Make blogging an important part of your plastic surgery marketing

The idea of plastic surgery is intriguing to an increasing number of women and men. However, while the taboos of “having work done” are gradually disappearing, this is still a topic that many people aren’t comfortable discussing with relatives, friends, co-workers, or even a family physician. With a few common sense safeguards, plastic surgery blogging can be a great way to get information in front of potential patients, build your practice brand, and enhance your professional reputation. In short, blogging is an important facet of an effective marketing strategy for successful plastic surgeons.

A blog is simply a website or a page on a site where the author posts discussions and information. What sets a blog apart from usual website content is an element of opinion. You might compare a blog to an editorial in a newspaper, rather than the more esoteric reporting of a news event.

The first step is to select a blog site and set up a profile, or have your web designer create a blog page on your practice site. Then follow these tips to get started:

Determine the purpose of your blog. Is the blog intended to increase your patient base? To provide education and resources outside of your physical office setting? To share knowledge with doctors with whom you have a reciprocal referral arrangement? To establish your reputation as a leader in a given specialty?

Taking time to clearly define the objective of your blog up front sets the stage for future discussion themes and promotes a cohesive image. It is possible to accomplish multiple purposes, but a focused blog is generally more successful because readers and subscribers are not confused by its intent.

Refine blog guidelines. For example, let’s assume you’ve decided the purpose of your plastic surgery blogging is to increase patients. Think about what kind of patients are your ideal. Your blog should encourage those individuals specifically rather than the general public. If your blog is intended to educate patients or referral physicians, what type of information will be most helpful to them? If you are using the blog to establish a leadership role in the field, what aspects of your specialty are most difficult for others to understand? Use the blog to break them down into comprehensible terms.

What to avoid. Whether your blog reaches out to existing patients, potential new ones, or other medical professionals, there is a general understanding that you are someone with whom patients have shared deeply personal issues. It is critical to respect that vulnerable relationship in every area of your social media presence. On-line slips, no matter how well intentioned, can damage a reputation and carry disciplinary penalties from regulatory boards.

You are, of course, aware that actual patient identifiers can’t be included in blog content. But even the fuzzier situations should be handled with care. The patient may remain anonymous in your blog, but imagine the reaction (ranging from dismay to outrage) upon realizing you’ve described his or her situation without permission. Content should be specific enough to be helpful, but sufficiently general to prevent identification. Other areas to stay away from are derogatory or discriminating remarks about patients or other doctors, anything that might be construed as online medical advice or prescription, or embellishing credentials.

A tasteful blog, written to the reader’s level of understanding, is an effective marketing tool. Plastic surgery blogging helps to establish you as a credible source of medical information and expertise.

For doctors, dentists, and other medical professionals,Ekwa Marketing is the key to success. Our company offers online medical marketing that involves innovative SEO techniques and can assist doctors in expanding their practice by welcoming more patients. Our tried-and-true system has helped hundreds of medical practices succeed in their marketing efforts. Read more on: plastic surgery blogging.

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