so patients follow you. They get to know you, they like what they see and then finally engage with you. 

Use the following creative Instagram strategies tailored for plastic surgeons to inspire your own content creation for audience interaction and leads. 

Please note most of these strategies involve video and patient interaction. The surgeons most successful at this see and treat their patients (and staff) as practice-building assets. They are always on the lookout for opportunities to make content with their patients and capture what’s going on in the office:

Behind-the-Scenes Content

Humanize Your Brand: Show behind-the-scenes footage of your practice, staff, and the day-to-day activities. This makes your practice more approachable and trustworthy.

Tip: Get your staff involved and use Instagram Stories and Reels to share real-time content. Your staff can add the humor and the entertainment, while you focus more on the serious clinical side. 

Highlight FAQs

Address Common Concerns: Create posts and story highlights addressing frequently asked questions and objections. This can preemptively answer potential patients’ queries and reduce barriers to booking consultations.

Tip: Use a mix of text, graphics, and video content to keep the information easy to understand and engaging.

Share Patient Testimonials

Build Trust: Sharing patient testimonials builds trust and credibility. Google reviews are still a stop priority and use real patient video testimonials when possible since they are more engaging. Just ask your patients questions to help them articulate their journey.


Tip: Use a variety of testimonials that highlight various procedures and different patient experiences.

User-Generated Content

Encourage Engagement: Share eye-catching, compelling or provocative posts and ask your audience a question. This encourages audience engagement.


Tip: Eye-catching graphics grab attention, like this one. Ask your audience their opinion on this IG influencer and how they define beauty, for example.



Showcase Before-and-After Photos

Highlight Results: Show off your high-quality before-and-after photos of procedures (with patient consent) in a more creative way. This not only shows your skills but also helps prospective patients visualize the results they can expect.

Tip: Use creative ways to show prospective patients results they can expect.

Collaborate with Influencers

Expand Your Reach: Collaborate with influencers and beauty bloggers to reach a broader audience. Get in writing what you expect from them and visa versa.

Tip: Choose collaborators whose followers align with your target demographic for more effective reach and who represent you professionally.

Educate Your Audience Creatively

Consumers are hungry to learn more about cosmetic rejuvenation. Use props and other creative ways to explain what patients can expect from your treatments.



Tip: Highlight any specialized training or unique ways you have to educate the public that sets you apart from other providers.

Inspire Your Audience


Share emotional graphics and captions that motivate and inspire your audience to either be happy with what they have or to do something about it. 


Tip: Adding a simple question such as, “Do you agree”, starts a conversation with your audience that can then become a 2-way conversation that leads to a booked consult.

Track and Analyze Performance

Use Instagram Insights to track the performance of your posts. Analyzing metrics like engagement, reach, and follower growth can help you refine your content strategy.

Tip: Regularly review your analytics to understand what types of content resonate most with your audience. Then do more of that. 

Boost Your Reach to New Patients

When you get an unusual volume of likes, comments and shares on a particular post, that’s telling you that patients like that content. Now that it’s proven to be popular content, put some money behind it to grow the outreach to even more prospective patients on Instagram who don’t know you yet. You can boost it for a small amount and/or pay for an ad with a larger budget.    

By implementing these strategies, you can attract more followers, and convert them into paying patients and you and your staff might even enjoy the process 😉

By the way, I created this guide to give you even more social media ideas so print it out and meet with your staff to brainstorm content ideas. See you on social!


catherine-maley-book- 1


A Complete Guide to Understanding Your Aesthetic Patient and Growing Your Aesthetic Practice. Catherine Maley, MBA went straight to the aesthetic patient to get the answers you need to succeed with your patients.



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