Plastic Surgery Ads

It’s no secret that leveraging the digital landscape is your best chance at driving more potential patients, consultations, and procedures to your plastic surgery practice.

After all, roughly 97% of people use the web to find nearby businesses, products, services, and, possibly, plastic surgeons who can help correct dysfunctions in their bodies.

Unfortunately, tapping into the power of search engines and social media platforms is always easier said than done— a sentiment we’re confident you can agree with if you’ve tried launching ads before. 

There are too many ad options and platforms to choose from, and developing the expertise to maximize your campaigns can take valuable time away from running your clinic. 

There are also likely countless digital marketing agencies in your area promising impressive ad returns on Google, Bing, Meta, and TikTok. But rarely, if ever, do any of them hold true to their word.

Here’s where we come in. We’ve mastered the maths behind bridging plastic surgeons and those needing them. Our leads-focused search engine and social media advertising strategies ensure you increase your client count and book more consultations and procedures.

And unlike many marketing agencies, we won’t promise impressive returns for your marketing dollars just to get you to sign up. That’s because we only take on clients who can truly benefit from our services.

So, instead of making grand assurances, we’ll audit your ad campaigns at no additional cost or obligation. This way, you’ll have all the facts needed to make a decision about your budget.

Leave your ads to us so you can focus on helping those who need your experience and skills. Book a no-pitch consultation with us by calling (+1) 310 879 8003 or emailing [email protected].

Online Marketing for Plastic Surgeons: Paid Media

Deciding to jump into digital marketing is the easy part. The challenging aspect lies in the fact that, for better or worse, you have countless paid media options to choose from.

Fortunately, we’re here to make things straightforward— narrow your choices to those that maximize your hard-earned dollars and deliver the numbers you care about the most.

So, here are some of the most prominent and cost-effective paid online advertising techniques you should consider for your practice:

Pay-per-Click or PPC

PPC, short for pay-per-click, is often synonymous with paid advertising. We even use the two terminologies interchangeably. That’s because PPC embodies what paid marketing is.

How so? PPC advertising involves paying a publisher, such as Google or Facebook, for digital real estate on its platform where you can advertise your plastic surgery clinic.

Think of it like paying for a billboard spot on the 405, for example. The difference is that you, as the name of the digital marketing technique implies, only pay whenever someone clicks or interacts with your ads.

PPC is cost-effective because it allows you to reach your target audience and only them much quicker than organic marketing methods like search engine optimization (SEO).

Display Ads

Yes, PPC search ads via Google Ads (formerly Google AdWords and Google AdWords Express) can give your plastic surgery procedures and clinic immediate visibility on search engine results pages (SERPs).

But if you want to reach more potential patients and book more consultations, consider display ads. That’s because Google’s Display Network, a group of over two million websites, apps, and videos where your Google ads can appear, can reach over 90% of internet users.

After all, advertisements can be displayed in various formats, such as images, video, and audio, and can appear on YouTube videos, Gmail, and millions of websites, including news pages and blogs.

Social Media Ads

With more than 5 billion combined registered users, almost everyone is on a social media platform. So, it makes sense that you should utilize social media ads to grow your plastic surgery practice.

However, a massive audience is just one of the many upsides of running ads on platforms like Facebook, X (formerly Twitter), and TikTok. That’s because social media ads also offer the following:

• The ability to use diverse ad formats, such as image, video, and carousel advertisements
• Precise demographic targeting, which lets you display your ads to the right people— ones who are in need and looking for reconstructive surgery
• The option to showcase your experience and skills to individuals who have previously shown interest in your practice

Mobile Ads

When was the last time you searched for a product or service other than with your smartphone? Chances are your target audience is the same— they can’t remember.

So, why bother advertising your plastic surgery procedures and clinic on marketing channels where your prospective patients aren’t? Enter mobile advertising.

These types of adverts are straightforward. They let you reach and engage with your desired audience through mobile devices and apps with mobile-optimized advertisements. 

Retargeting Ads

While remarketing and retargeting have similar goals, they are distinct digital marketing strategies. The former focuses on re-engaging your existing customers to act, such as patients booking another consultation.

On the other hand, retargeting is about displaying your advertisements to individuals who have visited your website or have used social media platforms to interact with anything related to your brand.

If you want to increase your conversion rate and push your target audience down your plastic surgery clinic’s pipeline, consider retargeting via paid ads.

Native Advertising

One of the most significant downsides to running paid ads is that they don’t fair well with people. After all, the web is flooded with advertising, making people feel like they’re constantly drowning in ads.

But what if we tell you there’s a way to make your adverts not appear as promotional material? Enter native ads, a form of paid marketing designed to blend seamlessly with your publisher’s content.

 Although these ads typically appear with a “sponsored” or “recommended” text, they don’t disrupt the viewer’s experience, increasing your chances of driving these potential patients to your practice.

Paid Online Advertising Offers Major Advantages

Paid ads aren’t exclusively pay-per-click. Depending on your chosen platform, you might pay based on:

• CPM (cost-per-impression): Under this model, you’ll pay for every one thousand ad impressions or user engagements.
• PPConv (pay-per-conversion): With this structure, you pay whenever a user converts, such as booking a consultation or a procedure like a rhinoplasty.

With these pricing structures, it’s clear why paid advertising is a highly cost-efficient marketing solution. However, greater budget control is only one of the many benefits paid digital marketing offers.

Another, it gives you results quicker. Paid ads deliver your message to prospective patients almost instantly. In contrast, an organic solution like SEO typically takes around four months to a year to deliver outcomes.

Paid online advertising is also hyper-targeted. After all, these ads can be tweaked to only appear to individuals that match your criteria, such as location, interests, and device types.

Pull It Together

Paid media can be a valuable tool to increase the number of patients who walk through your plastic surgery clinic’s doors. However, determining which approach will be most effective for your situation can be complex.

Fortunately, you can leave that to us. After all, we use the same language publishers like Facebook and Google use— advanced statistical analysis, data modeling, and multi-variant testing.

This maths-based approach allows us to unlock your ad campaign’s full potential, ensuring it delivers qualified leads at a lower acquisition cost for your practice.

Find out how our paid digital marketing services can maximize your marketing dollars by booking a no-obligation consultation. Call (+1) 310 879 8003 or email [email protected].

What Should Your Plastic Surgery Marketing Look Like Today?

The American Society of Plastic Surgeons (ASPS) had over 8,000 members, which accounted for 93% of all board-certified plastic surgeons in the U.S. (United States) in 2020.

In that same year, those surgeons performed approximately 6.8 million reconstructive surgical procedures— a 3% increase from 2019— and 15.6 million cosmetic procedures.

Fast forward to 2024, and there are now more than 9,540 employed plastic surgeons in the country. These figures highlight an irrefutable fact: the healthcare industry, particularly the plastic surgery field, is becoming increasingly competitive.

While traditional marketing avenues like word-of-mouth advertising can help you stand out— it’s how many of our clients came to know about us— you should consider focusing your advertising efforts on the web.

Why? Simple: the new patients your plastic surgery clinic needs for growth are likely on the internet, with around 94.6% of U.S. residents actively engaging in the digital realm.

What Is Trending in Plastic Surgery?

While TikTok doesn’t let you run ads related to plastic surgery, it has emerged as a significant influencer in shaping trends in this healthcare field, particularly among younger demographics.

Popular plastic surgery procedure trends on TikTok include the following:

• Buccal fat removal
• Jaw filler
• Breast reduction
• Brazilian butt lift (BBL)

However, alongside the surge in interest in plastic surgery procedures, several concerns have also emerged— ones that you should consider if you’re contemplating leveraging TikTok in your plastic surgery marketing.

These risks include the following:

• Misinformation: TikTok has an abundance of content. However, not all of it is accurate.
• Unrealistic expectations: Filters and edited images on TikTok can make people seek unnecessary plastic surgery services.
• Safety concerns: Some might encounter unqualified plastic surgeons and follow unverified advice.
• Mental health impact: Constant exposure to idealized images can negatively affect individuals’ self-esteem and body image.
• Impulse decisions: People might rush into surgeries with irreversible consequences.

Marketing Strategy for Plastic Surgery

If you’re reading this write-up, you’ve likely worked with an online marketing service provider that promised you unbeatable results for your investment but never delivered them.

So, we understand how challenging it is to trust another agency— to trust us— after your awful experience. But here’s how we’re different: we don’t hide behind guarantees.

Instead, we outline our process for achieving our clients’ desired outcomes— in easy-to-understand English. In that spirit, here are some of the marketing strategies we use to help plastic surgeons like you:

Increase Your Plastic Surgery Clientele Through Enhanced Website Engagement

We don’t treat your plastic surgery website as a digital placeholder for your practice. Instead, we view it as your online front desk— an opportunity to attract potential clients.

That’s why our digital marketing efforts involve maximizing your online presence’s effectiveness in attracting and converting leads through better website engagement, such as:

• Producing informative content that gives visitors insight into the field and the services you offer
• Ensuring your website features a user-friendly design and is easy to navigate on whatever device your target audience is using
• Incorporating high-quality visuals throughout your site to showcase your work, such as before-and-after photos of procedures

Utilize Pay-per-Click (PPC) and Search Engine Marketing (SEM) Strategies

If your practice doesn’t show up on SERPs, it might as well not exist at all. If you partner with us, you can be confident that your plastic surgery clinic does so prominently.

How, you ask? Search engine marketing (SEM). This digital marketing strategy simultaneously utilizes paid ads like PPC and organic means, like plastic surgery SEO.

With this two-pronged approach, we can give your practice immediate search visibility, plus the credibility and authority that comes with appearing on the first page of organic search results.

Consistently Employ Local SEO Tactics to Attract Plastic Surgery Clients

If you want to drive new patients, more consultations, and procedure bookings to your clinic, you must not ignore one of your most valuable traffic sources: your local market. Fortunately, we don’t.

Hence, our online marketing approach includes local search optimization techniques, such as the following:

• Targeting keywords relevant to your local audience and incorporating them into your web pages and content
• Claiming and enhancing your online business listings on platforms like Google Business Profile (formerly Google My Business)
• Identifying opportunities for local NAP (name, address, and phone number) citations and reviews of your clinic

But why do we employ local SEO tactics? So we can ensure your online presence attracts potential patients in your area actively seeking plastic surgery services.

Leverage Google’s Local Services Ads for Enhanced Plastic Surgery Client Acquisition

Like local SEO, Google’s Local Services Ads (LSA) lets you advertise your offerings to prospective clients in your geographical area. The primary difference is that the latter is a paid digital marketing technique.

Nonetheless, LSA is worth considering, especially if you consider that these ads appear first— above organic results and PPC ads. They also come with a “Google Guaranteed” badge, enhancing your practice’s credibility.

Increase Plastic Surgery Clientele via Facebook and Instagram Marketing

As part of our comprehensive plastic surgery marketing process, we leverage the power of Meta platforms, such as Facebook and Instagram. And why shouldn’t we?

After all, our math-based approach, unique audience analysis, and expertise in running Meta ads have consistently delivered results at 30% to 70% lower costs than other advertising methods.

Ad Retargeting: A Novel Approach in Plastic Surgery Marketing Techniques

We understand the value of acquiring new patients for your plastic surgery clinic. That’s why our digital marketing process includes retargeting campaigns.

As mentioned, this technique involves advertising to individuals who have previously interacted with anything related to your brand but have yet to convert, encouraging them to reconsider your services.

Create a Plastic Surgery Facebook Group

Our social media marketing (SMM) services excel in driving a steady stream of qualified leads. But if your focus is on building a robust online community around your practice, we can also do that for you.

One way is creating and managing a dedicated Facebook group that fosters community engagement and trust among current and potential clients.

Content Marketing Equates to Effective Advertising in Plastic Surgery

Marketing isn’t about tricking people into paying for your services. Instead, it’s about providing value to your intended audience. And what better way to do that than by offering them high-quality content?

The good news is that our online advertising strategies include content marketing, spearheaded by our in-house team of editors, proofreaders, and content writers.

With their marketing expertise and informative blog and article creation efforts, we position your practice as a valuable resource for potential patients considering plastic surgery procedures.

Create Helpful YouTube Videos About Plastic Surgery

Did you know that roughly 77.7% of Americans who are 18 and higher are on YouTube? This figure translates to around 239 million people, a significant audience to which you can market your practice.

Fortunately, we also offer YouTube advertising services in various formats, including the following:

• In-stream: Ads that appear before, during, or after a video— the ones you can skip after five seconds.
• Discovery: Media adverts that appear as sponsored results for YouTube users.
• Non-skippable: Video ads that are 15 seconds or less and, as their name suggests, cannot be skipped.
• Bumper: Short-form, non-skippable ads typically lasting up to six seconds or less.

Email Marketing Also Serves as a Potent Tool for Plastic Surgery Advertising!

Think of digital marketing as your expansive surgical toolkit. That toolkit includes various strategies like PPC, plastic surgery SEO, and content marketing.

While often overlooked, email marketing is still one of the most effective online advertising tools. After all, it lets you stay in touch with your ideal clients and keep them engaged. 

Conferences Can Get You More Plastic Surgery Leads

There are no ifs and buts about it. Attending industry events like conferences can help you generate quality leads and expand your plastic surgery practice’s reach.

These events allow you to forge partnerships with industry leaders, establish credibility, and, most importantly, increase your practice’s visibility among potential clients.

The Impact of Reputation Management on Your Plastic Surgery Practice

In an age where potential patients research your practice’s reputation online and read reviews from past clients, managing one’s digital standing is critical.

That’s why one of our responsibilities is to identify the culprits causing damage to your online reputation and craft a plan of attack to defend against these negative web properties and earn positive or neutral ones.

A Unique Selling Point Can Make Your Plastic Surgery Advertising Stand Out

What separates your practice from others offering plastic surgery? Do you specialize in any procedures like breast augmentation? Do you have competitive pricing?

Whatever your unique selling points are, we will leverage them in our plastic surgery advertising efforts by highlighting these propositions in the content we craft and showcasing them in the ads we launch.

For this reason, we offer free audits and bespoke digital marketing solutions— not one-size-fits-all strategies. After all, no plastic surgeon or practice is the same.

Co-market With a Relevant Practice

Who says growing your plastic surgery practice must be done on your own? Not us. After all, we believe two practices sharing marketing efforts can double their reach.

Our outreach team exemplifies this sentiment, pinpointing authoritative brands relevant to your practice and connecting you with them through link-building and guest-posting activities.

Utilize Direct Mail Campaigns to Generate Additional Leads for Plastic Surgery

Don’t get us wrong. Digital marketing tactics like email campaigns work. But let us ask, “Do you and can you read every email in your inbox?” Probably not.

Here’s where an offline advertising technique, such as direct mail campaigns, comes in. Unlike virtual mail, direct mail communicates your message to prospective patients better.

After all, personalized letters, postcards, and brochures highlighting your experience, skills, and services stand out in physical mailboxes, increasing the odds of being seen and read.

Referrals Can Get You More Plastic Surgery Leads

A simple marketing strategy doesn’t always mean that it’s less effective than a complex one. Case in point: many of our clients came from word-of-mouth referrals.

In other words, you shouldn’t overlook encouraging your clients to recommend you to others, such as family and friends. Why? It’s a potent avenue for acquiring quality plastic surgery leads.

Demonstrate Thought Leadership

Who do you think potential patients would trust more: a plastic surgeon with an extensive record of successful procedures or someone claiming to be the best in the industry without proof?

It’s a no-brainer. Most would likely consult the former. Suffice it to say that you must establish yourself as an authority in your field to get more clients, consultations, and procedures.

We make this objective possible in various ways, such as by creating insightful content, fostering ties via community engagement, and connecting you with industry leaders.

Avoid Purchasing Plastic Surgery Leads if Not Necessary

Many digital marketers focus on getting you clicks. Some even sell leads. While numbers do matter, you must remember that quality does, too. Think about it. What sense are leads that don’t convert?

Fortunately, our digital marketing strategies work in reverse. We maximize your budget and work to give your plastic surgery practice the leads you want— the people you believe are essential for your clinic’s growth.

What Is PPC?

The concept of pay-per-click advertising is straightforward: you display your ads on a publisher’s platform and pay every time someone clicks or interacts with them.

However, things can get complex once you look under the hood, which we’re sure you understand if you’ve launched a PPC campaign before. Let’s simplify it, shall we?

How Does PPC for Plastic Surgeons Work?

In a nutshell, PPC lets you buy your way to the top of the search rankings. In other words, PPC allows you to purchase online visibility for your practice and reach potential patients instantly.

In contrast, a digital marketing strategy like search engine optimization requires you to tweak elements of your online presence to match ranking algorithm criteria before you can rank.

What Is Search Intent?

If you’re a plastic surgeon focusing on reconstructive procedures, would you be happy if your marketing budget is being spent on clicks related to aesthetic surgery, such as liposuction, facelifts, and fillers?

Probably not. That’s the essence of search intent— the goal behind an internet user’s search and why they would click on a particular advertisement.

Understanding search intent is the cornerstone of any successful PPC campaign. After all, you’d want your ads and, by extension, dollars to lead to interaction from people actively looking for what you offer, right?

Fortunately, our love for mathematics and commitment to digging into the numbers let us excel at that— understanding who to target and giving them what they want.

Bidding on Keywords

Keywords or search queries refer to the terms and phrases users type into search bars. For instance, “plastic surgery in Los Angeles” or “rhinoplasty services near me.”

These keywords are what trigger your ads’ appearance on SERPs. Unfortunately, you can’t just choose a keyword and expect your adverts to show up. That’s because you must first win the right to use those terms.

Enter the ad auction. In this stage, you and others who want to use the same keywords make bids. Your ads will appear on Google’s first page if you’re among the top 7 to 11 winners.

Plastic Surgery PPC Best Practices

As a digital marketing service provider, we aim to ensure you win the bidding process. But how do we do that? Hint: the winner isn’t always the one with the deepest pocket.

Yes, your bid amount is a factor that affects your chances of winning the ad auction. However, it’s only one part of the equation. Google uses this equation to determine the winners:

Maximum Bid or CPC (cost-per-click) * Quality Score = Ad Rank

How does Google get your ad’s quality score? It looks at various elements, including the following:

• Your ad’s relevance to your chosen keyword
• The usefulness of your web pages, including the homepage and landing pages, to users
• The format your ad is using
• The expected click-through rate (CTR) of your ad

The higher your ad ranks, the better your odds of getting into the desired 7 to 11 slots. Our best practice? Raise your ads’ quality scores so you spend less on bids.

Perform Keyword Research

Identifying the keywords to bid on is one of, if not, the most critical steps in paid advertising. Fortunately, there’s no guesswork in what we do. We choose keywords based on the following criteria:

• Quality or how likely a search using a search query will convert
• Quantity or how many of your prospective patients are using a particular keyword
• Competition or how easy it would be to win the bid stage

Use Google Keyword Planner

We use various ways to gather the initial list of keywords that we’ll compare against our selection criteria. These methods include asking for your priority targets and identifying your competition’s chosen ones.

Additionally, we use industry-standard tools like SEMRush and Ahrefs. We also receive valuable keyword suggestions from Google through its Keyword Planner tool.

Consider Keyword Match Types

Here’s where running a PPC campaign gets more intricate: keyword match types. Simply put, they determine which searches trigger your ads to appear based on how your target keywords were written.

To explain, here are the four primary keyword match types:

• Broad match: Ads using this match type appear regardless of whether a searched keyword is misspelled or is a synonym as long as it’s relevant to the original search query.

For instance, a search for “boob job,” “silicone implant,” or “breast size increase” might trigger your ads even if your target keyword is “breast augmentation.”

• Phrase match: This match type triggers ads for searches that contain your key phrase. For example, “rhinoplasty for kids” can make your ads appear for searches like “rhinoplasty for kids near me.” 
• Exact match: It’s how it sounds— your ads will only appear when a user types your precise target keyword.
• Negative match: Under this match type, searches that include your predefined negative keywords won’t trigger your ad’s appearance. For example, let’s assume your target keyword is “surgery.”

If you choose “cosmetic” as your negative keyword, your adverts won’t appear for searches like “cosmetic surgery.” However, they can still show up for queries like “reconstructive surgery.”

We generally use the phrase match type. However, this approach can change depending on your unique objectives and budget. That’s because, as mentioned, we don’t do off-the-shelf solutions.

Want to determine what keyword match type will best maximize your PPC investment? Call us at (+1) 310 879 8003 or email [email protected].

The Advantages of Using PPC for Plastic Surgery Marketing

There are many reasons we offer PPC management services, such as Google and Bing Ads— plenty enough that listing them all might require a separate write-up altogether.

But here are the primary reasons we recommend PPC advertising for plastic surgeons like you:

• You only pay if and only if someone interacts with your adverts.
• PPC gives you instant, guaranteed, and highly targeted traffic.
• PPC campaigns are scalable based on your needs and budget.
• You can stop your ads anytime, giving you precise control of your marketing dollars.

What Plastic Surgery PPC Advertising Isn’t

Pay-per-click advertising is an excellent digital marketing solution to get more patients, consultations, and procedure bookings. But before you sign up, you must understand that PPC has drawbacks, too.

For one, PPC can be costly. Yes, you only pay per click. However, each click can become more expensive as more people compete for the keywords you want to target.

While you might think this scenario won’t happen for a specialized industry like plastic surgery, think again. That’s because your competition can copy your PPC campaign settings.

PPC also isn’t a one-time thing. Platforms like Google Ads constantly change. A working bidding strategy that’s effective today might not be as effective when an update rolls out.

Lastly, while PPC guarantees traffic to your plastic surgery website, it’s less effective at doing so than other online advertising tactics like SEO. After all, only 30% of searchers click on paid ads.

Tracking and Managing Your PPC Campaigns

PPC is not a perfect digital marketing strategy. But there are ways we can minimize its downsides and maximize its advantages. For starters, we track and manage your campaigns.

Monitoring your PPC campaign’s performance lets us identify areas for improvement and make informed management decisions, such as choosing keywords with higher conversion rates and adjusting bid amounts.

Our partnership with Google helps with these processes, too. After all, Google lets us access data your competition will be hard-pressed to get their hands on, making it challenging for them to copy your campaigns.

We also get the first crack at Google’s new features, allowing us to stay on top of platform changes and give your plastic surgery practice the edge over your competitors.

In short, PPC has its challenges. But when you partner with an agency that relentlessly ensures your campaigns run as optimally as possible, like ours, you get more of the good than the bad.

PPC Automation

If you’ve previously launched a PPC campaign, you know how managing it can be time-consuming and complex. But are you aware that you can automate PPC ads?

From creating scripts to purchasing third-party tools that automatically adjust your ad spend and keyword selection, you have countless ways to streamline your pay-per-click ads.

The problem is that writing an automation code or learning to navigate the PPC automation software’s features adds complexity to the already intricate task of managing a campaign.

Here’s where we come in. Our PPC experts look at real-time data and use advanced statistical analysis, modeling, and multi-variant testing to optimize campaigns.

The difference? We’re always at the end of the phone. That’s because we know that the most successful digital marketing campaigns have a human component at the heart of it.

PPC Reporting Tools

Unlike many online marketing firms, we ensure you’ll have complete visibility of everything we’re doing, giving you the peace of mind to focus on what you do best: providing reconstructive procedures.

After all, every little thing we do will be on your account— not ours. We’ll also send reports to provide you insight into the returns you’re getting for your ad dollars from tools, including the following:

• SEMRush
• Ahrefs
• Google Tag Manager
• Google Analytics
• Hubspot

Spy on Your Competition

Understanding your competitors’ PPC strategies is vital to staying ahead in digital advertising. We accomplish this task by leveraging tools that we also use for reporting and management.

With the information these tools provide, we can refine our strategies, identify lucrative keyword opportunities, and further optimize your PPC campaigns for maximum impact.

Branding Your Plastic Surgery Practice

As mentioned, there are over 9,540 plastic surgeons employed in the country. So, how do we ensure prospective patients seek your practice for consultations and procedures rather than another clinic?

Helping you establish a robust brand identity and stand out from other clinics is always a good place to start. Here’s how we leverage branding to enhance your plastic surgery marketing efforts:

Plastic Surgery Brand Messaging

Your message is less critical when you know whom to target. That said, it doesn’t mean you should ignore crafting compelling brand messaging altogether.

We don’t. That’s because we understand your message is an opportunity to convey your practice’s unique proposition while addressing your target audience’s needs and desires.

Fortunately, our plastic surgery marketing services include ad writing and content development, ensuring you establish brand recognition and build trust with potential clients.

Plastic Surgery Brand Visuals

As they say, “Clothes make the man.” This proverb also applies to plastic surgery marketing, as your brand visuals help shape perceptions around your practice.

That’s why we take the time to do our research first— understanding your practice— before we ask you to make a decision involving your hard-earned advertising dollars.

After all, doing so gives us insight into the preferences and expectations of your desired demographic, which helps us ensure your visual ads align with those elements.

Your Plastic Surgery Website

How often do you visit a physical store to ask about their products or services? Chances are you don’t. Instead, you would get as much information as possible online before leaving your house.

Your potential patients are likely to do the same. And where will they get the details they need about your plastic surgery practice? From your website, of course.

Why Is Your Plastic Surgery Website So Important?

You might think it unlikely, but you don’t need a website to establish an online presence and market your services. A Google Business Profile can help with that. So, why should you create a website or pay a digital marketing firm to make you one?

Simple: a website provides prospective clients with a platform where they can learn more about your services and expertise. In other words, a website is a virtual gateway to your plastic surgery practice.

Plastic Surgery Website Design

Like your ads, your website design must be appealing and inviting to your target audience. Otherwise, it won’t capture the reader’s attention and keep them engaged.

Plastic Surgery Website Content

Aside from providing the main content of your plastic surgery website, your articles and blogs are crucial in showcasing your practice’s unique selling point. After all, they help prospects understand the benefits of choosing your practice.

Before and After Galleries Are Your Best Testimonials

What better way to demonstrate the quality of your work than by giving potential patients a realistic portrayal of the possible outcomes of your procedures?

A gallery of before and after client photos can serve as visual testimonials, showcasing your expertise and helping instill confidence and trust in your plastic surgery practice. 

Hire a Professional to Create an Adaptive Website 

With website builders like GoDaddy and WordPress, anyone can create a hub for their practice, making hiring a digital marketing company for web development simply another option.

However, there’s a good reason you should spend the cash on professional web development: it saves you time— time you could’ve otherwise spent on other aspects of your plastic surgery marketing campaign.

Fortunately, our services include web development, from creating layouts and writing content to ensuring your website translates well to various web browsers and devices and procuring permissible graphics.

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

As its name implies, a landing page is a page within your plastic surgery website where your target audience “lands” or gets redirected to after clicking a link, such as an ad or search result.

These web pages serve as touchpoints with potential clients. So, it’s no surprise that you must optimize your landing pages. After all, an excellent first impression can help turn visitors into leads, consults, and procedure bookings.

Landing Page Design

As mentioned, your plastic surgery website’s design helps convey your message and encourage action from site visitors. The same is true for your landing pages.

While your landing pages should align with your website’s overall brand scheme, they should also be tailored to a specific goal, such as providing compelling content or prompting users to book a consultation.

That’s because doing so maintains consistency and provides a seamless user experience, translating to better ad scores and helping increase your website’s rankings in SERPs.

Landing Page Promotion

Ensuring your landing pages create a positive perception of your plastic surgery practice is critical for converting passive browsers into engaged prospects.

However, all your work will be wasted if your target audience can’t find these web pages. Fortunately, you have various marketing channels to promote your landing pages.

From pay-per-click campaigns and social media marketing to YouTube adverts and email marketing, several avenues exist to help your landing pages gain online visibility and do what they’re meant to do— convert leads.

Have a Clear Call to Action

What do you want your site visitors to do? Do you want them to subscribe to your newsletter? Would you like them to book an appointment? Whatever your goal, your landing pages must communicate it.

Sure, a good page design can accomplish this task. However, a concise and compelling call to action (CTA) can guide potential patients toward your desired action even better.

Test Landing Page Elements

Many digital marketing firms will jump straight into optimizing your landing pages. But not us— at least, not mindlessly. We want to ensure that our work is the best move for your plastic surgery practice.

That’s why we take the time to conduct split testing, allowing us to systematically test and refine landing page elements like headlines, calls to action, and images to achieve maximum effectiveness in converting visitors into leads for your practice.

Plastic Surgery Blog: Attract Attention With Relevant Content

We don’t want to sound like a broken record. However, your articles and blogs are powerful tools for driving attention to your plastic surgery clinic and establishing your authority.

After all, compelling and informative content can effectively highlight your unique offerings and demonstrate your expertise and specializations to prospective patients.

Plastic Surgery Landing Page Content

As mentioned, landing pages are specialized pages. What the landing page offers should be compelling enough to users and tailored to their location to ensure higher conversion rates. 

The landing page’s content should be consistent with the messaging of your ads. It should reflect the specific services, promotions, or offers relevant to each location. 

If you work with us, expect us to optimize your landing page to ensure you get more leads for your practice.  

Simplified Plastic Surgery Content With Visuals

Have you noticed how we avoided using technical jargon throughout this write-up? That’s because while you excel at reconstructive surgery, you might not be as familiar with digital marketing.

It’s likely the reason you’re here in the first place. So, look at content marketing from your target audience’s shoes. Will they enjoy reading your content if you flood them with complex terminology? Probably not.

That’s why you should make your content straightforward— so that potential clients can understand what your practice is all about. Better yet, spice things up with visual aids to pique their interest.

Create Content for Niche Services Offered by Your Plastic Surgery Practice

No two plastic surgeons are identical. You might have specialties that help you stand out among your peers. Similarly, some of your audience will be more interested in unique areas of plastic surgery.

So, consider exploring niche content. Why? Because specialty blogs and articles can attract high-quality leads. After all, people reading these materials are already interested in the topic.

What Makes a Plastic Surgery Blog Great

The digital landscape is overflowing with mediocre content. Fortunately, you can make your plastic surgery blog great in various ways, such as using compelling language and publishing consistently.

But the best advice we can give you is to produce blogs that provide value to the reader. After all, doing so can encourage browsers to engage with your plastic surgery practice.

You Don’t Have to Write It Yourself

If you’re confident in your writing skills or want your blogs and articles to reflect your unique voice, we won’t stop you from producing your own content. That said, creating high-quality content can take time.

If you want to use this valuable resource elsewhere, such as providing consultations to potential patients, consider outsourcing to content marketing professionals like us.

Our digital marketing team will audit your existing materials, identify high-value opportunities, and craft blogs and articles that hit user intent. Call us at (+1) 310 879 8003 or email [email protected].

Social Media Marketing for Plastic Surgery

Incorporating social media into your plastic surgery marketing strategy is essential in today’s digital age, especially considering that people spend around 15% of their daily lives on social sites.

How Do You Use Social Media Marketing for Plastic Surgeons?

Social media offers various avenues to expand your reach, interact with your desired prospects, and promote your plastic surgery practice and its unique propositions.

For instance, social media platforms let you share external links, such as your blogs and articles, which you can use to educate and drive traffic to your plastic surgery website.

You can also run surveys to understand your clientele better, build relationships with prospects through engagement, such as comments, and demonstrate your expertise via before and after photos of procedures.

Most importantly, social media sites like Facebook provide detailed targeting options, letting you choose who to display your ads to based on demographics, behavior, and location.

General Plastic Surgery Social Media Marketing Rule

Yes, leveraging social media and its vast audience can extend your practice’s reach and foster meaningful connections with clients. But you shouldn’t mindlessly throw out organic posts and paid ads.

After all, success in social media marketing requires striking a balance. Enter the 5-3-1 rule, which suggests that for every 10 SMM actions, five should go toward being informative, three to engage, and one to promote.

Why, you ask? Because social media is a two-way street. Remember that social media marketing also involves providing value and building relationships— not solely selling your procedures.

Strategic Marketing Planning for Plastic Surgery Practices

Although social media is a marketing channel you don’t want to miss out on, you must define objectives— the reasons for leveraging SMM. Do you want to acquire more leads? Do you want to build brand awareness?

These goals are what will define your approach. Fortunately, we’ll get all that sorted out before you sign up, allowing us to tailor your social media content and ad campaigns to deliver your desired outcomes.

Policy Details on Facebook Ads

While you should strive to follow the 5-3-1 principle, it isn’t a hard-and-fast rule. However, social sites like Facebook have some that are. These policies ensure that your ads meet regulatory and ethical standards.

Overview

We’ll discuss Facebook’s policies on plastic surgery marketing on its platform in detail below. But to sum up, your advertisements must only target individuals who are 18 or older.

Guidelines

Facebook lets you display adverts on its platform, promote your procedures, and even offer wellness products and services. However, these adverts must adhere to specific guidelines. Here are the key points:

• Targeting restrictions: Ads promoting weight loss products and services, such as dietary supplements and procedures, must target individuals at least 18 years old.
• Approved procedures: Facebook allows your ads to promote various reconstructive and cosmetic surgeries, including the following:
  • Breast augmentation
  • Rhinoplasty
  • Skin rejuvenation
  • Micropigmentation
  • Gender reassignment
• Exemptions: Some products and services are exempt from age-targeting restrictions. These include general well-being products, general food products, and cosmetic products like creams and makeup.

However, Facebook might also have accuracy, transparency, and user safety policies. Talk to us if you want to find out how we ensure your ads comply with the platform’s guidelines.

 Book a no-pitch, no-obligation consultation with one of our social media marketing experts by calling (+1) 310 879 8003 or emailing [email protected].

Email Marketing for Plastic Surgeons

Email campaigns remain a powerful tool for keeping your desired audience engaged. After all, over 4 billion people use email services like Gmail and Outlook daily.

So, when crafted thoughtfully, email marketing can complement your overall plastic surgery marketing strategy to target specific demographics and convert readers into new patients for your practice.

Email Converting Contents

Like paid ads, your email must grab attention and drive readers into action. While a captivating subject line and a compelling CTA can help you accomplish this task, segmenting is arguably the most critical.

Email segmentation means dividing your email list based on specific criteria, such as demographics and procedure interest. Doing so allows you to tailor your email content to those within the segment.

What Makes Email Marketing Work?

Despite the advent of digital marketing strategies that offer quick, widespread reach, like viral advertising, email marketing continues to be one of the best promotional avenues.

The question is, “Why?” Simple: email campaigns allow you to regularly communicate with your target audience, fostering trust with prospects and maintaining connections with existing patients.

By offering valuable, personalized content, exclusive deals, or other incentives, you encourage people on your mailing list to become leads, consults, and procedure bookings.

Patient Feedback: The Unmatched Power of Word-of-Mouth in Plastic Surgery Recommendations

Yes, your ads and content must communicate the arguments for why someone should choose your plastic surgery practice. Unfortunately, these promotions can sometimes come off as self-serving claims.

So, how do you convince your target audience that you are who you say you are? You get your patients to vouch for your services and recommend you to others.

Get More Reviews

As more and more people turn to online platforms to discover and evaluate plastic surgeons, harnessing the power of patient feedback is becoming increasingly essential for establishing authority and credibility.

That’s why you must remind and encourage your patients to share their experiences, such as by asking them to leave reviews, regardless of whether they’re positive or negative.

However, you should never buy positive online assessments or discourage criticism. That’s because platforms like Google consider these acts as violations regarding fake engagement.

Manage Your Reviews

“There’s no such thing as bad publicity.” In short, while unfavorable reviews might not always be ideal, they can still generate attention for your plastic surgery practice.

However, they can and will break your online standing if left unchecked. That’s why our digital marketing services include reputation management.

This process involves highlighting positive and neutral evaluations of your services and procedures and recommending P.R. (public relations) moves that will help drown out negative reviews.

Key Review Sites for Plastic Surgery Practices

We recommend obtaining reviews on your Google Business Profile since they significantly affect your rankings. But for the most part, focus on platforms where your prospective patients are.

By encouraging clients to review your practice on these platforms, you can maximize your clinic’s visibility and help streamline the review process for your target audience.

Augment Patient Testimonials With Other Third-Party Verification

Do you know what’s better than patient feedback? Votes of confidence for your practice as verified by authoritative third-party websites and agencies. 

It’s hard to trust what’s online these days. More so when it comes to reviews and information that could influence a prospect when making a potentially life-changing decision. To ensure accuracy, third-party verification from outside organizations could definitely help establish your practice’s credibility. 

Third-party sources could inform potential patients about your credentials, training, and facilities.

It also helps to display recognition and accreditations, such as certification from the American Board of Plastic Surgery (ABPS).

Offline Marketing

While online advertising remains our primary focus due to its broad reach and cost-effectiveness, we won’t dissuade you from pursuing other avenues you believe are best for your clinic.

So, if you’re still on the fence about digital plastic surgery marketing, here are some offline techniques you can invest your advertising dollars in for the time being:

Print Ads

Like with digital marketing, understanding the target audience and identifying where they discover reconstructive surgery procedures and services is critical to a successful print ad campaign.

After all, selecting the publications that resonate with your desired demographic allows you to effectively reach potential patients, giving you more chances to promote your offerings.

Billboards

With billboards, you often only have seconds to communicate your plastic surgery practice’s unique selling points and appeal to your target audience’s interests.

But with a concise and impactful message, sometimes, those few seconds can capture the attention of passersby and convert them into growth-inducing leads, consults, and procedures.

Television

While television advertising can be costly, it may still offer value, especially if you get ad slots on networks from which many of your desired patients get their T.V. programming.

Radio

Radio advertising can be a good use of your marketing dollars in areas with heavy traffic congestion, like Los Angeles (L.A.). Think about it. What do you do when you’re stuck on the road?

Direct Mail

Email inboxes can get overcrowded. Direct mailers are an alternative channel and provide a tangible and personalized approach to keeping your practice top-of-mind among recipients.

Giveaways

Who doesn’t like free stuff? Use this to your advantage by doing giveaways that reinforce your practice’s brand and leave a lasting impression on your target audience.

Loyalty Programs

Implementing a loyalty program at your plastic surgery clinic as an offline marketing strategy can be an effective way to incentivize repeat visits and foster patient loyalty.

By rewarding returning patients, you encourage them to engage with your practice more and increase the likelihood of them referring new clients to your clinic.

What Kind of Rewards Should You Offer?

Whether discounts or free consultations, you must ensure that your rewards suit the preferences of your clientele. Otherwise, they won’t be motivated to participate in your programs.

Make It Simple

Aside from offering suitable incentives, you must also ensure your loyalty programs are straightforward, and the mechanics are simple to maintain patient interest and engagement.

Promote Your Program

It might sound like a no-brainer, but you shouldn’t forget to actively promote your rewards programs to existing clients and new patients, such as by displaying signage within your clinic.

Events: Finding Any Reason to Celebrate

If you want to raise awareness for your practice, reach new patients, and establish credibility within your niche, your marketing efforts must sometimes exceed the bounds of your plastic surgery clinic.

After all, attending and hosting events gives you valuable opportunities to engage with your community, showcase your expertise, and even network with industry leaders.

Cause Marketing

Nothing builds trust with your community better than participating in charity events. So, consider engaging in charitable activities, such as sponsorships, fundraisers, or donations.

Educational Marketing

Marketing isn’t solely about convincing people to pay for your services. It’s also about giving back by providing value. And what better way to accomplish this task than participating in events like seminars?

Anatomy of a Great Event

You’ll want to participate in events to enhance your plastic surgery practice’s reputation and cultivate lasting relationships. However, you shouldn’t join or launch functions just for the sake of it.

That’s because events that generate leads, consults, and procedures resonate with attendees and align with you as a healthcare professional.

Budgeting for Plastic Surgery Practices

Digital marketing can get expensive quickly, especially if you don’t manage your budget correctly. And it’s here that many plastic surgeons like you have struggled or, if you’ve launched a campaign before, failed.

How Much Should Your Plastic Surgery Marketing Budget Be?

It’s easy for us to say that you should have a budget of $X for a successful plastic surgery marketing campaign. Many digital marketing service providers do.

But the truth is that budgeting for online advertising can be complex. After all, factors like your objectives and desired results can impact how much you must invest.

That’s why we conduct free audits on your search engine and social media ad campaigns first. Because doing so lets us know what we need to do to give you:

• Increased potential clients
• More consultations
• Additional procedures
• The best returns on investment (ROI)

Refining Your Marketing Budget

When you partner with us, you can be confident that we’ll put your marketing dollars to good use, as we’ve done consistently for our other satisfied clients. On Google Ads, for example, we’ve:

• Reduced average wasted ad spend by over 30%
• Lowered average acquisition costs by 23%
• Increased average lead and sale metrics by 83%, with some clients seeing up to four times the improvement

These numbers are possible for your plastic surgery marketing campaign, too. That’s because we don’t just wing it. Instead, we use math to manage and refine your campaigns.

And that isn’t just lip service. After all, you’ll see everything we’re doing on your account, including how relentless we are at maximizing your hard-earned dollars.

Plastic Surgeon PPC Campaigns: DIY vs. Agency

Hiring a digital marketing professional to run your plastic surgery marketing campaigns is an additional expense on top of the money you need to cover your PPC ads.

Yes, you can eliminate this extra cost by advertising independently— but optimizing your campaigns for maximum effectiveness takes time, and time is money. So, is doing it yourself really better?

It can be if you’re willing to dedicate your time to PPC’s steep learning curve. Otherwise, tapping into the expertise of PPC professionals like us is the go-to choice.

 Fortunately, we will never ask you to invest in our online marketing services if we’re not confident you’ll get the leads, consults, and procedures your plastic surgery practice needs to stand out from its competition.

So, if you’re ready for our candor, book a no-obligation consultation with our marketing experts by calling (+1) 310 879 8003 or emailing [email protected].

Hire the Plastic Surgery Marketing Experts

We’re not going to sugarcoat it. Your chosen digital advertising firm can make or break your plastic surgery marketing campaigns, so partnering with the right one is essential.

But how do you identify which agencies will deliver your desired outcomes from those that will only waste your advertising dollars, you ask? Here’s how:

How to Find a Good Agency

Finding a good agency is much more straightforward than people realize. That’s because there are telltale signs— seven, to be precise. These signals are:

• Commitment to your goals: The digital marketing firm you should partner with listens to your goals instead of focusing on selling a service.
• Third-party credentials: Good agencies are recognized by advertising platforms like Google. Great advertising companies are considered partners.
• Actionable advice: Plastic surgery marketing experts who live up to their titles are willing to provide guidance you can use without asking for payment.
• Client results today: They have a long list of satisfied clients. It’s as simple as that.
• Self-belief: Online marketing experts confident in delivering your desired results won’t ask you to sign a lock-in contract.
• A real point of difference: Like you, the right firm has a unique selling point, such as a math-based approach to plastic surgery marketing.
• Innovation: Publications and financial experts seek the digital marketing expertise of a good agency. 

About Digital Spotlight

We’re a digital marketing agency founded by a pair of advanced mathematicians. This origin story also defines who we are as a firm — one that uses numbers to provide bespoke data-driven and algorithm-researched solutions.

So, if you’re ready to experience the Digital Spotlight difference and beat the online advertising game, book a no-pitch, no-obligation consultation. Call (+1) 310 879 8003 or email [email protected].

FAQs

1. What is the most requested facial plastic surgery procedure?

The most popular facial plastic surgery procedure varies depending on the year. In 2019, for instance, rhinoplasty was the most prominent facial surgical procedure. However, the most requested facial reconstructive service in 2022 was cleft lip and palate repair.

2. Is plastic surgery PPC worth it?

Pay-per-click (PPC) advertising can be a worthwhile plastic surgery marketing avenue, especially if you partner with a digital marketing firm that can maximize your budget.

That said, PPC isn’t an all-encompassing advertising solution. Depending on your objectives and your practice’s unique industry situation, opting for other online advertising techniques like search engine optimization (SEO) might be better.

3. What’s included in plastic surgery PPC management services?

The strategies involved in plastic surgery PPC management depend on your chosen service provider. Our PPC service, for instance, involves the following initiatives:

• Website and campaign audit
• A/B split testing
• Keyword research and selection
• Bid and budget optimization
• Tracking and reporting

4. Can I manage a PPC campaign on my own?

Yes, you can manage your PPC campaigns independently. The question remains: “Are you willing to allocate your time and money to find the most optimal campaign mix that will deliver your desired outcomes?”

5. How do I choose the best keywords for my plastic surgery PPC campaigns?

Tools like SEMRush, Ahrefs, and Google Keyword Planner are good starting points. However, the best keywords we typically target are those from searchers interested in and ready to try out your services.

6. What do plastic surgery ads look like?

The format in which your plastic surgery ads will appear depends on the type of advertisement you’ll use. Display ads, for example, can be in image, video, and audio forms.

7. How much should I spend on a PPC management service?

How much you must spend on a PPC campaign will vary based on your objectives and desired outcomes. If you want an estimate, call (+1) 310 879 8003 or email [email protected].

8. Is PPC for plastic surgeons’ practices more effective than SEO?

There are several aspects in which PPC has the upper hand over SEO. However, the reverse is true— search engine optimization has advantages over pay-per-click advertising.

For example, PPC ads can give your practice immediate visibility, while SEO takes at least four months to a year to bear fruit. However, SEO is more effective at driving traffic, whereas PPC only picks up 30% of searchers.

Depending on your goals, your plastic surgery clinic might benefit more from one, both, or neither. Fortunately, you can trust us to recommend the best solution to maximize your advertising dollars.

9. How are plastic surgery PPC advertising and Local Services Ads different?

PPC and Google’s Local Service Ads (LSA) are paid marketing techniques. The difference is that the latter is geared toward helping you attract a local audience.