In today’s digital world, social media is one of the most powerful tools plastic surgeons have to reach new patients. But the content that actually performs best isn’t always the most polished or professional. It’s the real stuff—the kind that comes directly from your patients.
User-generated content includes anything a patient creates and shares on their own. Think before-and-after selfies, testimonial videos, post-op selfies, or casual updates during recovery. This type of content is authentic, relatable, and powerful.
User-generated content isn’t just more personal—it performs better. A Nielsen study found that 92% of consumers trust recommendations from other people over branded content, making user-generated content one of the most effective forms of marketing today.
For plastic surgeons, that means a patient’s casual selfie or video testimonial can drive more engagement and conversions than a perfectly lit office photo. I’ve seen this play out across nearly every practice I work with. The posts that perform best are almost always the ones shared by real patients. They stop the scroll, create connection, and build real trust.
Some of my clients have leaned into this by getting creative. One of them runs a monthly raffle where every piece of content a patient submits counts as an entry. It could be a photo, a video update, or even a video testimonial. To make the process easy and compliant, I create a HIPAA-compliant form where patients can securely upload their social media content along with key details like how far post-op they are, what procedures they had, and any other relevant information.
User-generated content can get repurposed in a variety of ways. Sometimes it’s used for Instagram Reels with voiceovers or background music. Other times, it becomes part of a before-and-after carousel, a patient spotlight post, or even a blog feature. This makes it easy to turn one piece of content into multiple assets that support long-term growth and visibility. It also helps build a library of authentic material that can be used across platforms without constantly needing new content from scratch.
Creating a unique hashtag for your practice helps, too. It makes content easier to track, gives patients a way to connect with your brand, and builds a sense of community around your work.
When patients post about their experience, don’t let it end there. Ask permission, give them credit, and share it across your social channels. Their content belongs on your Instagram feed, Stories, TikTok, Facebook page, or even your website. These are the posts people engage with most. They’re real. And that’s what people respond to.
Being present is just as important. Respond to comments, answer questions, and show appreciation when someone tags you or shares their journey. That kind of engagement goes a long way in building loyalty and encouraging others to do the same.
If you’re not already using your patients’ voices in your content, now is the time to start. They are your best marketers. Their stories are the proof. And their content might just be the thing that turns someone from curious to booked.
At Social Aesthetics Marketing, we help cosmetic surgeons develop customized social media strategies that bring their brand to life in a way that feels genuine, polished, and powerful. If you are ready to take your practice’s marketing to the next level, we are here to help.
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Social Aesthetics Marketing | Social Media for Plastic Surgeons and Medical Spas
https://www.socialaestheticsmarketing.com/
Boston, MA, United States
Social Aesthetics Marketing offers social media marketing for plastic surgeons, cosmetic surgeons and medical spas. Our clients have over 1 million followers combined. We measure success by booked out surgical calendars.
We are based in Boston, and serve aesthetics clients across the USA both remotely and on-site. Join us and transform your social media strategy today. Visit our website to get started.
