LinkedIn Could Help Reach Potential Plastic Surgery Patients
The most recent study from the American Society for Aesthetic Plastic Surgery (ASAPS) shows 1.6 million cosmetic surgical procedures were performed in 2010, representing a 9% in over 2009 totals. Of the more than 9.3 million cosmetic enhancement procedures performed in 2010, women accounted for 92% of the total.
According to a LinkedIn study concerning demographics, the business-centric social media platform could provide the perfect venue for aesthetic healthcare practices to attract more patients in general, and more male patients in particular.
LinkedIn Demographics Parallel Untapped Plastic Surgery Market
In the LinkedIn study referenced above, men represent 55% of the professional social network’s user base. As noted in the ASAPS study, men only represent 8% of the total number of cosmetic procedures performed in 2010.
Additionally, the ASAPS study shows patients aged 35-50 accounted for 4 million procedures, which represents 44% of the total. Similarly, users aged 35-54 represent 41% of the LinkedIn user base.
Another LinkedIn study shows the average user is 41 and has an average household income of $109,073. Additionally, the same report shows 24% of LinkedIn users have a portfolio value of $250k+, and 80% have college or post-graduate degrees.
Does Average LinkedIn User Represent Your Target Patient?
How does the average LinkedIn user compare to your average patient, or more importantly, your potential patients? If you’re still wondering whether you should have a professional profile on LinkedIn, in addition to a practice page, this final LinkedIn study, in conjunction with the statistics mentioned above, should convince you creating both are at the very least a necessity, regardless of whether or not you focus on proactively building a community within the platform.
As of June 30, 2011, more than two professionals per second are creating a LinkedIn account, while more than 2 million companies have a LinkedIn page. 2010 also saw more than 2 billion people searches.
Are Patients Searching for You and Your Practice on LinkedIn?
The most important question is not are your patients turning to LinkedIn when they begin researching your practice and cosmetic enhancement in general. If you have a presence across a number of social media channels, while LinkedIn may not be the first platform they turn to, it certainly won’t be the last.
The important question to ask is, what will your patients find when they do turn to LinkedIn for more information? Whether you decide to maintain your profile page and actively pursue connections and recommendations, or set it and forget it matters not. As the ASAPS study shows, more than half of all Americans now approves of the idea of cosmetic enhancement and a presence on LinkedIn creates an opportunity to reach an untapped audience that has likely considered a cosmetic procedure.