Industries/Cosmetic & Plastic Surgery
The most restricted creative in local healthcare.Run compliant, run under your brand.
White label marketing for cosmetic and plastic surgery clients means Conduit runs procedure-level SEO, compliant paid search and social, and consultation tracking for surgeons and aesthetic practices, all under your agency's brand. Your agency owns the practice relationship; Conduit runs the patient-acquisition engine and reports booked consultations by procedure and channel.
Twenty-minute conversation. We’ll tell you if it’s a fit.
A plastic surgery practice sells the highest-consideration purchase in local healthcare. A rhinoplasty or a breast augmentation is researched for months, compared across three or four surgeons, and booked through a consultation that the practice has to earn twice: once to get the call and once in the room. The marketing that fills that consultation calendar is procedure-specific, compliance-heavy, and expensive to get wrong, because the platforms restrict how aesthetic procedures can be advertised and the ad accounts get suspended fast when an agency guesses.
That is why cosmetic surgery is a white label decision rather than a generalist media buy. The channels are the ones every agency runs. The rules underneath them, the before-and-after restrictions, the remarketing limits, the prescription drug promotion obligations, the patient privacy rules on photos and reviews, are the part that takes a specialist. Conduit runs aesthetic practice programs behind your agency's brand, so the surgeon sees your team and your reporting, with the compliant machine running underneath.
01
Why plastic surgery is a white-label decision, not a hire
The obvious alternative is hiring someone who has run aesthetic accounts. The problem is that the knowledge has three parts and most candidates have one. There is the procedure knowledge: what a mommy makeover includes, why deep plane facelift is a different search than mini facelift, which non-surgical treatments a surgical practice actually wants to promote. There is the platform knowledge: what Meta's personal health and appearance policy allows in creative, which cosmetic interests Google will not let you remarket against, and how Google's healthcare policy treats a practice in each state. And there is the privacy and claims knowledge: HIPAA on patient photos and testimonials, the FDA's rules on how a prescription product like Botox can be promoted, and the state medical board rules on board-certification claims.
An agency with two aesthetic clients cannot afford the person who knows all three, and cannot afford the account suspension that comes from the person who knows one. Conduit carries that knowledge across many practices at once, which is the structural reason a white label partner can run this vertical at wholesale rates that a single hire cannot match.
The economics are also favorable in a way that makes the reporting matter. A single surgical patient can be worth $8,000 to $15,000 or more to the practice, and a non-surgical patient returns every three to four months. That means a program measured in booked consultations by procedure, not in clicks, is one where the client can see the return in their own scheduling system.
02
What people search: the aesthetic keyword map
Demand in this category is unusually legible. Patients search by procedure, by city, and by stage of research, and the three groups need different pages and different bids.
High-intent local searches
"Cosmetic surgery," "plastic surgeon," "best plastic surgeons," "rhinoplasty," and "breast augmentation surgeon," usually with a city or neighborhood attached, are the searches a patient runs when they are close to booking a consultation. They are also the most competitive terms in local healthcare. Winning them takes a surgeon page and a procedure page that each rank on their own, a Google Business Profile that is built for the procedure searches, and a paid search program that protects the practice's name and its top procedures from competitors who bid on them.
Core procedure searches
- Surgical: "liposuction" and "laser liposuction," "nose job" and "rhinoplasty," "breast augmentation," "tummy tuck" and "abdominoplasty," "facelift," "deep plane facelift," "mini facelift," "mommy makeover." Each is a page, with the consumer term and the clinical term both on it, because patients search both.
- Non-surgical: "Botox," "fillers," "Juvederm." These are the repeat-visit revenue for most practices and the entry point for patients who become surgical patients later. They carry their own promotion rules because the products are prescription drugs and medical devices with manufacturer brand guidelines.
Informational and long-tail searches
"How much does breast lift cost," "lipo cost," "how long is recovery," "surgical versus non-surgical," and "what to expect after a facelift" are early-stage research. They are worth content, not bids. A cost guide that ranks builds the practice's authority, captures the patient months before the consultation search, and fills the remarketing pool with the people who will book later. Written by the practice, under the surgeon's name, the content also satisfies the credibility bar Google applies to health topics.
03
The channel mix that actually works
- 01
Search is the foundation.
Procedure pages, surgeon pages, and the cost and recovery guides capture the intent that exists, and organic rankings on procedure terms are the highest-margin consultation source a practice has.
- 02
Paid search captures the high-intent local terms and protects the practice's name.
Campaigns are built with the consultation request or the tracked call as the conversion, and landing pages are written to Google's healthcare policy so the account stays live.
- 03
Paid social reaches the patients who have not searched yet.
Instagram is the natural home for aesthetic practices, and it is also where the creative rules bite hardest: no before-and-after images that imply unlikely results, no creative that implies a negative self-image. Conduit builds compliant creative that still sells, which is the whole skill.
- 04
Reviews and the Business Profile decide which practice gets the consultation once the patient has a shortlist.
A review program that is compliant with HIPAA and the FTC's rules on testimonials runs as a managed program, not as a hope.
- 05
Reporting closes the loop
consultations booked by procedure and channel, cost per consultation against the target, and the surgical versus non-surgical split, in your brand.
04
Where the nuance lives
Before-and-after imagery
Before-and-after photos are the most persuasive asset an aesthetic practice owns, and the most restricted. Meta's advertising standards on personal health and appearance prohibit ads with before-and-after images or images that imply unexpected or unlikely results, and prohibit creative that generates negative self-perception to promote a procedure. On the practice's own site, the same photos are fine with patient authorization. The plan uses the photos where they are allowed and builds a different creative approach where they are not.
Remarketing limits
Google's personalized advertising policy treats health conditions and certain sensitive interest categories as off-limits for remarketing and interest targeting. In practice, an aesthetic practice cannot build a Google remarketing audience the way a retailer can. The workaround is structural: search intent, contextual placement, first-party email, and paid social within Meta's own rules. An agency that sets up standard remarketing on a cosmetic surgery account is one policy review away from a suspended account.
Prescription products and manufacturer rules
Botox is a prescription drug and Juvederm is a medical device, and the FDA regulates how prescription products are promoted. A practice's promotion of these products carries fair-balance expectations and the manufacturers' own brand guidelines, which govern how the names and logos can appear. Conduit writes non-surgical promotions to the manufacturer guidelines and keeps the practice's claims inside what the products are approved to do.
Patient privacy and testimonials
Patient photos, names, and stories are protected health information. Using them in marketing requires HIPAA-compliant written authorization that is scoped to the use, and a patient review cannot be responded to in a way that confirms the person was a patient. The FTC's rules on endorsements and its 2024 rule on fake reviews apply on top: no incentivized reviews without disclosure, no cherry-picked results presented as typical. The compliant process exists; it has to be built deliberately before the first testimonial publishes.
Credentials and claims
"Board certified" is a regulated claim. State medical boards require the certifying board to be named, and the American Board of Plastic Surgery certification is a different thing from a cosmetic surgery board. Superlatives like "best plastic surgeon" in creative are the kind of claim that a board or a competitor will challenge. Creative comes from the surgeon's actual credentials, and the SEO pages rank for the superlative searches by earning the reviews and the content rather than by asserting the claim.
Takeaway
In practice, an aesthetic practice cannot build a Google remarketing audience the way a retailer can.
Serve cosmetic & plastic surgery clients without building the team
Twenty minutes with the pod that runs it. Bring one client and we will tell you if it is a fit.
05
How Conduit runs aesthetic practice accounts
Every practice runs on the Goal Performance System. It starts with the math: what a surgical consultation is worth given the practice's close rate and average case value, what a non-surgical patient is worth over a year, and what that makes a booked consultation worth by procedure. That number becomes the target before any media runs.
- 01
Month one
the model, the compliance map, and the tracking. Google Tag Manager, GA4, call tracking, and Conversion Clarity wired so a consultation request or a call is attributed to its procedure page and its channel. The creative and remarketing plan reviewed against Meta's, Google's, and the manufacturers' rules before anything is built.
- 02
Month two
procedure and surgeon pages live, the cost and recovery content publishing under the surgeon's name, paid search on the high-intent terms, compliant paid social on Instagram and Facebook, and the review program running with HIPAA-compliant solicitation.
- 03
Month three
the first full report in your brand. Consultations by procedure and channel, cost per consultation against the target, surgical versus non-surgical mix, and the ranking movement on the procedure terms.
06
Common mistakes agencies make with aesthetic clients
Running before-and-after photos in paid social.
It is the fastest way to lose the ad account, and the practice blames the agency.
Building standard Google remarketing on a cosmetic surgery account.
The personalized advertising policy does not allow it for sensitive categories, and the review comes after the spend.
Promoting Botox and fillers like a retail sale.
The products are prescription products with manufacturer guidelines, and a "$9 per unit" banner that ignores them invites a compliance problem.
Using patient reviews and photos without scoped authorization.
HIPAA applies to marketing, and one screenshot of a review with a face in it is a reportable incident.
One procedure page for everything.
Rhinoplasty, breast augmentation, and facelift are different patients with different research paths, and a single "our procedures" page ranks for none of them.
Reporting impressions and clicks.
The surgeon measures consultations and cases. The report should lead with those.
07
What your agency shows the client
The monthly report reads like the practice's own scheduling book: consultations booked by procedure, the channel each one came from, cost per consultation against the target set in month one, the surgical and non-surgical split, and the ranking and review movement that will feed next quarter. It carries your agency's brand and your strategist's name. Behind it is a dashboard your team can open in the practice manager's office, and a briefing before every client conversation so your account lead already knows what moved.
08
The proof
Conduit's healthcare and aesthetic-adjacent programs carry numbers: a medical weight-loss center turned 417 tracked conversions on 2.5 million impressions into an expansion from one location to four, and a Wisconsin dental practice reached 120,000 unique users on programmatic display, growing reach 76% in year one and another 40% in year two. Both ran on the same compliant local model, behind an agency partner's brand, and both are documented in the case-study library.
If your agency has a plastic surgeon, a med spa, or an aesthetic practice on the roster or in the pipeline, the fit call takes twenty minutes: the procedures, the platform rules that apply, the tracking, and what a Conduit-run program would look like under your name.
Where to start
The channels cosmetic & plastic surgery clients buy most
Cosmetic & Plastic Surgery, answered
Questions agencies ask about this vertical
Can before-and-after photos be used in the campaigns?
On the practice's own website and organic content, yes, with HIPAA-compliant patient authorization scoped to that use. In paid social, Meta's personal health and appearance standards prohibit before-and-after images and creative that implies unlikely results, so the paid creative is built differently. Google's healthcare policy adds its own review. The plan uses the photos where they are allowed.
Why can't a cosmetic surgery practice run normal remarketing on Google?
Google's personalized advertising policy restricts remarketing and interest targeting on sensitive categories, including health and certain personal-appearance interests. Conduit replaces it with search intent, contextual placement, first-party email, and paid social inside Meta's own rules, which keeps the account live and still reaches the patient who researched and left.
How are Botox and filler promotions handled?
Botox is a prescription drug and Juvederm is a medical device, both regulated by the FDA, and both carry manufacturer brand guidelines for how the names and logos appear in a practice's marketing. Non-surgical promotions are written to those guidelines, with claims kept inside the approved uses, so the practice does not inherit a compliance problem from its own ads.
How do patient reviews and testimonials stay compliant?
Solicitation follows HIPAA (no protected health information in the request or the response), the FTC's endorsement rules (disclosed incentives, typical results), and the FTC's 2024 rule on fake reviews. Responses to public reviews never confirm that the reviewer was a patient. Testimonials used in marketing carry written, scoped authorization.
Which procedures get their own pages?
Every procedure the practice wants to grow: rhinoplasty, breast augmentation, liposuction, tummy tuck, facelift variants, mommy makeover, and the non-surgical treatments, each with the consumer term and the clinical term on the page. Cost, recovery, and surgical-versus-non-surgical guides publish under the surgeon's name to capture the early-stage research searches.
What does the reporting show the surgeon or practice manager?
Consultations booked by procedure and by channel, cost per consultation against the target set in month one, the surgical and non-surgical mix, and ranking and review movement on the procedure terms. Impressions and clicks are inputs available in the dashboard; the report leads with consultations, in your agency's brand.
