Pearls From Four Posting Pros

Pearls From Four Posting Pros What really works on social for aesthetic practices? Wendy Lewis

What’s the best platform to promote my practice? What makes content shareable? How can I keep up with all the updates and changes on Insta and Facebook? How often should I post on Instagram? What’s the most important metric to watch on social channels? Do I need to go on Clubhouse?

These are just a few of the most frequently asked questions in social media marketing. If you feel overwhelmed and confused by the challenges of growing your social presence, you’re not alone. Newsflash: Everyone is overwhelmed!

Gone are the days when you could just dabble on Facebook and send out a few tweets whenever it struck your fancy. Social media today requires a well-planned strategy, expertise in digital marketing, content writing skills, artistic talent to produce strong images, and a lot of energy to get it right. You also need to stay on top of the sweeping changes that may affect your brand’s social presence. In short, it takes a village to master a multi-platform approach to social now.

I asked two dermatologists and two facial plastic surgeons to share their key learnings on how to get the most benefit from social media while taking care of patients and running their busy practices.

Kavita Mariwalla, MD, FAAD

Dermatologist

@MariwallaDermatology

I think navigating social channels is one of the most challenging aspects of being a physician because inherently they don’t seem to go together. The first few questions to ask yourself are, “Why are you doing it? Are you looking to garner media deals or product deals?” If so, then you need a large public following. Are you looking for that following to be middle aged women and men? Then you need a big Facebook presence and even Instagram. If you are looking for young adults and millennials and a few teens with buying power that brands appreciate and value, then you should think about TikTok. I do think the next frontier is YouTube, but you have to be comfortable with video and potentially video editing, which takes a lot more time than most people realize.

I grew my Instagram following pretty slowly. My main challenge was posting consistently (it is shocking how quickly a week can go by) and trying to stay true to my authentic self. I am not the type of dermatologist who is going to be a fashionista or post an “outfit of the day.” That is not something my patients or my followers are looking for from me and not the person I am, so I don’t want to portray a persona that will be shattered once they meet me in person. I do find that before/after photos can bring in patients on the cosmetic side, and believe it or not, patients like good quality information.

I started a teaching series on Instagram during the pandemic that I am very proud of. As a result, a large number of my followers are other dermatologists, which I take a lot of pride in. I think the key for aesthetic physicians is for patients to see you doing videos, posting before and after photos and reels of you actually doing laser treatments, explaining lasers, or explaining why conditions happen.

I find that social media followers truly engage and follow high level content. Don’t feel like you need to speak down to your audience. Many of them appreciate the type of explanations that they hope to hear in person. The average aesthetic consumer is much savvier these days than we give them credit for.

Jason Bloom, MD, FACS

Co-Chair for the 2021 AAFPRS Annual Meeting

@DrJBloom

Using before and after photos for social media marketing has always been an important part of my practice marketing plan. I like to make sure that the photos are standardized with proper head position and lighting to ensure consistency whenever possible. I almost always include a few views of each case because sometimes these pictures can be deceiving. Personally, I try not to use too many before and afters in a row on my social media accounts so that it overcrowds the page. I space the before and afters out every few days with other more personal or academic posts. Finally, patients do send me a lot of selfies of their before and after pictures and I always ask the patients if I have their permission to share the pictures on social media. Often, I will send their posts that I prepare to get their approval before going live.

It is extremely important to obtain proper written consents for photos and videos prior to posting any pictures of your patients. My feeling is that it is easy for patients to say no to your staff if they ask, so I personally ask for permission and explain that it would mean a lot and I know how personal a decision it is. Some patients have already been sharing selfies, TikToks, or videos on their social media accounts, so those are usually patients who are willing to allow you to use their photos.

In terms of patient privacy, a good rule is to always honor the patient’s wishes above everything else. I have had some patients requesting their eyes be blurred, just show the lower half of their faces, or even only show certain views. Also, I have patients who have signed the photo/video consents and then later changed their minds or requested to have their pictures taken down because they just felt uncomfortable. As I mentioned, the patients’ feelings come first. Make sure that the patient is comfortable before you post, and they know that they will appear on your website, specific social media accounts, etc. Finally, I have patients initial each area on the consent form for social media, video, website, academic publications, as well as to show other prospective patients in the office.

Mike Nayak, MD

Co-Chair for the 2021 AAFPRS Annual Meeting

@NayakPlasticSurgery

I’ve been active on social media for five or six years now. I initially went in heavy with Snap but have transitioned to Instagram as the static and lasting photo posts and IGTV videos are helpful in building enduring assets patients that patients can browse through. I was seeing other doctors become active, and I felt like social channels were a perfect platform to promote the intrinsically visual services we provide. It is also a good way to get my specific spin on messages out and lets people get to know and trust me even before coming to the office.

Instagram has been incredibly helpful to my practice. Patients who follow me on Instagram generally have 100 percent decided that I am the doctor for them before they even come in. They have consumed most of my tutorials so they already know the details about the procedure and how I approach it. It also keeps them engaged for long-term retention. I have found that the content I post has even helped with staff recruitment as potential employees get to know our practice. At the moment, I feel that Instagram is the most effective platform for me personally.

Dendy Engelman, MD, FAAD

Dermatologist

@DrDendy

Instagram is prioritizing reels right now, so lately they have been a focus for us. It’s a naturally engaging format that allows information to be shared easily and approachably, plus they are fun to make! I like integrating authentic humor into posts when appropriate. Humor creates content that’s light and fun, which of course performs well.

Social media channels are an ideal way to educate our patients, consumers, and media. There’s a lot of confusion about skincare and skin conditions, in addition to misinformation going viral on platforms like TikTok. I see so many influencers claiming that certain ingredients provide benefits despite a lack of supporting evidence. Sometimes these trends can actually be harmful; for example, glycolic acid as deodorant can be irritating to skin. I love to use my platform to educate people about healthy skincare practices and truly great products. It makes me so happy to see people engaging in the comments, asking questions, and having great conversations around skincare!

Being personable and authentic is definitely a plus. Posts that share glimpses of “real life” often get the best engagement, and more importantly, they allow me to connect with my audience and vice versa. This is especially impactful in the wake of the COVID pandemic. The “social” aspect of social media is really important to me. I enjoy reading and responding to all the comments and questions. I am especially aware of education vs. selling. My followers want to learn why something works, what they should be doing, and how to improve their skin. Trying to “sell” products on social media falls flat and doesn’t serve anyone. I only collaborate with brands and share products that I really believe in, and I always try to connect a promotional post to a helpful tip or useful information.