Is Nonsurgical Really the New Surgical?

posted by

The aesthetics industry encompasses a broad spectrum of practice types and treatments, but there is no doubt that the industry is increasingly on the rise, as estimates point towards the booming industry continuing to rise over 10% by 2023. This industry growth effects both practices that offer surgical and nonsurgical aesthetic treatments including med spas, plastic surgeons, dermatologists, and general practitioners who offer aesthetic services. While 1.8 million cosmetic surgery procedures were performed in 2017, nonsurgical cosmetic procedures still made up 81% of the almost 20 million cosmetic procedures performed that year. With the popularity of treatments like injectables and nonsurgical body contouring continually on the rise, many wonder if this means the nonsurgical sector is really taking over plastic surgery. In this article we will explore recent trends within the aesthetics industry and if nonsurgical procedures are truly on the road to taking over cosmetic surgical procedures.

A Shift Towards Noninvasive

First FDA-approved in 2002, BOTOX opened the door for an era of nonsurgical anti-aging treatments through the use of injectables. This has since expanded to other nonsurgical treatments that have offered hesitant patients options to treat concerns such as fat loss or skin rejuvenation without the need for invasive treatments that require recovery or downtime. Furthermore, the use of injectables has become more and more diverse with many practitioners using them to treat common concerns often treated with surgery like jawline contouring, nose augmentation, and hand rejuvenation. On top of this, the plastic surgery industry has seen a dramatic drop in the number of procedures performed each year since the early 2000’s. So, what does this mean for the plastic surgery industry?

The Future of Plastic Surgery

Despite the rise in noninvasive treatments, many patients are still opting for surgical procedures that can not be addressed by minimally invasive treatments alone. Treatments like breast augmentation, tummy tucks, and facial surgeries still continue to attract hundreds of thousands of patients per year. Despite this, it is important to be aware of the trend towards minimally invasive treatments and keep track of ways you can offer your patients the treatment results they want while addressing common concerns. Keep a close eye on new technologies, techniques, and advancements within the industry to make sure your practice can compete at its best with other local aesthetic practices.

Patient Education

If you are a med spa professional or provider of noninvasive or minimally invasive treatments like Juvederm or Coolsculpting, now is the perfect time to take advantage of the booming nonsurgical trend, by showing your patients how in some cases, they can get the results they are seeking without surgery. However, with this in mind, it is equally as important that you set realistic expectations with your patients about what they can expect from treatment and educate them on all of their treatments. Conversely, plastic surgeons should be targeting patients who are not getting the dramatic or permanent results they want from minimally invasive treatments.

In many cases, the fear of surgery can lead patients to pursue continual minimally invasive treatments, like injectables. However, when properly educated about the pros and cons of both surgical and nonsurgical treatment options patients can make an informed decision about what treatment options best suit their needs. By capitalizing on addressing patient fears by educating them about procedures, the difference of results of surgical treatment, and a tailored treatment plan, plastic surgeons can turn hesitant prospects into loyal patients. Both you and your staff should focus on educating patients about the potential benefits of cosmetic surgery treatments like permanence, precision, and enhanced results.

Cosmetic Surgery Marketing

Despite the rise in the number of minimally invasive treatments performed, plastic surgeons can still succeed and see a rise in quality patient acquisition by utilizing a marketing campaign that is directed towards potential consumers. A strategic marketing plan can help you to target the patients you want to see at your plastic surgery practice and promote your primary treatments.

One way to reach your audience is by utilizing a PPC campaign that integrates key terms your potential patients are already searching for. A paid search campaign can give you immediate visibility and will have potential patients calling you for competitive treatments like breast augmentation, liposuction, or rhinoplasty. Furthermore, it is also important that you rank high organically when people search for the treatments you offer in your area. When patients click on your ad or website they should immediately be taken to a page that gives them information about the procedure, addresses common concerns or questions, and explains the treatment process.

Social media can also be a great outlet to both showcase your work and advertise for the treatments you provide, and has become a crucial outlet for surgeons to reach patients.

Make the Most of Your Plastic Surgery Practice

Despite rising trends in noninvasive procedures, plastic surgery practices still have the potential to thrive. By educating potential patients on procedures and implementing a strategic marketing campaign that is directed at the clientele you want your practice to see, you can see an immediate rise in patient acquisition.

At Med Aesthetics Group we are experts in aesthetics marketing and have helped numerous plastic surgery practices reach see an immediate increase in call volume, consultations, and treatments using results-driven marketing techniques. By implementing a strategic marketing campaign that utilizes PPC, SEO, social media, and email and text marketing, you can expect to see an increase in client acquisition and retention.

Our goal is to see your practice reach its potential. For more information on how we can help with your plastic surgery center’s growth, get started today by giving us a call or booking a free demo.


January 4, 2019

Hannah Cloe is the brand manager for Med Aesthetics Group. She manages all of Med Aesthetics Group’s digital marketing and branding efforts and has a passion for marketing and the aesthetics industry. Her favorite thing about working at Med Aesthetics Group is getting to collaborate with an amazing team and getting to see our clients’ practices reach their potential. In her free time you can find Hannah reading, writing, and hiking.

Leave a Reply

Your email address will not be published. Required fields are marked *

Book More Patients. Start Today.

Instagram Feed

This error message is only visible to WordPress admins

Error: No connected account.

Please go to the Instagram Feed settings page to connect an account.