How to Use Bruce Jenner’s Miraculous Surgical Transformation to Promote Your Practice
If you’ve been following the news at all this last week, you’ll likely already know how former Olympian Bruce Jenner (ex-husband to Kris Kardashian), blew up the media over the past few days from his “reveal” as Caitlyn on the cover of Vanity Fair magazine.
Regardless of what people might think about plastic surgery or people who are transgender — there is no denying that Bruce’s transformation into Caitlyn is miraculous. Her facial feminization surgery is exquisite, her breast augmentation looks amazing. Her surgeon is to be applauded — the work is simply exquisite. This woman is 65! How many of your female patients would like to look this good at age 65? I know I would!
Caitlyn Jenner is another example of a celebrity gift to plastic surgeons everywhere. Just like I mentioned in my blog post last week about celeb trainer Jillian Michaels saying rhinoplasty changed her life, here’s Caitlyn showing the world exactly what exceptional plastic surgery and great styling can make you look like in your mid-sixties.
This is a great opportunity to start a conversation with your patients about Caitlyn — especially on social media — and leverage all this free, A-level publicity for your own practice.
If I owned a cosmetic medical clinic, here are the first three things I’d do to leverage it in my own marketing:
1. I’d start up a conversation on social media — Facebook and Pinterest — with my existing patients and ask them what they think of Caitlyn’s transformation. What do they like about her look? Aren’t her cheek bones amazing? What a gorgeous hourglass figure she has…and on and on. Not everyone is going to be a fan and that’s OK. The important thing is to start a conversation and provide your own opinions. “Is it possible for regular boomer women to look this good at age 65?” Of course the answer is yes — with your help! Now you’re creating extremely sharable content that can also go viral. How many other doctors do you think would take the initiative to inject themselves into this national conversation?
2. If my practice were located in a liberal part of the country (say California) I would also get a large picture of Caitlyn blown up and made into a poster-sized display to hang in your waiting room. As a surgeon, I’d provide my own commentary about her procedures (as they relate to my own services). If my practice weren’t located in a liberal part of the country I would probably still create a poster-sized image of Caitlyn for the waiting room, but create it into an advertisement for plastic surgery — something along the lines of, “Have you met Caitlyn yet? Fortunately you don’t have to go to such extreme lengths to look this good at age 65!”
3. Then I’d also launch my own “boomer women campaign” showing miraculous transformations of my own patients. I am always AMAZED at how many plastic surgeons do the most exquisite work, yet sell themselves short because they don’t leverage it in their marketing. I’m not talking about showing before and after photos — I’m talking about doing an actual fashion/glamour shoot of your own patients and use it in your own marketing. It will be 1000 times more effective than the best stock image money could buy.
The worst thing in marketing is to be ignored. That’s where most physicians’ marketing falls flat. It looks just the same as everyone else and it’s trying to “push” a message out there that, more often than not, falls on deaf ears. Conversely, the most effective form of advertising is the kind that carries on a conversation a prospect is already having in their own mind — because it demands attention. A large number of adult Americans are thinking about Caitlyn’s transformation and how plastic surgery has somehow managed to achieve the impossible. Don’t miss this opportunity to take advantage of it to help grow your cosmetic practice.