Multi-channel acquisition tuned for the 60-180 day consideration cycle that defines elective plastic surgery decisions. Google, Meta, Instagram, RealSelf, YouTube, physician referrals — coordinated with long-cycle nurture built in.
Elective plastic surgery decisions are among the longest consideration cycles in healthcare — 60 to 180 days from first search to booked consultation is typical. Prospects touch a practice 5-10 times through various channels before scheduling a consultation. They evaluate before/after galleries obsessively. They research board certification credentials. They compare 3-5 surgeons before booking. They consult with partners, family, or friends. They investigate financing options. They ask about recovery time and time-off requirements. Every one of these decision inputs represents a touchpoint marketing must serve.
High-intent channel for procedure-specific searches. "Rhinoplasty [city]," "breast augmentation surgeon," "tummy tuck [city]." CPC ranges $15-60 for competitive procedures. Cost per booked consultation typically $150-500. High CPA justified by high per-case value.
Critical for plastic surgery consideration. Instagram dominates the aesthetic surgical consideration phase — prospects follow surgeons for weeks or months before consulting. Meta consideration campaigns with before/after content (compliance-appropriate), procedure education, and surgeon personality content nurture the long consideration cycle.
RealSelf is a major platform for plastic surgery consideration. A well-maintained RealSelf presence with regular Q&A responses, procedure posts, patient reviews, and community engagement drives significant consultation volume. Some practices report RealSelf as their #1 or #2 acquisition channel.
Long consideration cycles favor educational YouTube content — procedure explanations, recovery timelines, "what to ask your surgeon" content, patient journey videos. Positions the surgeon as thought leader and reduces friction in the consideration phase.
OB-GYNs refer breast reconstruction patients. General surgeons and oncologists refer post-cancer reconstruction. PCPs refer weight-loss and body contouring patients. Dermatologists sometimes refer facial rejuvenation cases beyond their non-surgical scope.
American Society of Plastic Surgeons (ASPS) member directory, American Society for Aesthetic Plastic Surgery (ASAPS), RealSelf, Healthgrades, Vitals. ASPS/ASAPS credentials are dispositive for many prospects.
The highest-ROI ad type given the long consideration cycle. Website visitors get procedure-specific retargeting for weeks/months. Email nurture sequences deliver educational content, patient stories, financing information, and consultation booking prompts throughout the 60-180 day journey.
First Google Ads inquiries within 7 days. First booked consultations typically 14-30 days out from launch. Long consideration means the full pipeline takes 60-90 days to stabilize.
Rigorously. Photo consent workflows capture written patient consent with scope specification (website, social, ads, print). Photos not used publicly without proper documentation. Meta and Google have specific rules for aesthetic surgical before/after content — we design creative that complies.
Case-by-case evaluation. Some plastic surgery practices benefit from influencer partnerships; others do not need them and the marginal cost/complexity is not worth it.