Like most people, you spend some time looking on social media platforms every day. You see brands interacting with customers who love what they’re posting.
But your social profiles aren’t getting the same love. And the little engagement you do get isn’t translating to more patients.
Is it time to throw in the towel? Or rethink how you’re using social media?
Here’s why social media is vital for plastic surgeons and 11 social media tips for plastic surgeons you can apply now to transform your online presence.
Why is being on social media valuable for Plastic Surgeons?
Any one person may have a handful of surgeries in their lifetime—each with a different surgical specialty. They may have no way of knowing who the good surgeons in town are from their small circle of friends.
But choosing the right surgeon matters.
A lot!
Reputation is everything in your field.
You’re well aware of the horror stories when people choose wrong, try to save money, and end up botched.
So, how do people choose a surgeon when no one in their circle can make a recommendation? They turn to social media.
Social media has become an expanded “friend recommendation” network for people. It allows them to hear the experiences of a larger pool of strangers.
Patients increasingly turn to social media when looking for a plastic surgeon like you. They also leave your site to check you on social media before scheduling a consult.
They trust the recommendations they find there.
This is true across demographics. 75% of people use social media to make buying decisions. That’s most people!
Like Google, future patients and existing alike will search for you here. To them, it’s not just “nice” to see you active on social media. They expect to see you here!
And if you aren’t, they wonder why not.
Bottom line: Social media is a vital part of your online brand. It directly influences how people see you. It builds trust with strangers and creates a loyal following you can grow to expand your clientele.
You need to build your social media brand.
And it doesn’t have to be complicated.
Let’s break down some specific ways to apply social media tips for plastic surgeons to build a presence that influences scheduling decisions.
Social Media Tips for Plastic Surgeons
1. Post consistently.
Posting consistently doesn’t mean you have to post constantly. Each platform is a little different, and quality beats sheer quantity.
Consistency is about establishing a content schedule. Save time by creating several pieces of content in advance and automating distribution.
2. Be visual.
People consume social media with their eyes. So, every post needs a visual to get attention and hold it.
Remember: you don’t have a captive audience—especially starting out.
Instead, your audience is scrolling through a feed. Give them a reason to slow their scroll and take a closer look.
On most platforms, you’ll need a mix of inspiring images, videos, and large text images. Some platforms, like TikTok, combine these into one video post.
3. Understand the differences in platforms
Each platform is different. Some audiences skew younger or older.
You’re more likely to reach older Millennials and Gen X on Facebook, while Gen Z spends their time on TikTok.
How people use the platforms is also different.
TikTok is exclusively video—but not just any video. Tapping into this audience requires you to understand TikTok trends like video overlays, text overlays, themes, and trending music.
Share frequency is another variant.
If you’re on Instagram or X, the ideal post frequency is 2-3 a day. On Facebook, once a day will suffice. On TikTok, 3-5 times a week is enough.
This comes down to how the algorithms deliver content to users. You must know and play by the platform’s rules to get seen.
4. Educate your community
It’s human nature. People have an inherent desire to learn about things that interest them. So, educational content is a great way to attract and engage your audience.
People don’t just decide one day to have plastic surgery. They’ve gone through a journey to get to this point. So, think beyond simply explaining procedures. Answer the real questions potential patients have that lead them to a plastic surgery decision:
- What causes specific body issues?
- How to treat … (naturally)?
- How to prevent…?
- Best exercises after baby?
- What are the most popular procedures this year?
- Did Celebrity ? have a nose job?
Yes. We said “nose job” and not “rhinoplasty”. It’s essential to use the terms your audience uses on social media.
At the same time, don’t talk down to your audience. Does your audience say “boob job”, ” breast implants,” or “breast enhancement”?
Get to know your audience. Listen to the words they use. You’ll reach more people like them if you speak their language.
5. Be authentic.
While it is essential to use the terms your audience does, people also want to see the authentic you.
Find that balance and develop a voice that feels right for your brand.
So, what does authenticity on social media look like? For starters…
- Find your voice and use it consistently
- If you make a mistake, own it.
- Avoid clickbait headlines. These promise one thing but give something else.
- Be honest.
- Find ways to show the interworking of your practice.
- Avoid excessive calls to action.
- Avoid shameless self-promotion.
- Celebrate the successes of others.
6. Respond to comments and questions
Above all, social media is a “social experience”. Your audience will tolerate a little self-promotion only if you’re here to engage socially.
One of the top social media tips for plastic surgeons we can offer is to “encourage this behavior” to get more of it.
This is reputation fuel! You can go places when your community wants to talk with you.
Track comments, mentions, and questions. Respond to them at least within 24 hours.
What’s more, you’re gathering priceless audience data.
Take this opportunity to learn what your community wants to know. And use that data to create more posts and videos around these topics.
Rinse and repeat to increase engagement over time.
7. Get testimonials.
People need proof.
Not only are they dropping $20,000 or $100,000 on one procedure. This is their body. They expect that plastic surgery will improve their appearance and their life.
Videos are the most powerful here. Encourage patients to share their stories. Get their written consent to share across platforms.
8. Interview patients on video.
Go a step further by interviewing a patient. Ask them why they wanted the procedure, how it’s changed their life, why they chose you, etc.
This more guided approach to a “testimonial” allows you to break the video into bite-size pieces to promote specific topics on social media—organically and in paid social media.
9. Host a live Q&A
Live events allow you to interact with people in real-time. They make you feel approachable while answering your audience’s pressing questions.
You can also record live events and break them up into smaller segments. This becomes a mound of high-value content to share over a period.
10. Comply with HIPAA.
You may be feeling a little hesitant with some of these suggestions. HIPAA is serious business. And you can’t afford to make mistakes. Know that social media and HIPAA aren’t at odds. You can share real patient stories with written consent.
According to §164.508 of HIPAA privacy law, any written authorization to share private health information must include:
- A thorough description of what you’ll be sharing and how it will be used (organic posts, testimonials, an ad campaign, etc.)
- A thorough description of the purpose of sharing
- A person has the right to retract their consent.
- An expiration date on that consent
11. Set social media goals and track them.
You can spend all day on social media—call it work—and have nothing to show for it.
Like any marketing effort, getting results on social media requires strategy, planning, and execution.
And it all starts with choosing goals to track.
Depending on your social media strategy, you may center goals around one or more of these:
- Brand awareness (net followers, mentions, impressions)
- Engagement (Likes, comments, shares, social media page reviews)
- Website Traffic
- Consults scheduled
- Leads generated
- Revenue growth
You can track and measure how your social media efforts impact these goals. So, you never have to question the value of social media for your practice.
Not only that. But through analytics, you learn what works best with your audience. As you do more of it, you increase your return on time investment and grow a high-value audience.
That’s the power of business intelligence.
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