Marketing Pros Weigh In
Angela Ostroff, a Manhattan Beach, Calif.-based social media consultant and founder of Bearly Marketing writes in an email to The Aesthetic Channel that social media is a must for cosmetic surgery practices.
“If you don’t engage in a professional social media marketing campaign this will negatively affect your revenue, because you can be guaranteed your competition is doing it,” Ostroff writes.
She recommends that practices start social media campaigns, focusing initially on Facebook, Twitter, Instagram and YouTube. Other platforms can be added later.
“You’ll start will the most popular social media platforms…. These four social media ‘giants’ will work together to drive prospective new clients to your website to learn more about your services and book an appointment. They can also be used to engage and retain an existing client by keeping the conversation going and making them feel connected to your office and services,” Ostroff writes.
Connie Chi, founder of the branding agency The Chi Group, writes in an email to The Aesthetic Channel that a quick way to gain followers is to run contests, which give away something to the winner.
When it comes to social media success, creating content is valuable. “Before and after photos are always great, success stories are a plus and getting a real client's testimony is golden,” Chi writes.
“Physicians are busy so investing in something like Hootsuite where the content can be automatically posted and scheduled will help keep things moving forward,” Chi writes. “As [cosmetic physicians] build their followers, they can expect brands will reach out to them for co-branding opportunities and an increase in engagement.”
Kevin Tash, president and CEO of Tack Media, writes that one bullet-proof tip for a successful social media campaign is to use consistent hashtags.
“… grab 12 to 15 of the most common hashtags, three of your competitors are using, and keep relevant by always using those. Also use a branded hashtag with your company's name,” Tash writes in an email to The Aesthetic Channel.
Cosmetic practices should also plan ahead, scheduling their social media strategies one month in advance. To learn what works best for a particular practice, rotate social media messaging to address different aspects of an individual practice and see which performs best.
“Is it testimonials, before and after pictures, is it doctor's advice clips, or just plain tips on maintaining your appearance [that works for your practice]?” he asks.
Done right, social media campaigns should bring in a steady growth of followers and website referral traffic, more visibility and social validation, according to Tash.