How to Use a Celebrity’s Admission That Plastic Surgery Changed Her Life — To Boost Your Practice
With the exception of a few pockets of places in America (e.g., Orange County CA, Los Angeles and a couple others), where improving your appearance through plastic surgery has become almost a rite of passage, for the rest of America — there’s still a level of stigma attached to it.
If we could tap into people’s thoughts, the “stigma” would be conveyed something along these lines: “Women who want to look better through plastic surgery are insecure about themselves. It’s also something that’s just not appropriate for a ‘regular woman’ like me to have.”
And that’s when an admission to having plastic surgery by a well-respected celebrity is so helpful.
Former Biggest Loser trainer Jillian Michaels is known for encouraging her clients to reach inside themselves to look for the strength to make physical changes.
Last week Michaels set the tabloids ablaze: “I had my nose done when I was 16 years old, and I’ll be honest, it did change my life,” she tells People magazine.
She said she was bullied as a kid, and surgery made her “feel more confident.”
Even better for the practice of aesthetic medicine worldwide, Jillian went a little further, saying, “A little plastic surgery can be a good thing — as long as it doesn’t become an addiction, which is dangerous territory. Not to say you should let your physicality define you, but there are some things that can make people feel really insecure. So, if there is something you want to fix that allows you to feel a little bit more confident, I support it…I think it’s about [doing it for] the right reasons.”
Thank you, Jillian Michaels. Your honesty just gave American women everywhere the confidence and self assurance to know that it’s okay to improve your look through aesthetic medicine. It doesn’t mean that you’re weak-minded or taking the “easy” path. It simply means that you want to feel better about yourself. Period.
Jillian’s admission is extremely powerful. Without realizing it, she’s handed plastic surgeons around the globe a wonderful marketing opportunity on a silver platter.
Here are some ideas about how to leverage this in your practice (even if you don’t do rhinoplasty):
1. Get an email blast out to all your patients to tell them about Jillian Michaels. Feel free to cut and paste the wording in this email to help. The gist of it should be something along these lines: “Look what one of the most respected celebrity fitness trainers said about rhinoplasty/plastic surgery — it changed her life.” Then repeat all the benefits of working with you as a highly skilled doctor. Throw in some before and after photos of some of your best work and invite people in for a consult. Add a P.S. at the end and ask them to forward the email to any of their friends who might find this interesting. Voila. You just created an extremely powerful marketing piece for your practice. Thank you again, Jillian Michaels. But don’t stop there.
2. Order a reprint of one of the articles featuring Jillian’s admission (I recommend People magazine). Get it framed. Get her quote blown up next to the reprint so people can read it from a distance — here it is again: “I had my nose done when I was 16 years old, and I’ll be honest, it did change my life,” and that she was bullied as a kid, and surgery made her “feel more confident.” Hang it prominently in your waiting room.
3. Create a press release and syndicate it nationally, commenting about Jillian’s admission, and mention your own experiences with patients (and of course, your expertise). This is extremely powerful because it will link you to her.
It’s not every day that a well-respected celebrity publically advocates plastic surgery and talks about how transformative it was. Make the most of this medical marketing opportunity for your practice.