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pracTIce managemenT | SoCiAl MediA |


social media for cosmetic clinics


a primer on To the novice, the idea of social networking can be


intimidating. However, as Wendy Lewis explains, social media has emerged as an important tool for connecting with patients, peers and partners for cosmetic clinics and practitioners


WENDY LEWIS is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, author of 11 books, and Founder/ Editor-in-Chief of www. beautyinthebag.com since 2008. She is a contributor to numerous trade and consumer publications in the USA and Europe.


contact wl@wlbeauty.com


a sense of urgency among cosmetic clinics to learn how to use these valuable tools. If you are keen to increase your online traffic and engage new patients, while connecting with your existing patients, social media offers measurable benefits. In aesthetic medicine, it has become a veritable necessity for cosmetic practitioners to embrace these emerging methods of communication, as more and more people engage in online networking. Social networking platforms can be an


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extension of customer support, influence purchasing decisions, drive traffic to other marketing platforms such as websites, web marketing and blogs, brand building, and a host of other purposes. More directly, they can be used to attract people to attend events, seminars, and clinics. To effectively use social media, a cosmetic clinic needs to have a mechanism in place to engage people, generate sincere and real two-way


October 2011 | prime-journal.com


He sTeady growTH across the key social ne tw or k i ng channels — Facebook, Twitter, LinkedIn and youTube — has created


conversations, network and build relationships. The main goal is to grow your network and reputation over time by providing value and sharing information relative to your niche and marketplace. Social media has proven to be a


cost-effective channel to generate new patients, referrals and additional sources of revenue. Consumers often require multiple touches, including email, search and social media, before taking action. Social marketing and search marketing have fundamental differences, but they influence each other. For example, the person who handles the social media activity for the clinic, and the search engine optimisation and web marketing team, should ideally work in tandem to maximise results. The more followers you have, the more blog posts you make, the more visible you are to search engines. Choosing the right keywords will also help you rank higher. Although a modern, updated and multi-factorial website remains at the core of the clinic marketing cosmos, social media has the potential to become even more important than search engine optimisation in the near future.


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