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One of the most common questions we get when helping plastic surgeons, cosmetic dermatologists, and other elective healthcare providers work on their web presence is that they often want to know how to write a good blog post.  They want to know how to come up with interesting content that is worth reading without spending a significant amount of time on it?  One of the key challenges is how to do all of this while keeping with the primary purpose of advancing the practice’s online marketing efforts.

Introducing Content Curation For Plastic Surgeons & Dermatologists

One of the best ways to add engaging meaningful content to your practice blog is to curate other interesting content that is already out there on various medical websites and social media platforms (Facebook, Twitter, Medical Blogs, etc…).   Content curation is the process of sifting through the vast amounts of content on the web and then arranging it yourself in a meaningful way.  Basically collating interesting, timely content while adding your expertise and opinion on these already talked about issues.

Where Do I Find Content To Curate?

The best place to find content that would make up a good blog post would be:

• Facebook (and other social media sites)
• Other medical blogs (from other surgeons, WebMD and other major medical portals)
• Press Releases (think new lasers, new FDA approvals, surgical equipment, celebrity beauty news, etc…)
• Google News

 How To Put The Curated Content Blog Post Together

The best way to put it together is to follow the following steps:

1. Find a few interesting pieces of content from one of the sources above, then copy/paste them into your blog post window (ensuring you format the text properly as it most likely will be distorted when you copy/paste from another website)
2. Add some interesting commentary before each referenced piece of content.  Commentary should give your expert opinion and view point on the topic of the content.  Example:  You find a press release discussing a potential new dermal filler that has just hit the wires… you can add your opinion about this new product, how you think it will fit into the marketplace, how effective you think it will be, etc… basically just evaluate the press release and add value (your expert thoughts)  By curating this news you are providing significant value to your readers because they are getting the benefit of having an expert digest this news for them.
3. Make sure to give proper credit to any content or images you use (reference author and link back to original source).

Content Curation Summary

You may ask why would linking out to all of these sources from my blog be a good thing?  Well, it’s necessary because #1 you are using their content to create yours, and #2 by linking out to other blogs you will get a backlink to your blog as well.

Yes, you will get an automatic link back to your blog simply by linking to other blog posts if they have “pingbacks” allowed within their blog software.  That’s a little known trick to this method and it can quickly get your blog more readers, more links and better search engine placement!

In the world of Search Engine Optimization there is a very important term that you may have heard of before called the “long tail” of search, or most likely you’ve heard of it in the context of a ‘long tail keyword’ search phrase.  So what is it?

What Exactly is A Long Tail Keyword, And Why is It Important?

Well, first off it’s important because the last word from the Google boys was that approximately 20% of all keyword queries conducted on a daily basis are keyword searches that have never (ever) been entered into a Google search before.

Please take a moment to digest that.

Literally, 1 out of every 5 searches conducted each and every day is a keyword search query that has never been previously entered into the Google search engine before!  If you take a moment and really think about that statistic, I think you’ll agree it’s pretty amazing.

So Anyway Let’s Define What the Heck a ‘Longtail Search’ is?

As you most likely have guessed, a long tail keyword search is a search query containing multiple words in a string that relates back to a shorter keyword phrase, but more specific.  Example would be the general broad keyword phrase of “plastic surgery” and then the longer tail would be searches for:

• most common plastic surgery procedures of 2011
• plastic surgery before and after photos for breast augmentation
• plastic surgery before after photos in san diego california

Any long string of descriptive words that are used to describe what the Google Search Engine user is looking for.  It’s called the long tail in reference to the increasing distribution of available keywords (along the x axis) and the limited volume available (on the y axis) thus forming a stretched line that emulates a “tail”.

And again, in case you forgot 1 out of every 5 keyword searches conducted each and every day (according to Google) is a long tail search that has literally never been entered into a Google search before.  Pretty amazing, huh?

What Does This Mean?

Anyone familiar with mathematics and Calculus knows that computationally speaking (is computationally a word?) this long tail can theoretically be infinite with hundreds of thousands if not millions of permutations of keywords.  Natural human behavior offers us a huge opportunity to grab A LOT of low hanging fruit in terms of keyword search volume and new patient acquisition.

If 1 out of every 5 search queries conducted on the Google search engine each and every day is a “long tail” keyword search, you better have a long tail SEO optimization strategy.

Time and time again we are asked if blogs are a good way to market a plastic surgery practice, and our answer is always a resounding, “maybe” !   Yes, we know not a very definitive answer, but an honest one.

The thing is, maintaining a blog for your plastic surgery practice is a great idea IF you can update it with regular, informative content that is useful for those visiting your website.  If you don’t have the time and/or resources to maintain the blog (which means update it regularly with unique/informative content) then blog marketing may not be the best marketing choice for your practice.

When Blog Marketing is Not For a Plastic Surgery Practice

As I touched on above, blog marketing for your practice may not be appropriate if you’re not willing to allocate the time or resources to do it properly.  To do it properly, your practice (notice I did  not say “you”)  needs to be creating unique blog content relevant to the surgery’s and procedures you perform on a regular basis.  For example, you need to regularly churn out content around topics such as:

• Rhinoplasty side effects, recovery time, and scarring.
• Dermal fillers, cost and side effects.
• Facelifts, and what patients need to know.
• Etc, etc….

As indicated above, as the practice doctor, you don’t have to “physically” spend the time creating the content and answering questions.  You can simply hire a medical copywriting firm that can produce accurate, relevant information that pertains to the service offerings of your practice.   This way you can benefit from the enourmous search engine optimization benefits of a blog without all of the time and effort.

As I’m sure you’ve heard by now,  on the internet, unique content is what attracts search engines such as Google, Yahoo and MSN, as well as other internet applications.  So it’s absolutely critical that you create unique content that describes the services that your practice offers (procedures and surgeries).

Blog Marketing For Busy Plastic Surgeons

Ok, summing up what we’ve discussed already.  Blog marketing is a very effective marketing tool for plastic surgery practices if you can devote the time and resources to do so.  In most cases, you simply don’ t have the time to devote to putting your brilliant thoughts into print regarding your practice procedures.  In that case, it’s best to retain  a company such as Aesthetic Brand Marketing to develop unique, informative, accurate information around what you do as a plastic surgeon in your specific geographic area.

This is how you can continue to grow and market your practice on the web!  If you have any questions or simply want to discuss how blog marketing can work for your plastic surgery practice please don’t hesitate to contact us for a free/no obligation conversation.

San Diego based GBK Dermatology has moved to their new suite and new permanent location!  Dr. Goldman and staff are now located at 9339 Genessee Ave. Suite 300 San Diego, CA 92121.

Botox & Injectables Special To Celebrate The New Move

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• May 3:  Obagi Day – 20% Off
• May 5:  Botox Day – $75 Off
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So visit their website at GBK derm and contact them for more information.  GBK dermatology is the areas best san diego botox provider as evidenced by Allergan’s platinum status.

Los Angeles Rhinoplasty surgeon Dr. Raj Kanodia is extremely well known for his famous nose jobs and Botox injections.  Dr. Kanodia has been well known for his celebrity clientele who trust them with their faces.

Dr. Kanodia is in the news again, cited for his recent work with famous celebrity Vanessa Williams on her Botox injections that she has just recently gone public with.  She credits Dr. Kanodia for helping her look beautiful.

You can read the article here on Hollywood.com.

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