Believe me, I’m a word person—with a long career in writing (13 books worth). And I’ve been in the PR and promotions business it seems since I could walk and talk (my dad was a journalist and PR maven). But I am old school.
In fact, my colleagues at Points Group can verify that each time they discuss their areas of rich expertise, largely in the latest in Social Media and marketing technologies, I reply with: “Just give me a quill pen and papyrus.” That being said, I also have vast experience with radio and television as well, and so it was with great anticipation that yesterday I assisted The Plastic Surgery Center of NJ in its first official onsite videotaping of patient testimonies, and treatment by their doctor.
The patients were migraine headache suffers who have found great relief with Botox treatment, provided by Dr. Matthew Kaufman. Dr. Kaufman, who trained in the very first specialty course offered by a worldwide expert for migraine treatment with Botox® and nerve decompression surgery, is part of the medical team at the Plastic Surgery Center/The Institute for Advanced Reconstruction Both women shared their experience.
One is fair-haired and the other dark; one nervous with her first time on camera; the other with the confidence of an Oscar-winning actress. Both spoke articulately when describing in detail the symptoms of migraine headaches. Both spoke insightfully, and poignantly, of the isolation caused by suffering with chronic pain, and how life-consuming it is. And both spoke with faith in, and deep gratitude, for the treatment and care of Dr. Kaufman, and for the supportive atmosphere at the Plastic Surgery Center. (In fact, one of them mentioned how when she was nervous receiving the treatment early on, the nurse held her hand).
When we transitioned into the treatment room, and watched Dr. Kaufman through the lens of our expert videographer Dan Slavo, I saw his treatment in a whole new light. Since hearing such vivid descriptions by the patients of their experience, the brief and easy Botox session with Dr. Kaufman revealed a “soft and steady” hand. I could see the relaxation, and sense the faith and relief Dr. Kaufman elicited from his patients, since I now knew their stories so well. I will always cherish the written word. But this experience of “shining a light” through the use of video proved to me how powerful this form of communication is, from both a personal and professional point of view.
I know it will continue to serve our clients as a powerful marketing tool. If you’re with me—either via the “quill pen and papyrus”—or have insights to share on the power of video, I’d love to hear from you. In the meantime, check back for a link to the Plastic Surgery Center’s patients. Yours in language—of all kinds.
Matthew Kaufman, M.D. of The Institute for Advanced Reconstruction at The Plastic Surgery Center, with migraine patient Cherie Weiss. The two starred in extraordinary video coverage.
Gloria Averbuch PR & Communications, Points Group LLC
