8 Most Popular Online Platforms in the UK for Medical Aesthetic Clinics

Want to establish your online presence, but do not know where the best place to start is? Lucky for you, InDesk knows! We recently conducted a survey to gather information about the online activity of Aesthetic Medicine clinics in the UK. We invite you to take inspiration from its results and use them as a guide on your online journey. From our article, you will learn why it is good to have a Facebook page, that Instagram is not just about pretty pictures, and that Google has answers to every question. Read on!

1. Looking for someone? Look on Facebook

Which online platform is the most actively used by Medical Aesthetic clinics in the UK? The answer is easy to guess. Over 82% of the survey respondents indicated that they use Facebook most often, and it is not surprising. It is, after all, a platform that has been ranked in the top three of the most popular social media platforms in the UK according to YouGov. Why is Facebook so popular among Aesthetic Medicine clinics? It offers interesting business options:

- It makes running an advertising campaign and promoting your page simple
- It provides insights into the statistics
- It enables you to analyse what works for your page and makes it reach a wider audience
- You can see which target group visits your page most frequently and tailor your content specifically for them

2. Aesthetic pictures of aesthetic treatments

Right after Facebook, Instagram (76% of responses) is the most frequently used social media platform. Primarily it has been dedicated to sharing photos, but now it is a bit different. Do you remember Snapchat? You can certainly see some similarities to this app, especially the option to add Reels. Thanks to them, you can:

- Stay in touch with your followers
- Share your daily life at the Aesthetic Medicine clinic
- Share inspiring content that you have found online
- Answer common questions (ex: Top 10 treatment searches in the UK)
- Share before and after pictures of happy clients

On Instagram, there is also the option to host Lives. This may be a great tool to:

- Arrange a short interview with a former satisfied patient
- Conduct an interesting talk with a personality from the world of Medical Aesthetics
- Address the doubts of potential patients and encourage them to contact you (or your dedicated InDesk agent, who will make sure that conversation ends with the sale and mutual satisfaction, saving you time)

In the age of the image, visual impressions may be what make potential patients book a visit– especially when it comes to beauty treatments. (Find out more about how to handle negative feedback.)

3. Good old Uncle Google

Next in the results (almost 59%) are Google My Business and Google Maps. Google, together with Bing and Yahoo!, are the most used search engines in the world. It is clear as day that this traditional search engine and the additional facilities it brings to potential patients will generate a lot of interest. It is no secret that our current way of obtaining information is as follows: 1. Pick up the phone. 2. Google it. This is why it matters that your clinic also appears as high as possible in organic search results, especially if you are not willing to invest in paid advertising. Fortunately, Google offers a number of tools that can be helpful in choosing the right keywords, for example, Google Analytics or Google Keyword Planner.

4. Professional vs Accessible

This result is followed by both LinkedIn and Twitter (over 21% of responses). LinkedIn is a site by definition targeted at business-related issues. It probably will not be very useful in attracting new patients, but having a profile on LinkedIn has other advantages. Through this platform, you can find and connect with other Aesthetic Practitioners, come across inspiring content, often closely related to your profession, and even recruit new staff. LinkedIn appears to be a much more professional platform than Twitter, which is nevertheless frequently used for a variety of online activities – including online marketing. However, these two portals are clearly less popular according to the clinics participating in the survey.

5. Another trend from TikTok? Not when it comes to aesthetic medicine

TikTok is becoming more and more popular every month. It is especially favoured by the younger age group, but the diversity of content available there means that everyone will find something to their liking. It is above all a source of entertainment, but educational and informative videos also can be found on TikTok. The nature of this platform allows users to publish content that is more casual and introduces a more friendly side of the clinic and its staff. Some of our respondents share their daily life in the clinic on TikTok and simply have fun. Perhaps that is why only 6.5% of people participating in the survey use it for marketing purposes.

6. Is Aesthetic Medicine not Pinterest-worthy?

At the very end of our list came Pinterest. None of the clinics participating in our survey found this platform to be an appropriate place to mark their online presence. This fact is not surprising. Pinterest is mainly used to gather inspiration and create mood boards. At the same time, it can be a place to showcase before and after photos that could inspire potential patients to follow some procedures or use specific products. Pinterest simply is usually not associated with Aesthetic Medicine, and that may be one of the reasons why clinics participating in our survey stay away from it.

In addition, only 2% of respondents do not use any of the above social networks. This result clearly shows how important the Internet is nowadays – also when it comes to acquiring new clients. Why not take an interest in the world of online marketing, then?

Written by:
Maria Kamińska
Maria is a copywriter and a student of Applied Linguistics. She puts the knowledge of the team working at WhatClinic and InDesk into words to convey it to the audience in an approachable way. She is passionate about foreign languages, especially English, German, and Spanish. In her free time, she meets with family and friends, drinks good coffee or… writes.

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