Testimonials: "Thank you, Doctor Wonderful!"

PROMISES

Whether viewed in the doctor's office, a slick magazine ad on an Internet Website, or heard on TV or radio, testimonials can be a powerful influence.

Below are actual examples of testimonials from the Internet: Testimonials from “happy” patients are reminiscent of the TV infomercials in which people tell how the AbMaster has changed their lives. 

 
PITFALLS

• The verification of the authenticity of any given testimonial is virtually impossible. T
• 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 the use of testimonials in marketing and advertising. This marketing tool violates the code of ethics of the American Society of Plastic Surgeons (ASPS); 97% of surgeons certified by the American Board of Plastic Surgery are members of ASPS. Use of testimonials is therefore, unethical and subjects the member to sanction by the ASPS. When reading testimonials, these questions should come to mind (although the answers are often difficult if not possible to arrive at):
  • Who actually authored the testimonial?
  • Was it spontaneous or solicited?
  • Were written patient comments subject to careful selection and publication of only those that were positive?