Physicians who are focused on building their social media marketing campaigns may want to take a cue from Fort Lauderdale, Florida-based plastic surgeon Dr. Paul Wigoda. In September 2011, Dr. Wigoda—a member of the American Society of Plastic Surgeons and chief of plastic surgery at Broward General Hospital—launched a Facebook sweepstakes contest. Patients who joined his Facebook practice page during a predetermined two-week period were automatically entered to win a $250 gift card for use toward a future nonsurgical procedure; 10 runners-up received Victoria’s Secret gift cards ranging from $10 to $50. Additionally, the winner was featured on the doctor’s plastic surgery and beauty blog where she shared her favorite beauty tips.
