One of the biggest mistakes medical professionals-
(medspa owners, aestheticians, injectors, microbladers – you know who you are)
-make when posting on social is forgetting that THE GOAL is to:
establish yourself and your business as experts in your field build the trust of your clients and potential clients.
While it’s tempting to share personal experiences, the rules are different for medical professionals and it’s essential to maintain a professional image that focuses on your expertise and services and how you can solve customer problems.
Here are some types of content to avoid:
Excessive personal content:
While sharing occasional personal moments can humanize your brand – these moments should still elevate you as a professonal (ie charity runs, networking with other professionals, etc).
Stay far away from filling your feed with vacation photos, what you are eating or drinking, playing in your business or unrelated personal interests. Your followers are primarily interested in your professional skills and services.
Story time:
About a year ago, I had run into a customer of one of my medspa clients and as we were talking she made a comment about “how nice it was” that her injector was able to take so many vacations (this injector had been sharing her travels on social).
It was a dig and of course this injector should be able to take all the vacations she wants, but these experiences should have been kept on her private, personal account as it provided no value to her customers.
Controversial topics:
This should be obvious, but please steer clear of politically charged content, religious debates, or other controversial subjects. These can alienate potential clients and detract from your professional image.
Unprofessional behavior:
Avoid posting content that shows you or your staff engaging in unprofessional conduct, such as drinking or acting inappropriately.
Remember, clients are entrusting you with their health and appearance. Platforms like Instagram are used as social proof for potential clients so everything you post should build confidence their confidence in your abilities and professionalism.
Unverified medical claims:
As a professional in a medically-adjacent field, it’s crucial to avoid making unsubstantiated claims about treatments or products. Stick to scientifically-backed information and clearly distinguish between facts and opinions.
Client privacy violations:
Never share identifiable client information or before-and-after photos without explicit consent. Respect patient privacy and confidentiality at all times.
Negative comments about competitors or anyone really:
Speaking ill of other professionals or businesses in your field makes you appear unprofessional and petty. Speaking poorly about anyone on social should be avoided at all costs.
Outdated or incorrect information:
Ensure all posted content about treatments, procedures, or products is current and accurate. Misinformation can damage your credibility.
Overly promotional content:
While it’s important to promote your services, avoid constantly pushing sales. Instead, focus on providing value through educational content about skincare, treatments, and overall wellness.
Instead, focus your social media content on:
- Educational posts about skincare, treatments, and procedures
- Behind-the-scenes glimpses of your practice (while maintaining client privacy)
- Professional development and continued education you’re pursuing
- Before-and-after photos (with client consent)
- Client testimonials (again, with permission)
- Tips for maintaining results between treatments
- Industry news and advancements
- Q&A sessions addressing common client concerns
By focusing your content on your expertise, services, and how you solve client problems, you’ll build trust and establish yourself as a knowledgeable professional in the aesthetics industry.