Social Media Marketing Guide for Plastic Surgery Practices

Platform Selection and Strategy

Instagram

• Primary platform for aesthetic procedures
• Focus on before/after photos (with proper consent)
• Use Instagram Stories for behind-the-scenes content
• Implement carousel posts for educational content

Facebook

• Ideal for community building and patient testimonials
• Share longer educational content
• Host live Q&A sessions
• Promote events and special offers

Content Guidelines

Clinical Photography

• Standardized lighting and positioning
• Consistent background and distance
• Written patient consent required
• HIPAA-compliant sharing protocols

Educational Content Mix

1. Procedure explanations (40%)
2. Patient education (30%)
3. Practice updates (15%)
4. Team and culture (15%)

Compliance and Ethics

Must Include

• Appropriate disclaimers
• Board certification status
• Clear marking of sponsored content
• Privacy protection measures

Must Avoid

• Guarantees of results
• Misleading before/after photos
• Patient identification without consent
• Unprofessional commentary

Posting Schedule

Optimal Frequency

• Instagram: 4-5 posts per week
• Facebook: 3-4 posts per week
• Stories: Daily updates

Engagement Strategy

Response Protocol

• Reply to comments within 24 hours
• Address negative feedback professionally
• Direct medical questions to consultations
• Monitor tagged posts

Analytics Tracking

Key Metrics

• Engagement rate
• Reach and impressions
• Lead generation
• Conversion tracking

Crisis Management

Response Plan

• Designated spokesperson
• Pre-approved response templates
• Documentation protocol
• Legal compliance review