Aesthetic Medical Devices and Pharma Need to Embrace Social Advertising

Aesthetic Medical Devices and Pharma Need to Embrace Social Advertising

480 360 Tom Seery

The most common advertising request we get from device makers and pharma companies (well, actually, their agencies) is the traditional banner or box ad.

We try to talk them out of this approach, pointing to the fact that these ad formats are less effective in a social environment like the RealSelf community. This video explains how, indeed, social advertising is where all brands will have to look to get a positive ROI. The banner may eventually be a relic of the past.

If you’re a brand manager at Solta, Allergan, Medicis, or Cynosure, it pays to look for ways for your brand to contribute to the consumer’s research process, helping them get empowered with reliable information. Marketing copy is rarely regarded as reliable information.

Clearly the FDA has a chilling effect on what these firms can support or market when so much conversation is “off label”, yet when it’s a patient-centric campaign, the promotion of product features and benefits should always take a back seat to content that’s regarded as helpful.

Tom Seery

Tom Seery is the founder and CEO of RealSelf, the most popular online resource that helps consumers research cosmetic treatments and find the right medical aesthetic provider. Each month RealSelf attracts 10 million unique visitors who view 50 million photos. Another 500,000 people contact doctors and clinics seeking more information or appointments. Integral to RealSelf is a model that showcases the expertise of aesthetic providers. Experts have posted two million answers to questions and routinely upload educational videos, and patient before & after photos. Prior to RealSelf, Tom was a member of the founding team at Expedia, where he conceived a $1.2b private-label travel business, launched the cruise travel line of business, and introduced search marketing long before Google was a household name. Tom sits on the board of ReSurge International, a nonprofit that builds plastic reconstructive surgical capacity in developing countries. He also regularly lectures on innovation and serves on the board of the entrepreneurship programs at the University of Washington. Tom holds an MS from Drexel University, MBA from University of Washington, and BA from Connecticut College. He resides in Seattle with his wife and two highly energetic boys. He is @seery on Twitter or @realself_tom on Instagram, should you wish to connect.

All stories by:Tom Seery