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Cosmetic Surgery Marketing Trends 2022 - 3


Written by Emel Gerdaneri.

Cosmetic Surgery Marketing Trends 2022 - 3 

We are with you with the 3rd part of our 2022 article on cosmetic surgery marketing trends. Click to read the 1st and 2nd part of our article.

Cosmetic Surgery Marketing Trends 2022 - 1
Cosmetic Surgery Marketing Trends 2022 - 2  

Competitive PPC Increases

ppcRealizing all this increase, plastic surgeons started to compete by using different channels.

More plastic surgeons have started using Google Ads, which has increased costs.

Cost per click for almost all cosmetic procedures falls in the range of two to five dollars, with cost per acquisition anywhere between $75-250 (cost per acquisition = per email send or phone call from a prospective patient) cost). 

Cost Per Click by Cosmetic Procedure

cost per clickConsidering the variety and profitability of the procedures, the cost per click for the relevant keywords can vary slightly.

Cost-per-click and cost-per-conversion don't tell the whole story. 

Social Media is Effective in Nurturing Potential Customers and Building a Brand

social mediaThe role of social media in marketing plastic surgery practices hasn't changed much in the last three years, but platforms have.

While Facebook was the dominant social media channel in plastic surgery marketing 3 to 5 years ago, now Instagram seems to have shifted a bit to TikTok.

The Role of Social Media in Cosmetic Surgery Marketing

cosmetic surgery marketingWhile SEO and PPC are the preferred marketing channels to target potential patients during the research phase, social media tends to be effective in building brands and gaining patients' trust.

Brand Building

brandingThere are many plastic surgeons and dermatologists who have become famous through Instagram or TikTok. They have built audiences who are confident and enthusiastically watch their content.

For example Plastic surgeons like Anthony Youn have built up an enormous audience. 7.3 million followers means a lot of followers. On Instagram, the same plastic surgeon has 1 million followers, but 1/7 of the audience he has on TikTok. 

Social Media Builds Patient Confidence

patient confidenceSocial media plays a very important role in the evaluation of the patient's doctor and in the decision-making process.

A cosmetic surgery practice's presence on social media can have a huge impact on both the decision to follow the procedure and who will perform it.

From the comments left by past patients on their pages, to the training given by plastic surgeons on their social media profiles, to the general sentiment conveyed by a plastic surgeon through social media, patients are influenced by social media content.

Demographic Trends in Different Social Media Channels

demographicRecent trends in the demographics of users on each of the major social media platforms have changed the effectiveness of each platform.

Teens left Facebook for TikTok and Instagram. The average age of Facebook has increased considerably.

Plastic surgeons who focus primarily on procedures chosen by 18- to 35-year-olds, such as breast implants, make more sense to look to TikTok rather than target Facebook.

Plastic surgeons who focus more on facelift or mommy makeover should focus on Instagram or Facebook instead of TikTok.

Cosmetic Surgery Marketing Will Continue to Evolve into 2022 and Beyond

trends 2022As more plastic surgeons promote themselves online, we will see increases in PPC costs. As TikTok matures as a platform, it will become an even more attractive platform for plastic surgeons to promote themselves.

Finally, it is useful to say the following. The marketing mix will continue to evolve, but marketing channels that work won't necessarily work in two years.


Written on 08/09/2022

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Last Update: 08/09/2022

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