Published in April/May 2025 Issue of Plastic Surgery News by American Society of Plastic Surgeons
In the competitive world of plastic surgery, patient care extends far beyond the O.R. A surgeon’s technical skill and expertise are undeniably critical, but the quality of hospitality and customer service play an equally vital role in shaping the patient experience. Whether a patient is undergoing an aesthetic procedure or a complex reconstructive surgery, interactions with clinic staff and the care environment significantly affect both physical and emotional outcomes.
Contents
First impressions, building trust
A patient’s journey begins the moment they step into the clinic, and first impressions set the tone for their entire experience. A warm, welcoming environment can ease feelings of anxiety or trepidation about an upcoming procedure. Clean, aesthetically pleasing reception areas, comfortable seating, and an inviting atmosphere signal professionalism and attention to detail – qualities patients expect from a plastic surgery clinic.
The front desk staff plays a pivotal role in this initial interaction. Often undervalued, they are the first and last point of contact for patients, making their role essential in creating a positive experience. A friendly demeanor, addressing patients by name and attentiveness to patients’ needs all help to establish trust. Ensuring that patients feel respected and valued by keeping patients’ best interests in mind, staff members can go beyond transactional service and demonstrate genuine care.
Clear and empathetic communication is critical in plastic surgery, where patients often bring deeply personal concerns. Whether enhancing appearance or recovering from trauma, patients trust the clinic with intimate details they might not share elsewhere. Additionally, physical exams – especially when patients are in vulnerable settings, such as wearing a gown – can feel uncomfortable.
A compassionate approach, active listening, and thoughtful advice foster trust between patients and the clinic team. Effective customer service begins with understanding each patient’s unique needs, addressing their concerns, and providing clear, realistic expectations. Surgeons and staff alike must prioritize transparent communication while remaining sensitive to the emotional aspects of the surgical journey. The recovery period often involves a mix of emotions – from excitement to vulnerability – making emotional support another crucial aspect of patient care.
A supportive team that is readily available to answer questions, manage pain, and provide clear aftercare instructions can significantly enhance the patient’s recovery experience. Regular follow-ups – whether in-person or virtual – demonstrate genuine concern for the patient’s well-being. Addressing complications promptly and empathetically reinforces trust and ensures patients feel cared for.
By cultivating a sense of community that prioritizes long-term happiness over short-term results, clinics can create an environment that patients feel confident returning to.
Personalized experience
Plastic surgery is never a one-size-fits-all service. Each patient has unique goals, preferences, and concerns – and leading clinics excel by tailoring their approaches accordingly. Customized consultations, treatment plans, and follow-up care ensure patients feel seen and heard.
Keeping the patient’s best interests at heart also means prioritizing education over persuasion. In today’s era of social media, patients might arrive with misconceptions about procedures or outcomes. By focusing on education and aligning expectations with realistic possibilities, clinics can empower patients to make informed decisions.
A clinic that takes the time to understand a patient’s motivations, fears, and aspirations strengthens the patient-provider relationship. Personalized attention – whether during pre-operative planning or postoperative care – creates a sense of partnership and mutual respect, elevating the patient’s overall experience.
Correcting mistakes with grace
Mistakes and complications are inevitable in both human interactions and surgery. However, the key to working through these incidents lies in how these are addressed. As Danny Meyer notes in Setting the Table: The Transforming Power of Hospitality, “You should be the one to end the chapter, not the mistake.”
For example, if a staff member provides an expired product, they should apologize and replace it, perhaps offering a discount or a complimentary replacement to compensate for the patient’s inconvenience. Although the patient might remember the initial issue, they will also recall how the clinic went above and beyond to make things right.
Similarly, if a surgical complication arises, the surgeon must ensure that the patient feels heard and supported throughout their recovery. By demonstrating an unwavering commitment to achieving a satisfactory outcome, the final narrative shifts from disappointment to one of care and resolution.
In today’s world of social media and online reviews, patient satisfaction holds immense value. Happy patients are more likely to share positive experiences, increasing trust among prospective clients. Exceptional customer service – from the initial phone call to the final follow-up – encourages repeat business and referrals.
Providing compassionate, personalized care fosters loyalty, turning one-time patients into long-term ambassadors for the clinic. When patients feel respected and valued, they are more likely to return for future procedures and recommend the clinic to their networks.
Excellence’s foundation
In the competitive landscape of plastic surgery, the patient experience is paramount. Hospitality and customer service are essential in creating a welcoming, supportive, and personalized environment. By prioritizing compassionate communication, addressing individual needs, and offering emotional support, clinics can enhance the overall patient journey. These skills might not be intuitive to everyone, so training yourself and your staff are of the utmost importance.
Exceptional service not only improves satisfaction and loyalty but also generates positive word-of-mouth referrals, solidifying the clinic’s reputation. A patient-centered approach that prioritizes care over aggressive sales tactics builds lasting relationships and ensures long-term success. For plastic surgery clinics aiming to stand out, outstanding customer service is not optional – it is the foundation of excellence. You need to keep your patients’ interests in mind.
Dr. Utku Can Dolen is a practicing plastic surgeon at Northwestern Medicine in Chicago.