Medesthetics

JAN-FEB 2013

MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.

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BUSINESS CONSULT as well as their level of engagement (i.e. how many comments and shares have occurred). Pay attention to the posts that receive the most activity. You will learn your audiences��� habits, likes and dislikes, which will assist you in your marketing strategy. You can also determine which posting days and times result in the most views and shares, helping you ���ne-tune your posting activity. Businesses can customize the links to their Facebook pages by logging onto facebook.com/username. There are also several ancillary providers who can help you delve deeper into the power of Facebook. For example, ShortStack.com allows you to create custom apps. ConstantContact.com and MailChimp.com can help you create contests for your Facebook followers. Pinterest is unique in that it is a visual social network where users can share, curate and collect interesting photo content called Pins. Since cosmetic medicine is such a visual art and science, it is a good ���t for Pinterest, which can be used to drive traf���c to your website and create new leads. Practices can create photo boards using existing content from their websites and blogs. They can also add ���Pin It��� buttons to their websites. The buttons bring visitors to the practice���s Pinterest page, where they can view and share content. You can enhance your boards by re-pinning other users��� pins. You can also showcase the lifestyles your practice promotes by creating boards, such as ���Quotes to Live By��� or ���Beautiful Faces.��� 18 JANUARY/FEBRUARY 2013 | MedEsthetics Paid Advertising Options As social media has grown, it has also looked at new ways to generate income. One of those tools is the use of paid advertising and promoted posts or tweets. Facebook ads can be extremely powerful because they allow you to target very speci���c fans with precise interests in cosmetic surgery, breast implants, Botox Cosmetic, skincare, liposuction, etc. You don���t need a huge ad budget to be successful on Facebook. The ���rst step is to determine your goals for a Facebook ad and then determine an ad budget. How much is a new ���like��� worth? A new lead? A new patient? Laser-focus your ad with a precise interest or procedure and a targeted location and/or demographic. You can set a maximum expenditure for your ads. You will know if your ad is performing well after 20 clicks. Then you can reevalute and tweak your ad. Your Facebook analytic page is a good place to see increased activity, including likes, shares and spikes in patient leads. Metrics here are an important part of planning. Don���t waste money on weak ads. Managing Social Media Social media changes frequently. But you can make it work for your practice by staying current with the trends and allocating resources to train existing staff on how to maintain your social media presence. Practices may bene���t from hiring a consultant either to manage its social media marketing or to come in on a short-term basis and train staff members. Because social media is about real-time response and continual updating, it requires commitment and dedication. Encourage your staff to use social media marketing �� ISTOCKPHOTO.COM Twitter is a great platform to engage with consumers who are interested in topics such as skin care, cosmetic surgery and health. In addition to creating your own Twitter handle���based on your practice���s name or top procedures���practices can gain new followers by adding hashtags, such as #health, #beauty, #skincare and #cosmeticsurgery, to their posts. These hashtags bring you into conversations on speci���c subjects and can help bring you to the attention of a larger audience. When posting to Twitter, use the 4-1-1 rule: For one self-serving tweet, you should re-tweet one relevant tweet and share four pieces of relevant content written by others. Additional strategies for building followers on the site include following people who your competitors are following and re-tweeting relevant content posted by others. You can also ���nd people on WeFollow.com or Twibes.com. Always follow Twitter etiquette and thank new followers for joining you as well as existing followers who re-tweet your posts.

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