7 Effective Types of Content Marketing for Plastic Surgeons

First impressions matter, including when it comes to online content. As a plastic surgeon, you want to convince your patients that you're trustworthy, reliable, and knowledgeable. You want them to believe in your expertise. How best to do that? Through content marketing for plastic surgeons.

This post walks you through the basics of content:

• Why marketing experts call it king
• Seven content types that deliver traffic and increase conversions

Are you ready to roll up your sleeves and start creating content that gets results? Let's go!

What Is Content Marketing for Plastic Surgeons?

Healthcare content marketing is creating and distributing high-quality, valuable content to attract, engage, and retain patients. The goal is to drive profitable patient action by providing information that answers their questions and builds trust.

Experts have called content king in digital marketing for a variety of reasons:

• Anyone online consumes content. No matter your business type, your target audience is reading, watching, and listening to content.
• Content engages the audience. Consistent engagement translates to higher revenues, better patient retention, and increased loyalty.
• It is the foundation of other online marketing strategies. To be successful, SEO, social media marketing, email marketing, and other digital marketing efforts must be based on high-quality content.
• The right content always delivers results. Puerto Rico has one of the most successful COVID campaigns in the world, partly thanks to a comprehensive information hub and a website where people can ask questions, track their vaccination status, and know travel requirements.

7 Content Types Plastic Surgeons Should Use

If you're a plastic surgeon who wants to scale your brand, attract more patients, or enhance your credibility, content marketing is non-negotiable. You should focus on the content that will work best for your marketing goals.

Here are seven of the most effective content types plastic surgeons can use:

     1. Videos

Using videos for marketing works because this medium is highly versatile and superbly visual. Videos are the most potent means to showcase your skills, build trust, and engage patients, because your audience can see what you do.

Here are some ideas for video content:

• Operating room videos. Show potential patients what goes on inside the operating room and then walk them through your surgical process and how you work.
• Patient testimonials. These build social proof and make it easy for potential patients to see the results they can expect from you.
• Demos. If you offer a new type of procedure, show potential patients what it's all about with a quick video demo.

     2. Podcasts

The podcasting market boom is only getting started. It could achieve a compound annual growth rate (CAGR) of over 30% in 2022. By 2026, it will be worth close to $60 billion.

Podcasting is currently one of the holy grails of content marketing for plastic surgeons because it elevates you as an expert in the field. It is engaging, informative, and mobile. People can listen to it anytime, anywhere.

If you're looking for a more no-holds-barred content medium, podcasting is it. You can talk about:

• The latest industry news
• Your thoughts on the most popular procedures
• How to choose the right plastic surgeon
• Sensitive topics like body image

     3. Blogs

The list will never be complete without the tried-and-tested marketing strategy for healthcare called blogging. Blogs are the jacks of all trades, helping you attract new patients, build credibility, and establish your brand voice all at once.

When done right, blogging can be an incredible tool to reach new patients and retain existing ones through high-level engagement.

Plus, content options are abundant. Try the following:

• How-to guides. These help patients understand the ins and outs of a treatment or procedure from start to finish.
• Industry news and updates. Keep your audience in the loop with the latest industry news and insights, so they know what's new in plastic surgery.
• Statistics. Cite studies and research to support your content and plastic surgery claims. Publish brand-developed reports, such as surveys, to further establish your credibility.
• Infographics. Use this highly visual content format to simplify complex topics and procedures for your audience.

     4. Webinars

Webinars were a massive hit during the COVID-19 pandemic, and they are showing no signs of waning. This content type is effective because it is interactive and informative. You can use it to engage with patients, build relationships, introduce new procedures, and generate leads.

Here are some ideas for webinars:

• Product demonstrations. Have a new technology or product you want to show off? A webinar is a perfect platform.
• Frequently asked questions (FAQs). This webinar allows you to answer your patients' most pressing questions about plastic surgery.
• Procedure masterclass. Give potential patients a behind-the-scenes look at how you perform a particular procedure. You can even do a live demo!

     5. Social Media Posts

Social media should be a key part of any plastic surgeon's content marketing strategy. It allows you to connect with patients and share your brand story. It makes you more authentic, relatable, and down to earth. Even better, it is great for backlinking if you do medical search engine optimization (SEO).

What posts can you share? Here are a few:

• Before-and-after photos. These show the amazing transformation your patients have undergone, thanks to you.
• Educational content. Share blog posts, guides, infographics, and other types of content that can help patients make informed decisions about their plastic surgery journey.
• Day in the life. Give your social media followers a behind-the-scenes look at what it's like to work as a plastic surgeon.
• Awards and recognitions. Let your patients know you're the best in the business by sharing your awards and accolades.
• Memes. Yes, memes! They are a great way to show your sense of humor and connect with patients on a more personal level.

     6. Emails

Email marketing is a great way to nurture prospective patients and keep existing ones in the loop. It's personal, informative, and can be highly targeted.

You can segment your list, so you're only sending relevant content to people who will actually find it useful. Doing so minimizes abandonment and bounce rates while maximizing conversions.

Here are some ideas for emails:

• Appointment reminders. Send patients a reminder a few days before their appointment to help them remember and to reduce no-shows.
• Promotions and discounts. Offer patients exclusive deals on treatments and procedures to incentivize them to book an appointment. Just make sure you don't devalue your services!
• Educational content. Share blog posts, guides, infographics, and other types of content that can help patients make informed decisions about their plastic surgery journey.
• Event invitations. Let patients know about upcoming events, such as open houses, webinars, and educational seminars.

     7. White Papers

White papers are an authoritative type of content that can help establish your brand as a thought leader in the plastic surgery industry. They are in-depth, research-backed, and usually long-form (2,500 words or more). They are great for generating leads because they offer something of value in exchange for contact information.

Popular white papers include:

• Case studies. Share stories of how you helped patients achieve their desired results.
• Points of view (POVs).  Share your expert opinion on a hot topic in the plastic surgery industry.
• Product comparisons. Help patients choose the right product or treatment for their needs by comparing and contrasting different options.

Summing Up

Content marketing accelerates the plastic surgery marketing process by building trust and credibility with potential patients. And it does all of this while generating leads and driving conversions.

If you need help crafting on-point content, hire Digital Authority Partners (DAP). Our digital marketing team helps you implement different strategies that deliver results. Contact us today for a proposal.