If you ever needed proof that marketing your practice via the major social networks isn’t worth the time you spend (or the agency fees you pay), this infographic from JumpThru puts the issue in sharp focus. The fact is that even though women dominate Facebook, Twitter and Pinterest, they don’t necessarily trust the sites when they’re seeking advice, researching products and services or making purchasing decisions.

Considering that women also account for roughly 90% of all aesthetic procedures that means you can turn off a lot of potential patients by pushing the wrong message at the wrong time in the wrong place.

 So, where should you market your practice? As the folks at JumpThru note, blogs engender more trust and drive more action than any of the three big social networks. It may be a blog on your practice website, contributions you make to other blogs or even answers you provide to questions in online communities.

In fact, many forward-thinking marketers are recognizing that specialized online communities offer a better ROI than Facebook, etc., because the users in them are, by definition, deeply interested in the issue at hand. They’re not looking for fun or entertainment; they’re looking for information they can use to be confident that they’re making the decisions that are right for them.

“Know your audience and where they like to get information,” says social media strategist Peter Shankman. Once you do that, you can save the time and effort you’ve wasted on Facebook, Twitter and Pinterest and put it to better use finding the outlet that delivers your message to your target audience.

Whether you’re invested in the market or not, it should be considered good news for aesthetic professionals, as well. Why? Because as this infographic from the American Society for Aesthetic Plastic Surgery (ASAPS) shows, the economy plays a major role in people’s decisions to pursue plastic surgery.

Of course, it’s hardly surprising that people delayed or postponed procedures while dealing with the aftershocks of the Great Recession. Job insecurity, limited discretionary income and the likelihood that their procedure wouldn’t be covered by insurance all conspired to make aesthetic consumers think even longer and harder than usual about their options.

Nor is it surprising that cost represents the third most-cited consideration among patients. Among the thousands of questions we receive at RealSelf, inquiries about prices are near the top of the list and there’s no escaping the fact that patients consider overall cost a major factor in their aesthetic decisions.

What may come as a surprise — fortunately, a pleasant one — is that people are starting to feel more confident about their financial well-being, which, in turn, is contributing to an uptick in cosmetic procedures. As we reported here last month, the increase is showing up more in minimally invasive procedures than in surgical ones but, as long as the economy remains healthy, the latter will likely follow suit in the years to come.

In fact, considering that 59% of the respondents in the ASAPS survey said they’d delayed or postponed a procedure and 70% of those said they would delay it between seven months and two years, we wouldn’t be surprised to see that increase start showing up any day now.

Photo by miggslives via flickr

Remember the old saying, a picture is worth a thousand words?

These days, a good photo may be worth a lot more than that, especially when it’s posted as part of an online profile on a social media site. From making new friends to landing new jobs, people are discovering that how they look online can have a big impact on how others see them.

For aesthetic professionals, it’s a trend worth following as those who don’t like what they see are increasingly likely to turn to cosmetic surgery in an effort to improve their image.

That’s among the takeaways from a recent member survey by the American Academy of Facial Plastic and Reconstructive Surgery. According to the report, 31% of doctors saw an increase in requests for plastic surgery as a result of people being more self-aware about their looks in social media.

The leading social-media-inspired requests were for rhinoplasty (22%), Botox (19%) and facelifts (17%). It’s safe to say that much of that interest was sparked by the simple fact that the first thing most people encounter on social sites is a profile photo.

Social media sites center around photos, said Matthew Schulman, M.D., in a story in SHAPE Magazine. I have seen a significant increase in plastic surgery requests specifically because of how people perceive how they appear online.

Such concerns are unlikely to go away anytime soon as more people sign on to social media — Facebook had nearly 700 million active users in December; Google+, more than 340 million — and millions of smartphone users choose to document the endless parade of moments that make up their daily lives with photos and videos.

And let’s not forget LinkedIn, and the increasingly important role it plays for job seekers in what continues to be one of the toughest job markets in decades:

Honing an appealing online persona is increasingly seen as a pre-requisite for gainful employment in many fields, writes Jessica Roy on BetaBeat.com. And increasingly, it’s not clear where our online representations stop and our own selves begin. Your online persona is part of your personal brand.

And, fair or not, people are realizing that their profile photos — shot themselves with their iPhone or Android device at arm’s length — may not be doing their “brand” any favors. Some may simply opt to edit or otherwise manipulate their images but it’s safe to say that others will reach out to cosmetic surgeons in the hopes that they can fix what Photoshop can’t.

Doctor Takeaway

Pictures don’t lie but they can lead to negative impressions

Between high-def TVs, Skype sessions and iPads with Retinal Displays, more and more people are seeing themselves and others in increasingly fine detail, which can, in turn, put their “problem areas” front and center. Doctors can help by encouraging patients to share their phone-based photos during consults or make their own devices available for in-office shoots.

According to new statistics from the American Society of Plastic Surgeons (ASPS), all experienced respectable growth last year. Cosmetic surgeries in the U.S., in fact, were up 5% over the year before, hitting an all-time high of 14.6 million procedures.

That, along with increasing car sales (up 13%) and home sales (up 9.2%), suggests people are feeling more confident about their financial situation and, therefore, more willing to spend money again — good news for a field of practice that relies more on discretionary income than insurance reimbursement.

What’s driving the trend? Minimally invasive procedures, especially those involving the face, which rose 6% last year to just over 13 million procedures. Botox/Dysport were up 8%, hyaluronic acids were up 5% and chemical peels were up 2%.

As people want to improve facial appearance with less down time, these minimally-invasive procedures really fit the bill, says David B. Reath, M.D., of Knoxville, Tenn. And, as experienced injectors are gaining more sophisticated expertise with fillers, newer uses and applications are being developed.

Surgical procedures, on the other hand, declined by 2% last year, to just under 1.6 million procedures. Among the top 5 procedures, facelifts and eyelid surgeries were up — 6% and 4%,respectively — while breast augmentations and liposuction were down 7% and 1%. (Nose reshaping was unchanged.)

Yet, even with the decline in surgical procedures, ASPS President Gregory Evans, M.D. is optimistic about the future as the American population ages and people who opt for peels and fillers now become more committed aesthetic consumers in the future:

Patients who begin with less invasive treatments with a plastic surgeon may opt for more invasive, surgical procedures once required.

For a complete breakdown of the 2012 statistics visit the news section of the ASPS website.

It’s not really surprising that people ages 35 to 50 are opting for injectables (48% of all such procedures!) and mommy makeovers or that those ages 51 to 64 are choosing facelifts and eyebrow lifts. After all, the former are dealing with the competitive pressures of the workplace and the daily challenges of parenthood; the latter with the realization that, even though they’re still technically Baby Boomers, they’re a half-century or more from their adorable toddler days.

More interesting, perhaps, is the fact that more people ages 65 and older are opting for cosmetic surgery. According to ASAPS, patients ages 65+ underwent 760,000 procedures in 2011, a whopping 79% increase from 2001.

Considering those aging one-time toddlers are now closing in on the 65+ category, now is a good time to prepare for the next big boom.

Doctor Takeaway

Celebrate youth but respect your elders

According to the U.S. Census Bureau, Americans ages 45 and up accounted for 34% of the nation’s population in 2000; 10 years later, they accounted for 39%. More youth-focused than their elders and more financially secure than their younger counterparts, they represent a valuable market for doctors who recognize that while they may no longer be young, they remain young at heart.

Mobile Matters

It’s official: There are now more smartphone users than non-smartphone users and 91% of those forward-thinking people keep their phones beside them 24 hours a day. In fact, according to Harris Interactive, most people check their devices for calls, texts and emails at least once an hour.

Takeaway: According to comScore, health information is the fastest-growing search category on mobile devices. Coupled with the fact that 70% of mobile searches result in action within an hour, it’s imperative that your practice website provide an easy, enjoyable experience for mobile users.

Trust is Priceless

People are increasingly skeptical of traditional advertising and brand messaging: According to the report, trust in brands has dropped 50% since 2001! The more limited the supply, the more precious it becomes and the more value consumers give to businesses that provide it.

Takeaway: Do your marketing messages promote your practice or potential patients’ understanding of what they can expect from their cosmetic surgery experiences? Consumers aren’t looking for lectures (or sales pitches); they’re looking for doctors who recognize their concerns, treat them as individuals and take the time that builds trust and, in time, new business.

Fostering Feedback Loops

According to the report, 80% of people say discussing goals with others makes them easier to achieve. At RealSelf, we see these sorts of interpersonal feedback loops every day as aesthetic consumers inquire about procedures, share their personal experiences and provide support to others considering their options.

Takeaway: Online conversations about cosmetic surgery are booming — more than 3 million aesthetic consumers visit RealSelf every month — and doctors can reach those consumers by answering questions, posting before and after photos and engaging with them long before they’ve decided on a particular provider.

Youth Rules

Between medical innovations, demographic changes and ever-present media imagery, the desire to stay young while aging is only going to increase going forward. Aesthetic professionals who recognize the trends have an unsurpassed opportunity to help consumers stay “forever young.”

Takeaway: Make sure your marketing efforts speak to both younger consumers and young-at-heart ones. Fresh design, openness to outside input and embedded social-sharing capabilities provide cues that you’re up-to-speed on current technology and as forward-thinking as the consumers who are considering your services.

Needless to say, perhaps, none of the above is taking place in a vacuum and each of the four trends influences the others. As the report notes,

The one thing that all these trends have in common is the rise of health engagement, where smart brands build conversations outside of traditional advertising venues—whether it’s through a smartphone, in an online chat room or at a Zumba class.

Doctors who adapt to these trends will find themselves in good position to build their practices for years to come; those who don’t stand a good chance of being left behind.

Source: Russell Herder

If you’ve been looking around your waiting room lately and thinking your patients and prospective patients are looking younger, you’re not alone. With more people in their 20s and early 30s opting for cosmetic surgery, doctors face a demographic shift that promises to impact every aspect of their profession.

It’s a shift that’s both subtle and significant. According to the American Society of Plastic Surgeons, patients ages 20–29 accounted for 800,000 of the 13.8 million procedures performed in 2011, an increase of 6% over the year before.

That probably wouldn’t surprise Dr. Frank Lista, a Toronto-based plastic surgeon who told the Huffington Post last week that patients under 30 accounted for 40% of the 1,200 procedures performed in his clinic last year.

But the growing numbers are only part of the story. The real significance of the trend is the thinking behind them. Whether you call them Millennials, Gen Y or Generation Next, younger patients make their buying decisions very differently than their parents and predecessors.

Doctors who want to remain relevant would be advised to take heed:

Younger patients are more likely to follow healthcare providers than older ones

Russell Herder, a Minneapolis-based marketing company, surveyed 1,000 people and found that 11% followed a healthcare provider via social media. That number climbed to 11.3% for those ages 25–34 and 21.1% for those ages 18–24.

Takeaway: Doctors who want to create connections with tomorrow’s patients need to lay the groundwork today by being active on the social media sites where younger aesthetic consumers congregate.

Younger patients trust insights from strangers over those from friends and family

According to BazaarVoice.com, Millennials are more than three times as likely as Baby Boomers to turn to social channels when looking for opinions about products to buy. Just over one-half (51%) say that consumer opinions found on a company’s website have a greater impact on purchase decisions than recommendations from friends and family.

Takeaway: Including user-generated content, such as patient reviews, on your practice website is no longer a “nice to have,” it’s a “have to have.” Without it, it will only become harder to gain the trust of younger consumers.

Younger people seek brands that encourage their input on products and services

Empowered by social media, Millennials consider being heard a birthright and they respond favorably to companies that seek their input. At Trendwatching.com, they’re called “presumers” because they like — no, expect — to be consulted before new products come to market, i.e., pre-launch. And while you probably wouldn’t crowdsource the decision to buy a $50,000 piece of equipment, asking fans and followers what services they’d like to see builds both buzz and a sense of connection.

Takeaway: If you’re thinking of offering new products or services, share the news with your fans and followers and ask them what they think. Their insights aren’t binding in the least but their answers provide unsurpassed market research and foster a sense of co-creation that builds brand loyalty for the future.

And with 2013 right around the corner, that future is now.

Consider the infographic below, created by the web-hosting company, 34SP.com, which highlights the fact that 2012 will go down as the year in which shipments of smartphones and tablets overtake those of desktop-based computers. In fact, by 2015, it’s estimated that desktop sales will account for just 18% of all computer purchases.

The move to mobile promises to remake every aspect of Internet usage. As the folks at 34SP note, average smartphone usage nearly tripled between 2010 and 2011; mobile search has grown 500% in the last two years, and 25% of mobile Internet users in the U.S. consider themselves “mobile only,” meaning they never or very rarely use a desktop or laptop computer to access the Internet.

Doctors who hope to connect with those consumers have a choice: provide an enjoyable experience on mobile devices or go the way of the desktop.

Doctor Takeaway

Analyze, optimize, capitalize

Analytic tools make it easy to see where the traffic to your practice website comes from. If mobile devices account for more than 20% of visits, you need a version that’s optimized for the unique demands of smaller screens, virtual keyboards and non-Flash-compatible platforms. Your webmaster or vendor should also be able to incorporate click-to-call and location-based features to facilitate contact when potential patients are in the area and most inclined to buy.

What’s that got to do with cosmetic surgery? Quite a lot, actually, as it’s further proof that the future of computing is increasingly mobile. This is especially true for consumers researching aesthetic decisions as many don’t necessarily want to share what they’re doing with coworkers or computer-sharing family members. Prime example: more than 40% of RealSelf visitors now arrive by mobile device — up from less than 25% a year ago.

And yesterday’s announcement is only going to hasten the process. Add in a pending Windows 8 version for smartphones set to be released next week and it’s safe to say that doctors who don’t optimize for mobile will discover that that PC tether is really a ball and chain.

As the following infographic from Ion Interactive shows, it’s all about making the mobile experience fast, focused and finger-friendly. If your practice website isn’t all of the above, it’s time to get moving.

As Sally Lowery of Ion Interactive says,

Mobile adoption isn’t coming, it’s here. It’s time for marketers to drive meaningful, engaging experiences regardless of what channel they are coming from or how they are accessing your campaigns.

We try to talk them out of this approach, pointing to the fact that these ad formats are less effective in a social environment like the RealSelf community. This video explains how, indeed, social advertising is where all brands will have to look to get a positive ROI. The banner may eventually be a relic of the past.

If you’re a brand manager at Solta, Allergan, Medicis, or Cynosure, it pays to look for ways for your brand to contribute to the consumer’s research process, helping them get empowered with reliable information. Marketing copy is rarely regarded as reliable information.

Clearly the FDA has a chilling effect on what these firms can support or market when so much conversation is “off label”, yet when it’s a patient-centric campaign, the promotion of product features and benefits should always take a back seat to content that’s regarded as helpful.