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Ep.89: YouTube Marketing for Plastic Surgeons

Beauty and the Biz – YouTube Marketing for Plastic Surgeons

Learn the ins and outs of what to do and how to do it to increase your scope of exposure to potential patients and potential profits!

Catherine explains her best, rock-solid marketing for plastic surgeons tips to better market you and your practice to the right potential patients.

Focus your efforts and get the word out!

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Transcript:

 

Hello, and welcome to Beauty and the Biz where we talk about the business and marketing side of plastic surgery.

I’m your host, Catherine Maley author of Your aesthetic practice – What your patients are saying, and consultant to plastic surgeons to get them more patients and profits.

Now, the following is a presentation I created called YouTube marketing for plastic surgeons. Now YouTube is the place to be. So, listen in, as I give you lots of tips and strategies to turn your YouTube videos into magnets for patients who want your services enjoy, and I’ll be back at the end.

YouTube marketing is an extremely effective type of content creation, marketing for plastic surgeons, 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 patients.

So, YouTube videos help a lot. Their popularity has grown so quickly that plastic surgery practices should really figure out how to use it. So why YouTube videos, it’s simple to attract new cosmetic patients online. You need to go where they go. YouTube has over 2 billion, monthly active users, and they’re the world’s second largest search.

Video can inform entertain and captivate. It can do all three of those things at the same time and it can also do them exclusively. They also do a great job of building awareness and are extremely engaging since the majority of your audience would prefer watching videos over. Um, 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 have YouTube videos, also build your brand in today’s world of authenticity and transparency and transparency. Your perspective 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 second. That’s a great start, but you also have to be seen as a hero human being. Maybe that’s a great boss, a devoted family man, a fitness boss, a dog lover, philanthropist weekend pastries, or some other hobby. Your patients will be interested in knowing about you.

Now, if you’re not on YouTube yet, I highly recommend. And then you use the following strategies to build your presence on this. Do an introductory PR video. Now this video uses visuals and audio to depict the essence of who you are and what you stand for. Have a videographer and a, or a film editor videotape you in your office, working with your staff meeting with patients and so on.

Then the footage is edited to create a branded video of it. You can do public speaking videos as well. 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 elevate your status.

As an invited speaker can also videotape your consultations. The next easiest thing for you to do is to videotape your actual consult with patients since you’re most comfortable in that scenario. Now of course, you need to get the patient’s permission. If they don’t want their face shown, you can always film them from behind.

So only the back of their head shows. And it’s more focused 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, even though you may believe patients already know the answers to FAQ’s because they’ve done so much research online, they haven’t heard those answers from you.

Do short videos answering FAQs about each procedure you perform and then topics of interest such as anesthesia, pain, downtime, cost, or affordability. Number of these procedures performed incisions and any objections that normally come up and keep in mind, you have plenty of built-in content, just videotaping the date in the life of a plastic.

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 beyond the lookout for patients who are comfortable in front of the camera and have a big following on social media, ask for their consent and then have your staff grab the iPad and capture them.

Talking about their experience with you. Now, when you’re explaining how surgical procedures are performed. It helps to use visuals. So, you have a choice of using animation or actual video footage of a surgical procedure. So, which is better. The answer is use both. Some prospective patients will be grossed out and not able to watch, however, some of the love it, maybe because there are immune things to the endless amount of Netflix murder mystery.

We’ll hook down those myself. Then there are patient video testimonials. It’s always more effective when prospective cosmetic surgical patients here are patient stories straight from the patient you’ve already had done work on. You can ask the patient questions or you can have them add live. Um, but just be sure the patient’s covered these points.

The pain, they were in emotionally, why they chose Dr. X, because that’s why you will choose him the process, like how comfortable it was. And the staff was caring and how much they love their result and how great they feel now, the transformation that they went through. So, here’s another. You want the patient testimonials who have the biggest followings on social media, that way they’ll share on their social media platforms.

And you’ll get a lot more exposure to new prospective patients. So, what do you wear? What you wear? Depends on the content you’re covering. Now, if you’re talking about a surgical procedure where your white lab coat for credibility and authority, then dress more casually if you’re just covering other yeah.

Once you make videos, you can use them 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 they’re encouraged to call and visit you for additional procedures.

Use them in social media posts, as well as Facebook, LinkedIn, and Instagram ads. You can do ads. You can, um, as will help you gain name recognition and spread your word and run the videos on an iPad or that flat screen TV monitor in your exam rooms. So, your prospective patients can watch while waiting for you.

Not only will they become educated on your video procedures that could make them more comfortable agreeing to do their own video consultation video. So, what about advertising on YouTube? Well, in my opinion, the biggest reason to advertise on YouTube is to get your videos in front of as many prospective cosmetic surgery patients who are interested in looking for a plastic surgeon, you know, that because they’re searching for videos about plastic surgery.

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 perspective, 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 they’re based on the competition for keywords, the demographics and the audience. So, you’re not sure what to do, Google it types in YouTube advertising and all the step-by-step guidance is waiting for you for free. So, the bottom line is YouTube. Video marketing is here to stay.

Make it one more component to your overall content marketing machine to attract new cosmetic patients. Now, the good news is you do not need to be a trained actor to become a YouTube success. Actually, it’d 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’re more comfortable moving forward. That’s why they’re researching first about the procedure and then the provider video brings you to life. So, use it to your advantage. And if you’re looking for more patient attraction strategy, Get my free guide called plastic surgery marketing. What’s working now at my website, CatherineMaley.com.

So, I’m back. Was that helpful to you? Did I motivate you to start making videos? I sure hope so. And I have to remind you that it’s easier than you think when you get out of your own way. You do not need to be an actor. You just need to be you cosmetic patients want to get to know you. So, relax, be yourself and have fun with this marketing channel.

Okay. That’s it for this week’s beauty and the bins. If you haven’t done. So, would you please do me a favor and subscribe and leave me a review? I feel so compelled. And then if you’ve got any questions or feedback, feel free to leave me a message on my website at CatherineMaley.com or you can certainly DM me at Instagram @catherinemaleymba.

Thanks so much. And we’ll talk again soon.

Picture of 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

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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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