Be Relatable and Helpful: The Social Media Agenda for Plastic Surgeons and Doctors

Be Relatable and Helpful: The Social Media Agenda for Plastic Surgeons and Doctors

150 150 Tom Seery

being helpful

Being Helpful. Image: http://www.flickr.com/photos/mance

Companies emerging as successful are often those that are the most human.–Peter Merholz

A key step a doctor can take to humanize their organization –and develop a personal brand that has meaning–is to become relatable to prospective patients. To relate to others on social websites doesn’t mean friending complete strangers, clicking follow buttons or becoming overly accessible in chat rooms. Rather, relational bonds form when you bring your medical expertise to the web with the sole agenda of being helpful.

Imagine your best friend asked what cosmetic procedure was right for them. Just as you would in this setting, your sharing to social sites should be informative, less formal, and rarely promotional.

To buttress these efforts with undeniable credibility, it’s important to get patients sharing online about their own experiences while under your care.

At RealSelf, thousands of people are telling their story (far more than just a star-rating) including videos and photos; the doctors who get referenced in these stories end up benefiting from a degree of word of mouth that money cannot buy.

Check out these amazing mom makeover stories to see it in action.

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