Plastic surgery practices should publish four content types: procedure pages (comprehensive guides to each operation), before-and-after galleries organized by concern and result type, patient journey content (consultation to recovery), and FAQ content addressing the questions prospects ask before booking. All of it should be written for patients, not for physicians.
Procedure pages are permanent, authoritative content about specific operations — rhinoplasty, breast augmentation, facelifts. They should be comprehensive (1,500 words or more), include before-and-after images, address cost and recovery, and link to related procedures. Blog posts address timelier topics — seasonal trends, new techniques, patient questions — and link back to procedure pages. Both compound in value over time.
Most plastic surgery content focuses on the procedure and skips the journey. Content that takes a patient through the full timeline — initial research, consultation preparation, day of surgery, week by week recovery, what results look like at 3 months vs 1 year — addresses questions that patients have throughout a long decision and recovery process, building trust at every stage.
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