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Controversial right?
Instagram has exploded over the last few years with 500 million active users everyday. Clinics and doctors have been using the platform as a visual tool to showcase their work and their businesses / clinics, creating tangible brand personalities.
The good:
Lots of clinics and aesthetic practitioners do it well, I love The Consultant Clinics’ feed, a mix of stunning, skilled (more on this later!) before and afters to showcase their work and expertise whilst the image quality helps create an impression of absolute professionalism. The lighting is great and matches, the angles are thought through and the images all follow a constant look and feel. And again, consistency makes your feed look professional. Dr Sam Bunting’s is an aspirational mix of lifestyle shots and professional content. Why does this work so well? It's building her personal brand, she is creating an aspirational, professional and expert persona - exactly what you want in a dermatologist.
The bad:
I’d feel bad for mentioning names here so i’m going to make a list:
Inconsistent look and feel across the images -makes you look disjointed, unprofessional and cheap
Bad before and afters - different light, different angles etc - looks cheap, nasty and amateurish
Personal agendas or personal attacks- more common than it should be! Unprofessional and childish
Irrelevant content - you’re one of the best injectors in the country, I don’t need to see your holiday pictures or your kids, it makes you look unprofessional
But anyway, back to my first point, why Instagram may not be right for you. Clinic owners are busy and I am a big fan of focusing marketing on where your audience are and where they are receptive to your messaging, understand social platform demographics is key to this, whilst older users are gravitating towards Insta, the primary users (and who are most influenced to purchase) are 18-29 year olds. And this is my point, for many aesthetic clinics, their core, most active, most revenue generating clients are older than Instas core audience - so put that time and focus into the channel where your audience are active (Facebook for examples has an older demographic)