Video Marketing: For Patients, the Procedure Is Just One Part of a Much Larger Process

Video Marketing: For Patients, the Procedure Is Just One Part of a Much Larger Process

930 548 Rob Lovitt

When you’ve spent years learning your craft, it’s easy to assume that what transpires in the procedure chair or operating room is all that matters. But for patients, actually undergoing surgery is just one step in a process that starts with initial research, continues through one or more consultations and incorporates post-surgical recovery and their return to daily life.

It should come as no surprise, then, that patients want to know more than which filler will work best for them or what to expect from a tummy tuck. Their concerns run the gamut and, by extension, present opportunities for doctors to address subjects that are often overlooked by other providers. The following videos, for example, have earned impressive viewership — and great exposure for the doctors who produced them — by providing information potential patients clearly care about:


The Advantages of Digital Impressions for Invisalign and Dental Restorations

While a full set of pearly whites is the obvious goal of cosmetic dentistry, Seattle dentist Lance Timmerman, DMD, addresses a pre-operative step that countless patients can relate to: the unpleasant, often gag-inducing reflex that results from having a “mouthful of goop” while taking impressions. Using humorous graphics and a personal anecdote (practicing on one’s wife is usually unwise), the video puts viewers at ease before segueing to the more pleasant (and precise) benefits of digital impressions.
Videos probably aren’t the best outlet for discussing specific costs of particular procedures but that doesn’t meant that potential patients are indifferent to them. Brooklyn-based plastic surgeon Daniel Kaufman, MD, FACS, tackles the subject in an informative way, noting that regardless of a surgeon’s fees, potential patients need to be aware of other standard costs, including the anesthesia fee, facility fee and materials costs. His goal isn’t to tout his services but to ensure that patients make fully informed decisions and avoid any financial surprises.

Understanding what a procedure can and cannot accomplish is paramount in making an informed decision about pursuing it. In this video, Beverly Hills plastic surgeon Jon A. Perlman, MD, doesn’t discuss the procedural aspects of liposuction at all, let alone his skills or results, but rather, focuses on helping viewers determine whether it’s appropriate for them or not. Along the way, he shares insights about when it can help, what it won’t accomplish (e.g., major weight loss) and even the commitment patients will need to make to ensure their results last.

In all three of the above videos, it’s clear that the doctors who produced them are more interested in helping patients understand their options than in promoting their practices. Of course, if the viewers who watch them like what they see and decide to reach out for more information, that’s okay, too.

Rob Lovitt

Rob Lovitt is a longtime writer and editor who believes every good business has a great story to tell. He has written for dozens of magazines and websites, including, and the inflight magazines of Alaska, Horizon and Frontier airlines.

All stories by:Rob Lovitt