Revolutionize Your Practice With Ethical Surgery Advertising

As a surgeon with extensive qualifications, unmatched skills, and top-notch services, getting referrals from other healthcare professionals and past clients probably isn’t an issue.

But with thousands of competitors, you may find that relying solely on patient referrals isn’t enough to keep your consultation and procedure appointment list filled, which is most probably why you’re here.

You may be exploring ways to reach nonreferral clients, believing digital marketing is the answer. And there’s no doubt you’re right. Online advertising can help you attract new patients for your practice.

However, knowing the solution to a problem and applying it are two different things. We’ve worked with countless surgeons from various specializations who have faced similar frustrations.

Many have tried launching and managing their digital marketing campaigns, only to find they need more time, expertise, or resources to achieve their desired outcomes.

Others who want to dedicate their valuable resources to delivering exceptional patient care have turned to less-than-reputable agencies that only wasted their money on ineffective strategies.

We know it’s a challenging situation. But the good news is that you’ve come to the right place. After all, we specialize in providing tailored digital marketing solutions for surgeons.

We have a profound understanding of the unique challenges faced by practices like yours and an inside track on the mathematics that make search engines and social media algorithms work.

Although we can’t guarantee specific results, we can assure you that we’ll leverage our over 20 years of expertise to ensure your campaigns are fine-tuned to maximize your return on investment (ROI).

Take the first step in making surgery advertising work for you— schedule a consultation with us. We’ll then audit your online situation and give you a plan of attack for free and without obligation.

Let’s take your surgery practice to greater heights with a solid advertising plan. Call us at 310 879 8003, email contact@digitalspotlight.com, or visit our California office at 2450 Colorado Avenue, Suite 100E, Santa Monica, CA 90404.

Guidelines for Surgery Advertising

If your less-qualified competitors are attracting more patients, consultations, and procedures because they have a solid digital marketing strategy, it’s understandable that you want to implement one for yourself.

Unfortunately, advertising your medical practice and surgical services online may be more complicated than most people think—it’s not as simple as pressing a button.

Aside from carefully choosing where, when, and for whom to advertise, you also have compliance regulations to meet and follow, which can vary depending on your surgical specialization.

For instance, the American Academy of Ophthalmology (AAO) provides specific guidelines for advertising refractive surgery-related procedures and products.

To help you understand the general principles of surgery advertising, let’s use the AAO’s standards as an example in the sections below:

Statement of Purpose

It’s a no-brainer—refractive surgeons must uphold ethical standards and comply with legal requirements when promoting their services. After all, their work can significantly impact people’s lives.

So, the AAO’s online advertising guidelines focus on ensuring that refractive surgeons provide truthful, informative marketing materials to consumers and, by extension, potential patients.

Legal Framework

The AAO isn’t the only regulatory body that wants to ensure that ads for refractive surgery procedures and devices are honest and don’t mislead people—the government does, too.

According to the Federal Trade Commission (FTC) and Food and Drug Administration (FDA), online advertisements must not create a wrong impression or omit critical details like side effects.

If you’re a refractive surgeon and fail to uphold these guidelines, you’ll face disciplinary action, from cease-and-desist orders and monetary penalties to asset freezes and permanent injunctions.

Definition of Advertising

The FTC doesn’t have jurisdiction over private discussions between surgeons and their patients. However, it’s a different story when it comes to public-facing advertising materials, such as the following:

• Printed materials
• Radio and television (TV) ads
• Seminars and workshops
• Explanatory videos
• Internet adverts

In other words, online ads fall under the FTC’s definition of “advertising,” subjecting you to ethical and legal implications regarding providing consumers with accurate information.

Accountability

If you’re reading this, you’re likely looking for a third party to handle your digital marketing needs so you can focus on what you do best—providing top-notch healthcare and surgical services.

However, you’re still legally liable for upholding compliance standards related to advertising surgery procedures, even if you outsource your marketing to an online advertising firm like us.

Substantiation

It can be tempting to oversell your surgical services by claiming, “Your procedures have a 100% success rate.” But unless you have a “reasonable basis,” you shouldn’t.

The AAO’s guidelines for refractive surgery advertising require medical professionals to back up their claims with actual, reliable, scientific research, such as peer-reviewed or replicable studies.

Informed Consent

While the FTC requires refractive surgeons to be honest and upfront, it understands that it’s almost, if not, impossible, to give prospective patients all the details they need to make an informed decision.

However, if your marketing materials make an assertion about a procedure’s safety, for example, you must still mention the potential risks in the fine print or the informed consent form.

Testimonials

Word-of-mouth recommendations or testimonials can be persuasive tools for instilling confidence in your surgical skills and expertise, but they must be used responsibly.

The FTC sees them as claims, not just personal stories. And as with any claim regarding a procedure or product, you must show competent and trustworthy evidence to back it up.

After all, every patient is unique. Just because one person’s procedure had excellent results doesn’t mean everyone else’s will. So, your ads must be representative of what most people can expect.

MD (Doctor of Medicine) or Expert Endorsements

Ads with endorsements from authoritative figures have more gravitas than those without. Getting a nod of approval from fellow doctors and medical experts can give your practice and services more credibility.

Unfortunately, not all endorsements are created equal. According to the AAO’s refractive surgery advertising guidelines, acceptable endorsements must come from physicians who:

• Are qualified to evaluate the procedure or product
• Can provide an independent evaluation
• Disclose their personal or financial connection to the advertiser

Advertising Claims

Everyone’s eyes are different, so what an ad says about a refractive surgery procedure may not give every patient the same results. Therefore, advertisements must communicate that fact.

In other words, if you’re a refractive surgeon, you must ensure that potential patients understand that your claims are not a substitute for an actual consultation.

Efficacy Claims

When making claims about the effectiveness of a refractive surgery procedure, the AAO’s guidelines require that the advertiser be clear, accurate, and won’t mislead consumers.

For instance, a “Throw away your glasses” claim is too broad. It can mislead potential patients into thinking they’ll never need glasses again, even if your procedure only helps with specific activities like reading.

Meanwhile, if your practice or expertise specializes in treating a condition like nearsightedness, you must ensure that your ads don’t imply that your services can fix all vision problems.

In short, advertisements must:

• Acknowledge that outcomes may vary from patient to patient
• Have supporting evidence from reputable sources
• Use disclaimers like “Our procedures only treat farsightedness”

Comparative Efficacy Claims

In the United States (US), there are approximately 27,000 ophthalmologists. Around 2,800 of these medical professionals identify as refractive surgeons. The question is, “How do you stand out?”

You can always ensure these messages are in your communication materials: “You’re the most skillful surgeon in the country” or “Your procedures give better outcomes than those offered by other refractive surgeons.”

Here’s the caveat: You can only do so if—and only if—you have solid evidence to support your claims. Otherwise, you may face penalties from regulatory bodies like the FTC and FDA.

Safety Claims

Whether bariatric, plastic, or refractive, every surgery has risks. As a surgeon, you must convey these potential dangers in your marketing materials.

How? It’s not that complex. According to the AAO’s advertising guidelines, this step can be as simple as avoiding overstating safety, disclosing potential risks, and using accurate language. 

Claims About Long-Term Results and Predictability

It’s critical to be realistic about the outcomes of refractive surgery. While procedures like LASIK (laser-assisted in situ keratomileusis) can significantly improve vision, they’re not guaranteed fix-all solutions.

In other words, your advertisements shouldn’t use terminology like “permanent” or “guaranteed” unless you have the data to support your colorful claims.

Success Rate Claims

A “100% success rate” tagline on your marketing materials can be eye-catching, making it hard for your target audience to miss it. But there’s a reason you rarely see ads like it: you need proof.

When making claims about the success rate of a procedure, you must have supporting scientific research consistent with your surgical techniques and outcomes.

“Painless” Claims

Did you know that nearly half of surgical patients have preoperative anxiety? One of the contributing factors to their wariness to go under the knife is postoperative pain.

Sure, anesthesia in refractive surgery can help minimize discomfort during a procedure. However, to claim that it’s “entirely painless” is misleading since patients will typically experience pain after an operation.

That’s why it’s best to be transparent. Your ads should explain to prospective patients that they may experience discomfort after a procedure and that pain medication is available to help manage it.

ASPS Advertising Policy

Like the AAO, the American Society of Plastic Surgeons (ASPS) regulates surgery advertising in all ASPS publications. Only this time, the guidelines are for reconstructive and cosmetic surgeons.

This advertising opportunity gives credible manufacturers and distributors of medical services and products an avenue to directly communicate with members of the plastic surgery industry.

So, let’s break down the policies you must follow to ensure your advertisements are clear and compliant and to get your plastic or cosmetic procedures and products noticed by your target audience.

General Principles

The ASPS has a long list of what fits or goes against its code of ethics. But here’s the gist:

• The ASPS has the final say on what marketing materials get published.
• Your ads must be truthful, not misleading.
• An ad accepted by the ASPS does not equal one endorsed by the ASPS.
• Your advertisements must align with the ASPS’ mission of prioritizing high-quality patient care.
• You’re responsible for upholding the legal requirements regarding what you advertise, including:
  • Confirming your products and services are relevant to the practice and education of plastic surgery and are commercially available
  • Disclosing your product’s FDA regulatory status in your advertisements
  • Providing peer-reviewed scientific proof and citations for claims
• Your marketing materials cannot attack competitors, be prejudiced, and resemble editorial content.

Special Requirements

If you’re advertising for the first time, you must meet additional requirements in addition to the general guidelines. These extra conditions include the following:

• Everything in writing—all your advertising requests must be submitted to the ASPS
• A copy of your latest aesthetic or reconstructive surgery catalog, especially if it’s your first time advertising
• The name of the official representative who will serve as the ASPS’ contact person regarding your marketing campaign
• Documentation proving that you don’t have outstanding bills or invoices with the ASPS

If you’re advertising your plastic surgery clinic and services in relation to insurance coverage, you must also meet the following additional requirements:

• Complete disclosure of the insurance policy’s expectations, exclusions, and limitations
• A statement indicating the insurance coverage’s availability within and outside the US
• Written consent for testimonials, quotes, statements, or writings of external entities like public officials or government agencies

Technical Requirements

According to the ASPS, it’s not enough for your marketing materials to be truthful. They must also follow a structure. Plastic and cosmetic surgery-related advertisements must:

• Convey to prospective patients who you are and what your practice is all about
• Communicate that your ads are advertisements and not editorial content

Procedures

The abovementioned guidelines are already overwhelming. But it doesn’t end there. The ASPS has more policies that you need to keep in mind, including the following:

Display Advertising: Promoting Products and Services

You need a signed insertion order before you can advertise a product or service. This document specifies the terms you must uphold as the advertiser to the publisher—in this case, the ASPS.

To receive a signed insertion order, you must submit your plastic or cosmetic surgery-related marketing materials to an ASPS advertising sales representative.

Classified Advertising for Plastic Surgery News and the Online Job Opportunity Board

The ASPS allows you to advertise plastic surgery news (PSN) or job opportunities, regardless of whether you’re a member or a resident of an approved or affiliated training program and facility.

Do understand, however, that classified ads are subject to approval by the ASPS associate editor and staff and must be submitted in writing—no text or phone orders.

Accounting Guidelines for Plastic Surgery News

Pay your bills on time! If an invoice for an advertisement request goes unpaid for 60 days, it goes to collections. To advertise again after that, you must settle the collection fees and prepay for any future ads.

Best Practices for Surgery Advertising

We don’t want to sugarcoat it, but surgery advertising is complex, as evidenced by the abovementioned requirements. Fortunately, you’re talking to the right digital marketing agency.

We speak the same language as search engines and social media sites—math. This inside track allows us to craft strategies that give surgeons a steady stream of qualified patient leads at a low cost.

To prove that we’re not all talk, here are some of our surgery advertising best practices:

Understand Your Audience

Imagine you’re fishing for rainbow trout. You won’t catch any if you use the wrong bait or fish in the wrong place. Advertising your surgical offerings is the same.

You can throw as much money as you want. Still, you won’t fill your consultation or procedure bookings without the right message or if you’re advertising in the wrong place.

That’s why you must understand your target audience—their motivations, lifestyles, and when and where they spend their time in the digital world.

Fortunately, we perform audience segmentation. This process allows us to match the demographic with the appropriate strategies, maximizing the effectiveness of your advertisements.

Decide What Surgical Procedures You Want to Focus on

Some procedures contribute more to your bottom line than others. Breast augmentation, for instance, costs an average of $4,875 in 2023, whereas procedures using injectables like BOTOX® cost only $435 per session.

If you want to maximize your marketing’s return on investment (ROI), you must focus on a few procedures instead of trying to be a jack-of-all-trades.

For this reason, we prioritize. We create a list of your offerings and, by extension, target keywords—the terms and phrases that trigger your ads to appear—and sort them based on profitability.

Define Your Brand and Be Consistent

Advertising online can help expand your surgery practice’s reach and improve brand awareness. However, that’s not a given—you must work on it. And that starts with proper branding.

The elements in your marketing materials, from the colors and fonts to the images and wording, can significantly influence patients’ perceptions of your practice and services.

That’s why our process involves defining your brand and ensuring your ads communicate it, such as by sourcing permissible, eye-catching photos and creating compelling ad copies.

Differentiate Your Practice

Let’s be honest. You’re here because your competitors, particularly their marketing strategy, are stealing patients from you under your nose, and you want to change that.

Fortunately, we know how—by ensuring your marketing materials communicate your practice’s unique selling points to prospective clients. That’s where our content team comes in.

Our experienced writers, proofreaders, and editors can produce high-quality content highlighting patient success stories, showcasing your expertise, and emphasizing your commitment to patient care.

Be Transparent Around Pricing

The surgery’s cost is one of the many considerations patients make when deciding on a healthcare professional. While it varies from procedure to procedure, surgery can be expensive.

If your prices are competitive, potential patients are naturally more inclined to engage with your practice. So, why not spotlight that aspect in your advertisements? We will.

Utilize Storytelling

The unfortunate truth is that people don’t like ads. So much so that advertisements on Google only pick up 30% of internet users. But there’s a way around that—you utilize storytelling.

A good story can capture people’s attention and leave a lasting impression. That’s why our ad writing process involves seamlessly integrating patient experiences.

Grow Social Media Engagement

Social sites like Facebook and X (formerly Twitter) allow advertising on their platforms. However, aside from giving you access to millions of potential patients, social media also gives you a two-way street with your audience.

We leverage this ability to directly engage with potential customers in our social media marketing (SMM) services to help you foster meaningful connections with patients.

Don’t Ignore Your Email List

If you’ve been practicing medicine for a while, you probably have a bunch of email addresses lying around that you don’t know what to do with. However, an email list is a goldmine of potential patients.

That’s why we leverage them in our digital marketing plans. Through email marketing, we can help you reconnect with past patients and encourage them to reengage with your practice.

Consistent Video Content

Video content accounts for roughly 65% of all internet traffic. If this statistic can tell us one thing, leveraging video in your surgery advertising strategy is one of the best practices—ours, too.

Our digital marketing strategies utilize every media format, including video. We also offer a YouTube advertising service, helping you market your practice to users who watch and search for videos on the site.

When Is Advertising a Surgeon’s Individual “Brand” Unethical?

You can shape your online reputation through effective digital marketing. However, you shouldn’t advertise thoughtlessly.

Navigating the ethical landscape of online advertising is crucial to ensuring your practice maintains integrity and builds trust. After all, surgery can significantly affect the lives of your audience.

So, here are some things to keep in mind:

Your Practice’s Website Must Educate and Be Interactive

Think of your website as your digital clinic—a hub where you can showcase your surgical skills, expertise, and competitive offerings. But it shouldn’t be solely for that.

“Great” marketing is all about giving your audience what they want. So, instead of designing your website exclusively to generate excitement about your practice, make it informative and interactive.

After all, some of your target patients aren’t ready to book a consultation or procedure yet. Some are still at the “I want to learn everything I can before deciding” stage.

Practical and Ethical Considerations of Implying Brand Innovation on Social Media

Social media advertising lets patients feel connected to you before booking a consultation, making it a potent tool for promoting new procedures and products.

However, this online relationship also has its downsides. It lulls patients into a false sense of security, leading some to overlook essential details like the risks of a procedure.

So, it’s critical that you think before you post, especially considering that exaggerated claims or misleading statements can hurt patients and damage your brand and industry. 

Potential for Deception in Social Media Advertising

No one can deny that social media offers incredible opportunities to reach and connect with prospective patients. Yet, with this vast reach comes a new challenge: the potential for misinformation.

Platforms like TikTok, where content is shared quickly, are vulnerable to deceptive practices. As a result, consumers are exposed to misleading claims that can distort their perception of surgeons and their offerings.

For this reason, you must practice transparency. Doing so can go a long way in educating patients, instilling trust in your skills and expertise, and establishing yourself as an authority.

“Should I Advertise My Plastic or Cosmetic Surgery Business?”

If you have no problems securing patient referrals, advertising your practice may seem like a waste of money. But there’s a reason why you should consider marketing: patients are now proactive.

People no longer wait for their family and friends to recommend physicians. Instead, they’re actively searching for one themselves, primarily on the internet.

If patients can’t find you online, your plastic or cosmetic surgery business may as well be invisible to new patients. So, should you advertise your practice and services? The short answer is yes.

What Should Your Plastic Surgery Marketing Look Like Today?

Don’t get us wrong. Traditional, offline marketing methods like radio ads and print media still work and can help drive potential patients toward your practice.

But if your marketing strategy solely relies on offline advertising, you’re unlikely to grow, considering that nearly half of 2023 consultation bookings are because of online advertising.

So, what do you do? What should your plastic surgery marketing look like in an age when patients search for their surgeons online? Simple: your strategy should incorporate digital marketing techniques, such as:

• Search engine optimization (SEO): This online marketing method focuses on improving your search engine rankings.
• Paid ads: Also known as pay-per-click (PPC) marketing, this approach involves paying search engines and social media sites to display your marketing materials on their platforms.
• Social media marketing (SMM): This digital marketing technique leverages organic posts and paid ads to engage potential patients on social media platforms.
• Email marketing: This technique utilizes personalized emails to keep your practice top-of-mind with past clients.

The New Era of Marketing in Plastic Surgery

Over five million businesses leverage SMM, and for good reason. Social media has revolutionized how plastic surgeons connect with patients and promote their services.

However, establishing a social media presence that attracts potential patients doesn’t happen by accident or because of random social posts. It requires a careful, calculated approach.

Here are some of the things you should consider consider:

Successful Social Media Strategies for Plastic Surgeons: Content and Platform Suggestions

Social media offers a massive patient base. Unfortunately, not everyone scrolling through their newsfeeds is searching for plastic surgery-related information or is interested in them.

That’s why we take the time to understand your target audience. Doing so allows us to determine what message to direct to where and to whom. That’s where segmentation comes into play.

Guidelines for Social Media Marketing by Age Group

A person’s age influences what plastic surgery procedures they’re more likely to be interested in and what services you can legally market to them.

For instance, patients around 20 to 29 years old gravitate toward procedures that boost self-confidence, such as breast augmentation. However, they can only undergo surgery when they’re over 21.

While there are always exceptions to the rule, a 2023 ASPS demographic data report report indicates the following patterns by age group:

Age Group	Procedures
13 to 19	Nose reshaping, ear surgery
20 to 29	Breast augmentation, liposuction, BOTOX® injections, and fillers
30 to 39	Brazillian butt lift (BBL), facial surgery like eyelid surgery
40 to 54	Liposuction, tummy tucks, BOTOX® injections, and HA (hyaluronic acid) fillers
55 to 69	Face, neck, and forehead lifts, eyelid surgery, and facial fat grafting
70+	Neck and facelifts, eyelid surgery, and skin resurfacing

Recommendations for Social Media Marketing Content

What type of content do you consume on Facebook? How about on TikTok or X? The content that will help you convert social media users into plastic surgery patients varies depending on several factors.

One of these factors is the platform you’re advertising in. Patients on Facebook, for instance, respond more to live videos. On the other hand, TikTok users favor private posts.

Suggested Social Media Platforms for Marketing

Social media sites aren’t created equal. Platforms like Instagram and TikTok tend to attract a younger demographic. Meanwhile, Facebook typically draws an older audience.

Some social sites are better for specific types of content, too. For instance, if you’re targeting patients researching plastic surgery procedures or products, YouTube is the way to go.

The question is, “Which platforms should you market your practice on?” Unfortunately, there’s no correct answer, as it depends on your unique situation—your target audience, offerings, and budget.

That’s why we do our research first. Doing so gives us the insight to pinpoint the right audience segment, where those patients are, and the message that will most resonate with them.

Your Plastic Surgery Website

If you’re considering online advertising to promote your practice, working on your website may be the last thing on your mind. After all, shouldn’t you focus on your ads themselves?

Your marketing materials can be enough to secure more patient leads, consultations, and procedures for your practice. However, you shouldn’t ignore a well-crafted plastic surgery website.

Why Is Your Plastic Surgery Website So Important?

You don’t need a website to reach your desired patients, especially considering that advertisements with the “Call” extension let internet users call your practice directly.

However, we still recommend that you have one. Why? Simple: Having a website is like having a virtual clinic. It gives potential patients a platform to learn more about you and your offerings.

Plastic Surgery Website Design

What kind of clinic do you think plastic surgery patients would trust more to give them exceptional patient care: one with a well-thought-out interior layout or one that looks like your grandparents’ basement?

Most would pick the first. The same principle applies to website design, which can help build trust and credibility. Visually appealing and easy-to-navigate sites make it more likely for website visitors to engage with your practice.

For this reason, our plastic surgery marketing strategy involves web design and development, ensuring your website appeals to prospective clients and communicates what your brand stands for.

Plastic Surgery Website Content

Although we urge you to get a website for your plastic surgery practice, we don’t recommend doing so solely for the sake of having one. Your website is meant more than a placeholder for your contact info.

After all, your website visitors are trying to get information about your practice, whether about the procedures you offer or your practice’s plastic surgery innovations. That’s where website content comes in.

Our job is to develop a comprehensive content strategy that ensures your website has and provides the content potential patients look for every time they visit.

Plastic Surgery Before and After Galleries Are Your Best Testimonials

Here’s an interesting statistic: Over half of marketers use visuals in nearly, if not all, of their content. And there’s a simple reason for that: Visual content is effective for conveying a message.

Enter before and after photos. These pre- and post-op galleries can give potential patients a glimpse into the outcomes you can deliver, thanks to your unparalleled skills and tried-and-tested procedures.

If you partner with us, you can leave curating eye-catching, permissible photographs to us, ensuring you have the proof to back up your propositions and claims.

Building a Future-Proof Website for Plastic Surgery Marketing

Patient behavior and preferences evolve. A website effective at driving consultations and procedures today may not be as effective tomorrow, necessitating an adaptable website.

But don’t worry. We have full-time researchers who continually monitor the digital landscape for evolving patterns and trends, allowing us to keep your plastic surgery website ahead of the curve.

Plastic Surgery Landing Pages: Where Visitors Convert to Leads and Leads Convert to Consultations

A landing page is a dedicated page within your website to which internet users “land” or are redirected after clicking on one of your advertisements.

Like your plastic surgery website, your landing pages are critical for capturing potential patients’ interest, educating them about your services, and ultimately converting them into paying clients.

Plastic Surgery Landing Page Content

Imagine clicking on an ad marketing “the cheapest surgical tools.” Conventional wisdom suggests you should land on a web page discussing these budget-friendly instruments.

Now, imagine you’re redirected to a landing page that doesn’t even mention surgical tools. How would you feel? Chances are you’d leave that page and go to a website that gives you what you’re looking for.

Your patients are likely to do the same. That’s why your landing pages must contain content that matches the user’s search intent—their reason for clicking your advertisement.

Fortunately, our surgery advertising strategies involve identifying your target audience’s search intent and producing the appropriate, high-quality content to satisfy it.

Dive Deep Into Niche Content for Services Offered by Your Plastic or Cosmetic Surgery Practice

You can’t go wrong with creating content for everything in your service catalog. However, you must also create highly targeted landing page content about your specializations.

After all, some segments of your target audience likely clicked your ads to learn more about a specific procedure or product your plastic or cosmetic surgery practice offers.

With our in-house content team, you can be confident that patients will get the answers they’re looking for through engaging and compelling content that showcases your surgical practice’s unique approach.

Content With a Twist

Sometimes, words aren’t enough to properly convey a message. While primarily text-based articles and blogs can effectively promote your practice and offerings, why limit yourself to them?

Fortunately, we use everything at our disposal to ensure you provide content that resonates with everyone in your target audience, from text and images to audio and video.

Landing Page Promotion

You can have world-class designers working on your landing pages. You can have experienced creators producing content. But none of that matters if potential clients can’t find your website.

In other words, getting your landing pages in front of your desired patients is as crucial as having these dedicated web pages. That’s where we come in.

Through SEO, Google Ads (formerly Google AdWords and Google AdWords Express), or SMM, our digital advertising services ensure your pages are spotlighted in the vast digital space.

Plastic Surgery Blog: Relevant Content to Attract Attention

Blogs have existed since the 1990s and have remained a core aspect of many businesses’ and professionals’ digital marketing strategies because they effectively keep audiences engaged.

So, why not implement blogging into your plastic surgery marketing to attract potential patients and increase awareness of your practice and offerings? As the saying goes, “If it ain’t broke, don’t fix it.” 

What Makes a Plastic Surgery Blog Great

The advent of AI (artificial intelligence) and LLMs (large language models) like ChatGPT has made content creation easier. With a push of a button, you’ll have a blog ready to post in seconds.

However, AI-generated blogs aren’t “great.” Why? They lack the qualities publishers like Google value: E-E-A-T (expertise, experience, authoritativeness, and trustworthiness).

If you partner with us, you can trust that our content team will ensure your plastic surgery blog posts will address your audience’s needs and concerns while demonstrating those characteristics.

You Don’t Have to Write It Yourself

Creating original, high-quality blog content that publishers like Google reward with better online visibility takes time—a resource you’d be better off spending on providing top-notch patient care.

That’s where we come in. Our experienced content department can handle your content creation needs, allowing you to focus on what you do best—being a plastic surgeon.

Social Media Marketing for Plastic Surgery Marketing

Social media has become an indispensable tool for modern marketing. You can help your practice reach billions of potential patients by leveraging SMM and advertising on platforms like Facebook, X, and TikTok.

However, online success is not a given. Your approach will determine whether you tap into social media’s unimaginably vast audience base, build brand awareness, and drive patient acquisition.

How to Use Social Media Marketing for Plastic Surgeons

Social media sites offer various opportunities to connect with prospective patients, showcase your plastic surgery expertise, and instill confidence in your offerings.

For instance, you can utilize organic posting, such as sharing high-quality content or starting live Q and A (question and answer) sessions, to foster hype and engagement.

You can also run targeted paid advertisements to reach specific audience members based on their demographics, interests, behaviors, and location.

Ultimately, the SMM strategy best suited for your plastic surgery practice depends on your challenges, ambitions, and budget—factors we’ll consider when you sign up for our services.

General Plastic Surgery Social Media Marketing Rules

Each social media site will have unique rules regarding plastic surgery advertising. For example, Meta platforms prohibit advertisers from marketing to people under 18, while TikTok doesn’t allow ads altogether.

However, there are general guidelines that all social platforms require plastic surgeons, like you, and digital marketers, like us, to observe, including but not limited to the following:

• Compliance: Expectations and guidelines set forth by regulatory bodies like the ASPS apply to digital marketing.
• Professionalism: You’re a medical professional, not an influencer. So, it’s essential that you avoid anything that may damage your reputation and the industry.
• Confidentiality: You must protect your patients and their privacy. It’s as straightforward as that.

Email Marketing for Plastic Surgeons

Do you know what’s more challenging than attracting new patients? It’s turning one-time clients into loyal, lifelong advocates for your skills, expertise, and plastic surgery practice.

Think about it. Patients may not have immediate reasons to return to your practice after a successful procedure like microtia surgery (ear reconstruction).

By leveraging email marketing and sending personalized emails, you can maintain a connection with past clients, introduce them to other procedures you offer, and keep your practice top-of-mind.

Email Content That Converts

Approximately 121 business emails are sent and received daily. This statistic tells us that if you don’t want your promotional emails ending up in a potential patient’s spam folder, they must stand out. 

So, instead of treating emails as advertisements, think of them as personal invitations to your plastic surgery practice. The operative word is “personal.” 

Fortunately, we take the time to understand your audience and their unique needs, allowing us to tailor the perfect message to entice every recipient to inquire about new offerings or exclusive promotions.

What Makes Email Marketing Work?

The digital marketing landscape is constantly evolving. What works today might not work tomorrow. However, one strategy has stood the test of time: email marketing.

But what makes email marketing so effective despite the advent of various online advertising techniques? Two simple reasons:

• Daily engagement: Nearly everyone checks their email daily, making it a reliable channel to reach your audience.
• Preferred communication: Even with the availability of instant messaging tools, many people prefer to receive brand updates via email.

Online Marketing for Plastic Surgeons

When you hear the phrase “online marketing for plastic surgeons,” what comes to mind? Most people think it’s an advertising strategy to help surgeons reach patients in the digital space.

If you thought the same, you’re not wrong. However, let’s make one thing clear. Online marketing isn’t a single strategy. Instead, it’s a complex ecosystem encompassing various tactics, such as the following:

Reputation SEO

As its name implies, search engine optimization involves optimizing aspects of your online presence to improve your chances of appearing prominently on search engines.

When you do, patients can’t help but believe you’re the #1 surgeon for their plastic surgery needs. In other words, plastic surgery SEO can help you control your digital reputation.

Pay-per-click or PPC

Traditional advertising techniques like handing out flyers or renting a billboard on a busy street still hold value. But if you want the best bang for your buck when it comes to getting to your desired audience, consider PPC marketing.

After all, PPC ads offer precise targeting, letting you display your marketing materials to specific audiences based on options such as keywords, location, and even device type.

Couple that with the fact that you only pay for the traffic your advertisements generate, you can be confident that your marketing dollars will give you a positive return on your investment.

Display Ads

Roughly 68% of online experiences begin on a search engine like Google. But if you only advertise on search engines, you miss out on many prospective patients.

Enter display ads. These types of advertisements give you access to the Google Display Network (GDN), which consists of millions of websites, blogs, and platforms like Gmail and YouTube. They allow you to reach 90% of internet users.

The best part? Display ads don’t limit you to conventional text advertisements. They can be in image, flash, video, and audio formats, ensuring your ads appeal to a broad audience.

Mobile Ads

Nowadays, everyone’s on their phones. So much so that around 63% of Google searches in the US occur on mobile devices. The question is, “How do you capture patients who use their mobile phones to find plastic surgeons?”

With mobile advertisements, of course. Making your marketing materials mobile-friendly and directly marketing to mobile users can help ensure your surgical practice is front and center for people on their mobile devices.

Retargeting Ads

“Third time’s a charm” implies that first and—sometimes—second attempts don’t always yield the desired results. This applies to encouraging patients to engage with your plastic surgery practice.

Fortunately, there are retargeting ads. These online advertisements let you reengage internet users who have shown interest in your offerings but have yet to book a consultation or procedure.

Native Advertising

Online advertising is a paradox. You need digital marketing to attract patients online, but these same individuals don’t like advertisements. After all, the digital space is saturated with ads.

So, how do you overcome this contradicting reality? Simple: integrate your marketing materials seamlessly or “natively” into content so they don’t disrupt the user’s experience.

Pull It Together

The beauty of online marketing lies in its flexibility. Depending on factors like your goals, budget, and target audience, you can blend strategies to achieve optimal results.

However, identifying which digital advertising techniques work best for your situation is always easier said than done. Fortunately, you can skip the trial and error by partnering with us.

Through advanced statistical analysis, data modeling, and multivariant testing, we can pinpoint which moves are profitable for your plastic surgery practice and which ones your peers are wasting their money on.

Offline Marketing for Plastic Surgeons

Digital marketing works. Our online advertising services have bridged the gap between over 2,000 surgeons and those needing their skills, expertise, and offerings.

However, that doesn’t mean you should ignore traditional advertising altogether. Yes, we’re a digital marketing company. But we’ll never deny the value of conventional marketing techniques.

After all, not everyone benefits from digital marketing. So, if you’re still on the fence about signing up for our services, here are some offline options you can utilize to bring in more patients for your practice:

Print Ads

What do you do if you want to stay updated on current events or find entertainment? Chances are you’re opening your web browser and connecting to the internet.

But some people look to publications like magazines or newspapers. Placing your ads in these physical reading materials can be an effective way to reach a broad audience.

Billboards

Billboards can be a powerful tool for creating and raising awareness for your plastic surgery practice and offerings, especially if they’re located in high-traffic areas.

However, you must remember to keep your message short and sweet. After all, you typically only have a fleeting moment to grab people’s attention as they walk or drive by your billboard ad.

Television

Even with on-demand content and streaming services like Netflix, Hulu, and YouTube, people still watch TV for nearly five hours daily. In short, television is by no means dead.

Unfortunately, television ads can be costly and may not be the best investment for every plastic surgeon. However, they’re still an option worth considering when you want to reach potential clients.

Radio

Radios may seem like a relic of a bygone era, especially considering that apps like YouTube Music, Spotify, and iTunes allow you to be your personal DJ (disc jockey).

However, with around 82% of Americans still blasting their radios, marketing your offerings on the airwaves can still be a valuable offline marketing avenue for your plastic surgery practice. 

Direct Mail

Email marketing is a highly effective tool for engaging potential patients. Unfortunately, the sheer number of electronic mail each person receives daily can make inboxes extremely cluttered.

Here’s where direct mailers come in as offline alternatives. Direct mail adds a physical touch to your advertisements, ensuring you don’t lose your audience despite the hustle and bustle of everyday life.

Giveaways

Everybody likes free stuff. So, why not use that to your advantage? By handing out freebies, you generate buzz and give potential patients something to remember your brand by.

Fortunately, giveaways don’t need to be expensive. They can be as simple as pens, tote bags, or shirts. You can also offer discounts or free consultations to entice the public to engage with your practice.

Things Change

Offline advertising trends evolve, so it’s critical to adapt to ensure your campaigns continue to be effective in delivering more patients, consultations, and procedures for your practice.

Patient Reviews: Nothing Beats Word of Mouth for Plastic Surgeons

If you don’t talk about your procedures, facilities, or qualifications, how would prospective patients know that your plastic surgery practice aligns with what they seek?

Unfortunately, self-promotion can be a double-edged sword. While some appreciate confidence, others may perceive it as boastful or inauthentic, putting you in a difficult position.

So, how do you build trust and credibility without coming across as self-glorifying? You let other people talk for you. Here’s where online reviews come in.

Get More Reviews

If a family member or trusted friend recommends a product or service, aren’t you more inclined to purchase or subscribe to their endorsement? Patients are the same way.

Before booking a consultation or scheduling a procedure with a plastic surgeon, most people will check assessments from other patients. For this reason, you must get more reviews.

After all, the more favorable your reviews, the more likely new patients will have confidence in your skills and expertise. Fortunately, earning reviews is as simple as asking patients to write you some.

That said, you should never buy fake reviews to control perceptions about your plastic surgery practice or silence negative criticisms, as these violate policies on phony engagement.

Manage Your Reviews

Here’s the unfortunate reality: you can’t please everyone. Even if you have top-notch surgical skills and competitive offerings, you may still receive less-than-stellar reviews that can damage your practice’s reputation.

That’s why it’s crucial to manage your reviews. Fortunately, our online reputation management services do just that—take steps to overcome negative evaluations.

While strategies vary from case to case, we typically recommend (public relations) opportunities, such as connecting you with highly authoritative domains like Forbes and the Huffington Post.

Key Review Sites for Plastic Surgery Practices

There’s nothing wrong with getting as many reviews as you can, wherever you can. Whether it’s on Yelp, Facebook, or Bing Places, it’s essential that you get reviews.

However, appraisals on specific online channels are more impactful than others. One of these review sites is your Google Business Profile (formerly Google My Business).

Publicize Your Great Reviews

Patients will undoubtedly check your reviews when interested in your plastic surgery offerings. But that doesn’t mean you can’t actively use them in your online advertising strategy.

For this reason, we incorporate positive and neutral reviews into our clients’ websites and marketing materials to enhance their marketing campaigns.

Augment Patient Testimonials With Other Third-Party Verification

Anyone can leave a review on your website or online business listings, even nonpatients. Unfortunately, that fact can make potential patients question the authenticity of this feedback.

 So, how do you back up the credentials, training, or facilities you claim to have? You get third-party verification. A certification from a high authority entity can help solidify your credibility.

An example of third-party verification is an American Board of Plastic Surgery (ABPS) certification, which validates your completion of training and examination covering all plastic surgery procedures.

Events: Any Excuse for a Party

Sometimes, online advertising may not be enough to help you secure the patient leads, consultations, and procedures your practice needs to grow. Sometimes, you need an offline tactic to supplement a digital campaign.

One traditional method is attending or hosting events, which allows you to connect with potential patients in your community and other healthcare providers who can expand your referral network.

Cause Marketing

Marketing shouldn’t solely focus on convincing people to buy a product or service. It should also be about meeting potential customers where they are and providing value.

An excellent way to accomplish that endeavor is to attend or host functions that support causes that matter to you and your audience.

For instance, you can offer your plastic surgery skills and expertise to the Alliance for Smiles. This volunteer-driven organization provides free cleft lip and palate surgery for children.

Educational Marketing

Not everyone wants to undergo a procedure. Some simply want to be informed. And what better way to reach those knowledge-hungry individuals than attending events focusing on educating the public?

Remember, marketing isn’t always about selling your products or services. Sometimes, it’s about giving your target audience what they want, even if it’s just information.

Loyalty Programs for Plastic Surgery

How do you attract new patients and retain existing ones apart from delivering fantastic post-op results? Well, you can always sweeten the pot with a loyalty program.

Rewarding your loyal patients can foster long-term relationships and increase customer lifetime value. Patients who feel rewarded may even send new clients your way.

What Kind of Rewards Should You Offer?

Understanding your plastic surgery patients is essential for identifying the rewards you should offer. After all, different people will need different motivations to participate in your loyalty programs.

Think about it. Let’s say you value time more than money. Which loyalty program would you prefer: One that rewards you with discounts or gives you priority access?

Designing an Effective and User-Friendly Patient Rewards Program

Your loyalty program must be exciting and worthwhile for your patients. However, a rewards system with those qualities doesn’t need to be overly complex.

After all, if earning rewards is a chore or takes forever, your patients may lose interest. So, keep your loyalty programs’ rules straightforward and easy to follow.

Promote Your Program

It may seem like a no-brainer, but you must advertise rewards programs like plastic surgery offerings. Otherwise, patients may not know the benefits of engaging with your practice.

Inform your patients during consultations and follow-up appointments, display promotional materials in your clinic, or launch digital marketing campaigns to reach a broader audience. Promoting your program will certainly pay off in the long run. 

Budgeting for Plastic Surgery Practices

Digital advertising is often cheaper than traditional methods. However, that doesn’t mean you shouldn’t budget for your plastic surgery practice’s marketing efforts.

After all, if you don’t allocate your resources wisely, you’ll see how quickly your advertising dollars can vanish without getting your surgical practice closer to your desired results. 

What Should Your Plastic Surgery Marketing Budget Be?

Most digital marketing service providers won’t hesitate to tell you, “You need $X to get Y results.” Unfortunately, budgeting for an online advertising campaign isn’t as straightforward.

Your goals, target audience, and competition all influence how much you’ll need to invest. For this reason, we offer free audits and technical analyses.

By understanding your unique situation, we can determine what we must do to deliver a successful marketing campaign. Then—and only then—can we pinpoint a definitive dollar value.

Refining Your Marketing Budget

Although sticking to a budget helps prevent overspending, you must also be flexible. The digital landscape continually shifts, necessitating constant tweaks to your advertising approach and budget.

After all, wouldn’t you want your marketing dollars going to the channels and tactics that deliver the most patient leads, consultations, and procedures to your plastic surgery practice?

Examples of Successful Plastic Surgery Ads

If plastic surgeons like you aren’t allowed to make efficacy claims without supporting literature, how can we? Fortunately, we have all the data to corroborate the effectiveness of our digital advertising services.

Take, for instance, a campaign we launched and managed for Dr. Richard Zoumalan, a facial plastic surgeon in Los Angeles specializing in rhinoplasty (nose job) and facial surgery.

Here’s a glimpse of Dr. Zoumalan’s campaign metrics before working with us and how much our data-driven Google Ads and PPC marketing services have improved them:

Metric	Before	Improvement
Click-through rate	0.88%	1,472.73%
Average cost per click	$7.94	-55.42%
Conversion rate	1.59%	1,132.08%
Cost per conversion	$500.48	-96.39%

Here’s what this data means:

• The click-through rate (CTR) measures the ratio of people who clicked versus those who saw the ad. A higher CTR means an advertisement is attracting patients more effectively.
• The average cost per click (CPC) is the amount you paid divided by your ad’s total clicks. The lower the number, the more cost-effective an ad is.
• The conversion rate is a metric that gauges the ratio of people who converted versus those who visited your website via your ads. The higher the conversion rate, the better the advertisement encourages patients to engage with your practice.
• The cost per conversion is the amount paid divided by the number of people who converted. The lower the cost per conversion, the cheaper it is to convert internet users into patients.

“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, MD | Dr. Richard Zoumalan Facial Plastic Surgery

Do you need more examples of successful plastic surgery ad campaigns? Don’t worry. We have tons more. Check out our case studies to see how our digital marketing services have helped surgeons like you.

Custom Facebook Campaigns for Multi-location Plastic Surgery and Cosmetic Surgery Practices

If you’re a successful plastic or cosmetic surgeon, you likely have several clinics nationwide. Unfortunately, the Facebook strategy you use for one of your locations may not be as effective for another.

After all, patient behavior and preferences can vary depending on the market. For example, BBLs and liposuctions are the most desired procedures in the South Atlantic.

On the other hand, patients in the Mountain and Pacific regions of the US preferred cheek implants, buccal fat pad removals, and noninvasive skin tightening and treatments.

Fortunately, we leverage Facebook’s geo-targeting features, ensuring your plastic or cosmetic surgery practice reaches and engages potential patients in your target geographic location.

We Fuel Growth With Strategic Facebook Ad Tactics

Our Facebook Ad management services have consistently delivered patient leads for our surgeon clients at a 30% to 70% lower cost than our other advertising offerings.

How do we make that possible? Here’s how:

Funnel-Based Messaging Strategies

We understand that every patient’s journey is unique. That’s why we implement a tailored, funnel-based approach to engage and nurture potential patients at every stage.

For instance, we target different keywords for every level of your acquisition funnel to ensure we hit the user intent for the following patient segments:

• Out of the market (OTM): Patients who are solely searching but have no intention of booking a consultation or procedure.
• Entering the market (ETM): Patients interested in surgical products or services like yours.
• In the market (ITM): Individuals deep in their patient journey and ready to engage with your practice.

Persuasive Copywriting

People don’t like ads as they are. That’s why we ensure your Facebook ads resonate with your desired audience. Our expert copywriters will craft ad copies that capture attention, spark interest, and drive action.

Eye-Popping Design

Visual appeal is vital in digital marketing. For this reason, we create ads that stand out in the crowded Facebook news feed through captivating images or dynamic videos.

Data-driven Creative Testing

We don’t rely on guesswork. We use the same math that Meta’s engineers use to gain data-driven insights and conduct split testing to identify the most effective creative elements that will help maximize your ROI.

HIPAA-Compliant Ads

The Health Insurance Portability and Accountability Act of 1996 (HIPAA) is a federal law that establishes the standards for protecting sensitive patient health information (PHI).

Many popular marketing tools, including Facebook Ads, aren’t HIPAA-compliant. Fortunately, we adhere to the principles of data minimization and limitation.

In other words, we’ll never use the information we collect without your consent. If the sensitive personal data is no longer relevant or necessary to our partnership, we’ll erase them.

Contact us for more information on how we ensure your Facebook Ads are HIPAA-compliant. Call 310 879 8003 or email contact@digitalspotlight.com.

Post-Click Optimizations

We don’t focus on getting clicks. We’re more concerned about what happens after—converting website visitors into leads, consultations, and procedures for your practice.

That’s why our Facebook Ads management service involves post-click optimizations, including the following:

• Ensuring your ad copies match the landing page content
• Making calls-to-action (CTAs) compelling, striking, and noticeable
• Minimizing the steps required for visitors to complete a conversion

Audience Enhancements and Optimization Strategies

We never consider our campaigns “finished.” And why should we when there’s always room for improvement? That’s why we perform daily optimizations to ensure your Facebook Ads continue to deliver results.

Why Digital Spotlight’s Custom Strategies Convert

If you’ve ever worked with an online advertising agency before, you know that professional marketing services don’t always yield conversions. But our 95.67% client-retention rate says ours does.

Here’s why:

Social Ads Your Audience Loves

We have a unique audience analysis process that allows us to understand your target patients inside and out—their needs, desires, and preferences.

This inside track gives us the insight to craft compelling, captivating, and engaging social media ads that resonate with potential patients, sparking their interest and driving them into action.

Performance Branding That Drives Real Impact

When you partner with us, your goals will become our goals. You can trust that delivering measurable results will always be at the top of our priority list. For this reason, our approach includes:

• Targeted audience segmentation: We identify your most valuable patients and create highly targeted ads to reach them.
• Split testing: We continuously test different ad variations to optimize your campaign’s performance.
• Conversion tracking: We track key metrics to measure the effectiveness of your digital marketing campaigns.

Integrated Reports for Complete Transparency

We believe in an open and transparent partnership. Unlike other online advertising service providers, we won’t hide behind the showiest numbers—we’ll tell you everything.

Our detailed reports will help you understand your campaign’s progress, including what we’re doing, why we’re doing certain things, and the results you’re getting from them.

Grow Your Surgery Business With Digital Spotlight

Implementing an online marketing strategy doesn’t always equal growth for your surgical practice—a sentiment we’re confident you can agree with if you’ve previously wasted money on failed campaigns.

So, partnering with the right digital advertising agency is critical. Fortunately, you don’t have to search very long for one, as we’re throwing our hat into the ring.

But why choose us? We could tell you all sorts of things, such as that we’re one of Google’s highest-level partners, don’t offer lock-in contracts, or have appeared in various publications for our online advertising expertise.

But if there’s a reason why you should trust us with your practice’s growth, it’s that we specialize in creating comprehensive, tailored advertising solutions that consider the unique needs of surgeons like yourself.

Partner with experts in surgery advertising. Schedule a no-obligation consultation by calling 310 879 8003 or emailing contact@digitalspotlight.com.

You can also speak to our digital marketing professionals by visiting our California office at 2450 Colorado Avenue, Suite 100E, Santa Monica, CA 90404.

Frequently Asked Questions

• Can I advertise my plastic or cosmetic surgery business on social media?

Generally speaking, you can. While there are guidelines you must follow, social sites like Facebook let you advertise your plastic or cosmetic surgery practice, products, and services.

However, there are always exceptions to the rule. TikTok, for instance, prohibits advertisers from running advertisements related to plastic surgery, cosmetic or otherwise.

• Does plastic or cosmetic surgery advertising work?

Yes, advertising works, whether you specialize in plastic or cosmetic surgery. However, every practice’s situation is unique, and some may not benefit from a digital marketing strategy as others would, if at all.

Fortunately, we only work with surgeons we believe—up to a decimal point—can receive the patient leads, consultations, and procedures they need to grow their practice. 

• How do you promote general surgery?

You can promote your general surgery practice in various ways, from search engine optimization (SEO) and paid ads to social media marketing (SMM) and email advertising.

• How do you make money from surgery advertising?

You make money from surgery advertising by securing consultations and procedures. That’s why it’s critical to work with a digital marketing firm that focuses on leads and conversions, not clicks.

• How big is the market for surgery patients?

The surgical procedures market is massive. In 2023, it was valued at $3.17 trillion, and 2024 projections put it at $3.35 trillion. The question is, “Do you have the advertising strategy to tap into it?”