In this article, we discuss 12 tips to grow your plastic surgery practice through email, social media, and Google.
At Sagapixel, we’ve been recognized by Semrush as one of the top healthcare digital marketing firms in the United States. We’ve also seen and learned a lot in 8+ years of doing marketing for plastic surgeons.
In this article, we’re going to share with you a few plastic surgery marketing tips that you have probably not heard before, and possibly give you a few new perspectives on ones that you have heard.
If you’d like to learn more about marketing tips to fill your plastic surgery practice’s calendar, schedule a call with Sagapixel today. We also have a full video playlist on plastic surgery marketing.
1. Start Using SMS and Email Sequences
To start off, when someone books a consultation, they should get an automated email introducing you and your plastic surgery practice.
Once that person has come in for the consultation, there should be another email and SMS sequence that they receive. For example, a hair transplant consult that seems to be primarily concerned with how long the procedure will take to recover from can get an email sequence afterward that gives them that information—covering topics like recovery time, postoperative care, and other content that puts you back in front of them with information they’re actually interested in.
At the same time, someone more interested in results can be entered into an email sequence showcasing some of the great before-and-afters that you have.
All in all, this needs to be automated and should integrate with your regular content strategy. The same content that you’re pushing out on Instagram and YouTube should also be going into these emails.
2. Invest in Some Lighting to Get Amazing Before-and-Afters
As we look at all these different before-and-afters, I’m sure you agree that some do a much better job of showcasing a plastic surgeon’s work than others.
Just look at the difference between these before-and-afters. A good lighting setup and a high-quality camera will do a much better job of showcasing your talent.
3. Focus Your Entire Content Strategy on Video
A common SEO strategy is to write blogs—but who actually reads blogs? Honestly, even if people do, they skim them at best, and they don’t say much about your practice.
All of your SEO blog content should be video-first, uploaded to YouTube, turned into articles on your website, repurposed into your email sequences, and also pushed out on your Instagram account.
If you’d like assistance with getting this done, this is what we’ve been doing for all our plastic surgeons. Make sure you book a time to talk.
4. Start Doing Location Pages
If you’re a plastic surgeon in Tampa who specializes in tummy tucks, people will drive from Sarasota, Clearwater, and St. Petersburg to get a tummy tuck. But getting one page to rank for all of those different cities is a tall order.
This is where location pages come in. A location page strategy involves building different pages on your website to target the various cities within your service area.
It can be a great way to get your plastic surgery practice ranking in organic search across the entire area from which a patient is willing to travel to see you.
5. It’s Time to Test Google Ads
In the years we’ve been in business, we’ve had just one Google Ads campaign that didn’t drive a profitable cost-per-lead. And that was probably in the most competitive market in Europe.
This month, we had a liposuction campaign drive $40 leads. We’ve driven $60 rhinoplasty leads. Across the country, we regularly drive $80 liposuction and BBL leads.
As long as you have a dialed-in system for nurturing these leads, you’re going to fill your calendar. So even if you’re not using us, use Google Ads and figure them out.
6. Establish Differentiation in Your Messaging
No one can be everything to everyone. There’s a reason why your patients pick you over someone else—figure that out and communicate it very clearly in your:
- Website messaging
- Video content
- Social media
Make sure you’re working with an SEO company that can balance both messaging and keyword targeting—trust me, it can be done.
7. Test Local Service Ads
For certain searches, you’ll notice that above the ads and above the map results, you’ll see Google Screened ads—these are Local Service Ads.
Unlike traditional pay-per-click (PPC) ads, these are pay-per-lead ads—which means that unless someone picks up the phone and calls your office, you don’t pay anything.
They haven’t had tremendous adoption yet as of the writing of this article, and the cost-per-lead is still extremely affordable.
8. Use Instagram to Cross-Sell Past Patients
You should be producing content that educates past patients about other treatments you offer.
For example, if someone came in for microneedling, this may be an opportunity to start educating them about a neck lift.
Or, it could be about simply humanizing your practice—introducing your staff, sharing behind-the-scenes content, and allowing patients to get to know you better as a physician.
Instagram is a powerful tool for re-engaging past patients and getting them back in the door—especially for non-invasive treatments, injectables, and the Med Spa side of your clinic if you have one.
9. Set Up Online Booking
A lot of people just want to book an appointment without talking to anyone. Your staff also takes breaks or may be unavailable to answer calls immediately.
If you charge for consultations, online booking can be a great way to collect payment before they even come in the door.
Even if your staff has to cancel some appointments after following up, it’s still worth it. Please consider adding online booking.
10. Take Your Reviews More Seriously
You should be talking to every patient about leaving reviews.
If they’re not comfortable leaving a review on your Google Business Profile, suggest RealSelf, which allows anonymous reviews.
RealSelf also provides a review widget for your website—something Google Business Profile does not offer.
11. Start Tracking Your Lead Sources
Your practice management software should allow you to track where your leads are coming from, whether it’s:
- Google Ads
- Organic search
- Social media
You should also monitor multi-touch attribution. For example, if a patient first found you on Google Search, then later clicked on an ad, and then checked out your Instagram before booking.
Tracking this will help you make better decisions on where to allocate your marketing budget.
12. Test Facebook Ads
Facebook ads work extremely well for:
- Medical weight loss
- Liposuction
- New devices entering the market
If you’re a plastic surgeon or Med Spa in a specific market, acquiring a new device, Facebook Ads may be a highly effective way to generate interest.
Make sure to test whether there’s a treatment or service you offer that can be successfully advertised on Facebook.
Start Growing Your Plastic Surgery Practice Today
If you want to consistently attract new patients, increase bookings, and grow your practice, these strategies will put you ahead of the competition. At Sagapixel, we help plastic surgeons implement high-converting digital marketing campaigns that drive real results.
Schedule a call with Sagapixel today to improve your plastic surgery marketing. Plus, check out our full video playlist on plastic surgery marketing.
