Surgeons who specialize in aesthetic procedures and are good at it, usually have a number of patients who are pleased with the outcome of their surgery, or non-invasive treatments. Having produced more than 200 of these video presentations, we find that at least 50% of patients who are contacted agree to participate in their surgeon’s production. Thus, recruiting 8 to 12 patients who will discuss their procedures and provide testimonials is usually results in a successful effort.

Additionally, I wish to point out that a well produced and directed video program also provides an opportunity to demonstrate a surgeon’s warm bedside manner, as well as showcase other practice personnel. Enlisting the services of an experienced, creative Director is certainly a key to making patients feel comfortable and bringing the best out in a surgeon. Having the advantage of a number of “takes” coupled with editorial artistry, enables even the most demure physicians to shine and demonstrate sensitivity.

Another important consideration is that several studies have demonstrated the offer of a DVD at no charge increases both web site and media advertising response 25% to 30%. Offering a complementary video presentation to prospective patients on your web site provides an excellent incentive to generate immediate response. The same is true of other media, such as cable television commercials where footage from the presentation can be cost-effectively utilized to generate greater response.
Additionally, response to the offer of a complementary DVD enables a patient counselor to obtain key contact information from each prospect, including home address, work and cell phone numbers, as well as e-mail data. As opposed to typical inquiries, the acquisition of this type of valuable information provides your counselor with a far better opportunity to follow-up and remain in contact with prospective patients.

Prior to entering the field of aesthetic practice marketing some 26 years ago, Dr. James Polakof wrote, produced and directed 10 theatrical feature motion pictures and has also won several awards for medical video presentations with such celebrities as Phyllis Diller and Gary Collins.