As a respectable cosmetic surgeon, I am certain that your website is professionally built and offers attractive information for your cosmetic surgery patients. But are you sure that this is all you need to build a solid online reputation? The faltering economy along with the rapid transformation of the media landscape is forcing a rapid evolution in marketing your plastic surgery practice. To survive and thrive in the new environment, you must adopt the new generation of marketing tools, also known as Web 2.0.

Cosmetic surgery patients are web savvy so they will search you well and would like to find out about you from other sources besides your website such as social media networks, blogs, forums and other Web 2.0 instruments.

What types of online social media should be included in your medical marketing strategy?

• Social networks (e.g. Facebook, MySpace, Linkedin)
• Blogs
• Microblogs (e.g. Twitter, Jaiku, Plurk)
• Article e-zines such as ezinearticles.com, articlesbase.com
• Forums, group discussions

Let us make a brief analysis of each online social medium and of the best practices physicians can use to market their cosmetic surgery practice.

Social networks

A social network is a web of interconnected people who interact with each other through this network. It comprises nodes (usually individuals or organizations) and ties (the connections between them), which may operate at many different levels: from family and friends to company management and high officials.
There are general social networks that address to a worldwide audience such as Linkedin, Facebook, Myspace and focused social networks that address a certain category of audience, such as physicians. Among these we mention: , , health.md, .
Tips to start you off
- build a professional resume on Linkedin business network, use your key phrase a few times and start building your network around you
- Look closely at the types of networks and choose the right ones for you
- Find and share information with other cosmetic surgery MDs
- Focus on specialty centric networks for physicians
- Discover what your colleagues are talking about and take the pulse of the new trends
- Build your own voice online by participating in the discussions

Blogs

Blogging is a powerful and affordable marketing tool. Today, almost everyone has their own blog, from personal, professional to even corporate blogs. Blogging can become an integral part of marketing your plastic surgery practice. Blogging in a professional manner can strengthen your relationship with your existing patients and can bring you new patients, as well.
Tips to start you off
- Choose a blog name that is related to cosmetic surgery and that is search engine friendly
- Assign a staff member or a professional blogger to manage the blog
- Post constantly on your blog so that you have new and fresh content; this will also allow search engines to index your blog better
- Choose topics that would interest your target audience
- Don't be too formal, use a friendly style
- Use your key phrases as often as possible

Microblogs

The microblog users can publish short, concise updates, can follow and be followed by other users and reply to other users' microblog updates. One of the most well known microblogs is Twitter which is becoming a powerful communication tool among physicians and between physicians and patients in healthcare. There are many doctors out there already, twittering about their medical and even personal activities.
Tips to start you off
- The name of your Twitter account should be closely related to your real name
- Make a short but catchy description on your Twitter profile page
- Personalize your Twitter page by adding your logo, photo and anything else that sets you apart from the rest
- Enter twits almost daily
- Don't twit only about your business, be informal and friendly
- Assign a staff member or a professional Twitter user to manage your account

Article e-zines

The reasons why you would want to spread a good deal of interesting and positive articles on the Internet is to get a better online reputation and to attract more visitors to your website. Having fresh and nicely written online content can get your name go higher in web searches. Some people can spread the word too if your article catches their attention.
Tips to start you off
- Choose interesting topics for your targeted audience, such as trends in the cosmetic surgery industry, advantages of certain cosmetic procedures, why your practice stands apart from the others, etc.
- Use your key phrases several times in the article
- Use built in links
- Submit to several e-zines services; some are free, others are not
- Assign a staff member or an Internet pro to manage this online medical marketing process

Forum, group discussions

A forum is a virtual community of users who share ideas and information on several given topics. There are myriads of forums and group discussions, each targeted to a certain group of people sharing the same interests. Sign in to those forums that your present and potential cosmetic surgery patients visit on a regular basis. You can also sign to peer group discussions.
Tips to start you off
- Task someone in-house with joining and participating in any applicable forums or user groups
- Consider sponsoring the influential forums
- If something negative spreads out, the impact can be reduced if someone from your practice is a regular contributor and has already gained credibility
- Set up partnerships with most influential users

And the list goes on, but this is only an introduction into medical marketing through online social media. The subject is so complex that an entire book can be written about it. The emerging online media are about to play an important role in innovative medical marketing . It's up to you to decide what works best for you.