Dr. Kim had been practicing plastic surgery for over 15 years. His clinic, located in an elegant and central part of the city, had always been his pride and joy. He didn’t need advertisements. He didn’t need social media. His patients came through word-of-mouth—referred by others who were satisfied with his impeccable work and warm, human approach.
“This is my craft — I operate. I’m not here to make little videos for Instagram,” he would say with a skeptical smile whenever a younger colleague mentioned TikTok or Instagram Reels.
To him, digital marketing was just a trend — something fleeting, maybe useful for influencers or fashion brands, but not for a serious doctor like himself. He thought his reputation was enough. His calendar filled up easily... until it didn’t.
When the Waiting Room Went Quiet
Over time, things began to shift. There were days when his appointment book was only half full. Consultations declined. Familiar patients stopped coming as often. And new patients — the kind that used to arrive through referrals, were nowhere to be found.
One day, one of his assistants leaned in and quietly said: “Doctor, three people called asking about you. However, when they searched your name online, they couldn’t find much, so they ended up going with another surgeon who has numerous videos explaining everything.”
It hit him hard. Dr. Kim didn’t say it out loud, but he began to feel... invisible.
He realized something crucial: being a good doctor was no longer enough. If people didn’t know who he was, if he wasn’t present online, and if he didn’t communicate his value, he might as well not exist for the new generation of patients.
Taking the First Step
With hesitation and even a bit of embarrassment, he started exploring the digital world he had avoided for so long.
First, he asked his niece, a graphic designer, to help him set up a proper Instagram profile. They uploaded a professional photo and wrote a simple bio. Then, with noticeable stage fright, he recorded a short video explaining, in plain terms, how patients should prepare for facial surgery.
It wasn’t perfect. His discomfort showed. But they posted it anyway.
And the next day… over 1,000 people had watched it. One patient wrote: “Such peace of mind seeing a doctor explain things so calmly! I was just looking into doing something about my face.”
That’s when it clicked.
A New Kind of Trust
It wasn’t about creating content for the sake of it. It was about doing what he had always done: building trust. The only difference now was that he had to do it through a screen.
He began sharing post-op care tips, recording patient testimonials (with their consent), and addressing common questions in stories. Slowly but surely, his community grew.
Six months later, his waiting room was once again full. But this time, he wasn’t just seeing more patients—he was seeing more informed and engaged patients who chose him not only for his surgical skills but also because of how he communicated with them.
Today, Dr. Kim still values word-of-mouth. But he no longer fears digital marketing.
Now, he knows that social media doesn’t detract from his professionalism—it amplifies his presence. Most importantly, he’s learned that adapting doesn’t mean losing who you are. It means finding new ways to share it.
Now, more than ever, patients seek trust before choosing a plastic surgeon. And that trust is built, in large part, through what you communicate in the digital world.
You don’t need to be everywhere or do everything perfectly. What matters most is being consistent, authentic, and intentional.
Every post, every review, and every interaction is an opportunity to strengthen your brand and attract the right patients.
Juan Sierra, MD – COLOMBIA
ISAPS National Secretary
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