Video Marketing: Relieve Patient Anxiety by Addressing Concerns about Recovery

video, lipo, recovery, aesthetic marketing

When it comes to creating and sharing videos, it’s no surprise that many doctors focus on educating patients about what to expect before and during their procedure. That’s a good thing, of course, but it overlooks another important step in patients’ aesthetic journeys: What can/should they do to ensure the best possible recovery?

The fact is, aesthetic consumers have a lot of questions about the post-procedure aspect of the procedure(s) they’re considering. (A quick search on RealSelf returns 246,000 results incorporating queries about recovery times.) That, in turn, presents a two-edged opportunity for doctors who want to reach those potential patients while also standing out from the competition. The following videos, for example, have all racked up an impressive number of viewings by educating patients about what to expect after their care.

Learn the Basics of Helping Your Scars Heal Better

From its title to the tips that follow, this video by facial plastic surgeon William Marshall Guy, MD, of Shenandoah, Texas, gets right to the point. Scars are a fact of life, he notes, before giving viewers a good primer on why they form, how to hasten their healing, and activities to avoid that may make them worse. The video itself takes a similarly non-flashy approach — no edits, no music — as he simply talks to the camera like he would a patient. The diplomas and honors on the wall behind him underscore his education and expertise while his closing advice to follow up with a healthcare professional demonstrates he’s interested in their care, not his own bottom line.

In a field that has no shortage of intimidating high-tech devices, Austin plastic surgeon Robert Caridi, MD, immediately puts viewers at ease with his video on rolling the skin after liposuction by demonstrating the procedure with a large rolling pin and small pastry roller. First, he explains how and why lipo patients should roll their skin; then he demonstrates how to do it on a patient, and lastly, he has the patient do it herself. And while his intention is purely educational, it certainly doesn’t hurt that the video provides a good, long look at the results he’s provided in a purely non-promotional way.

How to Measure, Empty, and Remove Drains (GRAPHIC)

Let’s face it, post-op recovery isn’t always a pretty picture. But by showing viewers what it actually entails, they can be better prepared for what’s to come. Beverly Hills plastic surgeon J. Timothy Katzen, MD, FACS, accomplishes that goal with this video on dealing with the drains after a tummy tuck. The step-by-step instructions on measuring and emptying are detailed and easy to follow, while the segment on removal helps prep patients for what might otherwise be a rather queasy experience. Re: the latter point, since graphic images aren’t everybody’s cup of viewing tea, it’s always a good idea to label such videos as such in the title.

How to Prepare and Recover From Plastic Surgery

While the previous videos address specific post-care topics, this video by Houston-based plastic surgeon Christopher K. Patronella, MD, FACS, addresses an issue that all potential patients face: How do I fit my procedure into my work schedule, social calendar, and family responsibilities? He not only recognizes and addresses the fact that such concerns can cause a lot of anxiety — and impede recovery — he goes on to state unequivocally that he’d rather lose a potential patient than try to pair a major surgery with a too-short recovery period: “I would rather my patient say, well, I just can’t do that right now. That’s fine. Do the right procedure at the right time.”

Doctor Takeaway

Post-procedure videos benefit patients — and the doctors who produce them

There’s no denying the value of video — it helps with SEO, people respond well to it, and retain information better through it, etc. — or the ever-increasing volume of it that’s available online. That makes it doubly important that practices utilize it to a) get discovered and b) differentiate themselves from the competition. Creating and sharing videos that address patients’ many questions about recovery lets them “get to know you” before they meet you and demonstrates that your commitment to their care continues long after their surgery is complete.

About 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 NBCnews.com, Expedia.com and the inflight magazines of Alaska, Horizon and Frontier airlines.

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