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Skin Care: Then and Now—Medical Esthetics

By: Steven H. Dayan, MD, FACS, Tracy L. Drumm and Terri A. Wojak
Posted: July 1, 2013
Medical esthetics

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As the industry of esthetic medicine has evolved, so have the options to reach new patients. One of the most common question these days is: “How do we incorporate social media into our medical spa?” Regardless of which vehicle you use to spread the word of your esthetic treatments, the new philosophy to adopt is to simply aim to speak with clients rather than to them. The goal is to get them talking with and about you. To begin, there are a few simple rules that will ensure you are growing through virtual networking rather than wasting time and resources.

  1. Be experimental. Don’t be afraid to try new things online, just be sure you measure the risk.
  2. Be easy. Try to make posting reviews about your services easier by reminding clients through e-mails or in-spa signage to share their experiences with your spa online.
  3. Be genuine. If you have someone posting on your behalf, be transparent that this person is an ambassador of your business. Engage in real conversations about topics you genuinely care about to help build trust and credibility.
  4. Be careful. Be sure to be Health Insurance Portability and Accountability Act (HIPAA) compliant with your online conversations and triple check consent forms before ever using patient photos.
  5. Be a friend, not an advertisement. People are drawn to Facebook for the social nature of its community. Posting personal pictures or information that is conversational will get you further than pushing sales messages through these mediums.
  6. Be seasonal. Fresh content is a critical part of online marketing. Use the calendar as a guide for new topics to post about.
  7. Be consistent. If you are trying to enhance relationships with clients and gain new ones, commit to a schedule of posting a blog or entry on your various online sites.
  8. Be educational. Offer exciting and intriguing information on industry advancements, positioning your business as a valued resource.
  9. Be visual. With facials, products and testimonials, the cosmetic industry is perfectly in line with the principles of social media. Consider a treatment of the week to show pictures and videos of, and post before-and-after photos of outstanding results.
  10. Be a professional. As an esthetician or provider, the way you position your online reputation will likely parallel the reputation you build in your community.

Be sure to track and evaluate your online activity; there is a fine line between growing your business with social media and wasting your life with social media.

Steven+H.+Dayan%2C+MD%2C+FACSSteven H. Dayan, MD, FACS, is a member of the American Academy of Facial Plastic and Reconstructive Surgery. His passion for education led him to open Chicago’s True University Esthetics, a training center that teaches estheticians how to appropriately work with physicians. Dayan is a 2012–2013 member of the Skin Inc. magazine editorial advisory board.


Tracy+L.+DrummTracy L. Drumm manages the day-to-day operations of IF Marketing, a Chicago firm specializing in esthetic medicine. Drumm co-authored Keys to Success: Marketing & Practice Management (College of Cosmetic Medicine Press, 2007) and Thrive: Pearls to Prosper in Any Economy (College of Cosmetic Medicine Press, 2009).

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