DEREK UITTENBROEK

CLINIC CATFISHING

Are you catfishing your patients? Derek Uittenbroek explains how to ensure your marketing matches your reality

Catfishing has made us all aware of the dangers of dishonest online profiles. First appearing on dating apps, false identities and fake claims have proliferated across all digital spaces, even affecting the employment market as rogue recruiters stretch the truth to attract potential hires. As a result, consumers are now more savvy and sceptical. Whether seeking a new partner, job or a fresh look, ‘caution’ is their watchword. Therefore, aesthetic clinics must adopt smart marketing strategies to build trust and target audiences.

AUTHENTICITY OVER ADVERTISING

This emphasis on authenticity is not just about patients satisfaction; it is a core element of professionalism.

The General Medical Council’s guidance for doctors providing cosmetic interventions1 states that they must “always be honest and never be misleading about skills, experience, qualifications, professional status and current role.”

When advertising services, they should follow the regulatory codes and guidelines set by the Committee of Advertising Practice and ensure any information published is ‘factual and does not exploit patients’ vulnerability or lack of medical knowledge’.

Marketing must be responsible – neither minimising nor trivialising the risks of interventions nor stating they are risk-free. Nor must they employ promotional tactics in a manner that could encourage people to make ill-considered decisions.

For clarity, it adds: “If patients will need to have a medical assessment before you can carry out an intervention, your marketing must make this clear.”

As lies and fakery persist, and the regulatory body enforces these professional standards, clinics must prioritise transparency.

A LOOK BACK

So, let’s review the digital marketing landscape so far. Despite repeated calls for a more ethical approach on social media, a 2023 study1 found that marketing material was not always in line with advertising guidelines.

In the effort to balance professionalism with commercialism, some clinics were prone to poor practices.

The research uncovered some stark failures – from presenting so-called aspirational holiday visuals of young women in bikinis to using emojis to engage younger audiences, their messaging was rarely on point. The researchers wrote that they mostly ‘centred around the positive physical and mental outcomes of these procedures… highlighting recipients’ attractive physiques and/or the accompanying increase in self-confidence’, rarely mentioning risks and potential side effects.

More recently, in May 2025, advertising regulators, the ASA, cautioned against downplaying these risks in reference to the marketing of Brazilian butt lifts.2

“Advertisers need to inject some care”, they wrote, cautioning against time-limited offers, minimising the perception of risks or playing on body image concerns.

TRUST IS YOUR CURRENCY

However, this is only part of the problem. While nobody looks to deliberately mislead patients, there can be a disastrous disconnect if what you’re showcasing fails to meet expectations.

Many clinics fail to realise they have a brand. They often overlook the fact that when patients hold thoughts, feelings, or assumptions about who they are, what they do, and what they stand for, that is their brand.

In essence, it is a set of associations in a person’s mind – the memories, emotions and expectations linked to a name. You don’t get to decide what those associations are, but you can influence them. Ultimately, people will return and even pay a premium if they have confidence in you.

Brand-driven people buy the feeling they get from choosing you. When that feeling is strong, when your brand is trusted, familiar and meaningfully different, they’ll pay more.

According to a recent study4 , more than two-thirds of loyal customers say they would stick with their favourite brands, paying up to 25% more to stay with those they trust.

Key drivers included consistent product quality and positive experiences.

For brands seeking to foster long-term customer relationships, the lesson is straightforward: invest in customer experience, maintain consistent quality and engage authentically with your audience.

CREATE A STORY

Storytelling is the most effective way to communicate. So, how can clinics achieve this with authenticity in their marketing efforts?

Show and tell. Share those day-in-the-life stories, focus on team chats and profiles and allow patients to tell their own stories. Remember that rich content adds depth to any strategy. Use emotional storytelling to connect on a level that encourages patients to take the next step.

Be their guide. Offer clarity on what to expect during the patient journey. Consider sharing a walk-through video to help them understand what to expect from the in-clinic experience from the moment they step through the door.

Be yourself Stylish storytelling and curated treatment experiences shared in Instagram and TikTok posts are all well and good, but only work if what patients experience in a clinic matches its profile. People want to see and feel the clinic – in its appearance, the expertise of its team members, the treatments offered and the overall experience. Heavily edited images, stock photos or an evident lack of genuine patient testimonials undermine credibility. Overly polished content can raise suspicion, with impersonal posts inviting scepticism.

It’s a red flag if you are not sharing the truth. If your clinic is small and niche, highlighting this as your USP can attract the right audience.

Use phrases such as ‘small but friendly’, ‘bijou setting’, ‘personalised care’ and so on.

Stay accountable. In all this, your brand plays a vital role – that and your overall vision keep you accountable to your mission. A strong brand buys you time, grace, attention and trust. It should never be treated as an afterthought. People give you the benefit of the doubt when they already believe in you.

Don’t forget transparency Communicate your clinic’s capabilities, including the qualifications, experience and approach of its clinicians.

Discuss openly the potential risks and side effects of treatments, as well as the benefits and encourage engagement with Q&As to ensure patients are fully informed and can make educated decisions.

Balancing clinical professionalism with your business’s bottom line calls for authenticity.

Clear and truthful messaging helps build a strong brand voice, fosters long-term, effective relationships, and sets you apart in the marketplace. Emotional storytelling can be a powerful tool, but only if it genuinely aligns with real-life experiences and resonates with your target audience. If you fail to connect sincerely, patients will start to look elsewhere.

Be bold, be honest, be consistent – but most importantly, be yourself.

DEREK UITTENBROEK

Derek Uittenbroek is the founder of Ignite, a marketing agency specialising in dental, medical and aesthetics clinics. Derek leads the agency’s strategic direction and works on developing marketing approaches tailored to the unique needs of clinics.