NOV-DEC 2015

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 13 of 75

BUSINESS CONSULT | With all the talk of Facebook, Twitter and Instagram, one social media site often gets swept aside. YouTube, the video sharing site, recently surpassed television in terms of consumer use. While many people think of YouTube as a place to see their favorite bands or view makeup and home improvement tutorials, the site offers a huge opportunity for cosmetic physicians who want to grow their practices. First, it is far easier—and far more cost effective—to get your practice on YouTube than on network or cable television. In fact, you can create quality videos in your own facility with equipment you likely already own. Second, the video format of YouTube has a similar effect to television appearances: View- ers see you as a celebrity, giving your brand instant credibility. The question is, how do you create effective video content and help patients and prospective patients fi nd this content? WHAT TO COVER One of the key benefi ts of offering videos versus written blog posts and website copy is that the video format allows you to explain your procedures exactly the same way you would explain them to a prospective patient who is sitting right in front of you. This, in turn, allows the consumer to get to know By Catherine Maley Winning With YouTube YouTube videos allow you to showcase your skills and introduce yourself to prospective patients before they enter your office. you and your practice in a more personal, "face to face" manner. In addition, you can fi lm yourself performing the actual procedure and share before and after images as well as testimonials from satisfi ed patients. If you're unsure what topics to cover in your videos, think of your patients. What are the most common questions they have when they come to your offi ce? Ask and answer those questions in a series of videos. Another strategy is to highlight the most common aesthetic concerns that present in your offi ce with your range of solutions. In addition to sharing your knowledge and expertise, patient testimonials are highly recommended. Consumers love to hear from other people like them who have been through the experience they are investigating. Viewers appreciate seeing equipment demonstrations as well, which serve as great communication tools to help you explain a procedure. For example, include a laser demonstration when discussing laser hair removal or tattoo removal, or display the latest breast implants to help explain new shapes or highly cohesive gel options. Do not include gory procedure or surgery photos with blood or incised skin. You want to keep prospective cosmetic © GETTY IMAGES 12 NOVEMBER/DECEMBER 2015 | Med Esthetics

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