I produced a mini video series for the social media of the Artem Chekhovskyi Varicose Vein Treatment Clinic in Lviv. It’s four episodes of reputational video about how the founder of the eponymous clinic himself developed the very condition his clinic specializes in treating.

The videos were filmed in 2021, in keeping with the formats trending at the time.

It was a strong news hook for building trust between doctor and patient. There could hardly be a better way to show potential patients on Facebook and Instagram exactly how the procedure works and what to expect.

A video format adapted to each platform is an effective tool for communicating and demonstrating services that patients often need time to commit to.

The rollout of the videos was backed by a targeted advertising strategy that delivered over 280,000 views across all the videos, with a watch depth of at least 75% of each one.

The series is built as a continuous story in four parts: first, the doctor admits for the first time that he has developed varicose veins himself — despite having already cured 10,000 patients of the condition. He then goes into more detail about his case and shares his treatment plan.

The third part shows the final preparations on the eve of the operation, when the doctor has to experience first-hand what his own patients go through. And in the finale comes the operation itself, which the doctor narrates, sharing his emotions and sensations right during the procedure.