What keeps plastic surgeons up at night? Most would say Google rankings. Visibility. Clicks. Considerable amounts of time and money are spent to boost these metrics. No one will argue that a strong SEO is imperative, but you might be surprised how little that can mean in terms of how patients rank YOU once they form an impression of your practice. People get anchored to first impressions. We call these ‘Moments of Truth’—any episode in which a patient has contact with some aspect of a surgeon’s practice and forms an impression of the quality of service.