Our
Approach: Plastic Surgery Testimonials
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Although
we are aware of the marketing advantage of using
testimonials, we believe that they are of little
value to the prospective patient and have therefore
avoided use of testimonials in our practice. While
we are pleased with thank you notes from patients
and appreciate the comments, we regard patient communications
personal and confidential.
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Plastic Surgery Testimonials: "Thank You Dr. Wonderful!"
Cosmetic Surgery: Promises and Pitfalls™
PROMISES
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Whether
viewed in the doctor's office, a slick magazine ad
on an Internet Website, or heard on TV or radio,
testimonials can have powerful influence on the perspective
cosmetic surgery patient.
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PITFALLS
- The verification of the authenticity of any given
testimonial is virtually impossible.
- Testimonials, assuming they are authentic, provide
one person's experience and opinion - this can be
comforting but it may not be relevant to the experience
of the very next patient.
- When testimonials are presented in advertising, in
articles, infomercials or on the Internet, they are
there for one purpose only: to solicit patients.
- Though rarely enforced,
most state medical boards and professional societies
prohibit or limit the use of testimonials in marketing
and advertising. Use of testimonials is of limited
value in evaluating a surgeon and may under certain
circumstance be misleading and even unethical.
When reading testimonials, these questions should
come to mind (although the answers are often difficult
if not impossible to arrive at):
- Who actually authored
the testimonial?
- Is the author
of the testimonial describing the quality and
efficacy of surgery that represents a typical
experience of other patients?
- Was the testimonial
spontaneous or solicited?
- Were written patient comments subject
to careful selection for marketing purposes?
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Procedures Page »
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