Every day, Dr. Ortega found himself having conversations with patients in his office where he had to explain the procedures they could undergo. His consultations followed a traditional structure: he would start by asking questions to complete the medical history, then perform a physical exam, explain the procedure, and finally, disclose the price. That was how his professors had taught him.
However, he noticed that many patients did not follow through with the procedures. They didn’t schedule surgeries and, although they said they would return, most never did.
He constantly reflected on this because he made a great effort to explain, in detail, the techniques he would use. He had even created a presentation to show his patients, who seemed attentive during consultations. Yet, by the end of the appointment, many asked questions about topics he had already covered, often repeating those questions to his assistant. It seemed they left the consultation with more doubts than certainty and postponed their decisions, missing the opportunity to move forward.
At social gatherings, when people asked him what he did, his most common responses were:
"I’m a plastic surgeon,"
"I perform facial and body aesthetic and reconstructive procedures."
"I offer comprehensive solutions for wellness and personal aesthetics."
"I perform rhinoplasties, liposuctions, and provide Botox and fillers."
These responses were generic, full of technical terms or complex words that did little to provide clarity. Worst of all, they failed to create a connection.
His assistant, an outgoing person with some communication skills, pointed out the large number of patients who attended consultations but did not move forward in making decisions. Dr. Ortega, aware that he spent hours and hours in consultation with little success in converting those consultations into decisions, decided to change his approach.
He had noticed that when he interacted with patients by listening more and creating conversations about their desires and motivations, they felt more comfortable and made decisions more easily.
He began searching for ways to create a connection. He stopped using empty phrases and technical jargon and started building closer relationships. He showed genuine interest in his patients’ desires, expectations, and motivations. He used all that information to offer tailored solutions, which led to increasingly better results.
The Day He Changed How He Explained What He Did
He applied these six key strategies:
1. Speak from the problem you solve
He no longer said, “I’m a plastic surgeon.” Instead, he would say: "I help people who feel uncomfortable with a part of their body regain their confidence and improve their well-being."
2. Use concrete examples
When someone asked what he did, he shared real-life stories: "Recently, a patient who avoided family photos because she didn’t like her abdomen underwent an abdominoplasty. She recently sent me a picture of herself on the beach with her family—the first one in years."
3. Start simple
He didn’t provide all the information at once. He used simple phrases that sparked interest and waited for the patient to ask questions: "I work with people who want to regain confidence in their appearance." When they asked "How?" he would go into more detail, tailored to each case.
4. Spark curiosity without trying to assert maximum authority
He no longer tried to impress with titles or technical terms. He described the problem and how he addressed it, "Many patients think cosmetic surgery is just a physical change, but with me, they discover it’s an integral transformation—body and self-esteem."
5. Focus on benefits, not your specialty
He stopped saying “I’m a plastic surgeon.” Instead, he said, "I help people feel better about themselves when the mirror no longer reflects how they feel inside."
6. Create adaptable phrases for different settings
Whether in consultation or casual conversation, he adapted his phrasing, "I work with people who want to feel more comfortable with their appearance." "I help people regain their confidence through surgical and non-surgical procedures."
The Change Was Noticeable
He no longer had to persuade patients. They came in already convinced because others had spoken about him and instilled confidence. Patients understood the value he offered. They felt heard, not pressured, and they committed to moving forward.
Dr. Ortega stopped being just a surgeon who offered procedures.
He became a guide for transformation.
Someone who didn’t just change bodies—he changed stories, perceptions, and lives. He finally understood that in every consultation, he wasn’t just proposing surgeries:
He was helping patients make conscious decisions, building trust, and facilitating the personal transformations they desired.
Juan Sierra, MD – COLOMBIA
ISAPS National Secretary
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