Plastic surgery marketing
Plastic surgery marketing works when the practice answers fast and follows up for weeks, not when it buys more clicks. We run ads, an AI receptionist and consult follow-up for plastic surgery practices with an aesthetics or med spa side, so injectable patients book this week and surgical candidates stay in touch until they're ready.
Our team's numbers come from 186,400 leads across 128 med spas and aesthetic clinics. They're strongest for the non-surgical side of a practice, and that's where we start.
From our team's data
Leads booked when answered in under a minute vs after 24 hours or never
Unsold consults who bought within 30 days, after a follow-up sequence (42 clinics)
Cost per lead with provider or patient-style video vs polished stock creative
Why it's different
A Botox patient decides in days. A breast augmentation or tummy tuck patient can take months: research, a consult, financing, time off work, a partner's opinion. Most practices market both the same way and lose the slow ones.
Non-surgical treatments are quick decisions with repeat visits. Surgery is one high-value decision with a long lead time.
The goal of every ad, page and call is a consult that shows up. Our team's data shows how much depends on speed: leads answered in under a minute booked 41% of the time, against 5% for leads answered after 24 hours or never.
In our team's data, a follow-up sequence for people who attended a consult but didn't buy lifted 30-day purchases from 8% to 21% (median across 42 clinics). For surgery, the same idea runs over months.
Meta's health and wellness ad standard requires cosmetic procedure ads to target people 18 or older and bans statements of inferiority about someone's appearance; before-and-after images are allowed for cosmetic procedures targeted to adults, but side-by-side comparisons aren't allowed for weight loss. Google has its own healthcare ad restrictions. Creative has to inform, not shame.
What we run
All of this runs in one CRM. How the system works: med spa CRM and automation.
Where to start
In our team's data, scaling ad spend before fixing follow-up raised cost per patient 18%.
Patients compare surgeons by reviews before they ever visit a website.
Start with non-surgical treatments, then layer surgical consult campaigns on top.
Email and text for non-surgical maintenance and related procedures. See patient reactivation.
Compliance
Fit
Plastic and cosmetic surgery practices with an injectables, laser or body contouring side, or a med spa under the same roof, that want more booked consults and can staff the follow-up. If your practice is surgery-only with no non-surgical menu, we'll say so in the audit; most of our team's data comes from the non-surgical side.
Med Spa Scalers is a med spa marketing agency that also works with aesthetic practices. We share exact pricing after a free audit.
By procedure
Every procedure has its own decision cycle, so each needs its own campaign, page and follow-up. This is how we plan them.
The patient journey
A surgical patient passes through a dozen steps between the first ad and the operating room. Each one is a place to lose them. These are the steps we automate, and the ones that stay with your coordinator.
When our team surveyed 2,310 lost leads, 52% had booked with another provider within seven days. A text within seconds and a call within minutes keep the first conversation yours.
One attempt in the first 48 hours booked 14% of leads in our team's data; four to six attempts booked 31%. Seven or more added little and opt-outs rose to 6%, so we stop at six.
Reminders at 72, 24 and 2 hours with confirm-by-reply lifted show rates from 61% to 78%. A card on file or deposit took it from 74% to 87%.
Patients who leave with a quote and no next step go quiet. The coordinator sends the quote, financing options and a proposed date the same day.
A deposit to hold the date, pre-op instructions on a schedule, and reminders that cut day-of cancellations.
Post-op check-ins, a review request once the patient is happy with the result, and a path into non-surgical maintenance.
Long-cycle nurture
This is the shape of the sequence we build for patients who attend a surgical consult and don't book. It changes by procedure, it stops the moment they book or opt out, and personal messages come from the coordinator, not a no-reply address.
Consult recap, written quote and financing options from the coordinator, with a direct line for questions.
A short surgeon video answering the three questions patients ask most about that procedure, then a recovery timeline week by week.
A consented patient story, then a personal check-in call or text from the coordinator asking what's holding them back.
Scheduling around their calendar (school breaks, work leave, events), then an invitation to a follow-up consult when they're ready.
Why it's worth it. In our team's data, a planned follow-up for people who attended a consult and didn't buy lifted purchases within 30 days from 8% to 21% (42 clinics). It took about three hours to set up. Surgical decisions take longer than 30 days, so we run the sequence for 90.
Financing and deposits
For most surgical patients, the question isn't whether they want the procedure but how to pay for it and when. Marketing that ignores that loses patients after the consult.
Case study
Lumiere Aesthetics in Scottsdale, Arizona is a toxin and filler practice, not a surgical one. It's the closest match in our team's work to the non-surgical side of a plastic surgery practice. Our team ran Meta ads, the CRM and automated follow-up. Work led by our team, shared with the clinic's consent.
Before = the clinic's first 90 days, after = months 4 to 6. Ads, CRM and follow-up changed together, so the gains can't be credited to one part alone. Method: our team's study.
Benchmarks
Medians across the clinics in our team's dataset, before and after the full system. Use them to check your own funnel; surgical consults run on longer cycles and different numbers.
Choosing an agency
FAQ
The marketing that books consults that show up. For most practices that means fast follow-up on every lead, strong Google reviews, ads for non-surgical treatments that pay back quickly, and long-term nurture for surgical candidates.
Answer leads in under a minute, follow up with consult no-shows and unsold consults, ask every patient for a review, and run ads for the treatments with the shortest decision cycle first.
Yes. Meta requires cosmetic procedure ads to target adults 18 and older and bans statements that put down someone's appearance. Before-and-after images are allowed for cosmetic procedures targeted to adults. Education, provider video and consult offers work well within those rules.
Non-surgical campaigns usually show booked consults within weeks. Surgical patients often take months from first contact to surgery, which is why nurture and consult follow-up matter as much as ads.
We focus on practices with a non-surgical or med spa side, because that's where our team's data comes from. We'll tell you in the free audit whether we're a fit.
It depends on the procedures you want to grow, your market and what's already in place. Ad spend is paid to the ad platforms directly. We share exact pricing after a free audit.
Yes, if you offer it. Cost and timing are the main reasons surgical patients delay. Mention financing on every procedure page and in the first follow-up after a consult, within your lender's rules on advertising terms.
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