To quote an expert from the industry: „Cosmetic surgery is a highly irrational subject“. And like everywhere else, there are the good guys and the bad guys. Our attention and motivation belong to the good guys. That's why we focus on communicating values and building trust. This doesn't always bring the quick euro, but it is more sustainable because it builds reputation.

Of course, we are also active on social media for our clients in the field of aesthetic medicine, and of course social media can and must be entertaining. For treatments such as minimally invasive injections with Botox or hyaluronic acid, the effects of which are temporary, there is no need for a long decision-making process. However, when it comes to changes to the body, whether volume should be added or taken away elsewhere, we are talking about a decision-making process that can sometimes take months and years and can cost around ten thousand euros. Only a few go under the knife immediately on the operating table. Trust is a decisive factor. Patients or customers, whatever you call them, want to know that they are understood and in qualified hands. Demonstrable expertise, credible reviews, likeability and empathetic advice are the success factors for the final conversion from the legally required consultation to the operating theatre.

We at BALLEYWASL | UNSTK do not evaluate conversions according to the number of clicks on the website. For us, a conversion is a lead with a name and email or telephone number and, ultimately, the booked treatment. And because this is a decision-making process for major procedures such as liposuction, breast augmentation, a facelift or a tummy tuck, we have developed a digital live format in which the treating doctors tell and show what patients can expect. Honestly and transparently, including answers to questions that can be asked in the chat and are answered live. All in a protected and closed digital space with maximum discretion, without a camera and without sound on the part of the participants. Limited to a number of participants that allows for dialogue and answers to every question.

For us, this is marketing communication at the highest level of seriousness. Profiling for the image, and also converting for financial success. A format that can be established and branded and that brings together expertise and personality in an unagitated and professional manner.

Conclusion: in an age characterised by fast-moving and superficiality, where it is becoming increasingly difficult to distinguish AI-generated fakes from reality, live formats are taking on a new significance and can become a game changer for companies - and not just in the field of cosmetic surgery. As a building block in the communication mix, it can be used for any type of high-interest product or service that requires explanation. All you need is the courage to step in front of the camera and present live. So - what are you waiting for?