I recall my early years as a doctor with a mix of nostalgia and some embarrassment. My head was full of knowledge, my hands were agile, and my heart was willing to heal, but when it came to communicating with my patients ... I was a disaster!
I used a lot of medical jargon and explained technical details during consultations, which ended up confusing my patients or, worse, scaring them. I spoke much more than they did, thinking I was giving them the most complete and accurate information. When I started to venture into the digital world, my emails were cold and technical, and my social media posts seemed to be taken from a textbook. I couldn't connect, and that frustrated me enormously.
One day, after a long explanation of a patient's diagnosis, with great detail and statistics, I felt that my patient had not understood anything; their face said it all. This happened frequently; everything I explained had to be repeated; it was an absolute waste of time. Even worse, on one occasion, a patient told me, "Doctor," she said with a trembling voice, "I didn't understand anything. I just want to know if I'm going to be okay after my surgery." I realized that, in my eagerness to demonstrate knowledge, I had forgotten the most important thing: the “human being” behind my patient.
To further emphasize this disengagement, of the 10 patients I would consult, only three underwent surgery. My patients didn't need a masterclass; they needed empathy, clarity, and hope. I needed to improve my efficiency in the consultation.
From that moment on, I decided to change. I started to research and explore communication techniques, read about persuasion and effective communication methods, observe and ask for advice from my more experienced colleagues, and look for mentors in related fields. Thus, I discovered the power of storytelling.
Instead of overwhelming patients with data about their reason for consultation, I began to use the story of another patient who, by making the right decisions, researching reliable sources, and trusting us, had a successful outcome in their surgery. I always told anecdotes about patients to illustrate better the situation that would arise in the case of the current patient, and so they paid more attention and were more satisfied; they understood better what I wanted to say, and they didn't forget it so quickly.
On my social networks, instead of publishing scientific articles and my participation at congresses, I shared anecdotes about my patients (always with their consent and taking care of their privacy), success stories that inspired me, or personal reflections on my path as a doctor. The response was incredible. My patients felt more understood and connected with me, and now they make their decisions more easily, and the efficiency of my consultation has increased.
I learned to use metaphors to explain complex concepts, including a touch of humor to relieve tension and end my consultations with a message of encouragement and hope. I discovered that stories not only informed but also generated trust and engagement.
A good "story" has four basic components: the protagonist, the conflict, and the way forward, impregnated with emotions. The protagonist in our case is the patient; we must identify their fears, hopes, and desires. The conflict is what they want to resolve; we must ask about their feelings about it, and it is fundamental to elaborate a script. The path is the solution we can offer them, always finding a way to connect with their feelings; we must communicate everything constantly, resorting to emotions associated with their desires.
In the competitive world of plastic surgery, standing out and connecting with the audience is essential to building a strong personal brand and converting people interested in surgery into patients who decide to undergo surgical procedures. Stories humanize us, make us feel emotions, and connect us with others. They generate trust and establish a more authentic connection with your potential patients. They help you differentiate yourself by showing uniqueness and a personal approach. They are an effective way to educate about procedures, techniques, and results while entertaining and keeping the audience engaged. They inspire potential patients and motivate them to make informed decisions.
Juan Sierra, MD – COLOMBIA
ISAPS National Secretary
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