Social Media That Actually Converts: Highlights from Tiffany Kidder’s Talk at Hydrinity

Last month, our Agency Director, Tiffany Kidder, was invited to speak at Hydrinity’s Horizon Club Member Event in Nashville, Tennessee. She spoke alongside industry leaders in medical aesthetics eager to grow their practices with one of the fastest-growing brands in medical-grade skincare.

With nearly 10 years of experience helping medical aesthetics practices establish an online presence that actually increases patient bookings, Tiffany knows the medical aesthetics industry inside and out. What started as a simple trade managing one social media page for a medical spa in Nashville quickly grew into running the entire digital show: building websites, launching an online store, managing ads, and more to prep the practice for acquisition.

We’ve watched the aesthetics world boom. We’re talking three times the market growth in less than a decade. Treatments have shifted from corrective to preventative, medical-grade skincare is in more routines than ever before, and—here’s the kicker—patients who used to rely on in-office consultations for info are scrolling social media looking for answers. So if you’re not showing up online, guess who is shaping what your future patients think?

Here’s What Tiffany Covered in Her Presentation

If You’re Not Influencing Your Patients Online, Someone Else Is

Almost half of patients say social media convinced them to book a treatment, and nearly 8 out of 10 research their provider online first, according to the 2024 eMarketer study. Bottom line: if you’re not on social media, someone else is winning your patients.

Don’t Chase Followers—Build a Community

Being online is not about having a huge number of followers. It’s about attracting the right people, those who will actually walk through your doors. Having 20k followers doesn’t matter if those 20k aren’t in your area and won’t purchase your products and services.

Your Personal Brand and Practice Brand Are Both Key

Your personal brand builds trust (“I want HER to do my Botox!”), while your practice’s page builds credibility by sharing before-and-after photos, testimonials, and team culture. When you use both together, they create a comprehensive story that engages people and drives conversions. 

Pro tip: Don’t forget to cross-promote and tag each other!

Focus on Engagement, Not Followers

Look at real engagement: DMs, comments, shares, saves, and profile visits. Focusing on vanity metrics won’t get you anywhere, but leaning into your community and looking at the whole picture will get patients through the door. A small, engaged community beats a big crowd of inactive followers every time. 

Ready to Actually Convert on Social Media?

Tiffany’s presentation made one thing clear: showing up on social media isn’t enough anymore. 

You’ve got to show up with purpose and strategy. Just because someone’s good at making pretty posts for social media doesn’t mean they know how to convert followers into patients. It’s important to work with someone who understands medical aesthetics and can speak your (and your patient’s) language.

If you’re ready to build meaningful connections online and grow your practice, we’re here to help you make it happen. Let’s discuss a strategy tailored specifically for your practice.