Confessions of a Social Media Savvy Surgeon

Jason Emer, MD practices at The Roxbury Institute in Beverly Hills, and specializes in body contouring and hi-definition liposculpture, as well as laser and cosmetic dermatology.

During days past, a cosmetic surgeon's influence and reach was measured in podium-time, publications in prestigious journals, and old-school word of mouth. But that was then. Today's word-of-mouth is digital in nature, and social media is one of the best ways to turn whispers into shouts and grow a new or existing practice.

Roughly 60 percent of my patients found me on social media, website postings, online advertising and/or RealSelf.com. I have learned a lot about social media, in particular, in the process, including:

1. Forget what you think you know

Social media is not always free. Marketing to optimize a business via social media requires practice, time, and planning. It takes considerable bandwidth to develop and cultivate your networks. I spend two to four hours a day posting, responding, and building my brand on social media. Social media marketing budgets are expected to double in the next five years, according to Internet marketing consultant Jeff Bullas. I have dedicated staff who are solely responsible for producing video content and branding across social channels and working with me to develop content and follow trends.

2. Choose your niche (and hashtags)

Find your focus. What do you love to do? Is it skin tightening? Male aesthetics? Breast? Face? Liposuction? Fillers? Lasers? Something else? Once you narrow in on your niche, choose the platforms where your patients are most likely to be found. Millennials are obsessed with Instagram, especially video and photo content. These Gen Yers are less likely to follow Facebook or Twitter unless there is something celebrity-driven that's trending. If you are seeking referrals from colleagues, LinkedIn should be your social media stomping ground. When I moved to Los Angeles, I knew my strengths were in male aesthetics and body contouring/hi-definition liposuction. Through social media, I showed my expertise in these areas and was able to fill a need and exponentially grow my new practice in a competitive (and somewhat saturated) market.

3. Adapt your messages

Dashboards like Hootsuite are great and can save you time, but it's easy to get lazy and post the same messages across different media. Each platform has different content needs and rules. On Instagram, posts are more flashy and visual. I often share images of me in surgery and before-and-after photos of my patients (with their permission, of course). On Facebook, I usually post news articles, press releases, RealSelf answers, and media hits. When I tweet, I keep an eye on what is trending such as Kylie Jenner's lips or the seemingly meteoric rise in buttock enhancement. On LinkedIn, I post educational videos and highlight my practice niches, which helps credential me with other doctors. They can see what I do and how I do it and then are more likely to refer patients to me as a result. On YouTube, I post videos of me doing procedures in the office as well as highlights of my appearances on TV shows. On Snapchat, we show the day-to-day stuff we do in the office and the fun things my staff does.

4. Don't be afraid to shock … and awe

I sometimes use graphic and eye-opening images including before and afters to illustrate what I do. I think this shows the reality of these procedures. Yes, they produce dramatic results but this doesn't happen magically. I have to show these images to demonstrate just how innovative the procedures are, as well as the changes that they can sire. Viewers can see just how innovative the procedures are as well as how meticulous I am in these pre- and post-operative photos. I am going for the WOW effect and I get it.

5. Let them get to know you

Social media is really about relationship building. These channels allow patients and prospective patients and peers to get to know you before they even come in or refer to you. I like to show who I am at work and outside of work. One patient chose my practice after seeing photos of me and my dachshund, Lexie, kissing on social media. I also like to post photos of me at the gym to show that I practice what I preach. I often share photos of dinners with friends and family to illustrate my less clinical side.

6. Don't leave them hanging

Engagement is the true Holy Grail of social media. It's not just about how many fans you have, but also how responsive and interactive these fans are with your posts, your brand, and your content. Do they comment? Share? These are the metrics that matter most. I spend a lot of time commenting, sharing, and retweeting. Patients will feel they know you before they come in the door or remember to make a follow-up appointment if you comment on something they shared.

7. Track your progress

Was your Instagram campaign a hit or a miss? Is anyone visiting your site after watching your YouTube videos? The answers to these questions will help you refine your campaigns. Google Analytics is a free website metrics tool for individuals, businesses, and professionals. It will allow you to track how many people visit your website by clicking on the content links that you posted on your social networks or share with others.

By advertising on Facebook, you can see the number of engaged users and how many “views” you get per ad. I track all calls that come in from various social media platforms and realself.com to determine how people find us.