What Type of Online Content Attracts New Medical Aesthetic Patients? 6 Post Ideas for Social Media

Is running your clinic's social media a challenge for you? Or perhaps you are struggling to reach your intended results through online activity? After years of running our own social media, we know that it can be difficult. We have recently conducted a survey regarding the most popular types of posts appearing on a medical aesthetic clinic's social media profiles. So take advantage of the knowledge we have gathered and find out what types of posts our respondents prefer. Enjoy reading!

1. Beautiful pictures appeal to observers

Almost 72% of the respondents of the 2021 Online Marketing Survey indicated that treatment-related photos and videos are the most frequently published on their social networks. This is not particularly surprising. After all, places like Instagram were created to share photos. In an industry so strongly associated with visual components, photos or videos can act as an important marketing tool and convince a potential patient to contact your clinic.

Statistics show the type of content shared by aesthetic clinics on social media.

2. A positive review from a patient means a lot

Imagine a situation where you want to go on holiday and the hotel you have in mind happens to have a lot of unfavourable reviews. This may prevent you from going there in the end. The same applies to clinics. (If you want to know how to deal with negative feedback, read our article.) It is clear that a potential patient wants to make the best possible decision – and reviews provided by other customers can either discourage or motivate them to make up their minds. Therefore, nearly 62% of our respondents publish flattering testimonials from former patients. This is a confirmation of the quality of the treatment and the clinic itself.

A sheet of paper in the shape of speech bubble with 5 stars shapes cutout.

3. Attention please! Important information and offers!

Next in the results of our survey is sharing important information about the clinic's operation with the audience (61%) and publishing posts about special offers and discounts (over 55%). Profiles on social media, in addition to being a marketing tool, can serve as a noticeboard accessible at any time. You can let your patients know that you share all relevant information on a regular basis on the clinic's social media, and additionally also offer a small discount to people following and sharing your clinic's page. Such a move can increase traffic not only on your social media but also in the clinic.

4. Tips and tricks

About 36% of respondents claim that beauty advice is also frequently featured on their clinic's profiles. And that is a pretty good idea. Such activity shows that a clinic is not exclusively focused on gaining new clients, but on helping people on their path to achieving the look of their dreams. It is also worth mentioning that, for example, some TikTok tricks go viral and reach a huge audience. You can also test some trends yourself or assess their probable effectiveness and validity. (Learn more in our article "8 Most Popular Online Platforms in the UK for Medical Aesthetic Clinics".)

A desk on which lies a laptop, and a card with the words "Tips and Triks" next to it stands coffee.

5. Vlogging about work

Almost 30% of respondents indicated that they like to show what their work looks like behind the scenes through social media accounts. Have you been to an interesting conference recently? Discussed a new procedure with a colleague? Or has something unusual happened in your clinic? You can record it and share it with your audience. This helps to see a medical professional in a different light – as a warm, open, and communicative person.

6. All the rest

A meme presents a man "Medical practitioner" struggling to choose one button between "Answer phone calls" and "Treat patients".

Memes, information about the company's ideals, and educational materials are less popular (only 1% of all responses) but still interesting content to share online. Additionally, 1% of respondents admitted that they do not share anything on their social media – which is a shame! Social media is a valuable tool when it comes to online marketing. It is good to remember that advertising a clinic does not have to be expensive. It is possible through simple activity on social media.

Does your clinic appear on the above websites? And which one of them is most beneficial in your opinion?

Let us know!

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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