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Many companies, practitioners and clinics

Methods of brainstorming unique content ideas also utilise features such as Instagram
Professionals interviewed for this article recommend techniques such as: stories to provide a ‘behind the scenes’
• Conducting and distributing a survey to patients via email insight of treatment overviews and day-
• Asking patients to complete a form while in your clinic’s waiting room, detailing what to-day practises. “There’s nothing wrong
information and topics they would find interesting with creating social media stories on your
• Creating and reacting to Google alerts for news on key terms in aesthetics such as phone because that feels very genuine
‘dermal fillers’ and as if you’re catching the moment,” says
• Looking at what is trending on social media platforms such as Twitter Bracey-Wright. However, she notes that, “If
• Examining what subjects respected blogs/websites in your specialty are covering you’re putting a video on your website or
• Taking note of interesting conversations you have with patients and co-workers embedding it into your newsletter then it has
• Reading recent, respected journals on medical aesthetics to be produced and edited properly.”
• Attending industry events, conferences and exhibitions
Service speaks louder than words
Consistently uploading content online
controversial stories hitting the consumer quotes from them. Also make sure everything is advantageous for remaining relevant,
press or your analysis of a new beauty trend is well researched and backed up with however quality over quantity is key
may be more useful to your audience in a studies to reference.” This approach could for producing the best online content
well-written format with relevant headings as also apply to creating relevant and credible for an aesthetic business, according to
opposed to in a video.3 Hutchings notes that video content. interviewees. Considering the needs of your
a blog can be used as a great platform for target audience is crucial to remain relevant,
encouraging interaction with readers. Video as is ensuring that potential patients leave
Content marketing agency, CopyPress In addition to using a blog as an extension your online platform with their questions
describes blogs as advantageous for of your business’s website, content strategy answered. Addressing why your services
providing detailed and accurate information consultant, Jodi Harris states that, “Videos are can help patients in a unique way should
as references can be easily listed in written among the most versatile of tactics content remain at the forefront of your content
form. This means that material for further marketers can leverage.” She recommends marketing strategy. Dr Xu finalises her
reading is readily available to your audience considering the following in order to create thoughts on producing successful online
if they require it and hyperlinks to other successful online video content:4 content by stating, “I see content marketing
content on your blog or website can be as the exterior packaging. What you have in
embedded.3 • The content can work in both long and terms of how good you are at your job is the
When looking to upload educational material short formats. For example, the content product inside the packaging that patients
that is specific to a certain specialty within should be relevant in both a short want. You need to have a good level of
aesthetics, director of EBWPR, Emma Bracey- Snapchat story and in a longer video on quality content as a starting point, following
Wright believes utilising the professionals YouTube. that, providing excellent service will speak
working in your clinic is key. She notes, “Have • It should be useful as a standalone louder than words.”
the right specialists supporting your online piece or as a segment within a series of
REFERENCES
editorial so that it’s legitimate. For example, conversations. 1. Content Marketing Institute. What Is Content Marketing? <https://
if you’re writing content on your website • Ensure the video can thrive across a contentmarketinginstitute.com/what-is-content-marketing/>
2. McGill, J. How to Develop a Content Strategy: A Start-to-Finish
about suncare, if you have a dermatologist in multitude of platforms. It should work while Guide. 2018. <https://blog.hubspot.com/marketing/content-
your clinic then have them write it or include embedded on your website, in an email, marketing-plan>
3. CopyPress. Blogging Vs. Vlogging: Which is Better for You?. Aug
through apps or on third-party sites such 2017. https://www.copypress.com/blog/blogging-vs-vlogging-
as YouTube. better/
4. Harris, J. 10 Tips (and a Ton of Tricks) to Maximize Your Video
Regulations for content Content Investment. Content Marketing Institute. Oct 2017. <
The Committee of Advertising Practice Bracey-Wright explains that video content https://contentmarketinginstitute.com/2017/10/video-content-
investment/>
(CAP) provides rules that businesses in can prove useful when creating online 5. ASA. Cosmetic interventions Advertising Guidance
the aesthetic specialty must adhere to content to market your treatments and (non-broadcast and broadcast). <https://www.asa.org.uk/
asset/06D92630-75DE-4DDC-81F365D94E7BA21C/>
when marketing products and services; services. She notes that people are naturally
the Advertising Standards Authority curious and potential patients enjoy looking
(ASA) ensures that this guidance at what’s happening in clinic. “To give people
is followed. With regard to both information on what to expect in a treatment,
surgical and non-surgical cosmetic I think an in-depth video that shows the
procedures, the CAP Code states that treatment process is the best thing to do.
marketing communications must ‘be Obviously, if you are filming a particular
prepared with a sense of responsibility treatment that is not going to be the nicest
to consumers and to society’ and to look at, then I suggest editing the footage
must not ‘mislead consumers by in a certain way to make sure that it wouldn’t
exaggerating the capability or put people off, but at the same time, you
performance of a product’.5 must make the portrayal genuine," Bracey-
Wright states.

Reproduced from Aesthetics | Volume 5/Issue 11 - October 2018