Social media provides a new way for aesthetic practitioners to connect with consumers and to differentiate their clinics. However, to most clinic managers and practitioners, digital media represents a sea of confusion that they cannot even begin to know how to navigate. With over 20 years of experience in medical aesthetics, Lewis offers a unique understanding of the challenges clinics face every day to market their products and services ethically, manage patients and stay profitable. This text serves as an expert user's guide written specifically for healthcare professionals in need of an in-depth introduction and comprehensive actionable program for digital marketing, social media, and aesthetic clinic management. It is a must-read for practitioners.
Table of Contents
Introduction: Insights on the New Aesthetic Patient Journey. Fundamentals of Clinic Marketing. The Marketing Mothership – Your Clinic Website. Web Marketing from Soup to Nuts. Your Online Reputation. The Secret Sauce of Content Marketing. Getting Social Media Savvy. F.I.T. – Facebook, Instagram & Twitter. Photo Sharing Platforms (It’s All About Images). The Value of Video. LinkedIn – The Most Trusted Network. Final Thoughts. Appendix 1 Social media shorthand. Appendix 2 20 ways to bump your social media up a notch. References. Resources.
Wendy Lewis is Founder and President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, based in New York City. Her career spans over two decades in the field of medical aesthetics. She received her B.A. in English cum laude from Barnard College, Columbia University, and later attended Fordham University Graduate School of Business Administration. An award-winning writer, she was the recipient of the 2017 Johnson & Johnson Award for Best Beauty Trade Journalist, author of 11 books, including America’s Cosmetic Doctors & Dentists (Castle Connolly Medical) and Plastic Makes Perfect (Orion). She is also the Editor in Chief of Beautyinthebag.com, a beauty, health and wellness site she founded in 2008. She currently serves on the Editorial Board of Prime International Anti-Ageing Journal, is a Beauty & Skincare Columnist for Healthnewsdigest.com, a regular columnist for Modern Aesthetics, and a member of the Editorial Board of Aesthetics In Dermatology And Surgery - Journal of the 5CC (Karger). She is also a contributor to Aesthetic Society News, Practical Dermatology, Body Language, Medesthetics, Aesthetics Journal, Aesthetic Medical Practitioner, Zwivel.com, and many other publications and websites in the US and abroad. She has also contributed to three medical textbooks; Cosmetic Medicine & Surgery (Andre, Haneke, Marini, Rowland Payne, CRC Press), The Art of Aesthetic Surgery: Principles & Techniques (Nahai, QMP) and Atlas of Liposuction (Wilkinson, Elsevier). She is also a sought after presenter at international congresses, including FACE, AMWC, IMCAS, ASAPS, ASDS, AAFPRS, Vegas Cosmetic Surgery and many others. In 2018 she was named #6 most influential person on Twitter in the Aesthetics industry and #1 most influential among non-physicians.
With a modern understanding of the new challenges of a digital world, [the author] explains, with detailed examples, charts and forms, the best practices for building an effective clinic website and blog, email programs and newsletters. A must-read for practitioners willing to differentiate and grow their aesthetic clinic.- Avant-Garde, News Magazine of Teoxane
‘Wendy Lewis is the undisputed guru of marketing for aesthetic practices.’ - Aesthetic Medical Practitioner
Wendy Lewis is considered to be the queen of social media within the international aesthetic medicine community and this book confirms her position. It provides a comprehensive overview of all the different online platforms. The content is clearly laid out and relatively easy to understand. This book should be by the bedside of every digitally threatened novice, putting an end to the waking nightmare of drowning ignorance. In the daunting world of digital marketing this book will become your new best friend.
The PFMA Journal, October/November 2018, Vol 6 No 1
Wendy is a world authority on marketing in aesthetics, and her latest book is a true definitive guide to the very broad subject of digital marketing. Where Wendy’s book becomes invaluable is her detailed explanation of how aesthetic clinics should constructively utilise the plethora of social media platforms that are widely used today. If you’re confused about the world of digital marketing, I’d highly recommend Wendy’s book as a practical guide to steer you through the jargon and give you the insights that you need to connect with today’s social patient.
Ron Myers, Consulting Room, Volume 2: Issue 1, Jan - Mar 2019