It should come as no surprise that most businesses are turning to social media and other interactive tools to advance their marketing efforts. In a recent study published in the Aesthetic Surgery Journal (one of the publications by the American Society for Aesthetic Plastic Surgery), it was concluded that Google ranks plastic surgeons who have cultivated a strong social media presence higher than those with fewer followers, regardless of their credentials. While this has been a disconcerting revelation to some, Google’s prioritization of practices who use social media does not have to be a bad thing.
The Attraction to Social Media
Given that patients used to find plastic surgeons primarily through word-of-mouth referrals, it makes sense that doctors with a strong social media presence would be appealing to potential patients as well as Google. When a plastic surgeon has a large and loyal following on social media, it gives them apparent credibility beyond the length of their experience or education. Additionally, many social media platforms rely on visual content, allowing doctors to post photographs of their patients’ results and informative videos. Both of these mediums are quite important for people who are considering cosmetic surgery, and it can help them see what kind of results they can expect. Channels with rating systems or options for patients to leave reviews also boost a doctor’s reputation and give new patients inside accounts of experiences that may be similar to their own aesthetic journey in the future.
The Advantages of Social Media
The best way to compete with other surgeons in the industry who are making their mark with social media is to introduce it into your existing marketing campaign. Having more followers than the competition is not paramount to expertise when it comes to delivering the best cosmetic results, but using the digital tools that are currently trending can help any plastic surgeon:
- Connect and engage with potential patients
- Create personable and relevant content
- Reach a larger audience
- Showcase before-and-after photos
- Display patient testimonials
- Establish a clear brand identity