At last month’s ASAPS conference in New York, I was encouraged to see the number of doctors who are coming to understand how valuable social media can be in promoting their practice. Slowly but surely, more and more aesthetic professionals are realizing that engaging with consumers online is the future and that they can do [...]
Tag Archives | authenticity
The 5 Cs of Social Healthcare: Enhance Your Authenticity by Encouraging Conversations (Part II of a series)
At RealSelf, we often hear from doctors who say they have a hard time convincing patients to post reviews after their procedures. Frankly, we’re not surprised; after all, having completed their aesthetic journey, what incentive is there for a patient to take the time to write a post-procedure report? Compare that to the non-stop stream [...]
The Seven Habits of Socially Savvy Doctors
In 1989, the FDA approved the use of Botox for select medical conditions; the Internet was a concept unknown outside research circles, and a first-time author named Stephen R. Covey wrote a little business/self-help book called “The Seven Habits of Highly Effective People.” Needless to say, much has changed since then. Botox is a multi-billion-dollar [...]
To Connect with Social Consumers, Doctors Should Highlight Special Deals and Shared Values
Friends. When it comes to honest advice, helping you move or just having fun, you gotta have friends. When it comes your social media marketing, not so much. Truth is, it’s becoming increasingly apparent that the relationship between brands and consumers in social media is defined more by conflicting visions than anything resembling shared values. [...]
A Doctor’s Reputation Is More Important than a Great (Fake) Review
If you’ve ever read an online review that seemed too good to be true, new research suggests you may be right. According to Gartner, 10-15% of social media reviews will likely be fake by 2014, planted and paid for by companies seeking favorable online buzz. If that’s the case, we can only hope that Gartner [...]
Doctors Should Use Personal Stories to Complement their Professional Expertise
We were talking the other day about how doctors should approach online reviews, not as critiques, but as stories that patients tell as a way to share their aesthetic experiences. In fact, doctors should do more than just listen to those stories — they should tell their own. In an age where traditional marketing messages [...]
Can Authenticity be the Key to Your Competitive Edge?
Let’s face reality. Your target consumer is changing. The way they are conducting their research, comparing their options and making their decisions is changing too. Consumers no longer want to be sold to with fancy marketing ads or messages. Instead, they want to connect to real people and real doctors who care about their journeys [...]
