SERVICES
Three channels.
Every step of the patient journey.
Plastic surgeons. Reconstructive specialists. Orthopedic and spine practices. Med spas. Any surgical or procedure-based practice where a patient makes a high-stakes, high-consideration decision before booking. This is the copy that moves them.
83%
of patients research online before calling a practice
49%
of patients delay booking until credentials are verified
3.8%
average paid ad conversion for surgical practices
88%
Of patients research a surgeon or specialist online before their first contact
BrightLocal Healthcare Survey, 2025
62%
Of surgical patients click ads featuring outcome-focused language over procedure-first messaging
Marketing LTB, 2026
45%
Of elective procedure leads originate from retargeting — not cold traffic
Marketing LTB, 2026
Marketing LTB, 2026
39%
Higher conversion rate when patient testimonials appear in copy
Marketing LTB, 2026
META, GOOGLE & TIKTOK ADS
The ad that stops the scroll and books the call.
A patient considering a rhinoplasty, a spinal fusion, a knee replacement, or a bariatric procedure is not making an impulse decision. They are researching for months, comparing specialists, and waiting for something to convince them that one practice understands their situation better than the rest. That something is the copy.
Every ad I write is built around two things simultaneously: the current platform advertising policies for medical and surgical content, and the psychology of a patient in a high-consideration, high-stakes decision cycle. Copy that treats surgical patients like ecommerce shoppers loses them before the second line. Copy built around how they actually think converts.
Primary ad copy and headline variations — A/B tested sets
Compliant patient outcome framing across surgical and aesthetic procedures
Cold traffic copy for awareness and consideration stages
Retargeting copy for warm audiences and decision-stage patients
Instagram, Facebook, and TikTok format variations
Ongoing revision included — copy that doesn't convert gets fixed
THE DATA: WHY IT MATTERS
3.8%
Average paid ad conversion rate across surgical and aesthetic practices. Ads written for the right stage of the patient journey consistently perform above this — First Page Sage, 2025
62%
Of patients click ads using outcome-focused language over procedure-first messaging. . The words in the ad determine whether a high-intent patient stops scrolling — Marketing LTB, 2026
45%
Of elective procedure leads originate from retargeting, not first-touch cold ads The patient journey requires multiple touch points before a consultation is booked — Marketing LTB, 2026
THE DATA: WHY IT MATTERS
420%
Average email marketing ROI for medical and aesthetic practices. $4.20 returned for every $1 spent — Marketing LTB, 2026
36%
Average open rate for healthcare marketing emails Highest engagement day: Saturdays at 49% open rate — Paubox, 2024
6x
Higher transaction rates from personalized email content vs. generic sends Personalization is the single highest-leverage email variable — Forbes, 2024
EMAIL SEQUENCES
The channel that
nurtures a patient
from curious to booked.
Email is the highest-ROI channel in healthcare marketing — and the most underused asset in surgical and procedure-based practices. Most practices have a list they barely touch. The ones running structured nurture sequences are quietly booking consultations from leads their competitors wrote off months ago.
A patient considering an elective surgery doesn't book on day one. Whether it's a rhinoplasty, a spinal procedure, or a reconstructive surgery, they research, compare, hesitate, revisit, and eventually commit to the practice that stayed present and credible throughout that journey. A properly sequenced email program is the only marketing channel that can follow that patient through every stage without the ongoing cost of paid media.
Welcome and trust-building series — 3 to 5 emails
Procedure-specific nurture sequences for surgical and non-surgical services
Post-consultation follow-up and objection handling
Seasonal campaigns and procedure promotion emails
Re-engagement flows for dormant leads and lapsed patients
Subject lines and preview text optimized for open rate
SMS CAMPAIGNS
The message that arrives when the patient is ready.
SMS has the highest open rate of any marketing channel — 98% within three minutes of delivery. For surgical and procedure-based practices, that creates a direct line to a patient at the exact moment they're deciding whether to book, follow through on a consultation, or return for another procedure.
Most practices write SMS like a compressed email — too much information, too clinical, no clear action. Effective surgical practice SMS copy is short, warm, and structured around one specific outcome. It arrives like a message from the practice, not an automated platform. That distinction is the difference between a reply and an opt-out.
Consultation reminder and confirmation sequences
Pre- and post-procedure check-in messages
Limited availability and urgency campaigns
Seasonal treatment and procedure promotion sends
Re-engagement messages for lapsed or unconverted leads
Opt-in and welcome sequences
THE DATA: WHY IT MATTERS
98%
Average paid ad conversion rate across surgical and aesthetic practices. Ads written for the right stage of the patient journey consistently perform above this — First Page Sage, 2025
27%
More leads converted by practices with streamlined booking communications. SMS reduces no-shows and accelerates the final booking decision — Marketing LTB, 2026
83%
Of patients visit a practice website before making contact SMS re-engages patients who visited, researched, and didn't take the next step — Marketing LTB, 2026
49%
Of patients delay booking until surgeon credentials are verified online
Copy that leads with clinical credibility and specific patient outcomes converts at a higher rate than copy that leads with promotions or generic claims about the practice.
39%
Higher conversion rate when patient testimonials are woven into copy
The words of a patient who has been through the procedure, written and positioned correctly, outperform any claim a practice can make about itself.
67%
More organic traffic for practices with consistent, authoritative content
Every word on every page either builds authority in search and in the patient's mind, or quietly undermines it. Copy is never neutral.
BUILT IN COMPLIANCE
Every word written with the rules already in mind.
Medical and surgical advertising carries compliance requirements that most copywriters don't know exist until an ad gets rejected or an account gets restricted. Platform policies, outcome claim standards, and HIPAA-adjacent messaging principles are not optional, and they're not a final checklist item.
Every piece of copy written by Leon Copywriting is built around current advertising standards and clinical communication principles from the first draft. Combined with 2.5 years of hospital and private practice clinical experience and a B.S. in Biology, that means the copy understands your world before it says a word about your practice.
Compliant outcome framing
Patient outcome copy written within current platform guidelines across Meta, TikTok, and Google, surgical and aesthetic procedures alike.
No exploitative language
Every ad leads with patient aspiration and clinical authority, never anxiety, fear, or insecurity-based language that platforms flag and patients distrust.
No PHI in campaign materials
Patient-facing copy never incorporates protected health information. HIPAA principles are built into every brief regardless of specialty.
BAA available on request
If your engagement requires access to PHI for any reason, a Business Associate Agreement is executed before any data is shared.
Your next patient is already scrolling.
Book a free 20-minute copy audit. We'll look at your current ads, emails, or SMS campaigns and identify exactly where copy is costing you consultations.