In a recent survey by the American Society for Dermatologic Surgery (ASDS), 24% of patients said that social media was the number-one influence on their decision to undergo a cosmetic procedure.¹ At the same time, 43% said that their decision to schedule an appointment was encouraged by a provider’s social media presence.¹

In another survey by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS), 55% of patients said that they wanted to look better in selfies and social media posts.² From lip fillers and laser resurfacing to facelifts and rhinoplasty, patients are enthusiastically sharing their cosmetic enhancements on social media, and it’s inspiring others to seek similar treatments.

How can you influence your social media buzz?

One thing is clear: Social media can play a vital role in attracting new and returning patients, especially for treatments like skin resurfacing that can be readily appreciated in selfies. Of course, while positive social media buzz can build your business, negative chatter can turn away new patients. So, it’s important that the overall opinion of your practice and your skin-resurfacing treatment is positive. While much of this “spin” is out of your control, there are two actions that you can take to guide the narrative:

1. Make sure that your skin treatment provides impressive results and that your practice delivers a positive patient experience.
2. Maintain your own social media presence, including posting on Facebook, Instagram, Yelp, YouTube, and/or LinkedIn.

In this article, we’ll explore some of the social media discussion about a leading laser skin treatment called HALO®.

HALO hybrid fractional laser creates a positive buzz

Since its development in 2014, the HALO hybrid fractional laser has quickly become one of the most popular skin-resurfacing treatments. It delivers both ablative and non-ablative wavelengths to the same treatment zones to provide ablative results with non-ablative downtime.

The HALO hybrid laser’s success has been attributed to patient satisfaction and a groundswell of positive online buzz. The review site RealPatientRatings.com, for example, reported a 92% patient satisfaction rate. On the review site RealSelf.com, 88% of patients rated HALO as “Worth It.” On YouTube, more than a dozen social media influencers have given favorable reviews to the HALO laser treatment and its results.

Across all social media sites, HALO has been the subject of tens of thousands of posts from patients. While the overwhelming majority of comments are positive, patients will also point out the negative aspects of the treatment. Negative comments are also important because they confirm the objectivity and legitimacy of the endorsement.

A closer look at one of these social media sites can be quite revealing. On Instagram, the hashtag “#halolaser” features more than 7,000 posts. One of the top posts reads, “I tried the HALO laser and filmed the good, the bad and the ugly for you guys…” The post, which includes a link to a video, received more than 4,000 likes. Here’s one of them: “I love this!!! Thank you for sharing your experience. I just had a talk with my doctor about this procedure and getting it done in the next couple weeks. I’m so glad I found you!!”

HALO delivers the best of both worlds

The HALO laser from Sciton is the world’s first hybrid fractional laser. By delivering both fractional ablative and non-ablative laser wavelengths in the same pass, HALO treats the damage you can and cannot see at the same time. Patients receive both ablative and non-ablative results with non-ablative recovery times. What’s more, the dual wavelengths can be delivered in many different permutations of depths and coverage to customize the optimal treatment for each patient. In testimonials, reviews, and social media posts, patients and doctors express the highest levels of satisfaction with their HALO treatment and results.

References:

1. American Society for Dermatologic Surgery. 2019 ASDS consumer survey on cosmetic dermatologic procedures. #. Accessed February 2020.
2. American Academy of Facial and Reconstructive Surgery. AAFPRS annual survey reveals trends in facial plastic surgery [press release]. PR Newswire; January 29, 2018. Accessed February 2020.

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Today, 88% of cosmetic procedure patients are primarily influenced by a dermatologist, friends, or social media, according to the American Society of Dermatological Surgery (ASDS). Another 43% of patients base their decision on a provider’s social media presence, and 69% are impacted by rate-and-review websites.

Here’s what that means. If you’re going to build your cosmetic practice, you’re going to need a strong online presence. It also suggests that your advertising will probably be more effective at building a connection than at closing a sale. With this in mind, how can you create ads that stimulate interest in your practice and draw prospective customers to your online content and community? In this article, we explore some of the most effective strategies for online advertising and social media posts.

The message matters

An extensive review of skin treatment ads for successful dermatology practices and med spas identified 10 of the most effective strategies. Here’s a closer look at these messages and their objectives:

1. General appeals
Examples: “Love your skin” or “Get healthy, younger-looking skin”
This approach sells skin resurfacing in general. It can increase demand for the procedure and raise awareness of your practice, but it doesn’t necessarily distinguish your practice from the competition. If your practice doesn’t face stiff competition, this can be a viable strategy.

2. Seasonal reminders
Examples: “Look your summer best” or “New year, new you”
This approach also sells the category more than your specific practice. For prospects who know their options or your practice, however, this messaging provides a timely reason to act now.

3. Intriguing information or story
Examples: “Can laser skin treatments help prevent cancer?” or “Why I started regular laser skin treatments in my early 30s”
Interesting content, especially a first-person story, can be very effective on social media. Again, this strategy really sells the category, but it creates a compelling introduction to your practice and to you as a thought leader.

4. Specific benefit
Examples: “Exceptional results with minimal downtime” or “Most effective laser resurfacing technology”
Focusing on the unique benefits of your treatment can distinguish your practice from competitors. If the unique features are important to the prospect, this appeal can significantly impact their decision.

5. Exclusive or time-sensitive offers
Examples: “Second treatment is 20% off this month” or “Choose a FREE trial-size skin care product to take home”
The goal is to create a sense of urgency. Prospects who are just starting to explore skin treatment probably won’t respond. But among those who know their options, an incentive can prompt immediate action.

6. Virtual introduction or tour
Examples: “What to expect from a laser skin resurfacing treatment” or “Dr. Sample talks about laser skin resurfacing”
The idea is to familiarize prospects with you, your staff, and your facility. The more prospects know about your practice, the more likely they are to visit or make an appointment. A link to a patient treatment video can be more persuasive than any fact or product feature.

7. Targeted messages
Examples: “3 reasons men choose laser resurfacing” or “You’re never too young for skin resurfacing”
Messages directed at specific audiences (for example, men, 30-somethings, health-conscious people, or working professionals) can appeal strongly to those groups. Targeted messages can also be used to position your practice as an expert or advocate for a particular group.

8. Before-and-after photos
Example: “Before. After 3 treatments. Smoother, lighter complexion.”
Seeing is believing. Before-and-after photos have always been a powerful persuader. Most patients want to see your actual results before scheduling a treatment.

9. Testimonials
Examples: “I was surprised how many compliments I got” or “People thought I’d been on vacation”
Hearing is also believing. Endorsements from actual patients can be as effective as word-of-mouth advertising. You can also provide links to a patient’s full story, which is particularly appealing on social media.

10. Take the next step
Examples: “See for yourself what laser resurfacing can do” or “Attend a free demonstration brunch”
This strategy effectively advances the sale among your most qualified prospects—people who take the next step. It’s a prime opportunity for prospects to meet you and your staff, hear from your patients, or see a live demonstration. After attending an informational event, prospects are much more likely to schedule a treatment.

Quantify your responses to improve your results

Discovering which of these strategies will work best for your practice may require some trial and error. To quantify and compare your responses, make sure to include a call to action that can be measured. For example, a link to your website or social media page or a phone number to RSVP. Your advertising will have a positive effect on your practice, even if you get no direct responses, but the best advertising generates clicks and calls.

HALO® isn’t like other lasers

Regardless of your advertising strategy, one way to build your skin resurfacing practice is with the HALO Hybrid Fractional Laser. As the world’s first hybrid fractional laser, HALO delivers both ablative and non-ablative wavelengths to the same microscopic treatment zone. This dual-wavelength feature works on the damage you can and cannot see at the same time, which means great results with minimal downtime. In testimonials, reviews, and social media posts, HALO patients consistently express the highest levels of satisfaction with their treatment and the results.

The post How to Write Skin Treatment Ads That Get Patients to Take Action appeared first on Sciton.

“The Sciton user community is a source of inspiration to us. The nearly 200 submissions demonstrate the artistry possible using Sciton’s science and technology to create striking results that change lives,” said Rick Mendez, Sciton’s Vice President of Global Marketing. “We applaud the winners, but also want to recognize all our Sciton users for achieving remarkable clinical results. It’s a way to let the entire staff have a little fun and celebrate their achievements.” The four winners in the following categories are:

• Benign Lesions – Rhinophyma – Sherrif Ibrahim, MD, Assistant Professor, Dermatology, University of Rochester Medical Center, Rochester, NY
• Benign Pigmented Lesions – Resurfacing – Kelly O’Donnell, MD, Phlebologist, O’Donnell Vein and Medical Spa, Chester, MD
• Other Dermatological Conditions – Port Wine Stains – Chris Robb, MD, PhD, Dermatologist, Skin and Allergy Center, Murfreesboro, TN
• Aesthetic Treatments – Resurfacing fine lines, wrinkles, benign pigmented lesions – Cherie Fraser, Aesthetic and Laser Specialist, Dermology Laser Clinic, Grayston Medical Centre, Johannesburg, South Africa

The winners each receive $1,000 and social media recognition, as well as their choice of one of the following: a night out on the town for the office staff hosted by their Sciton sales representative; a chair-massage therapist at their practice for a day; or $1,000 worth of TopFlight™ points. TopFlight membership provides Sciton customers with support services designed to educate and ensure the growth of their practices.

ABOUT SCITON
Sciton, Inc., located in Palo Alto, California, is a totally employee-owned medical device company established in 1997 by co-founders Jim Hobart, Ph.D., and Dan Negus, Ph.D. Sciton is committed to providing best-in-class laser and light solutions for medical professionals who want superior durability, performance, and value. Sciton offers aesthetic and medical devices for women’s health, fractional and full-coverage skin resurfacing and skin revitalization, phototherapy, vascular and pigmentation lesions, scar reduction, acne, body contouring, and hair reduction. Sciton operates worldwide with direct sales forces in the United States, Canada, Japan, Australia, and distributor partners in more than 45 countries. For more information and a complete listing of Sciton systems, visit sciton.com.

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