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Ep.107: Creating Content to Attract New Patients

Beauty and the Biz

How and why you need to create meaningful social media content that connects with current and prospective patients. Reap a larger market share than the competition while instilling confidence in your marketing demographic. It’s easier than you think to become a social media sensation and increase conversion rates and revenue!

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Creating Content to Attract New Patients


In this episode, we’re talking about creating content to Attract New Patients because in a world of relentless information coming at the consumer, they can only hear what they are interested in at that moment.

They seek out that information and come to you, instead of your competitors, when you have the answers they’re looking for to help them make a decision.

That’s where content creation comes in. It’s NOT about your brand or services. It’s about your audience and what THEY care about.

BTW, I built my own business of more than 20 years on content marketing. It just made sense to me to educate my audience on the business and marketing side of plastic surgery, so when you needed guidance to grow your own practice, you turn to me.

So, how can you create content that is interesting to your audience?

Here’s my biggest pearl to keep the content flowing….

Hire someone who is adept at video editing and social media and have them capture you in the “Day in the Life of a Plastic surgeon.”

Think about it, you are a walking/talking content machine with unlimited PATIENT content:

You meet with prospective patients who each have their own story.

You explain each procedure in layman’s terms.

You answer their questions about anesthesia, downtime and pain.

You show them expected results using technology, drawings or photos.

You meet with them before surgery to reassure them.

You meet with them after surgery to reassure them again.

You see them for their post-op visits to remove bandages and unveil their results and so on.

The point is you don’t have to wrack your brain trying to come up with content – you and your patients are the content.

And, You also have unlimited practice content: for example….

FAQs for each procedure

Introduce new treatments and procedures

Interesting things happening in your practice (new hires, renovating, etc.)

Staff stories, birthdays, anniversaries

Personal stories:  your family, hobbies, etc.

And here’s another huge pearl to content creation….

The secret to content marketing is to create great content that can be repurposed for many platforms, since prospective cosmetic patients are scattered all over the Internet. They use a variety of platforms to get their information so how do you be everywhere?

First, determine which platforms will give you the best audience reach. Then develop a systematic plan to regularly upload content to those platforms.

For example, have your staff take photos and videotape you conducting a live patient consultation since you are most comfortable in this scenario.

Of course, get permission from the prospective patient. And, be yourself and do and say what you normally do and say. The point is for other would-be patients to see you in action being the expert and explaining surgical procedures.

Now you repurpose that video into for a variety of platforms. For example:

  • Video is uploaded to YouTube, Vimeo, IGTV, Facebook Watch
  • Then, Transcribe the video for articles, blog posts, press releases AND RealSelf Q&A
  • Photos are uploaded to Facebook, Instagram, Pinterest, Snapchat
  • And Record it to start a podcast and upload to top podcast platforms

Do you see how just one effort on your part, becomes at least 13 pieces of content spread out throughout the Internet?

But be forewarned. This is not a one-time event.

This is ongoing, consistent, interesting content that is regularly posted.

Yes, it takes time and effort but if you want a steady stream of new cosmetic patients, content marketing is a proven way to get them.

Ok, that wraps up this episode of Beauty and the biz

And please subscribe if you haven’t already and of course I would love a good review.

Also, if you need help with your own marketing plan or have feedback, please leave me a message at my website or DM me on Instagram @catherinemaleymba. Take care.

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​➡️ Robert Singer, MD FACS – Former President, The Aesthetic Society
​➡️ Grant Stevens, MD FACS – Former President, ASAPS
➡️ E. Gaylon McCollough, MD FACS – Former President, AAFPRS, ABFPRS, AACS

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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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