In today’s digital age, most people turn to the internet for information, including finding the best cosmetic surgery clinics or aesthetic health centers.
This makes it crucial for cosmetic surgeons and doctors to design a digital marketing strategy for patient acquisition.
The cosmetic surgery market is huge and has been growing steadily since 2019.
According to Fortune Business Insights, the global cosmetic surgery market size reached $55.65 billion in 2022, and it’s projected to be worth $67.91 billion by 2030.
As a Cosmetic Surgeon, Cosmetic doctor, or whatever specialty you hold, the best way to tap into this huge market is to be where your prospects are — Online!
In this article, we will explore effective digital marketing ideas that can help cosmetic surgery physicians and clinics get patients online.
What is Cosmetic Surgery Digital Marketing?
Cosmetic surgery digital marketing is the process of promoting cosmetic surgery clinics and aesthetic health centers using digital channels such as search engines, social media platforms, email, and websites.
The goal of digital marketing in the cosmetic surgery industry is to attract potential patients, build trust and credibility, and increase patient bookings.
Cosmetic surgery digital marketing can include several strategies, including pay-per-click (PPC) advertising, social media marketing, email marketing, content marketing, and search engine optimization (SEO).
These strategies are designed to increase a clinic’s online visibility, generate leads, and ultimately convert leads into patients.
5 Effective Cosmetic Surgery Digital Marketing Strategies & Ideas to Get Patients
Here are the 5 proven ways to attract new patients for your Cosmetic Surgery procedures:
1. Get Cosmetic Surgery Patients Through Google Ads
Google Ads (a type of pay-per-click advertising) is an effective way to get your cosmetic surgery clinic in front of potential patients or prospects.
These prospects are actively searching for services related to cosmetic surgery in the Google search engine. Perhaps they are searching for similar keywords as this:
- Best cosmetic surgery near me
- Best cosmetic surgeon near TX
- Cosmetic surgery treatments in NY
Here’s an example of a Google search ad when residents of Houston TX search for this procedure in their city.
Google Ads allows you to create ads that appear at the top of Google’s search results when someone searches for keywords related to cosmetic surgery.
To get started with Google Ads, follow these easy steps:
a). Create a Google Ads account: Start by creating an account on the Google Ads platform or simply log in with your Gmail account. You will need to provide your clinic’s name, address, and billing information.
b). Conduct keyword research: Use keyword research tools like Google Keyword Planner to find relevant keywords that people are searching for related to cosmetic surgery in your city or state.
c). Create compelling ad copy: Your ad copy should be concise, informative, and include a call-to-action that encourages potential patients to contact your clinic.
d). Set your budget: Decide how much you are willing to spend on your Google Ads campaign, and set a daily budget limit.
e). Target your ads: Target your ads to people in your local area who are searching for cosmetic surgery services.
So if your clinic is based in LA, make sure you choose keywords that contain “near me”, “LA”, “California”, and even specific street names.
You can also target specific demographics, such as age and gender.
Pro Tip: When setting up your Google Ads campaign, choose “Search Network” only. That way, your cosmetic surgery ads will appear at the top -- just before the organic listings on Google.
Since it’s a pay-per-click advertising model, you’ll only be charged for real clicks from potential patients who ‘truly’ want to visit your clinic or book an online consultation.
Google Ads Case Study: The Plastic Surgery Group
The Plastic Surgery Group is a cosmetic surgery clinic that specializes in facial rejuvenation, body contouring, and breast augmentation.
They used Google Ads to target people searching for keywords related to their services in their local area.
As a result, they saw a 30% increase in website traffic and a 20% increase in patient bookings.
2. Leverage Facebook Lead Ads to Get Patients
Facebook Lead Ad is another effective way to attract potential patients to your cosmetic surgery clinic.
Facebook Lead Ads allows you to create ads that appear in the Facebook news feed and target people based on demographics, interests, and behaviors.
The beauty of this type of advertising is that potential patients who need your cosmetic surgery procedures can book your services with a single click.
They don’t have to click off the Facebook platform to visit your website. Once they click on the “Lead ad,” their information (such as name, location, gender, phone number, etc.) can be pre-filled into the form fields.
With just one click (which serves as permission), their data will be sent directly to your CRM software or email autoresponder service.
To get started with Facebook Lead Ads, follow these steps:
a). Create a Facebook Ads account: Start by creating an account on the Facebook Ads Manager platform. You will need to provide your clinic’s name, address, and billing information.
b). Create a Lead Ad: Use the Lead Ad feature to create a form that potential patients can fill out with their contact information. Watch this video to get started.
c). Set your budget: Decide how much you are willing to spend on your Facebook Lead Ads campaign, and set a daily budget limit.
d). Target your ads: Target your ads to people in your local area who are interested in cosmetic surgery services.
e). Follow up with leads: Once someone fills out the Lead Ad form (which is often pre-filled), follow up with them promptly via MailChimp or ConvertKit to answer their questions and schedule a consultation.
Facebook Lead Ad Case Study: Rodeo Drive Plastic Surgery
Rodeo Drive Plastic Surgery is a cosmetic surgery clinic that offers a range of services, including facelifts, breast augmentation, and liposuction.
They used Facebook Lead Ads to target people in their local area who were interested in their services.
As a result, they saw a 40% increase in patient inquiries and a 25% increase in patient bookings.
Need help with Facebook advertising? Book a free strategy session with a digital marketing specialist at Omnicore. Let’s define your winning strategy and increase conversions on your website, or launch your Facebook ads campaign today.
3. Launch a Referral Program to Acquire New Patients
Word-of-mouth is one of the most effective ways to attract new patients to your cosmetic surgery clinic.
According to SEMrush, “90% of purchases are influenced by word of mouth.”
With social media, word-of-mouth referrals have evolved.
Because your happy patients can spread their positive experiences with fans by posting on Instagram, Facebook, TikTok, and YouTube.
Launching a referral program is an excellent way to encourage your existing patients to refer their friends and family to your clinic.
Physicians have been using referrals to grow their practices. 78% of physicians who participated in a survey said that new patient referral is very important to the success of their business.
To launch a referral program, follow these steps:
a). Decide on the incentive: Decide on a reward for patients who refer new patients to your clinic. The reward could be a discount on services, a gift card, or even a free cosmetic treatment.
b). Promote the program: Promote the referral program on your website, social media channels, and at your clinic. Make sure to explain the program’s details and how patients can participate.
c). Track referrals: Keep track of which patients refer new patients to your clinic, and make sure to credit them with the appropriate reward.
d). Follow up with referred patients: Once someone is referred to your clinic, make sure to follow up with them promptly and provide exceptional service to encourage them to become loyal patients.
You can either follow up manually by calling your referral’s phone line or sending an email.
Ideally, you should automate follow-up through the same tool you launched the program with, or transfer the new patients’ data to your email autoresponder and send follow-up messages.
Referral Program Case Study: Women’s Surgery Center
Women’s Surgery Aesthetic Center is a cosmetic surgery clinic that offers services like breast augmentation, rhinoplasty, and facelifts.
They launched a referral program that offered patients a $25 reward credit for every new patient they referred to the clinic.
As a result, they saw an increase in patient referrals and a 30% increase in patient bookings.
4. Collaborate With Instagram Influencers to Attract New Cosmetic Surgery Patients
Instagram has become a popular platform for cosmetic surgery clinics to showcase their work and attract new patients.
One way to leverage Instagram’s popularity is to collaborate with influencers in the beauty and cosmetic surgery niche.
To collaborate with Instagram influencers, follow these steps:
a). Identify potential influencers: Look for influencers who have a significant following in the cosmetic surgery or beauty niche. They should have a good engagement rate and be aligned with your clinic’s values.
An example is Mikaela Wightman, an Instagram Influencer who focuses on beauty, fashion, and travel.
Source: Mikaela Wightman
b). Reach out to influencers: Contact the influencers and propose a collaboration. The collaboration could include sponsored posts, stories, or even a giveaway.
Oftentimes, what you need to build a profitable cosmetic surgery business is a few 100 loyal clients and patients.
Therefore, don’t attempt to contact huge celebrities and mega influencers like Kylie Jenner or influencers with tens of millions of followers.
Instead, focus on micro-influencers with 10,000 to 50,000 loyal followers.
At this tier, the influencer can be easily reached because they still read their emails and are actively seeking out sponsors and business opportunities.
c). Set expectations: Make sure to set clear expectations for the collaboration, including the type of content you want the influencer to create, the timeline, and the compensation.
d). Track results: Track the results of the collaboration to see if it leads to increased website traffic or patient bookings.
Influencer Marketing Case Study: Dr. Simon Ourian
Is collaborating with influencers on Instagram effective for building interest in your cosmetic surgery services and getting patients?
Well, here’s a case study.
Dr. Simon Ourian is a cosmetic surgeon who has collaborated with numerous influencers on Instagram, including Kylie Jenner, Kim, and Khloe Kardashian.
Source: Dr. Simon Ourian
These collaborations have helped to increase his clinic’s visibility and attract new patients.
As a result, he has become one of the most sought-after cosmetic surgeons in the world.
5. Optimize Your Cosmetic Surgery Website to Increase Booking
Your cosmetic surgery clinic’s website is often the first point of contact for potential patients.
Therefore, it’s essential to ensure that your website is user-friendly, informative, and optimized for conversions.
Allure Plastic Surgery’s website is modern and mobile-friendly. The #1 objective of the site is to encourage patients to book appointments. Make this your objective as well.
To optimize your website for conversions, follow these quick steps:
- Make sure your website is mobile-friendly: Most people access the internet through their smartphones, so it's crucial to have a website that is easy to navigate and displays well on every mobile device.
- Provide detailed information about your services: Make sure to provide detailed information about the services you offer, including before and after photos, pricing, and FAQs.
- Include patient testimonials: Include testimonials from previous patients to build trust and credibility with potential patients.
- Make it easy to book a consultation: Make it easy for potential patients to book a consultation by including a prominent call-to-action on your website.
Website Optimization Case Study: Beverly Hills Plastic Surgery Group
Beverly Hills Plastic Surgery Group is a cosmetic surgery clinic that offers a range of services, including facelifts, breast augmentation, and tummy tucks.
They optimized their website to include detailed information about their services, before and after photos, and patient testimonials.
They also made it easy for potential patients to book a consultation by including a prominent call-to-action on their website.
As a result, they saw a 40% increase in website traffic and a 25% increase in patient bookings.
Cosmetic Surgery Marketing: What You Need to Know
Digital marketing is particularly important for the cosmetic surgery industry, as potential patients often conduct extensive online research before choosing a clinic.
A well-designed digital marketing campaign can help clinics stand out from the competition, build trust with potential patients, and increase patient bookings.
Key factors to keep in mind when promoting cosmetic surgery services:
- Compliance: Cosmetic surgery digital marketing must be compliant with healthcare regulations and guidelines.
- Get professional advice: Always consult with legal experts to ensure that your marketing campaigns are compliant with the relevant regulations and guidelines.
- Ensure patient safety: Healthcare providers must adhere to strict regulations regarding the promotion of medical procedures and treatments to ensure patient safety and prevent misleading or false advertising.
Does it sound complicated and confusing? Would you rather work with a certified digital marketing team that understands compliance in the cosmetic surgery industry? Speak with a marketing specialist at Omnicore today.
Cosmetic Surgery Marketing: Takeaway
You must understand that digital marketing is not a one-time effort but requires continuous monitoring and improvement.
It’s crucial to track the results of your digital marketing efforts and make adjustments as needed to improve your ROI.
While digital marketing can be effective in attracting new patients, it’s not a replacement for providing exceptional service and care.
Providing positive patient experiences and word-of-mouth recommendations remain the most effective marketing tool for cosmetic surgery clinics.
Are you ready to increase patient bookings on your Cosmetic Surgery website?
Book a free strategy session with a digital marketing specialist at Omnicore. Let’s define your winning strategy and increase conversions on your website, or launch your Google ads campaign today.
Photo Credit: Unsplash