The Ultimate Plastic Surgeon marketing checklist: Key actions for growing your Practice
In today’s competitive medical landscape, plastic surgeons must implement a strong marketing strategy to stand out.
A well-executed marketing plan can help plastic surgeons attract more clients, increase their online visibility, and ultimately grow their practice.
To make things simple, we’ve compiled a Plastic Surgeon Marketing Checklist that outlines the most important actions you can take.
Let’s dive in!
1. Understand your target patient audience.
A critical component of successful online marketing is understanding how to reach and engage your target audience—these are the patients who make up the majority of the traffic at your plastic surgery clinic.
Your target audience is essentially the primary demographic you serve most often.
Each clinic’s target audience can vary widely, even among practices that offer similar services.
The specific treatments you offer play a major role in defining who your audience will be.
For instance, if your clinic specializes in breast reduction surgery, your patient base will likely include more women than men, and your marketing strategy should reflect this.
2. Your Practice Website must educate and be interactive .
An effective cosmetic surgery marketing strategy requires transforming your practice website from a simple online presence into an engaging, educational platform that builds trust with potential patients.
Your website should often serve as the first point of contact and be a valuable resource that informs and guides visitors through their decision-making journey.
To create a website that both educates and engages, ensure that it presents information about your services.
Use simple, jargon-free language to describe each procedure’s benefits, potential risks, and expected outcomes, so patients fully understand what’s offered.
Additionally, content on pre- and post-operative care should be included, preparing patients for what to expect before and after their surgery.
The interactive features of your website are just as vital as its educational content.
When patients feel engaged, they are more likely to spend time exploring, which increases the likelihood of converting them from potential patients to loyal ones.
Incorporate interactive tools such as virtual consultations or self-assessment quizzes that help visitors identify their needs and the procedures that might suit them.
A user-friendly before-and-after gallery is also a powerful tool, allowing visitors to browse real transformations. These galleries can be enhanced by adding filters by procedure type, body area, or patient demographics.
Showcase authentic patient testimonials and success stories. Real-life accounts from satisfied patients foster trust and confidence among potential patients.
A dedicated FAQ section is invaluable for addressing common questions and concerns.
Keep this area updated with new questions as they arise, making it easy for patients to find quick answers and enriching their overall experience.
Adding online forms for consultation requests, questions, or newsletter subscriptions creates multiple points of engagement. Each interaction opportunity increases the chance that visitors will take action.
Finally, an online appointment scheduling tool should be provided so patients can easily book consultations or procedures.
This convenience significantly enhances patient engagement and simplifies the path from initial interest to a confirmed consultation.
3. Optimize Your Google My Business Profile.
Why it matters: Most patients will search for a local plastic surgeon online before booking an appointment. A well-optimized Google My Business (GMB) profile helps ensure your practice shows up in local searches, especially for high-intent queries like “plastic surgeon near me.”
How to do it:
- Claim your listing if you haven’t already.
- Ensure NAP (Name, Address, Phone) information is accurate and consistent across all platforms.
- Add high-quality photos of your clinic, staff, and some before-and-after patient cases (with permission).
- Enable reviews and encourage happy patients to leave positive feedback.
- Update your service categories to include specific procedures you offer, like rhinoplasty or facelifts.
Example: Dr. Phillip Miller Plastic Surgery optimized its GMB profile with professional photos of its clinic, staff, and welcoming front desk, leading to a 25% increase in appointment bookings over the next three months.
4. Leverage Patient Testimonials and Reviews
Why it matters: In the medical industry, trust is everything. Positive reviews and testimonials from past patients build credibility and can reassure prospective patients considering your services.
How to do it:
- Ask satisfied patients to leave a review immediately after their procedure.
- Highlight positive reviews on your website and social media platforms.
- Use video testimonials for a more personal touch—hearing the success stories directly from former patients can make a bigger impact.
- Respond to reviews professionally, whether they are positive or negative, to demonstrate care and attentiveness.
Example: Dr. Ary Krau posts video testimonial on his Instagram where a patient shared their satisfaction with their breast augmentation procedure. This video increased engagement by 45% and led to several consultation requests.
5. Set Up Retargeting Ads to Stay Top-of-Mind
Why it matters: Retargeting ads allow you to re-engage people who have visited your website but have not scheduled an appointment.
These ads are gentle reminders and help bring potential patients back into your sales funnel.
How to do it:
- Install a Facebook Pixel or Google Ads Remarketing Tag on your website to track visitors.
- Create custom audiences based on users who visited certain pages, such as your “services” or “contact us” pages.
- Craft retargeting ads that include testimonials, before-and-after images, or offers such as free consultations.
6. Create Engaging Social Media Content
Why it matters: Social media platforms, especially Instagram and Facebook, are powerful tools for plastic surgeons. They provide a space to showcase your work, educate potential clients, and engage with your audience.
How to do it:
- Share before-and-after photos (with patient consent) to highlight your skills.
- Post educational content such as “What to Expect During Rhinoplasty Recovery” or “How to Choose the Right Plastic Surgeon.”
- Use Instagram Stories and Reels to give behind-the-scenes glimpses of your clinic, patient consultations, and post-procedure care.
- Run Instagram Ads or Facebook Ads that target specific demographics interested in cosmetic procedures.
Example: Dr. Kayvon Tehrani posted weekly Reels on Instagram showing step-by-step explanations of various procedures. These videos consistently garnered thousands of views and increased follower engagement.
7. Focus on Local SEO
Why it matters: Local search engine optimization (SEO) is crucial for plastic surgeons because most patients search for services within their local area.
Ranking well for local search terms will drive more organic traffic to your website and ultimately more patient inquiries.
How to do it:
- Optimize your website for local keywords like “top plastic surgeon in [city]” or “[city] liposuction specialist.”
- Include location-specific content on your blog, such as “Best Plastic Surgery Practices in [City]” or “What to Expect During a Consultation in [Your Area].”
- Create geo-targeted landing pages for different services you offer in various locations.
- Build local backlinks by partnering with local influencers, medical blogs, or even participating in local news features.
Example: A plastic surgeon optimized their website for “Best rhinoplasty surgeon in Los Angeles,” leading to a 40% increase in organic search traffic for that service in just six months.
8. Run Google Ads with High-Intent Keywords
Why it matters: Google Ads allow you to target people actively searching for plastic surgery services. By using high-intent keywords, you can reach people who are close to booking a consultation.
How to do it:
- Use high-intent keywords like “best plastic surgeon for facelifts,” “tummy tuck near me,” or “cosmetic surgery consultation.”
- Set up ad extensions to display extra information like clinic location, phone number, or appointment links.
- Continuously A/B test your ad copy to see which messaging drives the most clicks and conversions.
Example: A plastic surgeon’s clinic can ran Google Ads targeting the keyword “rhinoplasty near me,” which led to a significant increase in consultation requests within two weeks.
9. Build and Optimize Your Website for Conversions
Why it matters: Your website is often the first point of contact for potential patients. A well-designed website that’s easy to navigate and optimized for conversions will help turn visitors into clients.
How to do it:
- Optimize your homepage with clear calls-to-action (CTAs) like “Schedule a Consultation” or “View Before & After Gallery.”
- Make your contact information easily accessible on every page.
- Create a dedicated service page for each procedure, such as breast augmentation, liposuction, or facelifts.
- Ensure your website is mobile-friendly since many users will visit from smartphones.
Example: A plastic surgeon revamped their website to include clear CTAs and easy navigation, leading to a 35% increase in consultation requests.
10. Offer Downloadable Lead Magnets
Why it matters: Lead magnets are a great way to capture potential patient contact information and nurture them through your sales funnel. These downloadable resources provide value upfront and allow you to follow up with prospects.
How to do it:
- Offer a free “Guide to Rhinoplasty Recovery” or a “Cosmetic Surgery Preparation Checklist.”
- Include a pop-up or CTA on your website asking visitors to download the guide in exchange for their email.
- Set up a follow-up email sequence that nurtures the lead and encourages them to book a consultation.
Example: Anmed plastic surgery offered a “Cosmetic Surgery Checklist” as a lead magnet, capturing 100+ email addresses in the first month. Many leads converted into patients over time.
11. Email Marketing Campaigns
Why it matters: Email marketing helps you stay connected with potential patients, keep existing patients engaged, and encourage repeat business. It’s one of the most effective tools for building long-term relationships.
How to do it:
- Send monthly newsletters with updates about your services, patient success stories, and new procedures.
- Offer exclusive discounts or promotions via email to previous clients.
- Use automated email sequences to follow up with leads who downloaded a lead magnet, reminding them to schedule a consultation.
Don’t rely on any one marketing channel
No matter which digital marketing channels you choose for your plastic surgery practice, it’s essential not to rely too heavily on just one.
Social media platforms rise and fall. Search engine algorithms constantly evolve.
And yes, YouTube or Facebook accounts can be unexpectedly suspended.
Relying solely on a single channel could mean your lead generation dries up overnight. Instead, focus on building a strong brand alongside effective direct-response marketing.
This balanced approach lays the foundation for a resilient, thriving plastic surgery practice.
Conclusion
Implementing these strategies can help plastic surgeons improve their marketing efforts, attract more patients, and grow their practice.
From optimizing Google My Business to running targeted Google Ads, each step in this checklist is designed to ensure that your marketing efforts drive real, measurable results.
By focusing on these key actions, plastic surgeons can build a strong online presence, increase patient trust, and ultimately boost their practice’s growth.
What step will you take first to elevate your practice’s marketing?
About the Author: Jatin Thakur
Jatin Thakur, founder of Aesthetics Sprints, is a seasoned digital marketer with 8+ years of experience helping plastic surgeons attract patients and grow their practices. Specializing in Local SEO, PPC Ads, and Social media marketing strategy, Jatin empowers aesthetic professionals to thrive in a competitive market.
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