Virtually every business these days knows the value that a strong Facebook marketing campaign can have, and cosmetic surgeons are no different. And while you may think that all social media marketing efforts can be the same across the board from restaurants to plumbers to healthcare providers, you should know that there are some significant differences if you want to see results.

If you have been throwing marketing money towards a Facebook campaign that isn’t working, then it is time to refine your efforts and appeal to the right patients. Here are four Facebook tips that cosmetic surgeons can begin applying so that you get leads and engagement from potential patients, and not crickets when you utilize social media.

#1: Create a Facebook marketing strategy

While this may seem like a no-brainer, you would be surprised how many cosmetic surgeons don’t create a Facebook marketing strategy that makes sense for their particular niche. There are many out-of-the-box options that you can try, but at the end of the day, they won’t work unless they are designed with your specific audience in mind.

Remember that over three-quarters of your patients are going to search for you online, and you don’t want to get lost in the noise. The goal is to stand out, and in order to achieve this, you have to be precise and consistent when creating a plan.

#2: Segment your audience

The first step to any result-driven Facebook marketing plan for cosmetic surgeons is to identify your target market. Knowing who you are trying to get the attention of is the only way you can find out what they engage with, as well as what they don’t respond to.

For example, if one of your goals is to gain more patients for liposuction, after some research, you may discover that people searching for this procedure are men and women over 35 that make a median salary of $50K. You can also learn things like what they are interested in, where they live so you can locally optimize your feed and any other bits of information that will help you narrow down your marketing plan.

#3: Engage with your audience beyond selling services

While bringing in the ideal patients will be the primary goal of Facebook marketing, you can’t do this without spending time engaging with your audience beyond your services. Provide them with helpful tips, articles, and other pieces of information, and share local events that make sense for your business. And if you have comments, make sure you are responding to them. You should also pair your posts with images and videos so that they are eye-catching.

#4: Continually analyze your marketing plan

The only way to truly refine your Facebook marketing strategy as a cosmetic surgeon is to jump in and get started. If you have a current campaign in place, then go back and look at the data to see where you have had success. Adjust the plan according to the data, and trust that as fast as marketing moves, you will need to change it from time to time to keep up with the trends.