Social proof marketing for plastic surgeons


Why do some surgeons charge 3-5 times more than other surgeons… AND have a waiting list?

Why do suppliers in our industry pay celebrities a ton of money to promote their lasers?


Because they know social proof marketing works!




According to Robert Cialdini, author of Influence: The Psychology of Persuasion, “We view a behavior as more correct in a given situation to the extent that we see others performing it.”


That means when potential cosmetic patients aren’t sure what to do, they look to others around them that they trust (or want to be like), like experts, celebrities, friends, etc.


People also make judgments based on their general impression of someone. For example:


    We believe that everything experts use is great because they are probably more knowledgeable than us in their area of ​​expertise.

    We buy celebrity endorsed products because we want to look like them.

    We trust user reviews because they have experienced the product or service, unlike us.




    Expert: Expert social proof is when an expert in your industry recommends her products or services or associates with her brand. Example: Another trusted plastic surgeon endorses you.

    Celebrity – Celebrity social proof is when a celebrity endorses your products. Example: Any Kardashian sings your praises.

    User: User social proof is when your current users recommend your products and services based on their experiences with your brand. Example: Your current patients brag about you on their own social platforms.

    The wisdom of your friends: This type of social proof is when people see that their friends approve of your product or service. Example: Seeing your friends use your services and/or following you on social media.

    Certification:This type of social proof is when an authoritative figure/group in your industry gives you a stamp of approval. Example: Approval voted by Top Doc or Castle Connolly.


Knowing these strategies is interesting, but how do you incorporate them to make a difference in your own brand and status? Going up….




Get creative and don’t be afraid to share your successes. The things you take for granted are a big problem for potential cosmetic patients trying to figure out who is the BEST fit, so implement these strategies to stand out:

celebrate milestones


Show gratitude for your user or follower milestones. Reaching milestones is a fun occasion to celebrate and a great time to thank the patients who have helped you achieve it.


Here are some of the milestones you can celebrate with your audience:


    Reach X patients served

    Reach X surgeries performed

    Reach X followers on your social media profile

    Practice Anniversaries


Spread the word by sharing on your social media platforms, send e-blasts to your current patients, display internal signage, and get featured on your website.

Use micro-influencer marketing


Since you probably can’t get a Kardashian to be your celebrity social proof, this is the next best thing.


Use your current patients with a strong social media influence in a niche area. It’s so much more authentic when you actually have a job done for you. Offer them special prices to help you grow your practice.


Have your staff ask their patients about their social following conversationally or check their stats on Instagram and Facebook and ask them how they got so many followers. They will be happy to show it off.



Patient reviews are huge in our industry. The most effective way to get revisions is to request them once the patient is healed and ecstatic with her new look.


But make it easy for him. If they don’t have a Gmail account, set one up for them. If they don’t know what to say, give them opening sentences like these:


    I wanted plastic surgery because I was not happy with my ______________

    I chose Dr. Smith because _______________

    Dr. Smith and his staff were __________ during my surgical journey.

    How do I feel now ____________________


It is the patient’s story that is so interesting to other potential patients who also want to experience that story.

before/after photos


Cosmetic patients love to “see” their work and “the more the better.”


Develop a protocol (just like you do for surgery) for your processes to get before and after photos of your patients, along with consent.


Set up a photo room or corner/closet in your practice with the same lighting and angles so your photos look consistent and professional.


Even if they don’t agree to spread their photos all over the internet, they can agree if you show them to potential patients during your consultation.


And here’s a tip about photos…a prospective patient wants to see themselves in their photos, so have a variety of ethnicities and ages so they can preview.

Turn your staff into walking or talking testimonials


People tend to adopt the opinions or actions of people they trust, so make your staff your free sales ambassadors.


There is nothing more compelling than a prospective patient seeing another cosmetic patient standing in front of them who has already had plastic surgery with you.


Your staff can share your story and show the results to potential patients.


Have your staff consent to the use of their photos, written testimony, and record a video testimony for use on social media and YouTube.


When a prospective patient comes in for a consultation for a particular procedure, have that staff member spend a minute with the prospective patient showing her the result.


This is how you convert more surgical consultations in the easiest way.

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