Insights › Content
Social rarely originates a surgical case on its own. What it does is decide whether someone who already found you actually books. Nearly every patient who reaches your website will check your Instagram before calling.
Once you accept that social's job is validation rather than discovery, the content strategy simplifies. The visitor is asking: does this surgeon do a lot of my procedure, are the results consistent, do I like how this person communicates, does the practice feel competent. Answer those four and you've done the job.
Organic posting is held to a looser standard than paid, but restrictions and account strikes still happen. Assume anything you might later want to boost needs to meet the stricter advertising standard. And every identifiable patient image needs written marketing authorization regardless of platform.
Inbound direct messages are inquiries. They deserve the same response time as a form fill and the same tracking. Route them into the same pipeline, respond within minutes, and move the conversation to a booked consult rather than answering questions indefinitely in the inbox.
Batch. One content day per month with the surgeon can produce enough short-form to post consistently for weeks. Sporadic bursts followed by silence perform worse than a modest, steady cadence.
Follower count is close to meaningless for a practice with a local catchment. Watch profile visits, link clicks, DM inquiries and — via your CRM — consults that credit social as a touchpoint. A modest account producing steady inquiries is worth more than a large one that doesn't.
Chasing trends that don't reflect the practice. Posting content aimed at other surgeons rather than patients. Leaving DMs unanswered for days. Buying followers. Delegating the account to someone with no access to the surgeon, which guarantees generic output.
We run growth marketing for plastic surgery practices nationwide, and rent licensed operating rooms across South Florida. Tell us which problem you have.