The Holy Grail of Medical Marketing: Combining Organic Content with Paid Ads for Plastic Surgeons and Medical Spas

In the competitive world of plastic surgery marketing and medical spa marketing, standing out and attracting new patients in social media is a must. The secret to succeeding in social media lies in a powerful combination between creating highly engaging organic social content and distributing such content with paid ads across TikTok, Instagram, and Facebook. We know this strategy works because it has generated millions of dollars in revenue for our clients. So if you’re ready to start capturing high-quality leads with proven patient acquisition strategies, here’s why this strategy is the holy grail of marketing.

The Power of Organic Social Content

From our experience working with numerous medical practices, including plastic surgeons, medical spas, cosmetic dentists, ENT's & other aesthetic practices, the businesses who achieve the most success are those who take immediate action. They aren’t looking for perfection, but consistent implementation. We like to call this taking imperfect action.

What makes this combination or organic combined with ads so effective is that we’re focused on helping our clients create engaging, authentic content that resonates with their audiences - building trust and connection. This connection is vital in the medical aesthetics field, where potential patients are looking for expertise, reliability, and genuine care.

Why Authentic Medical Content Matters

There are many reasons why creating this type of content works:

1. It Builds Trust: Authentic content shows the human side of your practice, helping potential patients feel more comfortable and connected with you. They get to see firsthand what type of results you create for your patients, your expertise and bedside manner, the way you speak, the members of your team, the office, and so much more. They get to take an intimate look into who you are and they can evaluate if they are a good fit to choose you as their doctor.

2. Showcase Your Results: People love watching other people’s transformations. Either from the patient talking about it themselves, sharing their experience, or from before and after pictures. It’s an opportunity to build credibility and trust. Sharing your expertise is so effective, our clients have seen their calendars fill up by having one piece of content take off, and then us distributing it to reach even more people.

3. Creating High-Quality Engagement: High-quality, relatable content encourages interaction, starts conversations with your audience, and encourages people to ask questions or send DM’s. They slowly start building a connection with your content and it becomes easier for them to book a consultation with you.

4. Answering FAQs: You have the opportunity with short-form video to answer all of your audience's questions. By taking the time to give value to your audience, you will quickly build goodwill in the marketplace.

5. Medical SEO Benefits: Relevant content improves your search engine rankings, making it easier for new people to find you. The words you say in your videos and the words you write on your copy, make a huge impact when people search for the services you offer. Keep that in mind next time you hit “publish”.

Enhancing Reach with Paid Ads: Facebook Ads, Instagram Ads & TikTok Ads

While organic content is essential, its reach can be limited. On average, every time you post, you reach anywhere between 5-10% of your followers. That’s over 90% of people that miss out on your content even if they follow you!

That’s why so many businesses that start creating content give up halfway. They expect content creation to immediately work when they haven’t invested enough time in the process of creating. You need to stay consistent and understand the ups and downs of content creation.

This is where medical paid advertising comes into play, amplifying your message, reaching people interested in your services - ensuring it reaches a broader or more specific audience.

The Synergy of Organic and Paid Content with Patient Acquisition Strategies

Combining organic and paid marketing strategies ensures maximum visibility and engagement when done correctly. Her’s what we found works best for our clients:

1. Prioritize Video Content: We've tested this extensively – short form video content outperforms single images on all platforms all the time. Videos are rewarded with more views and longer visibility periods. Platforms like LinkedIn, Instagram reels, YouTube shorts, and TikTok are perfect for sharing quick, engaging videos that your audience loves. Keep it between 1-2 minutes - sweet, short, and right to the point.

2. Test, Then Scale: Experimenting with different hooks, headlines, backgrounds, and topics is a must when testing new content. Raw, unscripted content often resonates best because of how it comes across and its delivered differently. Use tools like TikTok's Creator Search Insights to find trending videos in your industry and identify what type of video you can use as inspiration to create next.

3. Overcome Limited Visibility: Relying solely on organic reach can be challenging due to the limits of social media algorithms. However, we easily overcome this by using Pay-Per-View campaigns, where we pay a fraction of a penny (yes, you read that right) to place your content in front of people that are searching and interested in your services. This is how we generate hundreds of thousands of views, per video, for our plastic surgery and medical spa clients which lead to more new patients and consultations.

4. Strategic Content Creation: Not all content is created equally. Decide on a strategy – whether educational, entertaining, or inspirational – and create content that aligns with what your audience wants to see. For example, patients love to see before and after transformations for procedures like Facelifts & Tummy Tucks. This approach ensures your content is effective and builds credibility.

At Blue Media Online, a leading plastic surgery marketing agency, we specialize in crafting creative plastic surgery ads and comprehensive marketing strategies. As a plastic surgeon marketing expert, we understand the nuances of the industry and the importance of both organic and paid content. Our expertise also as a Medspa Marketing Agency allows us to tailor our approaches to meet the specific needs of our clients, ensuring they know how to get more patients and grow their practices.

By combining these efforts, you can achieve a holistic marketing strategy that not only enhances your online presence but also drives tangible results in patient acquisition. So, take the plunge and start integrating organic content with paid ads to see your practice thrive.

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