The image of a practice is not only determined by reviews on Jameda or Google influenced, but sometimes also by experience reports and comments in Facebook groups. The problem: In contrast to Jameda and Google, doctors usually don't realise much about it - because they often don't even know that such groups exist. We explain what Facebook groups are, what significance they have for the Practice marketing and why doctors specialising in aesthetic and plastic surgery in particular should keep an eye on them.
What are Facebook groups actually?
Facebook groups are communities of interest within the Facebook platform. A group therefore brings together members who are interested in a specific topic and want to discuss it with each other. Group members can share text contributions, photos, videos or even links and thus make them accessible to other group members or start discussions about them.
There are Facebook groups on all kinds of topics - for example cosmetics, cooking/nutrition, sport, cities or politics. But also on specific illnesses or topics from the field of aesthetic medicine.
As any Facebook user can create a group, there are often several groups on the same topic. However, the relevance of a group only increases with the number of members.
Many people use Facebook groups to find out about certain topics and share experiences, including about doctors and practices.
Difference between public and private groups
There are two types of groups on Facebook: Public and private
- Public means that everyone can see who is a member of the group and what is posted there.
- Private means that only members can see who is in the group and what is posted there.
Irrespective of this, depending on the group settings, either every Facebook user can become a member of a group immediately or you must first apply for this and be accepted by the group admin.
Relevance for practice marketing and practice image
In our experience, Facebook groups are particularly relevant for doctors working in the field of aesthetic medicine - essentially plastic and aesthetic surgeons, facial plastic surgeons, ENT specialists and dermatologists. On the one hand, there are many Facebook groups on this range of topics (you will find our detailed list of relevant Facebook groups below) and, on the other hand, there is also a great need for discussion on the part of patients (especially with regard to treating physicians). This is primarily due to the fact that patients usually have to finance aesthetically motivated procedures as self-payers. They are therefore often particularly motivated to obtain extensive information about doctors and procedures in advance and to gather experience.
Discussions in such groups usually revolve around the following topics:
- Obtaining testimonials from other patients ("I am planning a breast lift, how was it for you?")
- Obtaining recommendations for doctors ("Which doctor can you recommend for a facelift in Munich?" ... "Does anyone know Dr Dr Mustermann from Cologne?")
- Obtaining opinions on the treatment outcome ("What do you think of my new nose?")
However, people who suffer from chronic illnesses (e.g. MS or Hashimoto's thyroiditis) or are affected by cancer also very often organise Facebook groups and use them as self-help groups. Here, too, people report on their personal experiences with doctors, clinics and treatment methods.
On the Practice marketing and practice image, testimonials and patient recommendations about certain doctors are of course particularly relevant. As with Jameda, Google and the like, this can be very positive for the influx of patients or - in the case of negative reports - of course also problematic.
Finding negative comments in Facebook groups
Our recommendation: If there is suddenly a noticeable drop in patient numbers and no other explanation can be found, it could make sense to check the current practice image in Facebook groups.
The best way to do this is as follows:
- Log in to Facebook (or if you don't have a Facebook account, register as a new Facebook user first)!
- After you have logged in to Facebook, look for the menu item "Groups" in the menu on the left-hand side (blue symbol, you may first have to click on "Show more" to make this menu item visible). Alternatively, you can also open the following address directly via the browser: https://www.facebook.com/groups/feed/
- Here you can now search for groups that are relevant to you using terms such as "plastic surgery" or "breast augmentation". In the best case scenario, these are public groups whose posts and discussions you can analyse. In the worst case, they are private groups for which you must first request access. As some groups have been set up by competitors, it may be a good idea not to do this using your own name, but rather using the account of an employee, for example (provided they agree, of course). Alternatively, this can also be a Practice marketing agency take over.
Relevant Facebook groups
For doctors in the field of aesthetic medicine
We have carried out extensive research to find out which Facebook groups exist on aesthetic medicine topics and how many members they have. The results can be found below, categorised according to the respective range of topics.
Note: The list is not exhaustive. We have deliberately omitted Facebook groups that were founded and are managed by practices or clinics.
Facebook groups
Aesthetic and plastic surgery
Status: 17.11.2020
| Name | Members | open / private | Link |
| Cosmetic Surgery & Plastic Surgery - Portal of Beauty | 3.825 | private | → View group |
| Plastic surgery | 5.373 | private | → View group |
| Plastic surgery experiences and exchange (Only for women) | 1.805 | private | → View group |
Facebook groups
Lipoedema
Status: 19.06.2020
| Name | Members | open / private | Link |
| Diagnosis of lipoedema/lymphoedema. What now? | 9.633 | private | → View group |
| Lipoedema - Nutrition - Health | 4.249 | private | → View group |
| Weight reduction despite lipoedema / lymphoedema | 9.361 | private | → View group |
| Liposuction for lipoedema - tips and co. | 9.331 | private | → View group |
| Lipoedema self-help group Krefeld | 76 | private | → View group |
| Obesity / lymphoedema / lipoedema / erysipelas | 2.665 | private | → View group |
| Lipoedema patients before and after surgery | 12.772 | private | → View group |
| "Easier living with lipoedema" group | 1.423 | private | → View group |
| Lipoedema and nutrition | 2.800 | private | → View group |
| Liposuction for lipoedema in Jena | 85 | private | → View group |
| Lipoedema-who has the operation really helped??? | 3.551 | private | → View group |
| Lipoedema and lymphoedema sufferers in the Cologne/Bonn region | 245 | private | → View group |
| Lipoedema - before and after surgery - tips and recommendations | 3.685 | private | → View group |
| Lipoedema - Lymphoedema Forum | 4.476 | private | → View group |
Facebook groups
Breast augmentation and reduction
Status: 19.06.2020
| Name | Members | open / private | Link |
| Breast augmentation - Girls&Ladystalk | 432 | private | → View group |
| Breast augmentation with autologous fat *FORUM* | 497 | private | → View group |
| Risks of breast implants: Education & Healing | 873 | private | → View group |
| Ill due to breast implants - Breast Implant Illness EN by Birgit Schäfers | 2.147 | private | → View group |
| Breast reduction / breast lift / plastic surgery / replacement | 175 | private | → View group |
| Breast reduction exchange | 1.680 | private | → View group |
Facebook groups
Facelift and wrinkle injections
Status: 19.06.2020
| Name | Members | open / private | Link |
| Facelift my new me | 104 | private | → View group |
| Botox and hyaluron exchange of experience | 2.029 | private | → View group |
| Wrinkle injection | 956 | open | → View group |
| Wrinkle injections Thread lifting Aesthetics Anti-Aging | 812 | private | → View group |
Facebook groups
Skin tightening
Status: 19.06.2020
| Name | Members | open / private | Link |
| Lifting operations ... Path to a new life ... | 7.019 | private | → View group |
| Tummy tuck & other tightening operations | 7.457 | private | → View group |
Facebook groups
Rhinoplasty
Status: 19.06.2020
| Name | Members | open / private | Link |
| Nose surgery / rhinoplasty - experiences & exchange | 2.414 | private | → View group |
| Nose correction (rhinoplasty) - help & experience & exchange | 311 | private | → View group |
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Photo: "Two women next to each other, looking at a mobile phone." © Mint_Images / elements.envato.com
