SEO for local medical practice looking to get into cosmetic enhancements on side

I'm working on SEO for a local surgery clinic (with a particular functional specialty) that will soon be opened. This clinic will also offer cosmetic treatments like botox in addition to its subspecialty focus. I'm relatively new to SEO and would like your advice on how to go about this. The clinic is looking to heavily emphasize the cosmetic area of its business.

While SEO for the particular specialty of the clinic is more manageable (there are only a handful of practitioners in the state), there remains the problem of ranking (locally) for more generic terms like "botox" which are dominated by actual plastic surgeons. I have a pretty good grasp of the on-page optimization principles (title tags, header tags, anchor text, etc), I know to shoot for long tail keywords, and to attack local listings. I also gather that I should be exclusively honing keywords which are local (city-specific) because the global competitiveness of cosmetic treatments is high. Is this correct?

But, in the meantime, how do I most effectively compete with local plastic surgeons for something that isn't in our niche. I'm preparing a blog to release regular content. Clearly, I need a long term plan since the site won't even be live for another couple of weeks. When should I begin thinking about social media integration? My own thinking is to leave that out completely until the blog has enough good content (some bare minimum touching on all the services offered) to sustain visitors.

Right now my plan is to use local (initially long tail but eventually also short tail) keywords to attract visitors, (learn a bit about why they're visiting), retain them as consumers to my content (blog/social networks/yt/etc), and to convert those consumers into (loyal) customers (where I run out of ideas).

So how should I go about the final conversion? The end goal is to get people into the clinic by using the blog (and other tools like social networks) to establish trust, familiarity, and authority. I'm thinking of limited time offers but I can't think of anything else. Would it be worth it to establish some sort of weekly newsletter on, say, cosmetic tips or would the blog suffice for that?

Apologies if this seems over the place

tl;dr Specialized (non plastic) surgery clinic interested in doing botox on the site. How to compete locally with the plastic surgery big boys? What are the essential mediums to hit (blog/social network/forums) to attract and retain local traffic? How to convert?