Thomas Jeneby, M.D., a plastic surgeon who practices in San Antonio, Texas, tells The Aesthetic Channel that social media is the cheapest acquisition strategy in his practice.
“At the point of care, I’ll ask how did you hear about me and I’ll get Facebook, word of mouth, radio, online, stuff like that. I don’t do very much traditional media anymore,” says Dr. Jeneby, who presented on the topic in February 2018 at the American Med Spa Association’s AmSpa Show in Las Vegas.
Social media on Facebook, Twitter, LinkedIn, Instagram and Snapchat are a focal part of Dr. Jeneby’s marketing. But each platform requires a different approach, because each social media platform, he says, yields different results.
“It seems like Facebook patients have the most money. They come in and pay quickly. Instagram and Snapchat are… not really ready yet, because a lot of them are young, but when they’re ready, they’re going to come to you,” Dr. Jeneby says. “A lot of my male patients are coming in from LinkedIn. On Twitter, most of my followers… are also men.”
As a result, Dr. Jeneby will hone his posts. He’ll post female plastic surgery videos on LinkedIn from time to time, but, generally, he’ll post something that will attract male social media viewers — a male abdominal sculpting or etching procedure, for example.
“Guys will immediately private message me on LinkedIn and say, hey, I want that,” Dr. Jeneby says.
“Women don’t send private messages on LinkedIn but they do on Facebook,” he says.
Dr. Jeneby says video is king on social media. Static images are going by the wayside, unless cosmetic surgeons offer a discount on a popular procedure, like a $99 Botox treatment, or something free, if — and only if — viewers like, share or comment on the post.
“When you offer something for something, you get more,” he says. “If you’re there just to market, your numbers are going to go down and your impressions are going to go down.”
Getting people on social media platforms, like Facebook, to “viral” your post is a big deal, he says. With new Facebook algorithms limiting posts to show up on a page’s top 25 friends can limit exposure. But if the physician’s practice entices people to comment, like or share, other people on their pages will see the post.
The offer is the hook, he says.