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Humor for cosmetic medical procedure practitioners

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How social media and humor can help you build your cosmetic medical practice - including tips for Botox; useful for medical spas, medical marketing, plastic surgeon marketing, cosmetic surgery …

How social media and humor can help you build your cosmetic medical practice - including tips for Botox; useful for medical spas, medical marketing, plastic surgeon marketing, cosmetic surgery marketing; useful medical marketing ideas!

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  • 1. Humor for Cosmetic Medical Procedure Practitioners – or how LOLcats can help you engageyour patients through social media Laughter is said to be the best medicine, but humor has an important role to play inhealthcare as well. Humor in medicine helps patients to overcome their fears and concerns, andcan also help you, as a doctor, to engage your patients. Yet many doctors fear using humor withtheir patients, instead insisting on a dry, “clinical” approach, to avoid seeming frivolous orbecause they think that their patients will take offense. However, doctors should use humor in their interactions with patients, to provide awarmer experience. Patients appreciate doctors who use humor – positive online reviews andtestimonials for doctors frequently mention their sense of humor. In the cosmetic medicalprocedure area, many successful practices use humor in social media – for example on theirFacebook pages – to retain existing patients and to engage potential new patients as clients. iMedSocial’s recommendations for humor for doctors when engaging with your patientsinclude a few simple rules: Never make fun of or humiliate patients – this would seem to go without saying, butjokes that somehow target the patient clearly need to be avoided (the New York Times ran anarticle previously, which showed that even making fun of patients behind their backs resulted ina lowered standard of patient care). Evaluate your patient and his/her feelings first – a patient who is in distress may notbe receptive to humor and might even find it offensive, while humor that shows empathy towarda patient can help bridge gaps. Find your voice - above all, when using humor (or any other method to better connectwith your patients), find your own true, authentic voice as a doctor. Just because a particular jokeor even type of humor works well for a colleague does not mean that it will work for you. If youaren’t comfortable with a certain approach to humor – don’t use it!Humor for Botox – why Botox as an example We are using Botox as an example for engaging new patients through humor in socialmedia because competition in this area is so fierce. Although Botox administration clearlyrequires significant skill to obtain excellent results (and to avoid “frozen face” effects), there aremany other practitioners out there competing for patients. You need to differentiate yourself inyour cosmetic medical practice, so that you can use your skills to engage and help as manypatients as possible. We used our data driven social media analytics to find out how your patients– and potential patients – talk about Botox; we found some startling information that can helpyou to better engage your existing and potential patients. A small sample of our findings is givenbelow. 1 info@iMedSocial.com www.iMedSocial.com
  • 2. Happiness does not correlate with money for online discussions of Botox - AtiMedSocial, we analyzed social media communications which included the word “Botox” – andthen looked for words that show how patients view Botox. One startling finding is that whilediscussions about happiness do not correlate with discussions of money when patients describeBotox online, discussions about beauty and money do correlate (see our graphs at the end of thispaper). When engaging with your patients and reaching out to new patients through social media,happiness is a key message, and specifically how Botox treatments will increase their happiness. Humor is an important tool to provide the key message of happiness to your existing andpotential new patients when communicating through social media. Humor helps alleviate newpatients’ fears and vulnerability in the area of cosmetic medicine – they may fear that you willjudge them and their appearance, which is a highly sensitive subject in any case; furthermore,since Botox treatment is an elective procedure, patients need to both choose to have theprocedure done – and to choose you! Successful uses of humor in Facebook pages for cosmetic medical practitioners show thatit works – email us for more information about our upcoming detailed study and tips in this area(Dvorah – dg@imedsocial.com; or Kate – kl@imedsocial.com ).LOLcats as an Example of Humor LOLcats are ubiquitous on the Internet – from their iconic “I can has cheezburger?” typetaglines to their gently amusing pictures of animals, everyone is familiar with these images.iMedSocial chose examples of LOLcat humor and Botox as illustrations because they arefamiliar and comfortable to your patients, but also because such images are typically warm andnoncontroversial. Three examples of LOLcat humor and Botox are given below: In the first square on the left, the humor might be described as “conservative” because itdoesn’t poke fun at the subject, nor does it include any potentially risky themes or associations. 2 info@iMedSocial.com www.iMedSocial.com
  • 3. In the middle square, the image is somewhat riskier, because it associates “Botox” with “failure”– but the extreme cuteness of the puppy removes the sting from this association. In the thirdsquare on the right, the image includes a gentle caution to patients – make certain that you obtainyour Botox treatments from the best practitioner possible! All of the images and captions aregentle, and are unlikely to make your patients uncomfortable. For more examples, seeiMedSocial’s Pinterest board on this subject: http://pinterest.com/imedsocial/lol-cats-humorous-side-of-cosmetic-procedures/. Of course, these images may make you as a doctor uncomfortable – whether because ofthe images or the rather ungrammatical captions, or simply because of the concept. In that case,these are not suitable images for you, because the most important aspect of using humor is thatyou engage patients with your own authentic voice on social media. Patients can see throughinauthenticity and they are then much less likely to trust you as a doctor. Thus, the mostimportant use of humor in social media to engage your patients is to show them – yourself! At iMedSocial, we develop social media campaigns and communication strategies forbusy cosmetic medical practitioners. We would be happy to speak with you by telephone or inperson – just email us and let us know of your interest: Dvorah – dg@imedsocial.com; or Kate –kl@imedsocial.com. Our data – as mentioned above, we analyzed social media communications sinceSeptember 1 2012 which included the word “Botox” – and then looked for words that show howpatients view Botox. Figure 1 shows the lack of correlation between “happiness” and “cost”,while Figure 2 shows the clear correlation between “beauty” and “cost” when discussing Botox. Figure 1 – lack of correlation between “happiness” and “cost” 3 info@iMedSocial.com www.iMedSocial.com
  • 4. Figure 2 – clear correlation between “beauty” and “cost” We are continuing to develop and refine our analysis in this area, and plan to publish amore detailed analysis in the future.If you are interested in our social media analyses, for Twitter or any other type of social media, pleaseemail us at info@imedsocial.com. We would be happy to discuss such analyses and our tips for successfulsocial media campaigns, particularly for cosmetic medical practices and cosmetic dental practices. 4 info@iMedSocial.com www.iMedSocial.com

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