Social Media Marketing: What Do Prospective Patients Want to See?

Marie‐Luise Klietz · Hans Wilhelm Kaiser · Hans‐Günther Machens · Matthias Michael Aitzetmüller

41 citations0/0 files storedAesthetic Surgery Journal

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Social Media in Health Education Digital Marketing and Social Media Media and Digital Communication

Abstract

BACKGROUND: Platforms such as Instagram, Facebook, Twitter, and Google+ have created a worldwide audience of almost 3 billion people. Society is dramatically changing, demanding evolution of marketing strategies by plastic surgeons and aesthetic doctors alike. This unknown territory provides excellent opportunities, but creates many pitfalls as well; uncertainty remains as to the most effective manner to promote one's practice/services. OBJECTIVES: The aim of this study was to design a social experiment based on Instagram to give guidance for efficient self-promotion. METHODS: An Instagram account called "doctor.aesthetics" was created. Content was produced, and categorized into 4 groups: Aesthetics, Private Life, Disease, and Science. No bots or other Instagram-based promotion were utilized. Every post was evaluated regarding likes, comments, clicks, new followers, impressions, and savings. RESULTS: After 5 months and 37 posts, 10,500 people followed the account. "Scientific" posts were excluded from the analysis due to a low response rate. A significantly enhanced number of likes for "Private" postings was found. Additionally, "Private" posts led to most clicks and new followers, whereas "Aesthetics" posts were saved by most people. CONCLUSIONS: To benefit the most from social media advertising, it is necessary to offer insights into private life. Although "Aesthetics" and "Disease" postings showed similar response rates, "Scientific" posts failed to attract people.

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References

1994The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising 2006Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities 2014Understanding digital marketing: marketing strategies for engaging the digital generation 2012Reviewing social media use by clinicians: Table 1 2015The Influence of Social Media and Easily Accessible Online Information on the Aesthetic Plastic Surgery Practice: Literature Review and Our Own Experience 2019Digital Marketing Strategy: An Integrated Approach to Online Marketing 1973Guidelines for Developing International Marketing Strategies 2017Social Media and the Plastic Surgery Patient

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