As a leading plastic surgeon, your skills in restoring the human body’s form and function are unmatched, and your patient referrals speak volumes about your expertise.
But let’s face it. Relying solely on word-of-mouth in today’s digital age is like navigating uncharted territory without a GPS (global positioning system).
You might still get to where you want to go, but the journey might be longer and more difficult than it has to be.
If you’re reading this write-up, you’re most likely trying to change that. After all, you’ve heard of the potential of digital marketing and how it can skyrocket a practice’s visibility and attract new patients.
However, tapping into the power of online marketing can take time, effort, and money. The sheer number of digital marketing strategies alone can make starting overwhelming.
You might not have an unlimited budget and would prefer to spend your precious time providing exceptional patient experiences, making pinpointing the right tactics impossible.
Here’s where we come in.
We specialize in helping plastic surgeons like you turn disappointing marketing campaigns into patient lead-, consultation-, and procedure-generating machines.
Our secret? We have a team of mathematicians who are specialists in data pattern analysis. We use high-quality and relevant data and math to craft evidence-backed solutions explicitly tailored to your plastic surgery practice’s unique challenges, goals, and budget.
We are data-informed. As your virtual navigator, we’ll guide you through the complex digital space, allowing you to focus on what you do best: providing exceptional care your competitors only wish they could.
More importantly, we are client-obsessed and outcome-oriented. We constantly optimize, looking for new and better ways to maximize your investment. Our dedication and commitment to continuous improvement have earned us a 95.67% client retention rate.
Talk to our marketing professionals if you’re ready to dominate the digital landscape, increase qualified, nonreferral leads, and fill your consultation and surgery schedule.
Call 310 879 8003 or email contact@digitalspotlight.com to schedule a free, no-obligation consultation. You can also visit us at 2450 Colorado Avenue, Suite 100E, Santa Monica, CA 90404.
Marketing Strategy for Plastic Surgery
You wouldn’t offer a plastic surgery procedure if no research or science supports its efficacy. Otherwise, you’re offering nothing but snake oil or, worse, putting your patients at risk.
Diving headfirst into digital marketing without a well-thought-out strategy is the same thing. Fortunately, you’ve come to the right place—you found us.
Unlike many online marketing agencies, we don’t hide our efforts behind the complexity of digital marketing. We’ll happily tell you our approach, our rationale, and the results you can expect from it.
So, with that out of the way, here’s our roadmap to take your plastic surgery practice to the next level:
The Changing Business of Plastic Surgery
The world of plastic surgery marketing has transformed dramatically. Gone are the days of relying solely on referrals. After all, today’s patients are proactive, researching their healthcare options online.
Don’t get us wrong. Positive word-of-mouth is still a valuable marketing tool for elevating your plastic surgery practice and promoting your competitive services. It’s likely the avenue keeping you relevant.
Referrals also bring us many clients, so we won’t downplay their significance.
But here’s the harsh reality: If you’re not visible online, you miss out on numerous potential patients.
Take a look at the data: The monthly search volume (number of searches) for the keyword “plastic surgery” on Google in the US (United States) is 90,500. That’s 90,500 prospective patients you could reach with digital marketing.
What Should Your Plastic Surgery Marketing Look Like Today?
Having a solid online presence is essential for reaching potential clients, especially nonreferral ones who use search engines and social media platforms to discover plastic surgeons like you.
The question is, “How does one build a digital presence strong enough to attract and drive people toward their offerings?” Unfortunately, that’s where the problem lies.
Digital marketing is not a single strategy. Instead, it encompasses various tactics aimed at achieving specific marketing objectives. Think of online marketing as a plastic surgeon’s toolkit.
To explain, imagine a patient coming to you for a procedure. To help them achieve their plastic surgery goals, you’ll likely pull out a tool or several tools explicitly designed for that purpose.
Online marketing is the same. Every practice will require a distinct strategy from our digital marketing toolbox to get the desired results. Here are some of those tools:
- Search engine optimization (SEO): This tactic focuses on optimizing your plastic surgery website to help it rank higher on search engine results pages (SERPs).
- Paid ads: Also known as pay-per-click (PPC) marketing, this strategy involves displaying advertisements on platforms like Google and Facebook.
- Social media marketing (SMM): This digital marketing technique leverages social sites to engage potential clients and establish a community around your practice.
- Email marketing: This advertising approach aims to reconnect you with and reengage past patients through personalized emails.
Branding Your Plastic Surgery Practice
In an age where patients proactively seek healthcare options online, having a robust digital presence is nonnegotiable. And that all starts with branding your plastic surgery practice.
What sets you apart from other reconstructive surgeons? What impression do you leave on patients? Your brand is the foundation of your digital marketing approach.
That’s why, before asking you for a dime, we take the time to understand your practice. After all, what’s under the hood gives us the know-how to develop the following:
Plastic Surgery Brand Messaging
What does your brand communicate to potential patients? What emotions does your message evoke? Does it inspire confidence in your plastic surgery skills and expertise?
You want your brand messaging to showcase who you are and why you’re the best fit for people’s reconstructive surgery needs. If you partner with us, you can be confident we’ll convey your message correctly.
We have an experienced team of in-house writers, proofreaders, and editors who can produce content and write ad copies that showcase your values and mission.
Plastic Surgery Brand Visuals
What does your plastic surgery clinic look like? What decorations do you have that make it inviting for prospective patients? Does your practice’s atmosphere instill trust and credibility?
If you haven’t put much thought into it, you should. After all, the same principle applies to brand visuals—the images, colors, and fonts you use impact your chances of driving searchers toward your offerings.
Fortunately, we’ve got you covered. From web design to sourcing permissible photos, we can create a digital space for your practice that’s professional and appealing to your target patients.
Understanding Your Ideal Plastic Surgery Patients
Are you a plastic surgeon specializing in reconstructive surgery? If so, who are your ideal patients and the best targets for your digital marketing efforts?
Conventional wisdom suggests that your ideal leads are those searching the web for plastic surgery. But your definition of “plastic surgery” may differ from other people.
The societal perception around “plastic surgery” has shifted from reconstruction to aesthetic enhancement. In other words, not all plastic surgery patients seek reconstructive procedures—your specialty.
For this reason, you must identify the correct target audience. Otherwise, your message will only fall on deaf ears. Here’s where our audience segmentation comes in.
This process allows us to pinpoint your most valuable patients—the ones most likely to book consultations and procedures and improve your return on investment (ROI).
Age-Specific Social Media Marketing Guidelines
Understanding your ideal plastic surgery patients allows you to tailor your strategy to reach and engage them more effectively. But that’s not all. Doing so lets you know where they are.
Different audience demographics prefer different digital platforms. For instance, millennials (born 1981 to 1996) and Gen Zs (born 1997 to 2012) gravitate toward Instagram and TikTok.
By pinpointing where your ideal patients spend most of their time online, you ensure you’re not only putting the right message in front of the right people but also broadcasting it on the right channel.
Fortunately, we understand the language of social media platforms. This inside track gives us the insight that lets us effectively boost your plastic surgery practice’s social media presence.
The Benefits of Digital Marketing for Plastic Surgeons
Here’s something that you probably never would’ve expected to hear from a digital marketing service provider like us: Online marketing is not for everyone, and we will never claim otherwise.
However, we will never deny that digital marketing can be a game-changer for plastic surgeons looking to reach nonreferral patients turning to the internet for information and services.
Here’s why:
Increased Visibility
Imagine having a spotlight on your practice, making it easier for patients to find you. That’s what digital marketing strategies like plastic surgery SEO and PPC advertising do.
For example, an effective SEO strategy can put you on the first page of Google, which makes people believe you’re the #1 brand. Meanwhile, PPC ads give you guaranteed website traffic.
Better Targeting
Say you’re renting a billboard space to promote your plastic surgery practice. How many of your desired patients will pass by and see your advertisement?
With digital marketing, you’ll never have to wonder. After all, search and social media ads let you advertise to your intended audience exclusively based on criteria like device type, location, demographics, and interests.
Greater Engagement
Traditional advertising techniques like print ads and direct mailers can still be viable ways to reach potential patients. Unfortunately, these tactics fall short in one critical aspect: engagement.
Digital marketing, on the other hand, is a two-way street. You can interact with your audience through social media, email, and your plastic surgery website, helping you build meaningful relationships.
Better ROI
Online advertising techniques like SEO result in an average conversion rate of 14.6%. At the same time, conventional healthcare marketing tactics, such as cold calls and direct mailers, only lead to 1.7%.
In other words, digital marketing offers better returns. With tools like Google Analytics 4, you can track campaign performance and make data-driven tweaks to optimize your spending further.
Developing a Comprehensive Marketing Campaign for Plastic Surgeons
It didn’t take much to dominate the digital landscape two decades ago. In fact, many businesses managed to do so with nothing but luck. Unfortunately, those times have passed.
Successful online marketing campaigns no longer happen by accident. If you want to reach and engage potential clients online effectively, you need a comprehensive marketing plan.
What that plan looks like depends on your plastic surgery practice’s unique needs, goals, and the digital marketing company you partner with. Ours follow this blueprint:
Set Goals
What do you hope to achieve with online marketing? Do you want to improve brand awareness, get more website traffic, or establish yourself as a leader in plastic surgery?
Your marketing efforts should be designed around your objectives—a principle we follow. That’s why we take the time to do our homework first, to learn your plastic surgery practice inside and out.
Identify Your Target Audience
Who are you trying to reach? Is it patients looking for reconstructive procedures like rhinoplasty or microtia repair? What needs and desires is this target audience trying to address?
Our goal is to identify your plastic surgery practice’s most valuable patients. And you can be confident we can.
- We have full-time researchers who continually monitor the digital space for patterns and trends, allowing us to spot user behavior and preferences shifts.
- We excel at recognizing user search intent—the reason behind someone’s search. This understanding gives us insight into what needs to be done to attract specific demographics.
Choose Your Marketing Methods
Does your practice need a long-term strategy that delivers compounding returns, a tactic that gives instant online visibility, or an advertising technique that boosts your social media presence?
One of the most challenging aspects of digital marketing is determining which avenues to leverage in your campaigns to hit your goals and desired plastic surgery patients.
But not for us. Why? We use advanced statistical analysis, data modeling, and multivariant testing to determine which online marketing methods are worth your investment.
Create a Budget
Digital marketing is more cost-effective than traditional advertising. It’s as straightforward as that. However, that doesn’t mean it’s cheap, either—you can overspend on your campaigns.
Here’s where our proprietary dataset comes in. It allows us to find the “right mix” of tactics, channels, and audience, letting us allocate your funds accordingly and, most importantly, spend your marketing budget wisely.
Measure Success
The digital landscape evolves very quickly. In fact, the changes happen so fast that 99% of businesses and professionals can’t keep up, forcing them to rethink and redo their marketing approaches.
Fortunately, we’re not a “set it and leave it” type of digital marketing agency. We constantly monitor critical metrics like conversion rates and leads, ensuring your campaigns are continually optimized for success.
The best part? You’ll see our quest for perfection unfold before your eyes. We not only perform our tweaks as we manage your accounts but also send monthly reports detailing the fruits of our labors.
Building a Robust Online Presence for Plastic Surgery Clinics
When you hear someone tell you to “establish an online presence,” what do you think that means? You’re not alone if you’re equating building an online presence to creating a website.
Although it’s not the end-all-be-all of establishing a robust online presence, having a website plays a critical role in helping your plastic surgery practice get a foothold in the digital landscape.
Why Is Your Plastic Surgery Website So Important?
Here’s something you might find surprising: A website isn’t necessary to dominate the online realm. However, many digital marketing companies, including us, highly recommend that you invest in one.
Why? A well-crafted plastic surgery website is like your virtual clinic. Potential patients can learn more about you and your services at this online destination.
Having a website can also help you build credibility. It serves as a tool for shaping perceptions about your practice, which can go a long way toward improving your online reputation.
Plastic Surgery Website Design
Would you want to meet a new patient wearing a lab coat or a hoodie you haven’t washed since medical school? Which one would inspire confidence in your plastic surgery skills and expertise?
If you picked the first one, you understand that first impressions matter. Your website design works similarly—it can communicate your practice’s identity.
For this reason, our plastic surgery marketing strategy involves web development and design, ensuring your website reflects your mission and personality, plus appeals to your desired patients.
Create a User-Friendly Website Optimized for Conversions
Are you more likely to “convert,” such as make a purchase, sign up for a newsletter, or inquire, if a business’ website offers you a positive user experience (UX)?
If your answer is yes, then that’s because well-designed websites have better conversion rates than ones that are slow, unintuitive, or otherwise a chore to visit and explore.
In other words, you must create a seamless, user-centric experience for your site visitors if you hope to fill your appointment or surgery schedule. Here’s how we do that:
- Raise your website’s PageSpeed score—a metric that measures how quickly your web pages load. Our aim is a figure of 90 or better.
- Ensure your pages have internal links. These hyperlinks help website visitors navigate your website.
- Make your plastic surgery website mobile-friendly. This will ensure that your site looks and functions flawlessly regardless of the user’s device.
Plastic Surgery Before and After Galleries Are Your Best Testimonials
Are you aware that more than half of marketers use visuals in approximately 91% to 100% of their content? There’s a good reason: Visual content is fantastic for conveying a message.
The question is, “What message is best for showcasing the results of your plastic surgery procedures?” How about before-and-after photos that give potential patients a glimpse into what they can expect?
Fortunately, you found us. Our digital marketing services include curating high-quality, permissible photographs, which you can use as social proof and testaments to your plastic surgery skills and expertise.
Plastic Surgery Landing Pages
Landing pages are pages on your website where internet users are redirected to or “land” after clicking your ads or SERP link. So, it makes sense that these web pages should be relevant to the user’s intent.
Think about it. Say you clicked on an advertisement for “cutting-edge plastic surgery procedures.”
How would you feel if the landing page contained nothing about those innovations? You’d probably think that it was a waste of time.
If your landing pages aren’t optimized, your desired patients will likely feel the same way. But don’t worry, we know how.
After all, we leverage split or A/B testing to determine which elements, including headlines, calls-to-action (CTA), and images, contribute best to an effective landing page.
Dive Deep Into Niche Content for Services Offered by Your Cosmetic and Plastic Surgery Practice
Patients are likely to have questions about your services. So, what better way to ease those anxieties than to give potential clients a peek behind your practice’s curtains?
Enter landing page content. Dedicated articles and blogs about your offerings are an excellent way to promote your specializations and their unique value propositions.
With our in-house content team, you can be confident that patients seeking information about your niche areas of expertise will get the answers they’re looking for.
Landing Page Promotion
What sense is optimizing your landing pages if plastic surgery patients won’t see them? That’s like getting a high-end haircut from a luxurious salon, but you’re always wearing a hat.
Fortunately, whether through SEO, Google Ads (formerly Google AdWords and Google AdWords Express), or SMM, we can get your landing pages in front of your desired patients.
Plastic Surgery Blog: Engaging Content to Capture Interest
A well-maintained blog can be a powerful asset for your plastic surgery practice. It’s an avenue for sharing your top-notch expertise, connecting with potential patients, and improving your search rankings.
Keys to Successful Plastic Surgery Blogging
A blog is a platform where you can highlight the qualities that set you apart from your competitors and make you the best fit to resolve your audience’s bodily concerns.
However, people don’t resonate well with advertisements, especially when they’re commonplace. So, your blog posts shouldn’t solely be for self-promotion. They should also be an avenue to address your audience’s needs and concerns.
After all, a blog that highlights what’s essential to your desired patients and gives them what they want makes selling unnecessary—a hallmark of a successful digital marketing strategy.
You Don’t Have to Write It Yourself
Creating a blog that balances providing educational content and instilling confidence in your plastic surgery skills and expertise can take your attention away from what you do best.
But no one says you have to write your blog posts yourself. If you partner with us, you’ll get access to our in-house content team, one that will do the content heavy lifting for you.
Using advanced keyword research to craft content that hits user intent and AI detection tools that ensure authenticity, we’re confident that we can produce top-notch, original, and easily discoverable blogs.
Social Media Marketing for Plastic Surgery Marketing
Social media provides a mighty platform to reach billions of potential patients, boost the visibility of your plastic surgery practice, and drive more traffic toward your offerings.
However, having a social media presence isn’t enough. You need a strategic approach to maximize your impact online. Here’s where our social media marketing services come in.
How to Use Social Media Marketing for Plastic Surgeons
There are many ways to leverage social media to help your plastic surgery practice get nonreferral patients. For instance, you can use social media’s targeting options to get highly qualified leads.
This process is all about finding patient groups who are more inclined to consider plastic surgery. You can share your organic social media posts and targeted ads with them.
You can also use social media marketing to establish channels for engagement, helping you build meaningful relationships with potential clients and foster loyalty.
However, the most optimal use of SMM will depend on your plastic surgery practice’s unique situation. Your challenges, objectives, and budget guide our social media strategy.
General Plastic Surgery Social Media Marketing Rules
The rules for advertising plastic surgery on social media sites can vary significantly. For instance, you can only market to people 18 and over on Meta platforms like Facebook and Instagram.
However, there are some critical principles you must follow, including:
- Truth and transparency: You must ensure that your marketing materials are upfront about your procedures, risks, and outcomes.
- Professional representation: You’re a medical professional, so it’s only proper to act like one. Avoid sensationalizing topics and focus on providing value to patients.
- Focus on patient care: While self-promotion is critical for expanding your practice’s reach, your priority should and must be providing exceptional patient care.
If you want more information on promoting your plastic surgery practice and services on social channels, talk to our digital marketing experts by calling 310 879 8003 or emailing contact@digitalspotlight.com.
Social Media Marketing Content Recommendations
Although social sites often serve as meme- and life-update-sharing platforms, they aren’t solely for that purpose. They are incredible digital marketing channels for content, too.
But what content should you share on your social media profiles? According to research, the answer would be informative content about plastic surgery in video format.
However, you must understand that everyone is unique. That’s why our SMM strategy utilizes various types of content, including images, videos, and carousels, ensuring you reach a broad audience when promoting your practice creatively.
Social Media Marketing Platform Recommendations
The best social media platform for your plastic surgery practice depends on your unique goals and the audience segment you’re trying to attract and drive toward your exceptional services.
Let’s say you want to reach a younger crowd, particularly those between 17 and 35. In that case, advertising on sites like Instagram, Snapchat, and TikTok may be the way to go, especially if you’re targeting individuals considering breast augmentation.
According to a 2023 study, breast augmentation is incredibly popular in the United States, ranking high among the most sought-after plastic surgeries.
On the other hand, leveraging Facebook may give you a better return on investment if you want to capture patients 70 or older looking for procedures like blepharoplasty (eyelid surgery).
Fortunately, our SMM expertise covers whatever platform you want to dominate, including Facebook, Instagram, X (formerly Twitter), TikTok, and even Pinterest.
Email Marketing for Plastic Surgeons
Convincing potential patients to book a consultation or procedure is one thing. However, maintaining their interest and loyalty is another story that calls for a unique strategy.
Enter email marketing, a digital marketing strategy wherein you send personalized emails to past patients. Its goal is to help you check in with past patients and keep your plastic surgery practice top-of-mind.
Email Converting Contents
Think of your emails as personal invitations to your plastic surgery practice. In that case, they should be designed to persuade previous patients to reengage with you, such as inquiring about a procedure, new service, or promotion.
The challenge lies in crafting email content that leads to conversions. Fortunately, we excel at understanding your audience and their needs, giving us the insight that lets us match the perfect content to them.
What Makes Email Marketing Work?
An aspect of digital marketing that makes it challenging is that strategies change over time. One day, producing as much content as possible is king. The next day, it’s about intelligently integrating keywords.
But there’s a reason email marketing remains one of the go-to tactics: It works. Why? Simple: 99% of people check their email inboxes daily. In fact, people prefer to receive brand updates through emails.
Get Discovered With SEO
If you want people to discover your plastic surgery practice and services, you must appear where 68% of them begin their online experiences: search engines.
Unfortunately, getting your plastic surgery website, content, and business listings on SERPs, especially on the first page, is easier said than done. That’s where SEO comes in.
Search engine optimization is all about tweaking aspects of your online presence to increase your organic (nonpaid) rankings and, ultimately, get you on the first page of Google.
On-Page and Technical SEO
Every digital marketing service provider handles SEO differently. In our case, we also optimize your plastic surgery website’s on-page (on-site) and technical elements.
Our on-page SEO generally involves making your website more search engine- and user-friendly. We accomplish this through initiatives such as the following:
- Adding internal links to your web pages to improve your website’s navigability
- Making your web pages’ URLs (uniform resource locator) more concise and functional
- Assigning keywords to your landing pages to enhance your site’s overall structure
On the other hand, our technical optimization revolves around helping search engines crawl (find) and index (save) your website more effectively. Some of the tactics we use to accomplish that include:
- Making your plastic surgery website and web pages load quicker
- Keeping your content fresh by ensuring your web pages’ cache dates aren’t over two weeks old
- Removing duplicate, thin, or placeholder content from your plastic surgery website
Full-Funnel Content Strategy
Would you book a procedure mindlessly, knowing that there’s a chance of complications, such as infection, abnormal scarring, or nerve damage? Probably not. Your potential patients will likely feel the same.
Some might continue asking around for referrals, others might do more research online, and some could simply delay the decision. So, it’s natural to have people at different stages of your marketing funnel.
Unfortunately, converting people at different stages of the patient journey will require a multilayered content strategy. Fortunately, we offer full content creation support, which includes:
- Auditing your existing content to determine which ones pick up potential patients and those where your audience drops off.
- Defining SEO-focused guidelines and introducing future content considerations that will allow us to identify high-quality leads in your funnel.
High-quality leads are those who have a strong intent to book a procedure and become your patients.
- Identifying high-value content opportunities based on keywords patients at various stages of the funnel use.
Local SEO
Local search engine optimization concentrates on enhancing your organic rankings for local searches, which include geo-specific keywords like “near me” or “in [insert location here].”
And there’s a good reason your online marketing strategy should include a local SEO strategy: Local traffic can be one of your most valuable sources of patient leads.
Here are some of our local SEO initiatives:
- Create online business listings for your plastic surgery practice on platforms like Google Business Profile (previously known as Google My Business), Yelp, and the Yellow Pages.
- Ensure local NAP (name, address, and phone number) citations and other mentions of your practice contain accurate information.
- Introduce relevant landing pages to your target market, including creating localized content.
Paid Online Marketing for Plastic Surgeons
Did you know that Google considers over 200 ranking factors to determine a page’s relevance for a given search query? While this figure is debatable, these facts remain: The search algorithm evolves, and SEO involves many moving parts.
For this reason, many businesses and professionals turn to other less intricate digital marketing channels to generate the traffic, leads, and conversions they need to grow.
One of these SEO alternatives is paid advertising, which is what it sounds like—you pay a publisher like Google to display your ads on its platform.
Pay-per-Click or PPC
Pretend that digital marketing tactics like paid ads don’t exist. In this scenario, your options for promoting your plastic surgery practice are likely traditional ones like print advertising.
So, let’s say you paid for flyers and handed them out in front of your clinic. Whether passersby read or threw away your promotional materials, you’ve already invested.
With PPC, you can be confident that your marketing dollars will yield returns. After all, you only pay whenever someone clicks on your pay-per-click ads.
Choosing Your Account Structure
Due to the PPC model, paid advertising can be an extremely cost-effective marketing solution. However, it doesn’t guarantee a positive return on investment, if any.
Google’s advertising network is massive. Choose the wrong channels for which to display your ads, and you’ll quickly see your marketing budget vanish. Think of it like renting a billboard in a dense forest.
Our job is to ensure your PPC account has the proper structure—the “right mix.” We’re confident we can do that since we leverage a dataset built from managing over 2,000 campaigns.
Optimizing for a Better Performance
Unlike other digital marketing companies, we never consider our client campaigns “set.” There’s always room for improvement—more patient leads that can be squeezed and more money saved.
We’re proud to say that this dedication to better-performing PPC campaigns has yielded significant results for our clients, including, on average:
- A 33% reduction in wasted paid ad spending
- An 83% boost to lead and sale metrics
- A 28% lower cost per sale
Display Ads
Although they can appear in various formats, including text, video, and audio, display ads are usually banners on websites.
The primary benefit of leveraging display ads for your plastic surgery marketing campaign is giving you access to a substantial audience. How substantial? Around 90% of internet users.
Partner with us to gain a competitive edge over your competitors. After all, our math-based approach to display ads ensures you get a steady flow of patients at the lowest costs per click.
Social Media Ads
When people hear “PPC advertising,” they often think of running paid ads on Google. However, the search engine giant isn’t the only publisher that lets you display paid ads.
Social media platforms like Meta sites and X also offer PPC models. Your plastic surgery practice would benefit from taking advantage of this opportunity.
How? Our social media marketing services have consistently delivered patient leads for our clients at a lower cost than other marketing avenues. Our Meta ads management services, for instance, have helped surgeons save 30% to 70% on their campaigns.
Mobile Ads
Are you aware that 63% of Google searches in the US occur on mobile devices? If this statistic tells us one thing, advertising to mobile users is one of the best ways to reach potential patients.
That’s why our paid online marketing strategy involves making your paid ads campaigns more mobile-friendly, which includes directly advertising to mobile users.
Retargeting Ads
Some patients need additional motivation—a slight push—before they’re convinced to book a consultation or schedule a reconstructive procedure with your plastic surgery practice.
Enter retargeting ads. These advertisements help you reengage potential clients who have previously shown interest in your services but have yet to take the next step.
Note that while some sources treat “retargeting” and “remarketing” the same, they’re two distinct strategies. The former utilizes paid ads, while the latter leverages email to reconnect with clients.
That said, Google’s remarketing feature is its retargeting option, and, semantics aside, we excel at it.
Our inside track on the mathematics of Google Remarketing allows us to design highly targeted PPC campaigns that increase the chances of driving your desired patients toward engaging with your practice.
Native Advertising
It’s an unfortunate truth, but people don’t like advertisements. And it’s not surprising. The digital landscape is flooded with advertising, constantly jamming products and services down your throat.
But who says your ads must look like ads? Not us. Our content team is trained to craft ad copies that seamlessly blend with the content of your chosen publisher.
Yes, native ads will still appear with a “sponsored” or “recommended” label. However, if done correctly, they won’t disrupt the user’s experience, raising the odds of a click.
Microsoft Bing Ads
There will come a time when your Google Ads campaigns are so optimized that you cannot squeeze any more out of them. With us, that time will come sooner rather than later.
When that happens, what do you do? Try Bing. Our Bing Ads management services can help your plastic surgery practice get 5% to 10% more patient leads at a lower price than Google.
Significant Benefits of Online Paid Advertising
Aside from being a budget-friendly way to reach prospective clients and drive conversions, paid advertising offers several other benefits that make it the perfect choice for plastic surgeons like you.
These advantages include the following:
- Quick results: Unlike organic digital marketing strategies like SEO, PPC marketing gives you immediate online visibility and traffic.
- Precise targeting: Publishers like Google and Facebook let you choose for whom to display your ads based on criteria like location, demographics, and interests.
- Variety of ad formats: Text ads can be dull. Fortunately, paid ads can be any media that your target audience will likely resonate with, like images and video.
Consider Video Marketing
Think back to your medical school days. Would you have absorbed complex plastic surgery concepts better if you received the information from a video?
Most people would say yes, and the statistic indicating that around 82% of internet traffic would come from videos by the end of 2022 supports that idea.
So, if you haven’t already begun using videos to address your audience’s concerns about plastic surgery or showcase your unmatched skills and expertise, now would be a great time to start.
We can help if you decide to leap into video marketing through our YouTube services. We can create video campaigns that feature the following:
- In-stream: Skippable video advertisements that appear before, during, or after a video
- Discovery: Video content that appears as search results on YouTube or wherever your desired patients discover plastic surgery content
- Non-skippable: Unskippable video content with a 15-second duration
- Bumper: Short-form videos up to six seconds long
Partner With Influencers to Expand Reach
Plastic surgery has become more commonplace due, in part, to the influence of celebrities. Unfortunately, not everyone has the budget or connections to hire stars to promote their practice.
But in today’s digital age, you may not have to. Many social media influencers rival movie and TV (television) personalities in “pull.” Collaborating with them lets you tap into their engaged audience.
Do you want to leverage the power of highly influential figures? Partner with us, and our outreach team will happily connect you with high-authority domains like Forbes and the Huffington Post.
Offer a Free Consultation
The internet offers almost any information you can imagine, which is why many patients turn to it to learn more about the procedures they want to undergo themselves.
Unfortunately, not everything on the internet is true. In fact, misinformation about plastic surgery has been rampant, especially on social media platforms like TikTok.
Here’s where offering free consultations comes in. A free consultation lets you address common misconceptions about plastic surgery and establish yourself as the go-to for accurate info.
By sharing your expertise, you demonstrate your commitment to patient care, which helps you build trust with potential patients and drive them toward your offerings.
Our job is to make booking a consultation with your plastic surgery practice easier for internet users. This process includes creating a “Contact Us” landing page or letting patients call you directly from your ads.
Offline Marketing for Plastic Surgeons
We’re a digital marketing company. So, it stands to reason that we’ll sing online marketing’s praises for its ability to help plastic surgeons like you acquire more patient leads for your practice.
However, we know that digital advertising isn’t for everybody. So, instead of trying to convince you to sign up for a service that may not benefit you, here are some offline options you can consider:
Print Ads
Knowing your most valuable patients is the secret behind an effective digital marketing campaign. However, that principle also applies to traditional advertising tactics like print ads.
After all, the only surefire way to get your ads in front of potential patients interested in your plastic surgery offerings is to identify the magazines, newspapers, and publications they patronize.
Billboards
Advertising via billboards can be an effective way to get your plastic surgery practice’s name out there. However, remember that you usually have only a few seconds to grab people’s attention.
So, keep your message short, sweet, and to the point. Remember, a robust and impactful message can turn a fleeting glance into a desire to learn more about your plastic surgery practice.
Television
Television ads can be costly. They range anywhere between $500 to $200,000, depending on whether you’re advertising your plastic surgery practice on a local or national scale.
However, if you understand your audience inside and out, such as the stations where they spend most of their TV time, who are we to say that television advertising isn’t the way to go?
Radio
With apps like YouTube Music, Spotify, and iTunes, you are your music library’s DJ (disc jockey). You can play your guilty pleasure songs whenever you want. So, why would you listen to the radio?
Television’s quick rise in popularity may have ended the “Golden Age of Radio,” but radios are far from being forgotten relics of the past. After all, approximately 82% of Americans listened to the radio weekly in 2022.
In other words, radio advertising can still be an offline marketing opportunity worth pursuing. You only have to choose which stations and times your target patients will most likely listen.
Direct Mail
In 2026, an estimated 392.5 billion emails will be sent and received worldwide. So, it’s highly likely for potential patients to miss email promotions in the shuffle.
Enter direct mailers. Think of them as personal invitations. They’re tangible reminders of your plastic surgery practice and are an excellent way to ensure you stay top-of-mind with your patients.
Giveaways
Giving stuff away may seem like splurging. However, it can be a good investment for your plastic surgery practice, especially if your freebies are functional and long-lasting.
You never know who may see your giveaway items, so think of them as ways to reach new patients. If effective, buying gifts is a small price for more patient leads, consultations, and procedures.
Things Change
Like digital marketing, offline advertising trends can change over time. Therefore, staying current on the latest market changes and your target audience’s preferences is essential.
Patient Reviews
You must sometimes talk about how great your plastic surgery procedures are, your cutting-edge facilities, and your extensive qualifications to promote your practice.
Unfortunately, people rarely believe the hype. So, instead of pushing your plastic surgery practice to potential clients, why not let your patients do the talking?
Happy patients are your biggest advocates, and their endorsements are hard to ignore. Think about it. Aren’t you more likely to engage with a business when a trusted family member or friend gives it a thumbs up and recommends it?
Get More Reviews
Before booking a consultation or scheduling a procedure with a healthcare provider, most patients will want to learn as much as they can first, including checking online reviews.
For this reason, it’s critical to encourage your patients to share their experiences. After all, the more positive reviews you get, the more trust your target audience will have in you.
Fortunately, getting appraisals is as straightforward as asking your patients to leave one. However, don’t try to buy fake reviews or silence negative ones. Those tricks can get you in trouble with Google for fake engagement.
Managing Positive and Negative Reviews
They say there’s no such thing as bad publicity, but that’s not always true. Negative reviews can hurt your plastic surgery practice’s online reputation if you let them, and we won’t.
Our online marketing strategy includes reputation management. This process involves identifying and highlighting positive and neutral web properties, including citations and reviews on your practice.
We also take steps to address and drown out negative reviews by recommending PR (public relations) opportunities, such as partnering you with high authority domains like Forbes and the Huffington Post.
Key Review Sites for Plastic Surgery Practices
All reviews can impact your online reputation and your chances of convincing prospective patients to engage with your practice. However, some appraisals carry more weight than others.
Google Business Profile (GBP) reviews are some of the most impactful, if not the most. For this reason, we focus on obtaining online assessments on your GBP, and you should, too.
Augment Patient Testimonials With Other Third-Party Verification
Despite the internet being a fantastic resource for finding plastic surgeons, it’s hard to know what patients can and should believe online. After all, anyone can build a website or leave a review.
That’s why you need to have your credentials, training, and facilities certified. It’s called third-party verification. An example is the American Board of Plastic Surgery (ABPS) certification.
Having an ABPS certification signifies that you’ve finished the appropriate training and cleared comprehensive written and oral exams covering all plastic surgery procedures.
Think of third-party verification as seals of approval from trusted organizations. They can support your claims and help establish your plastic surgery practice‘s credibility.
Events: Any Excuse for a Party
Sometimes, you must take your marketing efforts beyond the walls of your clinic to get your name out there, reach new patients, and become a trusted expert in the plastic surgery field.
A whole new world of opportunities is waiting for you to claim them. One step toward accomplishing that goal is attending, maybe even hosting, events.
After all, events are excellent ways to connect with potential patients in your community, showcase your plastic surgery skills and expertise, and network with other professionals.
Anatomy of a Great Event
You should attend or host events as much as possible, as they can boost your reputation and help you build valuable relationships. However, avoid jumping into any random event that comes along.
“Great” events that truly make a difference and bring your plastic surgery practice to new patients, consultations, and procedures resonate with your audience and, most importantly, align with your values.
Cause Marketing
Marketing shouldn’t just be about enticing people into engaging with your plastic surgery practice. It should also be about providing value. And what better way to do that than by getting involved in causes that matter to you?
For instance, if you specialize in facial reconstruction, you can offer your services to Alliance for Smiles, a volunteer-driven organization that provides free surgical care for children with cleft lip and palate.
You can also consider fundraising for a Mission Plasticos event or sponsoring a specific patient. Mission Plasticos is a nonprofit organization that helps accident victims, cancer patients, and those with congenital deformities restore their bodies’ form and function.
While these acts may seem small, they can make a significant difference in people’s lives, show that you care about your community, and help you build a positive reputation with past, current, and potential patients.
Educational Marketing
Through educational initiatives, such as hosting Q&A sessions, you can hit two birds with one stone: educate prospective patients about plastic surgery and promote your unique services.
Remember, the key to services that sell themselves is giving your target audience what they want. If that “want” is a better understanding of plastic surgery, help them with your expertise.
Loyalty Programs for Plastic Surgery
Do you want your patients to keep coming back to your plastic surgery practice and recommending you to their friends and family? A loyalty program is a fantastic way to do that.
So, reward your loyal patients. They’ll be more likely to return to seek your unparalleled skills and expertise and drive referrals through your plastic surgery clinic’s doorstep.
What Kind of Rewards Should You Offer?
Some people will be more motivated if you offer them points or discounts. Others are more likely to participate in loyalty programs if you give them priority appointment access.
When it comes to rewarding your existing clients for continually supporting your practice through repeat consultations and additional procedures, it’s all about knowing your patients’ preferences.
Make It Simple
It’s easy to get bogged down in trying to make your rewards program exciting and worthwhile for your patients. However, complexity doesn’t always lead to a good program.
After all, if earning rewards is too troublesome, challenging, or takes forever, people will lose interest. So, avoid convoluted rules and restrictions and keep things straightforward.
Promote Your Program
Rewards programs can attract new patients and motivate existing ones to remain loyal. But what sense are these programs if people don’t even know they exist?
It may seem apparent, but you must ensure your loyalty programs are prominent. Display promotional materials about them in your clinic so your patients cannot miss them.
Budgeting for Plastic Surgery Practices
Digital marketing is one of the most resource-friendly ways to expand your plastic surgery practice’s reach. However, it’s not free, either. You’ll need to invest your time and, more importantly, money.
Not everyone has the disposable budget to experiment with the seemingly countless online marketing strategies. So, it’s critical that you make every cent count.
How Much Should Your Plastic Surgery Marketing Budget Be?
It’s tempting to say, “Spend $X on your digital marketing campaign.” But the truth is, it’s not that simple. Budgeting for online advertising initiatives depends on your unique goals and needs.
That’s why we offer free audits and technical analyses. After all, we want to understand your current situation and determine how to get your desired results without putting your plastic surgery practice in financial jeopardy.
Refining Your Marketing Budget
Online marketing efforts lose effectiveness over time due to the digital landscape’s ever-evolving nature. While sticking to your budget is essential, you must also be flexible.
Fortunately, we have the inside track on the mathematics that search engine and social media engineers use, giving us insight into the strategies that will provide you with the most bang for your buck and the ones to leave your competitors wasting their money on.
And that’s not just sweet nothings. When you partner with us, you’ll see first-hand how we refine your budget and maximize your hard-earned dollars to give you ROI you wouldn’t get anywhere else.
Case Studies
Our digital marketing services are different—they work. And we’re not saying that solely to blow smoke. We can back up all our claims using the results we’ve delivered to our clients.
Take a look at how our data-driven search engine optimization efforts have provided Dr. Benjamin Paul, a double board-certified facial plastic surgeon practicing in New York, with these results:
- 825% more appearances in Google’s Top 3 rankings—a SERP position that gets 75.1% of the clicks
- 162% more highly qualified patient leads
- 166% more authoritative domains linking back to his website
| “[The] team at Digital Spotlight is excellent. I really appreciate the responsiveness and focus brought to each project. My website has never ranked better. In a world only becoming more tech-savvy, having a proper team promoting and guiding your SEO is essential. This is the team to use!” Benjamin C. Paul, M.D. | Facial Plastic and Hair Restoration Surgery |
For Dr. Richard Zoumalan, a leading expert in rhinoplasty and facial surgery based in Los Angeles, our experienced Google Ads and PPC marketing team has:
- Improved his ads’ click-through rate (CTR)—a metric measuring the rate of people who clicked versus saw the ads—by 1,472.73%
- Lowered his ad spending by 77.11%
- Raised his conversion metrics by 533.33%
| “I was never the least bit skeptical to work with [Digital Spotlight]. From the get-go, [they] seemed more knowledgeable and found errors that my previous company had done that put me at a disadvantage… [Digital Spotlight] helped me build an extremely functional and stylish website that I STILL use today and took me to the first page of everything that I was trying to promote within a very short period of time. I have zero complaints and only positive experiences with [them].” Richard A. Zoumalan, M.D. | Dr. Richard Zoumalan Facial Plastic Surgery |
These are just two examples, but we’ve got tons of success stories under our belt. Check out our case studies to see how we helped other plastic surgeons like you.
Hiring a Plastic Surgery Marketing Agency Versus DIY Marketing
Employing the help of a digital marketing company may seem like an unnecessary expense. After all, you can implement online advertising strategies into your campaigns without one.
But we’re not going to sugarcoat it—finding the right tactics to leverage and adapting to the continually shifting digital landscape is a steep learning curve.
If you’re willing to dedicate your valuable resources to managing your campaigns and keeping them optimized, by all means. We’ll cheer you on and wish you the best.
But why risk another failed campaign? Why would you take yourself away from your mission? Why not tap into our 15+ years of experience delivering unbeatable results for over 2,000 clients?
Why Choose Digital Spotlight As Your Plastic Surgery Digital Marketing Company
Let’s be honest. Picking the correct agency can make a considerable difference in your plastic surgery practice, and partnering with the wrong one can completely waste your time and money.
Unfortunately, most plastic surgeons struggle with choosing the perfect partner. In fact, our average surgeon client has worked with three to seven firms before finding us.
The question is, “How are we different?” Why should you choose us over the countless other online marketing companies vying for your attention and promising results?
Here’s the lowdown:
Impeccable Customer Service
We’re all about providing top-notch service. We demonstrate that commitment by keeping our lines open to answer your questions and address your concerns.
Try us. Call 310 879 8003 or email contact@digitalspotlight.com, and one of our digital marketing experts will happily provide the support you need.
A Talented Team Focused on Your Success
“It takes a village to raise a child.” Similarly, it takes a team of experts to build a digital marketing campaign to give your practice the patients, consultations, and procedures it needs to grow.
Fortunately, our team comprises talented, passionate, and client-obsessed people dedicated to helping plastic surgeons like you expand and thrive in the virtual world.
Google-Certified Professionals
The digital space is transforming faster than you can say “plastic surgery.” So, wouldn’t you want an online marketing partner that can adapt to these changes and keep you ahead of the curve?
If yes, then you’re in the right place. After all, we’re one of Google’s top-tier Premier Partners. That means we have access to exclusive perks such as:
- A direct line to Google’s senior support staff
- Early crack at Google’s new beta features
- Nonpublic insights into digital trends
Measurable Results
Digital marketers love to throw numbers around. Most will focus on showing you the number of clicks they’ve earned for your plastic surgery practice. But not us.
We’re not after the metrics that would look good in a spreadsheet. We work for the numbers that matter, the statistics that measure growth: the number of leads and how much it costs to acquire them.
Full-Service Online Solutions
We’re digital marketers with expertise covering a suite of services, from Google Ads and SEO to website development and reputation management. Whatever your plastic surgery practice needs, we got it.
Our difference? Unlike other online marketing companies, we’ll never offer cookie-cutter solutions. No two surgeons are the same, and we’ll ensure your marketing strategy reflects that.
Transparent Communication and Reporting
Many digital marketing agencies, especially those that leverage unethical or “black hat” tactics, will tuck tail and run once your check clears.
But we’re not like other firms and, most definitely, have nothing to be ashamed of or hide. If you partner with us, trust that you’ll be in the loop on everything we’re doing and why it matters for your plastic surgery practice.
We provide monthly reports detailing everything we’ve accomplished. We’ll even tell you about the authoritative websites and publications we’ve convinced to link to your practice.
Plastic Surgery Marketing Framework
We specialize in online marketing for plastic surgeons. We know what makes you tick, and we’ll deliver results. How are we so confident? We have the framework for success.
After all, we speak the same language as search engines and social media platforms, allowing us to create comprehensive strategies that get more patients and better returns.
More Than Just Upkeep: We’re Committed to Care
Just like your surgical equipment requires regular maintenance to keep it functional and safe, your online marketing campaigns need regular check-ins to ensure they’re performing at their best.
So, if you want a digital marketing company that’s always on its toes, striving to give its clients the best possible results, schedule a consultation with our experts.
Call 310 879 8003 or email contact@digitalspotlight.com to do that. Alternatively, you can visit us at 2450 Colorado Avenue, Suite 100E, Santa Monica, CA 90404.
