In this day and age, building an all-around successful practice consists of more than just an influx of patients, great reviews, and a wide variety of treatment offerings to choose from. That’s because more and more aesthetic patients are valuing businesses with well-established social media platforms.
Advertising your practice and everything it has to offer on Instagram, Facebook, TikTok (to name a few) can help you target desired clients and demographics. For example, if your practice would like to attract more Gen Z patients with preventative anti-aging treatments like “baby Botox,” TikTok is your best bet for ensuring continual success in your office with the next generation of aesthetic patients. On the other hand, if you’re looking to attract individuals in their late 20s to mid 40s (Millennials) these patients should be targeted through their most used social media platforms like Instagram and Facebook.
While we could go on and on about the specifics to successful and authentic digital marketing, no one knows the ins and outs better than Dr. Chad Deal…
Dr. Chad Deal, MD is the owner of Southern Surgical Arts in Chattanooga, TN. He has extensive training, experience, and overall passion for cosmetic surgery, which have proven to be a great asset in making significant contributions to the medical aesthetics field.
Dr. Deal is certified by the American Board of Facial Cosmetic Surgery (ABFCS), American Board of Cosmetic Surgery (ABCS), and the American Board of Surgery (ABS). He is a faculty member of Southern Surgical Arts’ American Academy of Cosmetic Surgery Fellowship Program, training young, brilliant surgeons from all across the U.S. who then become eligible for certification by the ABCS. He is an active member of the American Medical Association, American College of Surgeons, and Accreditation Association for Ambulatory Healthcare, Inc. Among all this, Dr. Chad Deal is also an ABCS Board Examiner, on the Written Exam Committee, and serves on the AACS Fellowship Committee.
We got an exclusive chance to sit down with Dr. Deal and learn more about how he was able to utilize social media to his advantage, which enhanced his practice’s growth, established his presence as an industry leader, and successfully promoted new aesthetic devices in his office like BENEV Exosomes and Sylfirm X. Dr. Chad Deal is one of the most followed and well-known cosmetic surgeons on social media, with over 1 million followers on Instagram and 300k+ followers on TikTok.
When introducing a new device to your aesthetic practice, what are your first steps to letting patients know about it?
Social media all the way! Marketing a new addition on your website or through routine email blasts is great, but the fact is people/potential patients are on their phones now more than ever. So how can we reach them? While they’re scrolling on social media! Tell them what your practice is offering, how it can benefit them, and why your office or new device is the BEST!
What type of launch events (webinars, parties, social posts, etc.) do you plan/strategize to drum up excitement?
I like to incorporate fun, trending TikToks into my practice’s social media marketing strategy. These videos can focus on educating viewers about the new device, or showcasing how it satisfies patients/doctors; it can be a short or long video, with either a lot or just enough information to get our point across. We also include before and after images, either in those TikToks or in social media posts to further display through photos and text what our newest device is capable of. Finally, hosting promotional launch parties is a great way to get the word out, strengthen relationships with our patient base and other practitioners, and get the word out about our newest device.
Any suggestions on promotion materials or specials for either a soft or hard launch of a new device?
We try to bundle treatments together into packages, to entice patients to receive those bundles and ultimately keep coming back to our practice. We also prioritize influencer marketing, which allows other relevant people in the medical aesthetics industry or beauty-oriented business owners to post about our new device or treatment.
What are your tips for getting NEW patients to try your newest treatment addition?
Always try to do some sort of introductory special on the device, such as package sales or creating fun and engaging videos to potentially trend locally and attract patients. I also suggest giving substantial discounts on the evening of product launch events — in my experience, this has proven to be successful.
If I am a new medspa looking to focus my budget into 1-2 marketing endeavors, where should I start?
Having a person to specifically run your office’s social media (such as a social media manager or digital marketing coordinator) and make fun, educational, yet trendy social posts and videos is KEY!
Want to learn more about Dr. Chad Deal’s digital marketing secrets? Need more help establishing and growing your aesthetic practice through social media?
Register for Dr. Deal’s upcoming BENEV Insider Live Webinar on July 14th!