Plastic Surgeon Digital Marketing 101

PLASTIC SURGEON
DIGITAL MARKETING 101
INBOUND MARKETING STRATEGY
EDITION 1

UP TO DATE DESIGN
Plastic Surgeon Digital Marketing 101
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CHAPTER 1

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“YOUR WEBSITE IS YOUR FIRST POINT OF CONTACT.
MAKE IT PROVIDES YOUR VISITOR EVERYTHING THEY
NEED.”
The first part of building a solid website that is
sure to reflect positively on your practice involves
making certain that your layout and design are
up to date. There are many reasons for this, but
in short, remember that improving patient flow is
often about trust. If your site is outdated, it could
lead patients to believe that your methods are
also outdated. Here are some ways to update your
website’s design and build the trust you need.
Easy to Find Necessary
Information
The number one thing that you need to consider
when it comes to your plastic surgery website is the
ease with which visitors can find the information
they want. If your site is scattered and difficult
to navigate, then chances are good that visitors
will simply return to the search page and click a
competitor’s link. Clean up the home page of your
site, and make it possible for visitors to easily find
the information they need from this central hub.
Make use of navigational tabs at the top of the
page, and categorize things accordingly. Ideally,
you don’t want your visitors to have to click more
than two or three times to find the info they want.
Simple Consultation and
Scheduling
Patients who are interested in plastic surgery take
their health very seriously. For this reason, they will
often want to schedule a consultation long before
they agree to any surgery. Your website should be
set up in such a way that your patients can easily
find the contact page where they will submit their
information to schedule a consultation with you.
What’s more, you need to make sure that this
information goes to someone who is capable of
contacting these potential patients in short order;
you shouldn’t make these people wait several days
before you contact them. By then, they might have
already chosen another practice.
The Design Should Sell Your
Practice for You
If there’s one thing that people associated with the
medical industry, it’s cleanliness. You should do
everything in your power to make sure that your
website’s design reflects this. Avoid colors that
could evoke negative emotions, such as red or
black, and instead choose a color palette based
on pale blues or greens, which are associated
with relaxation and peace. Don’t try to cram too
much information into the home page; rather,
keep the home page clean and make navigation
to other areas of your site simple.
Photos and Videos at a Glance
These days, winning over a potential client is
all about showing them the evidence. Nothing
is truer in the plastic surgery niche; individuals
want to see before-and-after photos so that
they can get a sense of how you can help them.
Be sure that your website incorporates plenty
of these photographs, and design them in such
a way that they are easy to see. For instance,
you might choose to utilize thumbnails for your
individual procedures that expand when the
visitor hovers his or her mouse pointer over the
image.
Up-to-date website design not only helps you
build trust with potential patients, but it also
makes it simpler for your visitors to find the
information they want. Take the time to think
about what a patient wants to see on your site,
and then design it accordingly.
For more design resources please read:
• http://www.brandignity.com/2015/12/
company-rebranding-tips/
• http://www.brandignity.com/2015/11/web-
design-blunders-to-be-avoided-for-a-user-
friendly-website/

MUST BE RESPONSIVE
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CHAPTER 2

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“IF YOUR SITE IS NOT RESPONSIVE YOU MIGHT AS
WELL BE INVISIBLE.”
People in today’s world are always on the go. They
search for information while commuting to work,
cooking their evening meals, or even walking
their dogs. For this reason, you should make sure
that your plastic surgery website is intuitive and
responsive. This goes for plastic surgery clients as
well.
What Is Responsive Design?
Before you can make sure that your website
is responsive to the needs of your visitors,
it is important to understand the different
characteristics of a responsive website. Essentially,
responsiveness refers to creating the optimal
viewing experience for any user on any device.
Your site should be easy to read on any size screen.
It should require very little resizing, panning, or
scrolling to navigate. Most importantly, the site
should look very much the same whether a visitor
views it on a computer, a tablet, or a smartphone.
The developer must ensure that all of the elements
of your site – including the photos, the text, audio/
video players, and more – resize themselves based
upon the size of the screen.
The Mobile Generation
Research shows that more and more people
continue to utilize their mobile devices to search
for information. Gone are the days when people
would wait until they got home from work and
sat down at their computers to research the best
plastic surgeons in the area. Because of this, it is
absolutely imperative for you to make sure that
your website fits all users, no matter what type of
device they choose to access your site.
Adding to the User Experience
One of your goals should be to enjoy high search
engine rankings. If you can design your website
in such a way that it appears on the first page
of search results, then you can generate tons of
traffic. Once upon a time, search engines like
Google relied on the text portion of your website
to determine your site’s overall relevancy. While
Google still does consider text and SEO an
important metric, user experience is important,
too. Without responsive web design, you aren’t
doing what you should to improve your user
experience, and you won’t make the first page
of search results. This alone can have a huge
impact on your traffic.
Any Device, Any Time
When you can successfully develop a website
that is completely responsive, it essentially
becomes “agnostic” in terms of devices. This
means that it has no preference for one device
over another and it will display correctly on any
device, whether it is a Windows-based computer,
an Apple iPhone, or even a Kindle e-reader
tablet. When people can access your site from
any device they choose, you can generate more
traffic, and more traffic equals a much larger
patient load over time.
In today’s technologically advanced day and age,
you should design all of your content in such
a way that it can be viewed across the entire
spectrum of devices. In a nutshell, the less effort
that a potential patient has to put in to find and
view your site, the better off your practice will be.

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CASE
STUDY
WWW.DRSPIEGEL.COM
ABOUT THE PROJECT
Dr. Jeffrey Spiegel is a famous plastic surgeon located in Boston.
He was in a position where his practice was only growing
through word of mouth. 4 years ago his online presence was next
to nothing. The team at Dr. Spiegel’s office reached out to us to
discuss web design and SEO. We came to the conclusion that the
website needed an overhaul and an aggressive SEO strategy was
very much needed. In August of 2010 we started and today the
The challenge from day one was the fact that 95% of all website
pages where going to be brand new pages that never existed
before. This caused us to compete against competitors which
had internal service pages ranking in Google for a much longer
period of time. The other major challenge was that there was
a great deal of competition clearly visible in the search space.
Cities like Boston usually have a massive amount of medical
institutions to compete against.
Our first point of attack was to create a website which housed
over 35 new service related pages we could then optimize on a
local level specific to the Boston, MA area. We created massive
amounts of content and fully optimized all content utilizing a small
handful of related keywords for each page. We then incorporated a
comprehensive monthly link building, blog writing and social media
management campaign in order to create a diverse traffic flow.
001. // THE CHALLENGE 002. // THE SOLUTION

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15K
Monthly Visitors
5OK
Monthly Page Views
2,000%
Increase in business
+ 150
Leads per/ month
+ 235
Page 1 Google Rankings
+ 500 %
Generated Leads
PROJECT
STATISTICS
-
Period:
2010 - 2015
Explanation:
These are some important
stats the business and the
website have been able to
acheive working with us.

WELL-WRITTEN COPY
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CHAPTER 3

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“YOUR WEBSITE COPY NEEDS TO BE SOLID IF YOU ARE
GOING TO CONVERT NEW PATIENTS FROM YOUR SITE.”
The purpose of your website is to generate leads
for your business, and if there is one thing that can
stand in the way of that lead generation, it is your
website’s copy. Not only does your copy need to
make a connection with your potential patients,
but it must also be free from even the slightest
errors in order to build trust with your audience.
Copy in the Medical Industry
Unlike other industries in which people might
merely scan the copy on a web page before placing
an order for a product or service, those who come
to your plastic surgery website will read every word
on the page from top to bottom. After all, if they
choose your practice to perform their procedures,
they will place the utmost trust in you. They want
to know everything there is to know, and it is your
job to tell them. Make sure that your copy does just
that.
Target the Right Demographic
It is always a good idea to come up with a different
set of copy for each procedure that your practice
offers since different demographics will come to
you for different types of surgeries. For example,
while women between the ages of 21 and 35 are the
most common candidates for breast augmentation
surgery, absolutely anyone may request a
rhinoplasty. Make sure that you do your research
and write your copy in such a way that it appeals
to the largest demographic, but do so carefully.
You don’t want your copy to incidentally “exclude”
anyone.
Cover All of Your Bases
When a potential patient researches your practice,
he or she will want to know everything, down to
the smallest detail. It is up to you to use some
discretion here; you can include information about
exactly how procedures are done, or you can keep
things simple and offer more information during
the consult. The best method involves keeping it
somewhere in the middle. Give people the basics
regarding a procedure – the primary method you
use, what to expect the day of the surgery, and
even what to expect during recovery – but save
the smaller and more personal details for the
consultation.
Immaculate Spelling and
Grammar
You are a doctor who has spent a decade
learning your trade. People believe that doctors
and surgeons should be perfect after all of that
schooling, so presenting them with a website
that has spelling and grammar issues can
cause a loss of trust. Make sure that your copy
is absolutely flawless from top to bottom. This
way, your patients do not have to wonder about
your competency when they’re under the knife
just because you left out a comma or spelled
“rhinoplasty” incorrectly on your website.
Although all of the aforementioned things are
important when it comes to your website’s copy,
there is one other thing that you should keep in
mind. As a surgeon, you likely understand terms
and phrases that the average person does not.
Make sure that your copy is easy to understand
when read from top to bottom. After all,
confusing your visitors is not a good way to earn
their business.

LOCAL SEO
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CHAPTER 4

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“LOCAL SEO IS THE HOLY GRAIL TO YOUR ONLINE
VISIBILITY. MAKE SURE IT’S A QUALITY APPROACH.”
SEO stands for Search Engine Optimization, and
without it, your website is like an automobile with
no engine. It might look nice, but it certainly can’t
take you anywhere. Here, you can learn about the
different ways to add and improve your site’s SEO
to generate more traffic.
What Is SEO?
SEO is an all-encompassing term that describes
the way a website is optimized for a particular
search engine. SEO includes things like the addition
of keywords, proper site development, videos,
content marketing, and more. First and foremost,
SEO plays a vital role in your site’s search engine
rankings. If your SEO is no good, you might find
yourself on the 15th page of search results. On
the other hand, if you have excellent SEO, you
could find your site on the first page of results
– right where it should be to generate the most
possible traffic.

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“HAVING A WELL OPTIMIZED WEBSITE IS VERY
IMPORTANT IF GOOGLE IS GOING TO RANK YOU.”
Keywords
Keywords are important for SEO because they help
to rank your site. There are several methods that
you can use to come up with the right keywords
for your site, and Google provides some of them
for you. Above all else, consider the terms that
people might type into Google whenever they’re
searching for a product or service you offer. Then,
incorporate those terms, in the right context, into
your website’s copy. Do this for your home page
and any other inner pages about the services you
offer, and then make use of Google Analytics to see
how your keywords fare.
Off-Page Optimization
There are several techniques that you can use to
improve your off-page SEO, as well. Things like
social media, link-building, and social bookmarking
can go a long way toward boosting your site’s
overall ranking. Off-page SEO is much like an
indicator of how the online world (users as well
as other websites) view your website. If your site
is useful, it will likely have references from other
sites and mentions on social media outlets like
Facebook or Twitter. Thus, off-page optimization
involves making sure that you keep your social
media accounts and backlinks up to date at all
times.
Local SEO
Aside from general search engine optimization, any
type of business that provides a relatively localized
service should focus on local SEO, too. In short,
local SEO helps a search engine like Google provide
better results to searchers based on their location
at the time the search was performed. For example,
if you go to Google right now on your computer
and type, “buy a new car”, the first results you will
see will be dealerships in your local area. You want
the same for your plastic surgery practice, so make
sure that you incorporate local SEO alongside your
organic SEO in order to achieve these results.
Ultimately, SEO is like the engine that drives
your website toward the finish line. Without this
optimization, Google and other search engines will
not index your site highly enough for average
users to find it through organic web searches.
Take the time to consider all of the various
elements of SEO and incorporate them into
your site, your blog, and even your social media
accounts.

*Remember, Google is a reader so if it can
read it, it can’t rank it.

A CONSISTENTLY MAINTAINED BLOG
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CHAPTER 5

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“YOUR BLOG IS THE VOICE OF YOUR PRACTICE. IT CAN
BE LEVERAGED FOR BRANDING AND ALSO SEO.”
The list of reasons why you need to maintain a blog
for your plastic surgery practice is endless. Not only
does a blog help to provide information to patients
on a regular basis, but it also provides you with new
opportunities to incorporate the latest keywords
for SEO. What’s more, a blog is one of the best ways
to incorporate backlinks to other parts of your site
that users might find valuable.
Blogs Generate Instant Traffic
Your website needs one thing above all else to
truly push your practice forward – traffic, and lots
of it. There is no better way to generate traffic to
your website than with a regularly updated and
maintained blog. Think about it like this: how often
are you going to update your actual website? Not
very often if your copy is well-written. Blogs give
you the perfect chance to add new information as it
comes. What’s more, Google absolutely loves blogs,
and it will index blogs much more quickly than
anything else. When you add the right keywords at
just the right density, and when you add just the
right number of links to your site and others, you
can literally improve your search engine ranking
overnight.
Create a Sense of Authority with
Your Visitors
In the medical industry, and particularly when
it comes to plastic surgery, people want to feel
as if they can relate to you before they go under
the knife. These people need to know that they
can trust you, that you know your stuff, and that
you utilize the latest and best techniques in your
practice. Your blog gives you the perfect place to
provide all of this information to your readers. For
instance, imagine someone who is interested in
a facelift. Perhaps he or she wants to gather and
learn as much as possible before scheduling the
surgery. If you can provide this patient with the
information he or she wants via a blog, and if you
can link to your practice within that blog, the odds
of generating patients are high.
The Perfect Marketing Platform
Today’s internet marketing is about much more
than a few delicately-placed keywords and
search engine rankings. In fact, if you want your
website to truly be successful, then you have to
cover all of your bases – including self-marketing.
Your blog is a great way to market your company
in a variety of ways. For example, you can
update your social media status each time you
put up a new blog. Simply create a post, link to
the blog, and let your followers like and share
to their hearts’ content. This gives you better
visibility, and over time, people will begin to
remember your name. When they want a breast
augmentation or even filler injections, they will
turn to you because they remember you.
Above all else, blogs show your visitors that you
are truly dedicated to your industry and the
overall well-being of your patients. These things
play vital roles in generating new patients, and
that is why your blog should always be a top
priority for your site.

BEFORE & AFTER GALLERIES
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CHAPTER 6

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“BEFORE AND AFTER PHOTOS ARE YOUR MOST
POWERFUL TOOL. THEY HAVE TO BE HIGHLY
ACCESSIBLE.”
Although being an authority on surgical techniques
and building excellent rapport with your website
visitors is certainly important, for the majority
of your prospective patients, plastic surgery is
all about the results. For this reason, you should
include before and after galleries throughout your
website so that your visitors can get a glimpse of
your work.
What People Want
As a plastic surgeon, you know that people seek
you out because they want to improve themselves
aesthetically. Perhaps they want a facelift to look
younger, a tummy tuck after losing a significant
amount of weight, or rhinoplasty surgery to get the
cute button nose they’ve always wanted. People
want to feel confident that you can provide them
with the finished product they crave, and there is
no better way to do this than with photographs.
Chances are good that you have many, many
success stories; take photos of them and use them
to your advantage.
A Real-Life Illustration
If you were selling a pair of pants to someone on
the internet, how would you do it? Would you
create a long text describing their size, color, shape,
cut, and feel, or would you simply take a photo of
the pants and include a text description? The latter
is the best way to sell a product, and this is true
even of plastic surgery. Rather than tooting your
own horn, so to speak, show people the evidence
that you know what you are doing and that you can
provide them with the results they want.
Tug at Their Heartstrings
For many people out there, plastic surgery is a huge
self-esteem booster. People may have issues with
parts of their bodies, and changing those parts
may completely change their lives. Incorporate
personal stories into your before and after galleries
whenever possible, and ask the patients who agree
to these photos to tell the stories. This builds a
sense of community with your site visitors, and the
truth is that they are much more likely to relate to
someone who has a similar self-esteem issue than
with a surgeon. You can even incorporate this
into a separate website section and update it
once a month or so as you see fit.
The Ability to Compare
Plastic surgery is a scary endeavor for many
people. Although some are worried about the
actual surgery, pain, and recovery time, others
are more concerned with spending all of that
money to get less-than-optimal results. When
you provide excellent before and after photos
on your website, your visitors can easily see the
transformations. They will feel more confident
in the results that you can provide them, which
means that they are more likely to choose your
practice when they ultimately decide to go
through with their surgery. In short, these photos
can alleviate a lot of the anxiety that patients feel
regarding the results of their surgeries.
Before and after photos serve several very
important purposes on your website, and if
you can utilize them correctly, you can convert
your visitors to patients. These photos not only
build confidence in your visitors, but they also
showcase your work.

CALLS TO ACTION
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CHAPTER 7

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“MULTIPLE CALL TO ACTION ITEMS NEED TO BE
VISIBLE TO CONVERT TRAFFIC INTO PATIENTS.”
Your website can provide all of the
information in the world to a visitor, but if it
doesn’t have a solid call to action on every
single page, you may end up losing more
patients than you gain. Here are some tips
and tricks for converting your visitors into
consultations and actual surgical patients
using smart calls to action.
What Is a Call to Action?
Suppose you want to buy a new refrigerator,
so you head over to Google and start doing
your research. You come across a promising
website that offers the type of refrigerator
you want, and you take some time to read
about that refrigerator. Once you make
up your mind, and you decide that this
appliance might be the right one for you,
you start to scan the page for an email
address or telephone number that you can
call for more information. If you don’t find it
within a few seconds’ time, you are likely to
go back to Google and search for that exact
refrigerator model until you find a more
user-friendly site that offers it.
The very same thing can be said for your
plastic surgery site. You can provide people
with detailed information about every
single procedure you offer. You can write
the perfect blog and update it once per
week. Your SEO could be immaculate, and
you could have the most beautiful surgical
website in the country, but if people cannot
figure out a way to contact you to get the
process going, all of that is for naught.
How to Incorporate a Call to
Action
The very best way to incorporate a call to
action into your website is to make sure it
appears on every single page, no matter
where your visitor goes. You might have a
static link at the top or bottom of the page
that does just that. The goal here is to offer
an easy-to-find solution that your visitors
can click to set up a consultation with you,
and as long as your visitors can find it no matter
where they navigate, it will serve its purpose.
Of course, simply putting up a link that says,
“Click Here for Your Consultation” will not likely
generate the results you want. A true call to
action will give that visitor a good reason to
schedule a consultation with your practice.
For instance, if you provide visitors with an
informative page all about liposuction, don’t
leave them hanging at the end. Make sure
that you include a statement that drives your
visitors to schedule their consultations today.
If the consult is free and your visitor is under no
obligation, be sure to include this information.
Calls to action are some of the most important
statements that you can include in your plastic
surgery website. Without them, visitors may view
your site as a mere reference guide. Be sure that
you encourage your readers to contact you if
they have questions, and make sure that this call
to action is present on every single page for the
best possible conversion rates.

NAVIGATION
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CHAPTER 8

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“IT’S VERY COMMON TO HAVE A LOT OF
PROCEDURES. HAVE THEM ORGANIZED.”
As a plastic surgeon, chances are good that you
offer a variety of services to your patients. Some
may be invasive surgical procedures; others
may be as simple as Botox injections or even
microdermabrasion. When you offer a multitude
of services to your patients, it is important that
you showcase them in such a way that your
visitors can find them in a snap.
Don’t Let Visitors Get Lost
A website for plastic surgery will likely contain
a lot of information. After all, you will want to
include sections for the procedures you offer,
your office hours, your practice itself, your blog,
and much, much more. This is all great because
the more information you can provide, the
better. However, unless you have an excellent
navigation system to help your visitors find their
way around, all of this information can backfire.
The goal is to allow your visitors to utilize a
menu of sorts to find the information they want
rather than having to click their browser’s “back”
button. The more plainly your site is labeled, the
better off you’ll be.
The Importance of
Categorization
Take a minute to think about all of the
information that you want your website to
provide to potential patients. You probably want
to describe the different procedures you offer
and the techniques you use. Rather than creating
a menu item that lists every single procedure
– which could get quite long – consider
breaking them down into procedure types. For
example, you could have a main menu item for
“Procedures”, then subcategories for “Surgical”,
“Minimally-Invasive” or “Outpatient”, and “In-
Office Procedures”. Then, list each procedure
under its respective category. This will make it
simple for your visitors to find the information
they want within seconds.
Contact and Company
Information
Before someone decides to schedule
a consult with you, they’re going to
want to know more about you. You
need to create an in-depth profile for
your practice that includes your level
of education, the number of years you
have been practicing, and even some
information about your nursing staff.
Then, you want to make sure that your
visitors can find this information no
matter where they are on your website.
After all, people are all about instant
gratification, so make sure that you
provide it.
Get It Right from the Home
Page
When someone comes to your website
for the first time, the very first thing they
will do is scan your page for relevant
information. Then, they will try to find
the information that is most important
to them. If they can’t find it within the
first few seconds of landing on your
page, they will “bounce”. This simply
means that they will exit your site
without viewing any other page other
than the homepage. You want your
navigation to be very clear from the
home page, and you want to maintain
that navigation menu from page to
page.
Navigation is important to the overall
user experience, so make sure that you
keep things organized and consistent
from the very first page. This helps users
find their way around without getting
lost, and it gives them clear blueprints
on where to go next.

WEBSITE SPEED AND PERFORMANCE
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CHAPTER 9

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“NOBODY LIKES A SLOW SITE. IF IT’S TOO SLOW
YOUR VISITORS WILL MOVE ONTO THE NEXT.”
Assume for a second that it is 100
sweltering degrees outside and your air
conditioner decides to stop working. You
need a solution, and you need it fast. Would
you hire a company that can come out right
away, or would you hire one that cannot
make it until next week? The answer is
obvious, and the same principle applies
to your website. It needs to perform well
across all platforms, and it needs to load
quickly. Instant gratification is everything.
What Visitors Expect
Today’s consumers rely on the information
found in websites to make choices about
everything. They search the web for
everything from automobile reviews
to recipes and even to the best plastic
surgeon for a particular procedure. The
last thing you want to do is draw people
to your website with outstanding keyword
optimization and local advertising, only
to expect them to wait for 30 seconds
while your site loads completely. Odds are,
people will not be willing to wait that long,
and if they can’t get the information they
want immediately, they’ll move to the next
website. That’s why speed should always be
a consideration.
PageSpeed Insights
Fortunately, Google provides you with a
free-to-use tool that can help you improve
the overall speed of your website.
PageSpeed Insights analyzes several
different aspects of your website’s design
and development that can have in impact
on the speed at which your site loads on
a user’s device, and it issues your site a
number from 1 to 100 with higher numbers
being better than lower numbers. Some of
the factors it considers include:
• JavaScript and CSS rendering
• Visible content
• Images
• Landing page redirects
• Browser caching
• Compression
• Server response time
If PageSpeed Insights finds any issues with these
factors, it will notify you and even provide you
with some detailed solutions. What’s more,
this tool has a separate insight for overall user
experience, so you won’t have to sacrifice one to
gain the other.
Boosting Your Speed
If you are struggling to boost your website’s
overall speed and performance, there are several
unique plugins that can help.
W3 Total Cache – W3 Total Cache works
alongside WordPress to improve the speed
at which pages load and improve the overall
user experience. It improves overall server
performance and reduces the time it takes
content to download to a user’s screen.
GZip Compression – GZip Compression is
a feature that you can turn on to help save
bandwidth and make your site faster. With it,
you can choose to return zipped content to any
browser that supports it.
Speed Booster Pack – This is yet another
WordPress plugin that offers tons of ways to
make your site faster. For instance, it defers the
parsing of JavaScript files so that your pages
load faster initially, and it loads the JavaScript
files directly from Google rather than your own
WordPress install at first. This puts information
on the visitors screen more quickly and improves
caching at the same time.
Today’s world is all about instant gratification,
and it is up to you to make sure you provide
it to your website visitors. A poor speed and
performance rating can hurt your website’s
search results ranking, too, so it is certainly
worth your time to run an analysis and apply
recommended fixes.

PERSONALITY AND USER EXPERIENCE
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CHAPTER 10

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“YOU ARE ALLOWED TO SHOW PEOPLE YOU ARE A
FUN PRACTICE TO WORK WITH.”
When it comes to the medical field,
creating an online personality can be
quite difficult. After all, you do not want
to focus your entire website on humor,
but you don’t want to depress people,
either. Here are some tips for creating the
perfect personality that will make you seem
relatable. This can help generate more
action on the user’s part and help you add
more patients to your practice.
What’s Your Concept?
By the time someone decides to click the
link to visit your website, they already know
you’re a plastic surgeon. Adding personality
is all about deciding what kind of plastic
surgeon you are. Decide on a concept –
something that is important to you – and
make this your overall theme. For instance,
if your practice is all about making your
patients feel at home, then create that sort
of personal online atmosphere. Rather,
if you want to focus on the fact that you
constantly search for the latest and greatest
innovations, give your site a futuristic feel.
Remember that fonts, images, text, and
even layout can all create emotions in your
patients, so be sure that you link those
emotions to your chosen concept.
Prove Your Social
Responsibility
In today’s world, health is a big deal. People
are more concerned than ever with what
they eat and how they look. You need to
show your visitors that you are socially
responsible, and your website is a great way
to do it. If you prove that your practice is
ethical, then visitors are more likely to seek
your services both now and in the future.
If you support charities or community
projects, or if your staff takes on several
“pro bono” cases each year for those who
are born with certain medical conditions
such as a cleft lip or palate, be sure to
highlight these things. Your patients will
feel that it is best to spend their money with you
because you will use that money to help others in
the end.
Associate Your Face with Your
Website
All too often, people feel as if they are interacting
with technology or paid representatives of a
company rather than that company itself. To help
alleviate some of this anxiety, make sure you
make it personal. One idea is to take a snapshot
of your smiling face wearing your surgical garb
and put it on your homepage along with a
powerful quote that can help people relate to
you. “Changing lives one patient at a time” is a
great example since it summarizes your goals and
what you hope to accomplish. Then, give users
the ability to read a short autobiography if they
choose. It’ll make you more relatable, and that’s
always a good thing.
Plastic surgery does not have to be a dry and
boring subject. There are times to incorporate
some humor, such as in your blog posts, and
there are times to incorporate a little bit of
shock value, such as when celebrities take
their surgeries a little too far. Deciding on your
personality and incorporating it into your website
makes your practice seem more human, which
generates more traffic – and more patients.

CONTACT
Address
Brandignity
PO Box 8036
Naples, FL 34101
United States
Phone & Fax
Free Toll: 866-250-4541
Direct: 617-959-3144
Fax: Nope
Online
Email: mfita@brandignity.com
Website: www.brandignity.com
If you have any questions regarding what you read or you would like to learn a bit more about our services
please don’t hesitate to contact us below. Thanks again!
THANK YOU FOR
READING!

Plastic Surgeon Digital Marketing 101

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