BLOG

Schedule a Free 30-Minute Strategy Call
YouTube Marketing for Plastic Surgeons

Share This Post

YouTube Marketing for Plastic Surgeons

YouTube marketing is an extremely effective type of content creation marketing.

That’s because consumers are watching videos more than ever. The rise of video was inevitable. But it’s grown in popularity so quickly that plastic surgery practices should figure out how to use it to grow.

Video can inform, entertain, and captivate. It can do all 3 of those things at the same time, and it can also do them exclusively. There are really no limits to what video can provide.

YouTube videos also do a great job at building awareness and are extremely engaging
since a majority of your audience would prefer videos over reading.

Why YouTube Videos? 

It’s simple. To attract new cosmetic patients online, you need to go where they go to grab their attention.

These stats should get you excited about using YouTube:

  • YouTube has over two billion monthly active users. (YouTube)
  • YouTube is the world’s second-largest search engine. (Search Engine Journal)
  • 51% of YouTube users visit the site daily. (Pew Research Center)
  • YouTube reaches 89% of US households with over $100,000 in annual income. (Statista)

Another important fact is google owns YouTube. That means it greatly increases your chances of getting better search rankings when you have more video content than your competitors who don’t.

In fact, while there is no one place to go for attention, YouTube is a really good bet since it’s the 2nd largest search engine next to google.

YouTube Videos Build Your Brand

In today’s world of authenticity and transparency, your prospective patients want to know you as a skilled surgeon AND as a real person. That’s what builds your brand.

You can no longer hide behind a surgical mask and only be the surgeon. That’s a great start but you also need to be seen as a human being.

Maybe that’s a great boss, a devoted family man, a fitness buff, dog lover, philanthropist, weekend pastry chef, or some other hobby your patients will be interested in knowing about you.

And, you know to attract new cosmetic patients to your practice, you have to first get their attention.

That is no simple feat since you and everyone else is vying for the attention of today’s cosmetic patient.

YouTube Tips

So, if you are not on YouTube yet, I highly recommend you use the following strategies to build your presence on this channel:

Introductory PR Video

This video uses visuals and audio (Music – Audiojungle.net (by feelings) to depict the essence of who you are and what you stand for.

Have a videographer/film editor videotape you in your office, working with your staff, meeting with patients, etc.

Then the footage is edited to create a branded video of you. Here is a great example of an excellent PR introductory video introducing this surgeon to the world:

Plastic Surgeon PR Into YouTube Video

Public Speaking Videos

The easiest way to get started on YouTube is to upload any videos of talks you have given at medical conferences, at patient events in your office or in your community.

This portrays you as the expert and elevates your status as an invited speaker.

YouTube Videos of Public Speaking - Steven Pearlman, MD

Videotape Patient Consultations

The next easiest thing for you to do is to videotape your actual consultations with prospective patients since you are most comfortable in that scenario.Patient Consultation Videos

Of course, you need to get your patients’ permission. If they don’t want their face shows, you can always film them from behind so only the back of their head shows and the focus is more on you.

Be yourself and use props such as computer imaging, animation or sketch to help you explain to the prospective patients your recommendations as well as the results they can expect.

Now be sure to answer typical questions and objections such as anesthesia used, pain, downtime and incisions.

FAQ Videos

Even though you may believe patients already know the answers to plastic surgery questions because they have done so much research online, they haven’t heard these answers from you directly.

Do short videos answering FAQs about each procedure you perform and topics of interest such as:FAQ Videos

  • Anesthesia
  • Pain
  • Downtime
  • Cost/affordable
  • # of procedures performed
  • Incisions
  • Objections

Video Content

But what do you videotape? Where’s the content going to come from?

You have plenty of built-in content just videotaping the “Day in the Life of a Plastic Surgeon”.

No day is the same. You have an endless stream of visiting patients, all with their own story to tell and that gives you fresh content.

Be on the lookout for patients who are comfortable in front of the camera, ask for their consent and then have your staff grab the ipad and capture their experience. Here’s a great example of social proof/influencer marketing:

Social Proof Influencer Marketing

Animation vs. Gory Videos

It helps to explain what you do in visuals so you have a choice of using animation or actual video footage of a surgical procedure.

Which is better? The answer is use both. Some prospective patients will be grossed out and not able to watch. However, some will love it (maybe because they are immune thanks to the endless amount of Netflix murder stories).

Animation Explainer vs. Live Video

Patient Video Testimonials

It’s always more effective when prospective cosmetic surgery patients hear a patient’s story straight from the patient.

You can ask the patient questions, or you can have her ad lib but be sure your patients cover these points:

  • The pain they were in emotionally
  • Why they chose Dr. X (because that’s why you will choose him)
  • The process (comfortable, staff was caring, etc.)
  • How much they love their result
  • How they feel now (transformation)

You can also turn it into a slick, professional video like this one:

Patient Video Testimonial

Here’s another tip:  You want the patient testimonials who have the biggest followings on social media. That way, they will share on THEIR social media platforms and you’ll get a lot more exposure to prospective patients.

What Do You Wear in YouTube Videos?

What you wear depends on the content you’re covering.

If you’re talking about a surgical procedure, wear your white lab coat for credibility and authority. Then, dress more casual if you are covering other tops.

What to wear in Youtube videos

Promote Your YouTube Videos

Once you make a YouTube Video, you can use it for all sorts of promotional efforts such as:

  • Upload your videos to your Website and to specific web pages that make the most sense;
  • Send an email blast, with a link to your videos, to your patient database so they watch it and are encouraged to call and visit you for additional procedures;
  • Use it in social media posts as well as Facebook, LinkedIn and Instagram ads to gain name recognition and spread your word; and
  • Run the videos on an ipad or flat screen TV monitor in your exam rooms your prospective patients can watch while waiting for you. Not only will they become educated on your various procedures, that could make them more comfortable agreeing to do their own video consultation with you.

 Advertising on YouTube

In my opinion, the biggest reason to advertise on YouTube is to get your videos in front of prospective cosmetic surgery patients who are interested and looking for a plastic surgeon.

You know that because they are searching for videos on a particular procedure.

And, because it’s so much more eye-catching and visual than a pay per click ad, it’s more likely to get clicked on by new prospective patients who will now know who you are, like what they see and call you to learn more.

By the way, I don’t see many plastic surgeons using youtube advertising so it’s well worth testing it since there’s less competition.

Your YouTube ads can cost per view or per click and are based on the competition for key words, the demographics and the audience you target.

It can cost anywhere between .05 – $150 per click; however, it could be well worth it when you consider the profit margins built into your plastic surgery services.

Not sure what to do? Google it! Type in youtube advertising and all the step-by-step guidance is waiting for you for free.

Conclusion

YouTube video marketing is here to stay. Make it one more component to your overall content marketing machine to attract new cosmetic patients.

The good news is you do not need to be a trained actor to become a YouTube success. Actually, it would be so much better if you were just yourself.

The point is prospective cosmetic patients want to know you before they meet you, so they are more comfortable moving forward.

That’s why they are searching first about the procedure and then the provider. Video brings you to life so use it to your advantage.

Click here for all the strategies for Plastic Surgery Marketing: What’s Working Now.

 

ORDER MY BOOK

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.

ORDER NOW

TESTIMONIALS

5/5
"Catherine outlined a plan that put key metrics in place, gave us a clear plan to follow throughout the year and trained our staff to increase their conversions by at least 10%. Since engaging with Catherine, I’m happy to report that revenues are up 15% over the last three months - 22% in the last month alone! I highly recommend Catherine’s consulting services to any practice looking for “best practice” additions to their operation."
Robert Sigal, MD
Robert Sigal, MD
"I have finally tapped into the most efficient way to grow my cosmetic practice and that is to “fish in the pond of my own patients”. When patients return to my practice, over 85% will purchase another service, product, or procedure. Not only was it worth over $200,000 in revenues this past year, it also reminds my patients I’m still around so they don’t wander off to my competitors. Catherine’s group has far exceeded our expectations and goals we had set up for them to achieve."
Victor Ferrari, MD
Victor Ferrari, MD
"Our consult conversions were running at 40-50%. Then we attended Catherine’s online training and implemented her strategies. They immediately increased conversion rates to 75-80%."
Anthony Corrado, MD
Anthony Corrado, MD
"I know how to run a profitable practice; however, it was not without major staff issues, inefficiencies and unproductive drama. With Catherine's guidance, I reorganized staff, set up processes for them to carry more of the workload and hold them accountable so I have more time to focus on patient care. The changes we put in place and the staff training to convert more callers and consultations will easily increase my revenues by 15% as well as save us time, money and costly mistakes. "
Evan Sorokin, MD
Evan Sorokin, MD
"Working with Catherine and her team has been very profitable. We’re only half way through the year and I’m up $200K and I’m booked out for the next 2 months even though we typically go into our slow summer months now. Her recent promotion brought in an extra $63,782 with more surgeries scheduled. I never realized how much money was sitting in my patient list but I’m a believer now!"
Robert Langdon, MD
Robert Langdon, MD
"Catherine Maley has one of the best Marketing Minds in the aesthetic industry, bar none. She understands the aesthetic patient and she also understands the challenges and frustrations we face as aesthetic surgeons. You will benefit from Catherine's tools whether you are new in practice or a seasoned professional.Turn to Catherine for guidance - she knows what she's talking about."
Edwin Williams, MD
Edwin Williams, MD
“Catherine’s Cosmetic Patient Marketing Service has been a great addition to our practice-building overall plan. While we still invest in our online presence, we also found immense value in the internal marketing efforts. We especially like that all results are tracked so we know we are getting a great return ... last year it was 1,148% and no staff time was used. That’s a much easier way to grow my cosmetic practice.”
Mark Mason, MD
Mark Mason, MD
"Catherine Maley turned our practice around. We converted more consultations in one week than we did in an entire month. Our practice went from a painful 50% no show rate to a remarkable 85% show rate. Even more impressive was our close ratio - from 35% to 80% and still increasing. We would recommend her to any practice that’s looking to not only increase their profits today, but sustain a healthy flow of income for many years to come. Thanks Catherine!"
Sam Assassa, MD
Sam Assassa, MD
"Catherine found me the best patient care coordinator I could have asked for. She worked out a payment plan that was fair to me and motivating to my coordinator. She also provided training tools to help my coordinator convert better, even though she was already experienced. The results have been phenomenal. So good, in fact, that my income increased 250% and I’m booked out for 3 months. Don’t waste any more time or money doing it yourself. Outsource to someone you trust!"
Andrew Lofman, MD
Andrew Lofman, MD
"Since we’ve been working with Catherine and her team for the past 5 months, we’ve brought in $79K in surgeries and have booked an additional 17 surgical procedures and 20 non-invasive body procedures since then. This does not include the additional new patient referrals and revenues we are seeing from the on-going nurturing of my current patient database."
Verne Weisberg, MD
Verne Weisberg, MD
"I had given my staff the goal to convert at least $35K per week in surgeries AND I gave them the tools to help which was Catherine’s Online Learning Center at More Patients Academy. They watched Catherine’s modules and implemented her strategies and converted $80K! That equaled a 2,550% ROI. Nice!"
Adam Stein, MD
Adam Stein, MD
READ MORE
Catherine Maley

Catherine Maley

Catherine is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on practice building, marketing and the business side of plastic surgery. Get a Free Copy of her popular book, Your Aesthetic Practice: What Your Patients Are Saying View Author Profile.

More To Explore