Patients interested in aesthetic treatments are increasingly seeking advice on social media platforms, and rely on easily accessible online information. Aesthetic medicine is one of the industries increasingly influenced by social media, as evidenced by the popular website RealSelf, an online community founded in 2006.1 In this article I will explore the basis and evolution of social media marketing for aesthetic medicine, and provide an introduction to the free tools available to aesthetic practitioners, as well as identify potential pitfalls to avoid. Understanding the advantages of being present and active in social media allows the practitioner to stay on top of new developments, and elevate his or her profile amongst patients. In my experience of working with practitioners and clinics, effective marketing requires an integrated approach that today must include a robust online…
