Patients want to hear from others. Its easier than ever before to find a patient with an experience with a doctor of a treatment. Social media - internet are the new word of mouth.

1. What do patients want before
they choose a doctor?
The role of social media
Pavel Hilbert
Founder & CEO
Estheticon.com / Estheticon.fr

2. Communication

3. Social media is:
"Websites and applications that enable users to
create and share content or to participate in social
networking.”

4. Communication2

5. • Social media lets people connect
• Patients want to hear directly from others
with relevant experience
• Second opinions

6. an expert answer

7. Internet 2015?
Real time
Interactive
Mobile
Video
Personalized

8. Decision journey of your patients
• It usually takes years
• Fear
• Very personal decision
• Emotional, not rational
• No professional insight
• Hungry for information
DoubtDoubt HopeHope BelieverBeliever PatientPatientDenialDenial FearFear

9. Patient's perspective
• Concerns and doubt
• Medicine is not an exact science
• There are usually different approaches to
one problem
• No doctor performs full spectrum of
treatments

10. 1 in 4 patients doesn’t tell their significant
other about their treatment (DE FR)
Source: Estheticon.fr / Estheticon.de / Estheticon.cz n=945

11. Forms of information
• Reviews
• Answers
• Before / After Photos
• Video
• write, share, like, follow

12. 90% of patients would not
choose a doctor with no
presented experience with the
treatment they want
Source: Estheticon.fr / Estheticon.de / Estheticon.cz n=945

13. Best Before / After Photos
• not perfect
• authentic
• believable
• published by your patients
#noPhotoshop

14. Do you find before/after photos
believable?
Source: Estheticon.fr / Estheticon.de / Estheticon.cz n=945

15. Would you choose a doctor that
doesn’t have before/afters?
Source: Estheticon.fr / Estheticon.de / Estheticon.cz n=945

16. Patient reviews
• Doctor review
• Treatment review

17. The new word of mouth

18. • Educate patients - Answer questions,
publish videos, share expertise
• Get reviews - Make it easy for your
patients to share their experience
• Publish Before / After photos

19. Thanks!
Pavel Hilbert
pavel@estheticon.com