Video Tip: ‘Close the Deal’ by Overcoming Patient Objections

When it comes to educating patients about aesthetic procedures, few platforms are more powerful than video. Whether it’s explaining how Ultherapy lifts and tightens loose skin or sharing a live Vine from the OR, video provides more information more effectively than anything short of a personal consultation.

Actually, providing factual information is only part of video’s appeal. For today’s aesthetic consumer, there’s a lot more to cosmetic surgery than the surgery itself and video offers a way to proactively address the welter of concerns, feelings and emotions that surround even the simplest procedure. In sales-speak, it’s about overcoming objections in order to “close the deal” and the doctors in the following videos do a great job of showing how it’s done.

The Fear Factor

It’s estimated that approximately 10% of the population has a fear of needles and, based on the comments on RealSelf, it’s safe to say that there are many aesthetic consumers among them. For those considering Botox, Judy K. Chiang, MD, of Englewood, Colo., addresses the issue in a way even the most nervous patient can relate to. “It’s quick and almost painless,” she says. “After [the procedure] the patient is like, oh, you’re done?”

Timing Is Everything

Based in sunny Santa Monica, Karyn Grossman, MD understands that potential patients are not just distressed about sun damage but also unsure about their options in laser treatments. Explaining the different options, she not only discusses procedure-specific use cases but also highlights the variation in recovery times, crucial information for patients trying to fit their aesthetic treatments into their already busy lives.

Well done, not Overdone

While celebrity body parts tend to generate more buzz, Heidi Waldorf, MD, of Nanuet, N.Y., knows that many patients are concerned about looking “overdone.” To mitigate that concern, she forgoes a discussion of specific procedures for a more beauty-oriented one that’s likely to be far more relatable: “It’s like a great haircut. When it’s done well, you don’t look at it and say I see the haircut. You just see the person.”

In fact, “seeing the person” is what it’s all about. If there’s one thing the three doctors above have in common, it’s that they treat viewers as people with full and busy lives, not just potential patients seeking medical information. They use video to address concerns that may otherwise go unspoken, which not only helps overcome potential objections but invites those viewers to see their doctors as people, as well.

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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