More and more patients are citing social media as a major influence on their decision to pursue a cosmetic procedure.
In a recent survey by the American Society for Dermatologic Surgery (ASDS), 24% of patients said that social media was the number-one influence on their decision to undergo a cosmetic procedure.1 At the same time, 43% said that their decision to schedule an appointment was encouraged by a provider’s social media presence.1
In another survey by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS), 55% of patients said that they wanted to look better in selfies and social media posts.2 From lip fillers and laser resurfacing to facelifts and rhinoplasty, patients are enthusiastically sharing their cosmetic enhancements on social media, and it’s inspiring others to seek similar treatments.
How can you influence your social media buzz?
One thing is clear: Social media can play a vital role in attracting new and returning patients, especially for treatments like skin resurfacing that can be readily appreciated in selfies. Of course, while positive social media buzz can build your business, negative chatter can turn away new patients. So, it’s important that the overall opinion of your practice and your skin-resurfacing treatment is positive. While much of this “spin” is out of your control, there are two actions that you can take to guide the narrative:
- Make sure that your skin treatment provides impressive results and that your practice delivers a positive patient experience.
- Maintain your own social media presence, including posting on Facebook, Instagram, Yelp, YouTube, and/or LinkedIn.
In this article, we’ll explore some of the social media discussion about a leading laser skin treatment called HALO®.
HALO hybrid fractional laser creates a positive buzz
Since its development in 2014, the HALO hybrid fractional laser has quickly become one of the most popular skin-resurfacing treatments. It delivers both ablative and non-ablative wavelengths to the same treatment zones to provide ablative results with non-ablative downtime.
The HALO hybrid laser’s success has been attributed to patient satisfaction and a groundswell of positive online buzz. The review site RealPatientRatings.com, for example, reported a 92% patient satisfaction rate. On the review site RealSelf.com, 88% of patients rated HALO as “Worth It.” On YouTube, more than a dozen social media influencers have given favorable reviews to the HALO laser treatment and its results.
Across all social media sites, HALO has been the subject of tens of thousands of posts from patients. While the overwhelming majority of comments are positive, patients will also point out the negative aspects of the treatment. Negative comments are also important because they confirm the objectivity and legitimacy of the endorsement.
A closer look at one of these social media sites can be quite revealing. On Instagram, the hashtag “#halolaser” features more than 7,000 posts. One of the top posts reads, “I tried the HALO laser and filmed the good, the bad and the ugly for you guys…” The post, which includes a link to a video, received more than 4,000 likes. Here’s one of them: “I love this!!! Thank you for sharing your experience. I just had a talk with my doctor about this procedure and getting it done in the next couple weeks. I’m so glad I found you!!”
HALO delivers the best of both worlds
The HALO laser from Sciton is the world’s first hybrid fractional laser. By delivering both fractional ablative and non-ablative laser wavelengths in the same pass, HALO treats the damage you can and cannot see at the same time. Patients receive both ablative and non-ablative results with non-ablative recovery times. What’s more, the dual wavelengths can be delivered in many different permutations of depths and coverage to customize the optimal treatment for each patient. In testimonials, reviews, and social media posts, patients and doctors express the highest levels of satisfaction with their HALO treatment and results.
- American Society for Dermatologic Surgery. 2019 ASDS consumer survey on cosmetic dermatologic procedures. https://www.asds.net/Portals/0/PDF/consumer-survey-2019-infographic.pdf. Accessed February 2020.
- American Academy of Facial and Reconstructive Surgery. AAFPRS annual survey reveals trends in facial plastic surgery [press release]. PR Newswire; January 29, 2018. https://www.marketwatch.com/press-release/aafprs-annual-survey-reveals-trends-in-facial-plastic-surgery-2018-01-29. Accessed February 2020.