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Ep.77: Marketing Plastic Surgery Procedures

Marketing Plastic Surgery Procedures

Plastic surgeons, as well as other specialties and corporations, want to capitalize on the growing demand for cosmetic rejuvenation.

Marketing cosmetic surgery effectively takes strategy. Learn the ins and outs of how to easily make your practice the best choice in the eyes of prospective patients.

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Marketing Plastic Surgery Procedures

Plastic Surgery is a lucrative business that makes it difficult when marketing your services.

Plastic surgeons, as well as other specialties and corporations, want to capitalize on the growing demand for cosmetic rejuvenation.

This means patients have more choices now than ever before so marketing cosmetic surgery effectively takes strategy.

But you have to know no marketing method works all the time or every time.

People change, the media changes, tastes change so marketing for plastic surgery procedures needs to be strategic.

Different long- and short-term messages and marketing channels must be tried and tested until you get the results you’re looking for.

So Here are pointers to do smart marketing so you spend less and get a better result:

Define Your “Preferred Plastic Surgery Patient” First

When marketing through mass media channels, you are talking to everybody and nobody.  You’ve probably heard the saying, “You can’t be everything to everybody.”

All plastic surgery patients are not created equal.

You have to consider different generations’ ages, ethnicities, genders, social-economics and consumer trends.

Target marketing is necessary, so you focus in order to save money and get a good result.

Cater to the group you consider your preferred cosmetic surgery patients, whether it be a particular age group or procedure.

Learn the demographics and needs of that group. And, be where they are on the Internet,
the news sources they follow, the blogs they read and so on.

This is important because only a certain percentage of the population will invest in cosmetic enhancement so they must self-identify they are interested in your services by clicking on your blog, podcast, ad, banner, article, before/after photos, reviews and directories.

By marketing plastic surgery to the right niche market, you’ll be more profitable. You won’t waste your effort, time or money by throwing out your message to consumers who have no interest in your services

And here’s a good tip: Marketing should Start with Your Current Patients

While you’re waiting for your mass media marketing strategies to take hold, implement some “fast-acting” marketing projects that give you revenues now.

Start with your current cosmetic surgery patient base. They already know, like and trust you. That means they’re much more apt to respond to your marketing efforts and bring you new patients.

Your current patients are also your lowest-hanging fruit since a patient who wants to look good today, will want that again and again, so keep in touch.

Use these marketing mix strategies to cross-promote comparable procedures and treatments and encourage patient referrals:

Facebook Advertising

Use your current patient email list in your Facebook audiences when setting up a Facebook ad campaign.

This way, your current cosmetic patients will see you in their Facebook stream. That alone may compel them to reach out to you or, at least, like and share your posts and ads with their friends on Facebook.

You also want to add your own patient list as a “look-a-like” audience in your ad campaign.

Facebook will analyze your patient list to send your ad to others that mirror the similarities of your current patients.

Social Media Booth

Set up a corner of your office as your social media booth.

Order a customized back drop stand with your logo and Website on it so all photos and videos show your contact information in the background.

Now every visiting patient can sing your praises to their social media friends by taking photos with you and your staff.

You can also interview them about their experience with you and then forward the video to them so they can upload it to THEIR social platforms and you can do the same on your social platforms.

Patient Email Marketing

Email marketing still wins, hands down, over social media when it comes to reach, interaction and results.

Because unlike social media, you have more time and space to get your message across.

It is still, by far, the fastest, cheapest and most effective way to stay in touch with your patients.

Make your practice emails eye-catching, fun, informative and always include special offers with a tight expiration date so patients respond now.

I highly recommend you email twice a month, so you stay “top of mind” to your patients, but don’t overwhelm them and allow them to easily opt-opt.

Social media Posts

Repurpose your email design into social posts for Facebook, Instagram and any other social platform you use to grow your audience.

There’s no need to start over from scratch. Use the same graphics and copy from your email so no matter how patients and their friends see you, they will see consistency and repetition in your branding and messaging.

And, if you’re getting likes on your post, boost it with $10 to get it in front of other prospective cosmetic patients.

Word-of-mouth Referral Program

Offer an easy way for your patients to refer their friends and family.

If you need help with that, check out It’s my own platform that works like a charm.

The best referrals will always come from satisfied cosmetic patients who were treated well and who got a great result.

But here’s the secret….When they do refer someone to you, thank them and show your appreciation for their support.

Because when you make someone feel appreciated, they want to help you even more.

And lastly, you want to Track Results When Marketing

Make sure your staff asks every new patient how they heard about you.

There’s plenty of technology to help you do this. You can code your ads, use a special telephone line or have cosmetic patients present a message for the special offer you mentioned in your patient emails, social posts and ads.

Regularly pull reports to determine where your marketing results are coming from because that’s where you want to invest your marketing budget.

Don’t guess. Take the emotion and anecdotes out of it and look at the numbers since they are facts – not fiction.

So the point is, when marketing plastic surgery procedures, it takes different messages, different formats and consistency and a ton of repetition to connect with your current patients as well as your new preferred cosmetic  patients so you catch them when they are ready for cosmetic rejuvenation.

Because if they aren’t ready for your services today, they will be three, six, nine months from now and you want to be there.

If you could use some help with this, let’s talk.

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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