BUILDING TRUST

Dr Olha Vorodyukhina talks to former editor Anna Dobbie about her approach to patient-centric communication

In an increasingly image-conscious world, the most transformative results from aesthetic treatments are not always visible on the surface. For Dr Olha Vorodyukhina, founder of Angels Twelve Clinic, the real measure of success is how patients feel – and whether they’re empowered to share their stories.

I caught up with Dr Vorodyukhina to explore her thoughtful approach to encouraging patients to speak out, from ethical consent to shaping a more inclusive narrative for the future of the industry.

TRUST FIRST, STORIES SECOND

When asked what strategies she finds most effective for encouraging patients to open up and share their journeys publicly, Dr Vorodyukhina doesn’t hesitate.

“It all starts with trust,” she says. “You need to build a relationship first. That doesn’t happen at the first appointment unless a patient has come in specifically for a case study or media project. Most of the time, it’s a process. Patients see their results, they feel the impact – and it’s during those review appointments, when we’re looking at their before-and-after photographs, that they open up.”

But timing is everything. “You have to read the room,” she adds. “If it feels appropriate, that’s the time to ask. But it must be worded professionally, and the patient must always feel in control.”

THE POWER OF CONSENT

Ethical considerations underpin everything Dr Vorodyukhina does. Her clinic operates with a dual approach to consent – verbal and written – and each treatment form includes a clear option regarding image use for marketing purposes.

“If a patient has ticked yes, and they’re clearly happy with the outcome, it gives us a natural opening,” she explains. “I might say, ‘You mentioned you’re happy for your photographs to be used – how would you feel if we used them to help other patients see how natural this treatment can look?’”

Some patients go even further. “If someone is really enthusiastic and chatty, we might ask if they’d consider giving a video testimonial. Or, in some cases, we invite them onto our podcast.”

This same ethos shaped her book, which was built around real patient stories, written in the patients’ own words. “We sent out a set of questions and asked them to answer honestly,” she says. “That honesty is what makes it so powerful.”

KNOWING WHEN NOT TO ASK

Despite the clinic’s high number of patients willing to go public with their results, Dr Vorodyukhina is careful to point out that privacy is always paramount.

“We’ve had patients with beautiful outcomes who don’t want to share, and we completely respect that,” she says. “One lovely lady had amazing skin transformation using our oral collagen supplements, but she was very private. It’s not always about the treatment – sometimes people simply don’t want to be seen, and that’s fine.”

This respect for boundaries is central to her communication style. “Never make it personal. If they say no, it doesn’t mean they’re unhappy. It’s just their preference.”

CREATING A CULTURE OF TRUST

The question of trust is woven throughout the conversation. Not just trust between clinician and patient, but trust in healthcare institutions more broadly.

“Trust is everything,” says Dr Vorodyukhina. “And once it’s lost, it’s very hard to win back. It’s not just about how we are in clinic, but how we conduct ourselves outside of work too. Patients want to know who you are – not just what you do.”

Interestingly, she sees honesty, especially saying ‘no’, as a key part of building that trust. “I often say no to thread lift treatments,” she explains. “We get a lot of referrals for thread lifts, but it’s not always the right starting point. When I explain that to a patient and give them alternative options, they appreciate the honesty. We never pursue patients. We give them their treatment plan in writing and encourage them to take their time.”

IMPACT STORIES THAT MATTER

Dr Vorodyukhina shares the story of a woman in her mid-fifties who had previously battled a brain tumour and Bell’s palsy. After receiving a non-surgical facelift to restore facial symmetry, she agreed to share her story in Woman & Home magazine.

“She told us that for the first time in years, she felt confident putting on red lipstick again,” says Dr Vorodyukhina. “That was a huge part of her identity. It was so moving to see her confidence return.”

Another case involved a Ukrainian woman who fled the war and struggled with severe cystic acne. After a 360-degree treatment approach involving skincare, gut health supplements, and clinic-based interventions, her transformation was profound.

“She gave us a video testimonial and allowed us to share her photos. Her story was published in Aesthetic Medicine in an article about managing acne and acne scarring.”

THE FUTURE IS PATIENT-LED

For Dr Vorodyukhina, the industry must move towards greater transparency and inclusivity – and that means placing patients at the centre.

“We can’t call ourselves patient-centred if we don’t involve patients in shaping the narrative,” she says. “Their stories have the power to change how people view aesthetic medicine. It’s not about chasing perfection. It’s about confidence, wellbeing, and authenticity.”

As she puts it, “People relate more to real people than to celebrities. It’s time we let those real stories lead the way.”

DR OLHA VORODYUKHINA

Dr Olha Vorodyukhina is a dental surgeon and aesthetic doctor with a special interest in advanced injectable techniques and patient-centric care. She is the founder of Angels Twelve Clinic, the host of the Beyond the Mirror podcast, and the author of a collaborative book on real patient journeys