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11 Best Plastic Surgery Marketing Strategies For Patient Retention & Growth

Plastic surgery is a medical specialty with various subspecialities. Some of the top subspecialities include Breast Augmentation, Liposuction, Tummy Tuck (Abdominoplasty), facelift (Rhytidectomy), Eyelid Surgery (Blepharoplasty), Thigh Lift, Chin Augmentation (Mentoplasty), and other procedures.  As a plastic surgeon specializing in any of the subspecialities, you can drive more patient referrals by leveraging the best plastic […]

plastic surgery marketing strategies


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Plastic surgery is a medical specialty with various subspecialities. Some of the top subspecialities include Breast Augmentation, Liposuction, Tummy Tuck (Abdominoplasty), facelift (Rhytidectomy), Eyelid Surgery (Blepharoplasty), Thigh Lift, Chin Augmentation (Mentoplasty), and other procedures. 

As a plastic surgeon specializing in any of the subspecialities, you can drive more patient referrals by leveraging the best plastic surgery marketing strategies. 

Plastic surgery marketing helps reconstructive surgeons to effectively target and engage potential patients online. By using SEO, PPC, content marketing, email marketing, and other cosmetic surgery advertising strategies, aesthetic surgery practitioners can drive more individuals to schedule consultations and visit their local clinics. This increased foot traffic not only helps in expanding the patient base but also contributes to the overall growth and success of the practice.

This article shares the top plastic surgery marketing strategies to obtain new patients and to improve relationships with unhappy patients. 

Plastic Surgery Marketing Mix

The marketing mix, often referred to as the 4Ps (Product, Price, Place, Promotion), plays a crucial role in the marketing strategy for a plastic surgery practice. 

Here’s how the marketing mix can be applied to the field of plastic surgery: 

  • Product (Service Offering): Define the range of plastic surgery services and procedures offered by your practice, such as breast augmentation, rhinoplasty, or facial rejuvenation. Highlight any unique or specialized services or techniques that set your practice apart from competitors. 
  • Price (Pricing Strategy): Determine the pricing structure for each procedure, considering factors like complexity, materials, and market demand. Offer transparent pricing on your website or during consultations, and consider flexible payment options or financing plans to accommodate patients’ budgets. 
  • Place (Distribution Channels): Identify the physical locations where consultations, surgeries, and follow-up appointments take place. Ensure your practice is easily accessible and offers a comfortable, welcoming environment. Utilize online platforms for appointment scheduling and consultations. 
  • Promotion (Marketing and Advertising): Develop a comprehensive marketing and advertising strategy to promote your plastic surgery practice.

Also See: Healthcare Digital Marketing: Best Practices To Follow

Plastic Surgery Marketing Strategies

Effective plastic surgery advertising combines a strong online presence, informative content, social proof, and ethical marketing practices to attract and convert potential patients.

Here are the top plastic surgery marketing tactics: 

1- Create A Plastic Surgery Website

Begin by choosing a domain name that reflects your practice’s name or specialty. Then, select a reliable web hosting service to ensure your website is always accessible. 

When it comes to content and design, prioritize a clean, professional, and user-friendly layout that focuses on easy navigation. 

Develop engaging and informative content that highlights your services, qualifications, and patient-centered approach.

What Should You Have in a Plastic Surgery Website? 

Here are the key components and pages to include in your aesthetic surgery website:

  • Homepage: Introduce your practice, showcase work, and provide clear CTAs. About Us: Highlight team qualifications, mission, and values. 
  • Services/Procedures: Detail procedures with before-and-after photos. Testimonials: Share patient reviews and video testimonials. 
  • Before-and-After Gallery: Display surgical outcomes. 
  • Pricing and Financing: Transparency on costs and payment options. 
  • FAQs: Answer common patient questions. 
  • Blog/Articles: Educate with relevant content. Contact Information: Easy access to reach your practice. 
  • Credentials and Awards: Showcase certifications and achievements. 
  • Patient Resources: Provide prep and recovery information. 

Here is an example of a plastic surgery website having a relevant menu and a CTA for easier patient consultation. 

2- Use Google Business Optimization To Increase Local Patient Visits

Leveraging Google Business optimization to boost local patient visits is vital for a plastic surgery practice. It significantly improves your online visibility, making it easier for potential patients in your area to find and choose your services. 

For instance, if I search with the keyword ‘plastic surgeon NYC’, I see the following clinics listed at the top in local search engine listings. 

These listings are picked via Google Business. Hence, you should have a complete and verified Google Business profile.  

By ensuring that your Google Business listing is complete, accurate, and engaging, you enhance your practice’s credibility and trustworthiness. This not only attracts more local patients but also helps you stand out in local search results, giving you a competitive edge in a crowded market. 

How To Optimize Claim and Optimize Your Free Google Business Listing?

  • Visit the Google Business website and claim your listing. 
  • Verify your listing through the provided methods (usually by mail or phone). 
  • Ensure that your practice name, address, and phone number (NAP) are accurate and consistent with your website and other online platforms. 
  • Fill out all GMB profile fields, including categories, services, hours of operation, and attributes. Write a detailed and engaging business description that highlights your plastic surgery services, expertise, and commitment to patient care. 
  • Upload high-resolution images of your clinic, staff, and successful procedures. Include exterior and interior photos. 
  • Encourage satisfied patients to leave positive reviews on your GMB listing. 
  • Ensure that your practice is listed accurately on online directories and healthcare websites. Build high-quality backlinks from local sources, such as local news articles or community websites.

Also See: Healthcare Branding: Complete Guide For 2023

3- Run Plastic Surgery PPC Campaigns

PPC, which stands for Pay-Per-Click, is the advertising model employed by platforms like Google Ads. Plastic Surgery PPC essentially involves paying when someone clicks on your ad, and these ads usually appear at the top of search results. This form of advertising provides immediate visibility, which is particularly advantageous for plastic surgeons looking to capture the attention of potential patients in their local areas. 

Here is an example of a PPC ad targeting the keyword ‘best plastic surgeon in NYC’:

To excel in PPC for plastic surgeons, understanding the bidding process in Google Ads is crucial. While the common misconception is that the highest bidder gets the top ad placement, Google Ads considers several factors, such as competition, quality score, landing page experience, ad relevance, expected click-through rate, and context. 

Hence, a strategic approach to bidding is essential. Budgeting for PPC varies, with most plastic surgeons investing between $2,500 to $10,000 per month in Google Ads. 

However, the focus should shift from Cost-Per-Click (CPC) to Cost-Per-Acquisition (CPA). The ultimate goal is to determine the cost of acquiring a consultation booking from a potential patient, making CPA a more meaningful metric for campaign success.

4- Drive More Patients Online Using Search Engine Optimization

Driving more patients online using search engine optimization (SEO) is one of the crucial plastic surgery marketing strategies in today’s digital age. 

As more individuals turn to the internet to research medical procedures, it’s imperative for plastic surgery practices to establish a strong online presence. 

Here is how plastic surgeons can leverage SEO to attract more patients:

  • Find keywords for relevant procedures and services. 
  • Perform on-page SEO by optimizing meta tags (title and description), headers, and content. 
  • Create high-quality content, including informative blog posts. 
  • Showcase before-and-after galleries for various procedures. 
  • Feature patient testimonials and case studies. 
  • Encourage and manage Google reviews from satisfied patients. 
  • Create location-specific landing pages if your practice serves multiple areas. 
  • Optimize site speed for faster loading times. 
  • Ensure a responsive and user-friendly design on all devices. 
  • Use schema markup to enhance search engine understanding of your content. 
  • Submit XML sitemaps to improve indexing. 
  • Use canonical tags to avoid duplicate content issues. 
  • Use robots.txt file configuration to control search engine crawling. 
  • Fix broken links and ensure a healthy internal linking structure. 
  • Optimizing images for faster loading and better user experience. 
  • Acquire backlinks to increase the website’s authority and credibility. 
  • Monitor website analytics to track performance and adjust strategies accordingly.

Also See: Plastic Surgery SEO: Best SEO Practices for Plastic Surgeons

Bonus: Plastic Surgery Keywords

ServiceSEO KeywordsKeyword Types
Breast Augmentation– Breast augmentation surgeryBroad Keyword
– Breast implant typesQuestion Keyword
– How to prepare for breast augmentationLong-Tail Keyword
– Top breast augmentation surgeons in [Location]Local Keyword
Rhinoplasty– Rhinoplasty surgeryBroad Keyword
– What is a nose job?Question Keyword
– Rhinoplasty recovery tipsLong-Tail Keyword
– Best rhinoplasty surgeons near meLocal Keyword
Liposuction– Liposuction techniquesBroad Keyword
– How much does liposuction cost?Question Keyword
– Liposuction recovery and pain management tipsLong-Tail Keyword
– Top liposuction specialists in [Location]Local Keyword
Facelift– Facelift surgeryBroad Keyword
– What is a facelift?Question Keyword
– Facelift vs. Botox: Which is right for you?Long-Tail Keyword
– Leading facelift surgeons in [Location]Local Keyword
Tummy Tuck– Tummy tuck costBroad Keyword
– Tummy tuck recovery tipsQuestion Keyword
– Mini tummy tuck vs. full tummy tuckLong-Tail Keyword
– Find the best tummy tuck clinics in [Location]Local Keyword
Botox and Fillers– Botox injectionsBroad Keyword
– Are dermal fillers safe?Question Keyword
– Best dermal filler treatments for wrinklesLong-Tail Keyword
– Local Botox and filler specialists in [Location]Local Keyword
Eyelid Surgery– Eyelid lift surgeryBroad Keyword
– What is blepharoplasty?Question Keyword
– Recovery after eyelid surgeryLong-Tail Keyword
– Top eyelid surgery experts in [Location]Local Keyword
Mommy Makeover– Combining plastic surgeries after pregnancyBroad Keyword
– How soon after childbirth can I get a makeover?Question Keyword
– Mommy makeover before-and-after photosLong-Tail Keyword
– Best mommy makeover specialists in [Location]Local Keyword
Hair Transplant– Hair transplant costBroad Keyword
– What to expect during a hair transplant procedureQuestion Keyword
– Hair transplant success storiesLong-Tail Keyword
– Leading hair transplant clinics in [Location]Local Keyword
Laser Skin Resurfacing– Benefits of laser skin resurfacingBroad Keyword
– How long does laser skin resurfacing last?Question Keyword
– Laser skin resurfacing for acne scarsLong-Tail Keyword
– Local experts in laser skin resurfacing in [Location]Local Keyword

5- Establish Authority With Content Marketing

Content marketing is crucial for establishing authority in the field of plastic surgery. Here are some key strategies for establishing authority through content marketing:

  • Educational Blog Posts: Informative articles about various plastic surgery procedures, recovery tips, and industry trends. 
  • Procedure Overviews: In-depth explanations of specific surgical and non-surgical procedures. 
  • Before-and-After Galleries: Showcase real patient transformations (with consent) to demonstrate your expertise. 
  • Patient Testimonials: Written or video testimonials from satisfied patients. 
  • FAQs: Answer common questions about plastic surgery, recovery, and the consultation process. 
  • Ebooks and Guides: Comprehensive resources on topics like preparing for surgery or choosing the right procedure. 
  • Video Tutorials: How-to videos explaining procedures, pre-op and post-op care, and what to expect. 
  • Infographics: Visual representations of information, such as procedure steps or recovery timelines. Webinars and Live Sessions: Interactive online events discussing

Also See: Healthcare Content Marketing: 10 Top Tactics To Follow

6- Convert More Patients Using Video Marketing

Video marketing offers plastic surgeons a powerful tool to connect with their audience and potential patients on a deeper level. 

By showcasing procedures, introducing staff, and sharing patient success stories through video content, plastic surgeons can effectively build trust, convey their expertise, and address patient concerns. 

Here is an example of a treatment explanation video on the Viva skin clinics website:

Videos offer a visual and personal approach that text and images alone cannot match, allowing surgeons to demonstrate their skills and facilities while educating and reassuring prospective patients. 

Also See: Best Plastic Surgery Advertising Strategies

This engagement can lead to higher conversions, increased online visibility, and a competitive advantage in the competitive field of plastic surgery.

Here are some example videos that you can create for your plastic surgery practice: 

  • Patient testimonial videos 
  • Procedure explanation videos 
  • Surgeon introduction videos 
  • Virtual consultation videos 
  • Before-and-after videos 
  • Educational webinars 
  • 360-degree clinic tours 
  • Educational animations 

7- Build A Good Reputation With Social Media Marketing

One of the most powerful plastic surgery marketing strategies is social media marketing. Social media promotion plays a pivotal role in helping plastic surgeons reach and engage with their target audience effectively. 

Platforms like Instagram, Facebook, and TikTok allow surgeons to showcase before-and-after photos, patient testimonials, and educational content, creating a visually compelling narrative around their practice. This not only builds credibility and trust but also provides a platform for open communication, enabling surgeons to answer questions, address concerns, and establish a genuine connection with potential patients. 

Also See: 10+ Powerful Healthcare Social Media Marketing Strategies

Here is an example of an organic social media post from Suria Cosmetic Surgery Clinic that showcases real patient testimonials: 


How to Do Effective Plastic Surgery Social Media Promotion?

Here are some social media promotion strategies for plastic surgery practice:

  • Interactive Q&A Sessions: Host live question-and-answer sessions on Instagram or Facebook to address common patient queries. 
  • Highlight Your Team: Introduce your staff and showcase their qualifications, emphasizing the collective expertise of your clinic. 
  • Promotions and Specials: Share limited-time offers or promotions on social media to incentivize potential patients to take action. 
  • Engage with Comments: Respond promptly and professionally to comments, questions, and concerns to foster engagement and trust. 
  • Use Hashtags: Utilize relevant and trending hashtags to expand the reach of your posts to a wider audience. 
  • Paid Advertising: Invest in targeted social media ads to reach specific demographics and regions, driving traffic to your website. 
  • Event Promotion: Advertise upcoming webinars, workshops, or open houses on your social channels to encourage attendance. 

Also See: Best Plastic Surgery Social Media Marketing Companies

Plastic Surgery Social Media Marketing Examples

Here are some example tips you can leverage for aesthetic surgery social media marketing:

  • Create short videos explaining the benefits and recovery process of popular surgeries like breast augmentation or liposuction. 
  • Share a testimonial video featuring a satisfied patient sharing their personal journey and positive experience with your practice. 
  • Host a live Instagram session where you answer questions about the safety and effectiveness of specific procedures. 
  • Run a Facebook ad campaign targeting local users interested in cosmetic surgery, promoting a limited-time discount on consultations. 
  • Collaborate with a local beauty influencer to create engaging content about skincare and beauty routines that align with your practice’s services. User

8- Improve Patient Engagement With Email Marketing

Improving patient engagement through email marketing is essential for plastic surgeons as it fosters stronger connections and trust with patients. 

By delivering personalized information, educational content, and timely reminders, email campaigns not only keep patients informed but also encourage their participation in their healthcare journey. This engagement leads to higher patient retention rates, reduced appointment no-shows, and opportunities for feedback and improvement. 

Moreover, email marketing serves as a cost-effective means to promote services and build a loyal patient community while ensuring legal compliance and providing measurable results. 

Types of Emails For Plastic Surgeons

  • Welcome Emails: Send a warm welcome email to new subscribers, introducing your practice and its services, and providing a special offer or discount to encourage their interest. 


  • Educational Newsletters: Regularly share informative newsletters that cover topics like the latest advancements in plastic surgery, patient testimonials, and tips for pre and post-operative care. 
  • Appointment Reminders: Send automated appointment reminders to reduce no-shows and ensure patients are well-prepared for their consultations or procedures. 
  • Exclusive Promotions: Offer exclusive promotions, discounts, or packages to your email subscribers to incentivize them to schedule consultations or procedures. 
  • Educational Series: Create email series that delve into specific aspects of plastic surgery, such as explaining different procedures, providing pre-operative instructions, or sharing post-operative recovery tips. 
  • Patient Stories: Share inspiring success stories of previous patients who achieved their desired results through your practice. 
  • Referral Programs: Encourage patients to refer friends and family by offering referral incentives or discounts via email. 

Plastic Surgery Email Marketing Examples

  • Send a welcome email to new subscribers that includes a downloadable guide on choosing the right plastic surgeon and a discount on their first consultation. 
  • Create a monthly newsletter featuring patient testimonials, a surgeon’s corner with expert insights, and a spotlight on the most popular procedures of the season. 
  • Follow up with post-procedure patients, providing a series of emails with recovery tips, recommended skincare products, and encouraging them to share their progress. 
  • Run an email campaign promoting an upcoming virtual skincare workshop, allowing subscribers to RSVP directly from the email. 
  • Implement an automated birthday email program that sends personalized greetings and a special birthday discount for aesthetic treatments.

9- Use Plastic Surgery Influencer Marketing

Utilizing influencer marketing in the field of plastic surgery can be a strategic move for a couple of reasons. Firstly, it helps to raise people’s trust in your clinic and second, it lets you reach a community of followers who are interested in learning more about the different plastic surgery techniques. Hence, plastic surgery marketing strategies should leverage the power of health influencers.

How to Do Effective Plastic Surgery Influencer Marketing?

  • Identify potential plastic surgery influencers whose values align with your practice. 
  • Research the influencer’s reputation, expertise, and online following. 
  • Reach out to influencers with a tailored proposal highlighting the mutual benefits. 
  • Outline clear marketing objectives, like promoting a specific procedure or clinic services. 
  • Establish a marketing budget that includes influencer compensation. 
  • Collaborate with the influencer to create educational content showcasing your surgical expertise. 
  • Ensure all promotional content adheres to medical advertising regulations. 
  • Monitor key metrics such as consultation requests, appointment bookings, and website traffic. 
  • Calculate the ROI and adapt strategies for future influencer marketing campaigns. 

10- Manage Online Reviews

A strong online reputation, characterized by positive reviews, sets your practice apart from competitors, giving you a competitive advantage. It also ensures compliance with legal and ethical standards in medical advertising, reducing the risk of legal issues. 

For instance, Dr.Richard Swift (a plastic surgeon in New York) has an excellent online reputation with 122 reviews and 4.9 star ratings. 

Engaging with reviews, whether they’re positive or negative, showcases your dedication to patient care, fostering a positive reputation and encouraging patient engagement.

Also See: Skincare Branding: The Definitive Guide

How to Manage Online Reviews For Your Plastic Surgery Practice?

  • Monitor online reviews across various platforms (e.g., Google, Yelp, RealSelf). 
  • Respond promptly and professionally to both positive and negative reviews. 
  • Address concerns and offer solutions for negative reviews privately when possible. 
  • Encourage satisfied patients to leave positive reviews and share their experiences. 
  • Implement a review management system to streamline the process. 
  • Use feedback from reviews to improve patient experiences and services. 
  • Request permission from happy patients to share their before-and-after photos. 
  • Showcase positive reviews and patient testimonials on your website and social media. 
  • Continuously monitor and maintain your online reputation to build trust with potential patients. 
  • Seek professional guidance if facing reputation challenges or online crisis situations.

11- Use Proper Schema Markup

Using proper schema markup on your plastic surgery website is essential for improving its visibility in search engine results and providing search engines with structured information about your services. 

Schema markup helps search engines understand the content on your site and can lead to rich snippets in search results, making your site more appealing to potential patients. 

Here are some of the types of schema markups to boost your plastic surgery marketing strategy: 

  • Procedure Details: You can provide detailed information about specific procedures, including risks, benefits, and recovery times, which can help educate patients and address their concerns upfront. 
  • FAQs and Q&A Markup: You can use schema markup to include frequently asked questions (FAQs) and answers, making it easier for patients to find relevant information and potentially earning you featured snippets in search results. 
  • Appointment Scheduling: Depending on the schema markup used, you can enable appointment scheduling directly from search results, making it convenient for potential patients to take action. 


What are the most effective advertising channels for plastic surgery practices? 

Commonly effective channels include Google Ads, social media platforms (Facebook, Instagram), content marketing (blogs, videos), and email marketing. The choice depends on your target audience and goals. 

How can I target the right audience for my plastic surgery services? 

Utilize audience targeting options on advertising platforms, create detailed buyer personas, and consider factors like age, gender, location, interests, and demographics to refine your targeting. 

Is it worth investing in SEO for plastic surgery advertising? 

Yes, SEO (Search Engine Optimization) is essential for long-term online visibility. It helps your website rank higher in search results, attracting organic traffic and potential patients. 

Are social media ads effective for plastic surgery promotion? 

Yes, plastic surgery marketing strategies, such as social media ads, allow you to reach a highly targeted audience and showcase before-and-after photos, patient testimonials, and educational content, which can be very effective for plastic surgery marketing. 

How can I use patient testimonials in plastic surgery advertising? 

Feature patient testimonials in your ads, website, and social media to build trust. Ensure you have proper consent to use patient information and images. 

What role does content marketing play in plastic surgery advertising? 

Content marketing, such as blogs and videos, educates potential patients, establishes you as an authority, and improves your website’s SEO, making it a valuable component of your strategy. 

How can I measure the success of my plastic surgery marketing strategies? 

Track key performance indicators (KPIs) like website visits, consultation requests, conversion rates, and ROI. Use analytics tools provided by advertising platforms. 

Should I consider email marketing for plastic surgery advertising? 

Yes, email marketing can nurture leads, provide educational content, and promote special offers to a targeted audience. It’s effective for maintaining patient relationships and attracting new ones. 

Is it essential to comply with medical advertising regulations in plastic surgery advertising? 

Absolutely. Adherence to medical advertising regulations is crucial to avoid legal issues and maintain a trustworthy reputation. Ensure that all content complies with these regulations. 

What should be included in successful plastic surgery marketing strategies? 

A successful strategy should encompass a mix of paid advertising, organic content marketing, patient testimonials, SEO, and an emphasis on patient education and trust-building. 

How can I differentiate my plastic surgery practice in a competitive market? 

Focus on your unique strengths, such as specialization in specific procedures, exceptional patient care, or cutting-edge technology. Highlight what sets your practice apart in your advertising. 

What budget should I allocate for plastic surgery advertising? 

Your budget should align with your advertising goals and the competitiveness of your market. Start with a budget you can comfortably afford and adjust based on campaign performance. 

Is it advisable to hire a professional marketing agency for plastic surgery advertising? 

Many plastic surgeons opt to work with specialized plastic surgery marketing agencies. This can save time, provide expertise, and ensure compliance with industry regulations.


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