Plastic Surgery Marketing
Cosmetic surgery patients research for weeks before they book a consultation. They compare surgeons, read about procedures, study photos and reviews, and look for reasons to trust one practice over another. We help US plastic surgery and aesthetic practices show up during that research, turn it into consultations, and keep photos, reviews and ads within HIPAA, FTC and state medical board rules.
The Rules Around Photos, Reviews and Claims
Before-and-after photos are the most powerful tool in cosmetic surgery marketing, and the one with the most rules. Patient photos are protected health information, so each one needs a written HIPAA authorization from the patient. Many state medical boards also regulate advertising by physicians, including claims about outcomes and how photos are presented. The FTC’s 2024 rule on reviews and testimonials applies too: no fake or incentivised reviews, no undisclosed staff reviews, and no hiding negative ones. And Google restricts some ad content, so ad copy and landing pages have to work within its healthcare policies.
What We Set Up and Run
Six parts, run together and reviewed every month.
- Procedure pages for the treatments you want more of, written for patients researching their options
- A before-and-after gallery process with written HIPAA authorizations and consistent, honest photography
- Plastic surgery SEO: procedure, location and surgeon pages, technical fixes and structured data
- Google Ads on high-intent procedure searches, within Google’s healthcare policies, tracked to consultations
- A review routine that asks every patient, within the FTC rule and Google’s policies
- Consultation booking and fast follow-up, so enquiries don’t go cold during a long decision
How the First 90 Days Run
- Days 1–30: audit and fix the basics. Google profile, website speed and booking path, tracking, and a review of your photos, reviews and ads against HIPAA, FTC and your state board’s rules.
- Days 31–60: procedure pages and ads. Pages for your priority procedures, an authorized gallery, then focused ads pointing to them.
- Days 61–90: grow what works. Shift budget and effort toward the procedures and channels that bring consultations, and review the plan with you.
What Your Monthly Report Shows
| In the report | Why it matters |
|---|---|
| Consultation requests by procedure and source | What brings real patients |
| Search visibility for priority procedures | Where patients find you |
| Ad spend and cost per consultation request | Where the budget works |
| New reviews and average rating | What patients see first |
| Changes made and next month’s plan | No surprises |
Before-and-After Photos, Done Properly
We only publish patient photos with a written HIPAA authorization that covers how and where they’ll be used. Photos should be taken under consistent lighting, angles and timing, without editing that changes results, and labelled honestly. We check your state medical board’s rules before a gallery goes live, and we keep a record of every authorization. Reviews follow the same care: every patient is asked, replies never confirm someone is a patient, and nothing is filtered or paid for. See our reviews and reputation service.
What We Won’t Do
We won’t publish patient photos without written authorization, edit photos in ways that misrepresent results, promise outcomes, buy or filter reviews, or guarantee a number of consultations. Your Google profile, ad account, website and domain stay in your name.
Our team works from Kolkata, India. Day-to-day communication is by email, and calls are booked at a time that suits you. More about how we work with US practices.
Plastic Surgery Marketing Questions
Yes, with a written HIPAA authorization from each patient and in line with your state medical board’s rules. Photos should be honest and consistently taken, without edits that change the result.
Yes, within Google’s healthcare and adult-content policies, which affect how some procedures and images can be shown. We write ads and landing pages to fit those rules.
Ask every patient after their procedure or follow-up, with a direct link and no incentive. Offering rewards, asking only happy patients, or filtering negative reviews breaks Google’s policies and can fall foul of the FTC rule.
With useful procedure pages, quick replies to enquiries, and follow-up that keeps the conversation going without pressure. We track enquiries through to consultations, not just clicks.
Yes. The same principles apply, and we adapt the content and rules to the services and providers involved.
See Where Your Practice Stands
Book a 45-minute Discovery Session on Google Meet. We'll look at your website, photos, reviews and ads, and tell you what we'd fix first.