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Ep.74: Social Media Ideas for Plastic Surgeons

Social Media Ideas for Plastic Surgeons: The most influential virtual space available today to help you grow your practice. Learn the ins and outs of this unlimited gateway to current and prospective patients.

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Social Media Ideas for Plastic Surgeon

Social Media has become the most influential virtual space available today to help you grow your practice because that’s where all the eyes went.

it’s no longer optional if you’re looking for new cosmetic patients.

It’s here to stay so you might as well embrace it and make it an important part of your marketing plan, your branding and a gateway to current and prospective patients.

But please note:

Social media is just one part of your marketing plan. You still need to invest in paid advertising and retention.

Social media done right can increase your website traffic, generate leads, portray you as an expert and build relationships by interacting with your audience.

The beauty of social media is that you get to tell your story your way. You are the actor, producer and editor all in one. You control the narrative and create your own image.

That’s powerful, but also daunting so I’ll give you lots of social media ideas you can use right away.

Since you are a business, remember your main objective of social media is to grow your plastic surgery practice. So, your social media posts need a balance of various types of social media posts that are:

•  Educational

•  Informative

•  Interesting

•  Entertaining

•  Compelling

But be forewarned….

Social Media can take a chunk of your and your staff’s time so here are tips to help you be most effective:

Choose the Right Platforms for You

Unless you have a marketing agency doing this for you, you most likely have a staff person handling this and 10 other things so their time is limited.

My advice is to focus on one platform first. Get good traction going and then spread out to more platforms. For example, Instagram is, by far, a favorite for our plastic surgery industry; however, facebook wins hands down for sheer volume and results.

The good news is facebook owns Instagram so when you post on Facebook, it can be set up to automatically post on Instagram and visa versa (check your settings).

And Yes, Tik Tok is the latest craze and you can build an audience early there; however, that takes time and the audience skews very young. That means they want to be entertained so I hope you can dance!

The most serious prospective cosmetic patients looking for a provider care most about your social proof.

They want to see your work. They want to know what kind of results to expect. They want to see your other happy patients enjoying their new look.

A photo really is worth a thousand words so don’t hold back. Show off your great results and watch the comments flow in.

And, better yet, let your patients do it for you! Encourage them to upload their own before/after photos to their own social media platforms so their friends can see how great you are.

And here’s another new trend to complicate things….

85% of consumers find User Generated Content more influential than brand content. That’s the content that is created when your audience comments on your posts.

You see plenty of examples of this on social media when the surgeon asks his audience a question to respond to or shows them a video and now you see a stream of responses.

That’s user-generated content that engages prospective patients to interact with you, you need to determine what inspires your audience to share content and how you can engage patients to create user-generated content.

Examples would be:

–       “Here’s a 38-year old patient who’s had 3 kids and wanted to get her body back.
What do you think?”

–       “If you could improve only one body part, which part would it be?”

–       “I’m going hiking this weekend. What are you doing?”


And Video is Super Popular

Patients prefer video to all other forms of content when learning about new procedures and services.

It’s also a great way to position you as a helpful expert when you answer prospective patients’ most common questions via video.

So, you can start your own YouTube channel and designate an outside videographer or a tech-savvy staff person to capture and post content in video to then be shared throughout your social platforms.

For example, do a tour of your office, interview a patient to describe her own journey and how great she feels now and do educational videos going over FAQs of your most popular procedures.


Patients love Authentic Personality Posts

Prospective cosmetic patients want to know you. Your headshot on your website doesn’t cut it anymore.

They need to see you in action as a surgeon, a speaker, a person, a parent, an athlete and so on.

To keep it simple, select someone in your office to be the “Roving Reporter”. Their job is to follow you around with an iPad or iPhone to capture moments of “A Day in the Life of a Plastic Surgeon.”

You are the content. It’s you preparing for surgery, doing surgery, your post-op visits, consulting with new patients, interacting with staff and so on.

It’s endless content for you since no day is the same and you have an endless stream of patient stories, their journey and their results.

I’ll now go through a list of social media ideas you can create contact with using photos and videos. 


Now this is super important to know and prepare for…

There’s a big challenge when you build your web presence on social media such as  FB, IG, TikTok and the rest of them….the landlord can kick you out and/or raise the rent at any time.

That means you are at the mercy of their rules. That also means they can shut you down for offensive  content and they can force you to “pay to play”.

One way they do that is to “strangle” your list of followers, so they no longer see your posts. So now you have a false sense of comfort thinking you are communicating regularly with your audience, when in reality, less than 10% are seeing you.

These social platforms want you to advertise which would be fine except, if you have been trying to advertise on social media platforms, plastic surgery does not get along well due to the nature of your content.

You are one step away from porn, you are seen as persuading consumers to have medical procedures and you are hurting the consumers’ self-esteem.

That’s why it’s so difficult to get your ads approved.

As a matter of fact, social platforms’ organic reach will be non-existent in the near future. As already mentioned, they only show your posts to about 10% of your audience since they want you to pay for advertising just like you had to with TV, radio and newspapers but do you see the catch 22?

They will force you to advertise YET they won’t approve your ads – crazy!!

So, here’s what you do… collect your own data by adding a link in your bio that goes to a customized landing page for the prospective patient to give you their name, cell and email, as well as ask a question or request a consultation.

I also want to touch on Influencer Marketing since it will continue to be popular; however, consumers are waking up to the fact that most influencers are promoting for the sheer motive of getting paid and that hurts your brand.

Word of mouth has always been and will continue to be a huge patient attraction strategy. When you get patients talking about you on social media, you build brand awareness and credibility, and set yourself up for more patients.

One way to drive social word of mouth is to partner with influencers—people who have a large following on social media and can draw the attention of that following to you. Just google “influencer Marketing platforms” and they will partner you with infuencers.

Of course, it would be great if you could get one of the Bravo housewives to be your influencer but it’s not necessary.

Start by getting to know your current patients to find out what kind of following they have and if they would be willing to spread the word for you.

I actually prefer your own patients to influencers since it’s more authentic and their local followers are more likely to follow through then followers who have to travel cross-country to see you.


There are loads of tools to help you if you decide to do your own social media.  Hootsuite is a popular social media management tool since it allows you to respond and engage without having to log into each of your individual social media accounts but there are many others.

And, if you need help making your graphics eye-catching, Canva is popular because it’s so easy to use and has a huge library of creative deliverables done for you.

Video editing is also becoming a big part of social media to make your content more eye-catching and engaging so I suggest starting with free apps, such as Apple iMovie and OpenShot for PC.


As you can see, there is a lot to social media. But like everything else in life, you get out of it what you put into it.

If you believe social media is an important aspect of your brand and marketing plan, you need to put the time and investments into it.

See you on social media!

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.


Beauty and the Biz is for Plastic Surgeons who know they don’t know everything and are open to discovering the pearls to grow and scale a sellable asset when they’re ready to exit.

Listen in as Catherine interviews surgeons who talk about the business and marketing side of plastic surgery and listen to Catherine’s pearls from consulting with plastic surgeons since Year 2000.



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