Ask Alex

ALEX BUGG

Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her at: alex@webmarketingclinic.co.ukor follow her on Instagram: @webmarketingclinic

Content creation is far more than social media.

“Another article on content marketing? That’s so 2022.”

The belief that “all content is equal” and “social media content is king” holds aesthetic clinics back. This leads to wasted effort and missed opportunities. Think of your content strategy (both online and offline) as a treatment plan for your clinic’s visibility. Just as no single treatment suits every patient, no single content approach will magically grow your practice.

MORE THAN JUST PRETTY PICTURES ON SOCIAL MEDIA

Content marketing and social media might seem like twins, but they’re more like distant cousins. Each plays a unique role in patient acquisition.

Social media is the attention-grabbing performer. Are those eye-catching Reels showcasing before-and-afters? Great for reach and engagement. But alone, they rarely provide the depth patients need to make confident decisions.

Content marketing, on the other hand, explains complex treatments, addresses patient concerns, and builds trust. While social media subtly suggests, content marketing speaks volumes – and patients are listening.

Winning formats in 2025? Blogs and video podcasts. But content alone isn’t enough. Strategy and distribution determine how much value it delivers to patients and your business.

WHAT CLINICS ARE MISSING WITHOUT A BROADER CONTENT STRATEGY

Most clinics limit themselves by relying solely on social media. Here’s what they’re missing:

• Patient education that converts followers into patients. A well-crafted blog on laser treatments can provide context, explain techniques, and demonstrate expertise – something a 40-second video cannot. And I love video. But it’s not everything.

• Search engine visibility. In-depth, keyword-rich content ensures potential patients find you when they’re actively researching treatments. Social media gets likes, but blogs get found when it matters.

• Long-term trust-building. Patients revisit expert content, but social posts vanish down the feed – or worse, aren’t seen at all.

YOUR CONTENT ECOSYSTEM

Magic happens when you create a seamless integration and repurposing strategy – like a perfectly curated treatment plan.

Your long-form content is the foundation. A comprehensive blog, downloadable PDF, video, or podcast about skin rejuvenation can be transformed into:

• Instagram carousels highlighting key points

• Short educational videos for TikTok or Reels

• Email newsletter segments

• Downloadable patient resources

• Press releases

• In-clinic product displays

This doesn’t just repurpose content – it creates multiple touchpoints, reinforcing expertise and building trust. Creating great content is only half the battle; ensuring patients see it is the other half.

Some patients aren’t on social media, but they check emails or read local press.

A typical patient journey? They first see a short Instagram Reel about a treatment. Intrigued, they seek more information. Here, content marketing shines – a detailed blog answers questions they hadn’t even thought to ask.

Most clinics lose potential patients between curiosity and booking because they haven’t created deeper content to support the decision. Trust and conviction in booking come from more than just a quick video.

THE STRATEGIC MINDSET

Patients don’t just want information. They want reassurance and understanding, and to see themselves in the results you promise. Content bridges curiosity and commitment.

If you’ve heard me speak at conferences, you’ll know my mantra: Think like a patient. Would you book a treatment based only on a flashy 15-second video, or after reading a comprehensive, expert guide?

Do you want patients booking treatments after seeing just a couple of Instagram posts?

The clinics that win aren’t those with the most followers. They’re the ones delivering valuable insights that turn casual interest into loyal patients – something no algorithm can take away.

So next time you plan content, ask yourself:

• Is there enough depth?

• Is it reaching enough platforms?

• Is it in enough formats?

If not, tackle it yourself – or outsource to brilliant writers and producers in this sector.

Curious about content marketing for your clinic? Get in touch by emailing alex@webmarketingclinic.co.uk.