OCT 2018

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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Page 33 of 68 | OCTOBER 2018 31 Know Your Audience Your target market dictates where you should be spending the most time and money, says Adam DeGraide, founder and CEO of Crystal Clear Digital Marketing. Generally speaking, the Big Four—Facebook, Instagram, Twitter and LinkedIn—are where the majority of consumers are spending time. "For most of my clients, Facebook delivers the highest ROI by a ratio of 8:1," he says. Gregory Buford, MD, a Denver-based plastic surgeon whose practice is 100 percent cosmetic and whose patient base is 95 percent female, was an early adopter of social media and lectures nationally on how to use it to grow your patient base. He advises practitio- ners, "Go where your patients are. Facebook is becoming a less effective means to reach a younger audience, which is moving more toward Instagram. Twitter is a waste of time." Recently, Dr. Buford has become more ac- tive on LinkedIn. "LinkedIn has worked well for a friend of mine in San Francisco who has lots of business people in Silicon Valley as patients," he says.

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