gms | German Medical Science

In Switzerland, an increasing segment of patients considers having aesthetic plastic surgery abroad. The main attraction for doing so is the cost differential. Back in Switzerland, health insurance will cover treatment costs in case of complications, which damages the health care system, ultimately leading to increased health care costs.

To mitigate this problem, the Swiss Plastic Surgery Association (SGPRAC) decided to run aimage campaign with two major goals. The first was to emphasize the quality of service offered in Switzerland and the advantages of undergoing surgery in a place where you know and trust your surgeon. The second goal was to correct the general misconception that plastic surgery mostly consists of aesthetic procedures. We wanted to depict more realistically what plastic surgeons do day to day.

For these purposes, the SGPRAC decided to complement its website with a corporate video. In the video, we wanted to illustrate what we define as “plastic surgery of confidence”: the diversity of specializations and the vast range of tasks that plastic surgeons manage.

We decided that the corporate video should convey two main messages:

• Plastic surgery is more than just cosmetic surgery
• Plastic surgery in Switzerland is synonymous with quality and confidence

In February 2016, the project was approved by the committee members of the SGPRAC and entrusted to the !NOW Communications Agency (Basel, Switzerland) for film and motion design.

We selected 17 topics we felt had good filmic potential and would best explain to the public what plastic surgery is about. We planned to present each specific topic with a short statement given by an expert, followed by a corresponding illustrating scene that would explain the concepts. In order to create an image of confidence and maximum credibility, real patients and their surgeons were involved in the film.