Plastic Surgery Marketing & Consulting



July 25 , 2015 | Posted by Robert Urban |

Plastic Surgery Marketing & Consulting

Plastic Surgery Marketing | Orlando Plastic Surgeon Marketing Expert

PaperBoat Media is a leading provider of Internet marketing and patient acquisition strategies for plastic surgeons. Specializing in search engine marketing (SEO), PPC, rich content development, reputation management, social media, and conversion optimization, our agency works with plastic surgeons to achieve unparalleled visibility and results. Ours is a comprehensive approach, which, when combined with the services offered by a highly skilled plastic surgeon, produce significant results and many benefits to your practice.

It is a comprehensive strategy involving many steps:

  • Maintain thorough knowledge of plastic surgery specialties
  • Analyze competitive plastic surgery marketing strategies
  • Stay abreast of industry changes, patient needs, and Internet trends
  • Develop a comprehensive web site or optimize a current one
  • Monitor activity, communicate with client, analyze results, update content and modify efforts daily (okay, we make take Holidays off)
  • Maintain thorough knowledge of plastic surgery specialties
  • Analyze competitive plastic surgery marketing strategies:Staying abreast of the competition is key to achieving success. How are they doing? What are they doing right? What are they doing wrong
  • Stay abreast of industry changes, patient needs, and Internet trends:

How we market and advertise your practice.

Each healthcare practitioner has their own areas of specialty, specific localized target market profile, unique needs for brand image and online reputation, and a specific budget for online marketing and branding campaign. Keeping in view all these factors, PBM develops a customized marketing strategy to suit the needs of a particular medical professional.

A typical marketing and brand strategy will begin with a review (or creation) of your medical website. Is it not only aesthtically pleasing, but it also converts well and is good for SEO  and mobile? Since that is the foundation of your work online and where all traffic is sent, the website has to be right first. There is no use having an amazing pitcher (us) if your catcher (your website) is not top notch as well.

Once this is completed SEO and PPC are the two main elements of marketing your practice.

We are a Google certified partner and experts in both.

Search Engine Optimization For Plastic Surgeons

When you were training for your medical degree, you probably didn’t give much thought to marketing, website presence, or search engines. Some of these terms have only been developed in the last decade or two and they’re certainly not common knowledge. As a competitor in the world of online marketing and information, understanding search engine optimization (SEO) even at a cursory level can help you to connect better with your readers and prospective patients. Here’s what you need to know about SEO to be successful.

What Is SEO?

Search engine optimization or search engine marketing is the tactical and creative deployment of strategies to be found and ranked  well when people put in search terms related to your business. There are two types of SEO- organic and PPC. Both can help your website gain attention from new readers. A combination of the two is the best strategy. They are closely related, but there are some major differences between them. Read this article on the differences between and pros and cons of PPC vs SEO to learn more. Knowing what search terms to include can move your site up in the rankings when potential patients type in what they’re looking for, growing your exposure one web search at a time I would be glad to give a quick call and explain what SEO or PPC is.

Why Do Search Engines Matter?

Word of mouth has always been king. The Internet is the next evolution of this. Between social sharing, texting, digital communites and review pages, your business online efforts matter. I always tell clients, I can get them in the door, You are responsible for what happens next. We are your partners in the entire patient experience. When a potential patient is looking for a certain procedure or result, he or she might turn to a search engine like Google to start finding practices to contact. To look for an Orlando breast augment specialist, for example, someone might type “boob job,” “larger breasts,” “best plastic surgeon in orlando,” and more. If you want to be one of the first surgeons represented on that first Google page, your website must include the correct word combinations. It’s the best way to get noticed online and stand out from the crowd! Knowing what search terms to include can be tricky, (that’s where my expertise comes in) but the pay-off can be significant!

What Search Terms Do I Need to Use?

Search terms can be as diverse as the people who are typing them. It might be hard to predict what each person might try to search for, but having a good basic understanding and short list of top search terms can be a good place to start. For some, these terms might grow organically from the phrases and descriptions you use in consultations with new patients. For others, you might need to listen to what the patients are saying to you! Working with an Orlando SEO expert is a great way to target the right audience to grow your online practice and attract potential patients to your practice.

What is PPC?

A PPC marketing campaign is essentially a search engine marketing campaign where the ads will show up only in relevant or contextual online searches. It allows the plastic surgeon to run their ads next to certain search queries.

For instance, when a plastic surgeon in Orlando decides to promote their practice on Google through PPC, they can buy ad space next to the search query “Plastic Surgeon in Orlando.” This way each time a search user types that phrase, the ad of the plastic surgeon will show up. I determine what are the right words, that bring that right traffic to your website and ultimately convert to patients. Since you pay a certain amount for every click, this has to be done right to make sure positivve ROI is made

PPC & Plastic Surgery Marketing

When the plastic surgeon creates an intelligent ad campaign structure with the help of PPC, it can help to:

  • Focus on the right target audience by building a geo-targeted ad campaign and choosing the keywords where the ad will show up.
  • Optimize the ad budget and saving money by ensuring a concentrated campaign and minimal waste of resources.
  • Gain better control over the promotional message and ad spending.


The most important part in a successful PPC medical marketing campaign is choosing the targeted, localized keywords. Right keyword selection is the first step, which can be managed effectively through systematic keyword research. Trends and patients in the field of plastic and cosmetic surgery keep changing, and a dynamic selection of keywords will help the plastic surgeon stay ahead of the campaign at any given time.

Well-managed PPC ad campaigns, which employ the most successful localized keywords, will generate the desired level of targeted traffic for the plastic surgery practice. PBM is ideally positioned to manage and optimize PPC ad campaigns for plastic surgeons in Orlando and throughout the world.


Apart from keyword management, an efficient PPC campaign will require management of the daily campaign budget. This budget refers to the amount that the surgeon is willing to spend per day for a particular ad campaign. It is possible to create multiple ad campaigns with a single account.

Managing the search networks is another aspect of the PPC ad campaign. This enables the surgeon to determine whether they wish to show their ad on a search engine’s “search partners”. Location preferences are usually vital for a plastic surgery practice with one or two offices.


It is important to evaluate the performance of a particular ad campaign, so that any deviations from the targets can be corrected in a timely manner. Online performance grader tools are available that can help the plastic surgeon to assess how the PPC ad campaign is doing on various key criteria such as Quality Score, Click Through Rates (CTR), Text Ad Optimization, Use of Negative Keywords, Landing Page Optimization, and Long Tail Keyword Optimization.

Our agency is dedicated to helping your brand and practice grow. Contact the plastic surgery marketing experts at PaperBoat Media, today.