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You may be wondering how other plastic surgery practices in your area attract new patients on the internet, but you are struggling to fill your schedule.

This article will explain what they’ve been doing.

It is easier than you think to unlock the secrets of successful marketing for plastic surgery, even if you don’t have a background in marketing.

If you are a practicing plastic surgeon or manage a clinic, you might be wondering how to apply the same strategies used by top plastic surgery professionals in your practice. You’re about to embark on a journey that will help you learn how to increase consultations by using effective advertising.

This article will explore the basics of plastic surgery advertising, and provide you with a clear path to understand how different marketing channels can be beneficial for your practice. We’re also excited to share insider marketing tips from our years of experience working with cosmetic surgeons in the US and Europe. Keep an eye out for strategies that can revolutionize the way you attract and retain clients.

Plastic Surgery Marketing Mix

Plastic surgery marketing is the activity a clinic undertakes to engage with its existing clients and attract new ones. While there are some offline marketing channels used by clinics to promote themselves, the majority of plastic surgeon marketing in 2024 will be done online, with a focus on SEO, social media, and PPC.

The following are some of the most successful plastic surgery marketing channels:

Understanding the role played by each marketing channel available to plastic surgeons is key.

Some may be useful in promoting your practice. Others are crucial when patients are weighing up their options. And others are important for the final decision.

Plastic Surgery Marketing Funnel

It’s important that you understand the different roles each marketing channel plays in getting patients to book a consultation.

Different marketing channels are important in each stage. There are four steps a patient must go through before he or she can seek a consultation for plastic surgery.

This is what a “marketing funnel” for a cosmetic surgeon looks like:

While some patients could go through the funnel in a matter of minutes, others may need months or even years before they schedule a consultation.

The following sections will explain how to map the marketing funnel to the various marketing channels that are available to you and your plastic surgery practice.

1. Create a Brand for Your Plastic Surgery Practice

Branding is a way to generate awareness.

A branding marketing tactic will rarely result in patients contacting you for a consultation in plastic surgery, but it can get them in your marketing funnel to begin the four phases outlined in the previous section.

In other words, nobody is going to pull over on the side of the highway, see a number, and then call for a makeover.

If they are interested, they can look you up on Google to schedule a consultation.

The billboard in this example would have been the marketing channel that brought the potential patient to the Awareness portion of your marketing funnel.

What is branding?

Most people associate branding with logos and business card designs.

Both of these ingredients are important in the building of a brand but they are not synonymous.

Branding involves positioning a plastic surgery practice in a manner that sets it apart from the competition. It is important to establish a link between your cosmetic surgery business and the procedure that you offer.

How Does Successful Branding Look?

Volvo, for example, has built its brand around safety. Mercedes-Benz built its brand around luxury. These brands are associated with these ideas by consumers, sometimes without them being able to explain why.

Plastic surgeons regularly build brands. Even people who aren’t interested in plastic surgery have been influenced by the “I Love Dr. Trocki,” billboards in South Jersey for 20 years.

Plastic surgery clinics in Portland have built a reputation as the surgeons of choice for exotic dancers seeking breast augmentation.

A plastic surgery practice has built a brand as soon as it becomes associated with something, whether it is a procedure or a particular clientele.

This brand is an important part of the Awareness phase in plastic surgery marketing.

How to create a brand image for a cosmetic surgeon

The topic of building a brand is a great blog post. Books have also been written about it. Here are some tips to get you started. I won’t try to give you a guide to building a successful brand.

The majority of traditional advertising media, such as print ads, radio, and television advertisements, can effectively build the brand of a plastic surgeon.

It is also important to remember that these are not ads with a direct response. You can’t expect to see immediate results from a magazine or billboard ad. Traditional advertising can help build brands over time. But you need to keep doing it.

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plastic surgeon doing an enhancement on the eye of a girl

2. Online Reputation Management: How to Build Yours

Your online reputation is a major part of your brand. It is important to protect it.

Patients read reviews. Your review plays a crucial role in the consideration phase of the plastic surgery marketing funnel. A lack of positive reviews may deter a potential patient.

Take the initiative to acquire reviews.

Patients who are unhappy with their plastic surgery practice are more likely to write a review than those who are satisfied. You must be proactive in collecting reviews.

You can offset the negative reviews by asking for more. Cosmetic surgeons have unique challenges when it comes to implementing a strategy for acquiring reviews, as many patients are reluctant to reveal that they’ve had a procedure.

You are not alone in this struggle to get good reviews.

Your practice management should include review requests as a regular part. You or your staff should send a template email to patients after each procedure. This will make it easy for them to leave feedback. You can even discuss this with your patients before the procedure and tell them how helpful reviews are for you as well as other people who may be considering plastic surgery.

You can increase your practice’s SEO by incorporating review acquisition into routine follow-ups. This will also encourage prospective patients to select you over other plastic surgeons in the consideration phase.

Where should plastic surgeons ask patients to leave reviews?

Where can you ask patients to leave feedback?

This question cannot be answered in a single way.

It is a good idea to collect reviews from several websites, including Google My Business and Yelp. The pages that are ranking for the keywords you use and the terms patients search with to find plastic surgeons will determine what is best.

Google My Business

Your Google My Business profile should always be collecting reviews from your clients. It is likely that at some point your patients will search for you on Google. A GMB profile with hundreds of positive testimonials will give you confidence and improve your ranking in local map results.

Directories that rank your keywords

Google is rarely asked to recommend the “best plastic surgeon” in Florida.

They look for websites that compare cosmetic surgeons. The directory website helps the patient to go through the phases of awareness and consideration.

Search for the top directories and develop a plan to get your patients to post reviews on these sites. These directories will be used by potential patients to find a plastic surgeon. You will stand out if your practice has many reviews.

A directory that ranks your name

Google your name.

What directories appear? Have you left any reviews on the websites? How do you think a few negative reviews on these directories could affect your reputation?

You’ll be Googled before someone will let you operate on them. You want to be at the top of Google’s results.

It is inevitable, as I have said before, that you will receive negative reviews. Positive reviews can help to mitigate these negative reviews.

Monitor your online reviews actively and respond appropriately

You should make it a habit to respond to all reviews, whether positive or negative.

Please take a moment to breathe and do not respond immediately when you receive a negative review. Consider how someone else might read your response. Here are some guides on how to respond to negative reviews.

3. Create a Website That Converts

Your website is often the first point of contact your patients will have with your cosmetic surgical practice. It’s also the last when it comes to the decision-making phase, where they decide whether or not to book a consultation. This is the action phase in your marketing funnel.

Your website will be the first thing they notice. They’ll form an opinion about your professionalism and abilities based on their initial reaction.

It is important to give this area some thought and not to skimp on it. Working with a plastic surgeon website designer will help you create a great website.

Your site must be able to communicate clearly and persuasively

What would you like to tell your potential patients the moment they land on your site?

Do not make your words fight for attention.

A cluttered website with many elements competing for the visitor’s attention is one of the most common mistakes we see. There’s a chance that a visitor will miss important information if they scroll down your homepage. You should design your website to dictate the message that visitors will see at any moment.

Text and images are both important components of your messaging.

When building a website for a plastic surgeon, images are usually an afterthought. Web designers, who are usually plastic surgeon digital marketing newbies, will pick the first photos they find on Shutterstock to use on their website.

Selecting images for your site is not the right way to go.

Images on your website will speak just as loudly about your practice as the copy. They should convey a message that is consistent with your brand and the message you want to send to your patients.

Include search-optimized service

Your website will be the first step for any plastic surgeon SEO company who knows what they are doing. You need to optimize each of your pages for the different treatments and procedures you offer.

It is impossible to get your home page to be ranked for three different search terms.

If you want to rank well for queries such as “acne treatment FL”, you will need a specific page that is dedicated to the procedure. If you want to have a plastic surgery website that ranks well on Google, then single-scroll sites are not an option.

You need to load your website quickly

Google announced a few months back that its core website vitals would become a ranking element in 2021. Your website will not rank well if its loading time is too long. Google PageSpeed Insights can be used to check the load time of your website.

Patients are impatient.

It’s likely that prospective patients will abandon your website if it takes too long to download. They’ll move on to the next result in the search engine results.

Google has demoted this website in search results when it sees this behavior in a large number. You don’t want to lose out on possible consults or have your search ranking destroyed because your website is taking too long to load.

Cosmetic surgery websites must display high-quality before and after pictures

Your before and after pictures are an important part of the interest phase and consideration phase of your marketing funnel.

Your practice can easily stand out in this area.

Many plastic surgery websites have terrible before and after photos.

There’s no need for this, given the availability of cheap, good lighting, and the quality of smartphone cameras.

These photographs will help patients imagine the transformations you can make to their appearance. It’s not necessary to skimp on before and after pictures.

Make sure to feature your surgeons

You are entrusting the physical appearance of your patients to you. Patients want to know about you.

You need to feature photos that portray your plastic surgery clinic in a positive light. Take high-quality pictures. Focus on your face. Visitors should be able to see your eyes, even on mobile devices.

You should have included all the plastic surgeons who work in your office. Each doctor should have a bio page that includes a flattering photo of themselves and outlines their education, training, and experience.

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Plastic Surgery Marketing Strategies

4. SEO Is a Valuable Tool for a Plastic Surgery Practice

Many people don’t want anyone to know that they are considering cosmetic surgery.

They are more likely to research the procedure online. Searching Google is another way patients are likely to locate a cosmetic surgery center.

A cosmetic surgery practice can transform when they are able to achieve the best results.

We perform SEO services for plastic surgeons in the United States. The data is available. When they are in the top five Google results, even cosmetic surgeons with small or medium markets can get dozens if not hundreds of visitors per day.

If you have a website that is effective at converting visitors into consultations, then you can expect between 5 and 10% of traffic to fill out your contact form or call you.

You can make a lot more money for your practice if you convert those consultations into actual patients.

Here are some tips for getting your plastic surgery website SEO off to a good start.

Use your patients’ language

You need to have a page that says “breast enhancement in x city”, not just a page about mammoplasty if you want breast augmentation consultations via your website.

If someone is researching this procedure, they will likely use terms like breast augmentation or implants. You can increase your chances of ranking high by using these keywords instead of scientific terms.

Use proper schema markup

Structured data are data entered into a website to help search engines better understand its content. This data is sometimes referred to by the term “schema markup.”

Schema markup is now available for plastic surgery, medical clinics, and even medical organizations. Yoast SEO, RankMath, and other plug-ins make it simple to add schema to your website. However, you need to be aware of what you are doing.

You may find it best to hire a professional SEO to implement the correct schema for your plastic surgery practice.

Make sure you are thorough with your website copy

Make sure that the copy on your services pages covers this procedure in detail. It does not mean that you have to write a 4000-word piece on fillers to get ranked well for a keyword. But covering the topic thoroughly will increase Google’s trust in your knowledge.

This will also let Google know that your page on lip fillers is a more useful resource than the pages of your competitors for anyone looking to learn about lip fillers.

Your website’s web copy should be written to demonstrate expertise, authority, and trustworthiness.

Google uses specific algorithms to filter out websites that are unreliable. It doesn’t want users to find inaccurate medical information when they search, so it looks at the entire website.

Google is unlikely to be impressed by a website with poor-quality content. All of your website copy should be expert-level.

Create service/geographic pages

In general, people look for plastic surgeons in their locality. Search terms like “cost of rhinoplasty clearwater” or “tummy-tuck upper eastside” are often used by people who live in Florida.

You can improve the chances of your website appearing in search engine results by creating specific service pages for the geographic areas where your patients search.

Blog content to answer questions

You probably have a blog on your plastic surgery practice website, whether or not you use it. You should learn how to use the blog.

It is important to remember that the purpose of a blog is not to discuss your thoughts on plastic surgery. You shouldn’t use it to share the latest news unless people visit your site just to see what is new.

You should answer questions about your procedures in your blog.

It accomplishes two goals. It allows you to reach potential clients early on in their decision-making process. You should, for example, have blog posts that outline the average costs of the procedures you perform in each city where you do them.

In other words, queries such as “acne treatment cost in FL”, could be valuable keywords for a dermatologist since they indicate an interest in the procedure.

Second, answering questions from the source on your blog can help you build a good reputation. Google calls websites that provide information on which a person can make a decision about their life based upon “your money or life” niches. Your website clearly belongs to plastic surgery.

The expertise of the person who produces the constants on your site is therefore of paramount importance. Google uses its AI to determine the expertise of an author. If you have questionable content on a website, you will be penalized. Your blog can be a source of evergreen content that provides answers to questions about the cosmetic procedures you provide.

The more people who visit your blog to find answers to their questions about cosmetic surgery, the greater the trust you will gain.

Google will give your domain a higher ranking over time if it sees that you are an expert on cosmetic surgery.

Your plastic surgery website should include the following blog topics:

5. PPC Ads Can Drive Plastic Surgery Leads Today

What is PPC advertising?

PPC ads are ads where the advertiser only pays when a person clicks on them. Google Ads is the most effective platform to leverage PPC advertisements for a plastic surgeon practice.

Pay-per-click advertising is particularly useful for plastic surgery practices. A marketing agency for plastic surgery has run dozens of PPC campaigns for cosmetic surgeons and never had a non-profit one.

We’ve created a highly optimized PPC Campaign that can be used in almost any market to produce profitable leads. There is an article about plastic surgeon PPC that goes into great detail on how we manage Google Ads for clients.

6. Social Media Marketing for Plastic Surgeons

Plastic surgeons tend to prefer more visual platforms on social media than text-based ones.

Twitter, for example, is not as effective at attracting audiences as Instagram when it comes to cosmetic surgeons. TikTok will likely prove to be an effective tool for cosmetic surgeons in marketing themselves on social media.

Social media is a great way for plastic surgery clinics to build their audience. Social media can help to build trust, and even celebrity status for surgeons as their audience grows. Cosmetic surgeons who have large social media audiences report receiving consults all across the United States.

If you get social media right in your practice, patients may be willing to travel across the country and wait for months to receive a consultation.

Do Not Rely Solely on One Marketing Channel

Do not put all of your eggs in a single basket, regardless of which plastic surgical digital marketing channel you choose to use.

Social media platforms come and go.

Search engine algorithms are constantly changing.

YouTube and Facebook accounts are sometimes closed out of the blue.

If you rely too heavily on a single marketing channel, your lead generation could be shut down completely overnight. Combining direct response digital marketing with building a brand gradually can lead to a successful plastic surgery practice. Please contact us if you would like to learn more about how 8 Limbs Creative can help your plastic surgery practice.