Body contouring procedures and content marketing: A perfect marriage

content marketing and cosmetic surgery

It’s no secret: The relationship between content marketing and the healthcare industry is hot, and we’re proud to point out our expertise in that area. And while we’re talking about healthcare, there’s one fast-growing subdivision that will greatly benefit from content marketing strategies: Cosmetic surgery — and specifically, body contouring procedures.

Why content marketing works

The nice thing about a comprehensive content marketing strategy is that it can mean few to no paid media costs — so say goodbye to those cumbersome print ads with their impossible-to-track leads.

Content marketing works on the philosophy that you’re sharing meaningful content with specific audiences (as opposed to putting out generic content and hoping to snag the audience you want). This means that blogs, videos, e-mails and newsletters, social media posts, podcasts and more are designed to deliver content that is relevant, consistent and offering readers a definitive value.

Another way to think of it: Traditional marketing says “Look at me! I’m doing this!” While content marketing, on the other hand, says “Hey, what are you interested in? Really? Sweet, I happen to know a ton about that subject. Let’s talk about it.”

Which version are you more likely to engage with? Content marketing, right? Thought so. It’s more personable, more direct — and way less in-your-face.

Body contouring is on an upward trend

Often, individuals who are considering a body contouring procedure are those who have undergone significant weight loss. Body contouring is used to remove excess fat, skin or both from areas such as the torso, chest, thighs, and upper arms. Breast lifts, upper arm lifts, liposuction, lower body lifts, and tummy tucks are all examples of body contouring procedures.

In 2014, more than 20 million cosmetic procedures were performed across the globe. That same year in the U.S., there was a 273 percent increase in the total number of cosmetic procedures for men between 1997 and 2014. This includes body contouring procedures. The global body contouring market is expected to grow nearly nine percent between 2016 and 2020, especially as body contouring among men is experiencing an uptick in popularity.

How content marketing and body contouring can work together

By providing blogs, videos, e-mails and newsletters, social media posts, podcasts and other forms of content that are designed to captivate an audience interested in learning more about body contouring procedures, content marketers are working toward converting that audience into leads. Relevant and valuable content will appeal to potential leads, and it will distinguish the brand as a leader in its industry. It reassures prospective patients that the brand is an authority on the subject. 

Do you have questions about inbound marketing and how it can help you attract more visitors to your site and convert them into leads and patients? Learn more about the makings of a successful inbound marketing strategy with our free e-book, An Introduction to Inbound Marketing.