Everything you need to show up confidently on camera — for social media, patient education, and telling the SOH story with authority and heart.
Be Radiant. Be Well. Be You.
Why This Matters
When you speak on camera at SOH, you're not just talking — you're practicing functional aesthetics from the inside out. You are the living proof of our philosophy. Patients decide whether they trust us within the first few seconds of watching you. Your voice, your energy, your conviction carries the brand.
This guide adapts Galderma's GAIN SPEAK Method specifically for our world: Instagram Reels, TikTok, patient education clips, YouTube, and anywhere a patient meets us before they walk in the door. Every principle here applies whether you're on a conference stage or three feet from your phone.
S
Set Your
Foundation
P
Prepare
Your Message
E
Engage
Your Audience
A
Adapt
In the Moment
K
Keep
Growing
S
Step One
Set Your Foundation
The Camera Difference
On stage, your body fills the room. On camera, your face is the room. Nervous energy reads 3× louder on a phone screen — tense shoulders, held breath, darting eyes. You have to settle in before you hit record.
Body Reset
Roll your shoulders back and drop them down
Plant both feet flat on the floor
Unclench your jaw — literally
Take 3 slow breaths before you start
Voice Warm-Up
Hum softly to activate your chest voice
Say your opener out loud 2× before recording
Slow down by 20% — camera compresses pace
Drink room-temp water, not cold
Camera Setup
Lens at or just above eye level — never below
Natural light on your face, not behind you
Clean, branded background or SOH space
Check your framing: head/shoulders, not a forehead shot
P
Step Two
Prepare Your Message
The SOH Content Formula
Every piece of on-camera content we make has one job: show a patient who we are, why we do this, and what life looks like after working with us. The patient is never the hero of the story — their transformation is. We are the guide who makes it possible.
Know Your Purpose
One video = one idea. Don't cram 3 things in.
Ask: what do I want them to feel, know, or do?
Education, trust-building, or a call to book — pick one
If you can't say the point in 8 words, keep narrowing
Structure Every Video
Hook (0–3 sec): Say the thing they're afraid to ask
Middle: Explain it like you're talking to a friend
End: Tell them exactly what to do next
No intros ("Hi guys, it's me…") — open with the value
Practice With Notes
Bullet points only — never a script you're reading
Place notes just below/beside the camera lens
Time yourself: aim for 30–90 seconds for Reels
Record a practice take you'll never post — just to warm up
The SOH Story — Your Source Material
01
Why We ExistWe believe the status quo of healthcare is broken. Too reactive. Too siloed. We treat the soil before we plant the seed — because glowing skin and a confident face start from the inside out.
02
What We Actually DoWe practice functional aesthetics — optimizing hormones, gut health, inflammation, and metabolism as the foundation for any aesthetic outcome. We don't inject faces. We inject geometry.
03
Who We ServePeople who are done settling. They want to feel as good as they look. They've been told everything is "normal" but they know something's off. We listen. We run the tests. We treat the whole person.
04
The Four-Phase Patient JourneyThe Foundation → Restoration → Regeneration → Radiance. Every patient moves through these. Use this language when you explain what we do — it gives people a map, not just a menu.
05
What Makes Us DifferentWe're not a spa. We're not a plastic surgery clinic. We are a medically-directed, results-driven practice that starts with your biology and builds outward. That's functional aesthetics. Own that phrase when you speak it.
E
Step Three
Engage Your Audience
Eye Contact = Trust
Look directly into the lens — not the screen
The lens is the patient's eyes. Speak to a person.
Glance away occasionally — it's natural, not weak
Blink normally. A fixed stare reads as unnatural.
Natural Delivery
Conversational, not presenting — you're talking with them
Pause on purpose — silence = confidence, not forgetting
Let yourself feel what you're saying
If you love this topic, let that show. It's contagious.
Tell Stories
No patient names, but patient experiences are gold
"A lot of our patients come in saying X…" is powerful
Share your own experience when relevant and authentic
Specificity creates belief — vague claims do not
Stage Presence On Camera
The principles are identical to the stage — they just compress into a smaller frame:
Energy: Match your energy to the content. Educational = calm authority. Exciting news = let it out. Don't perform energy you don't feel.
Posture: Sit or stand — but commit. A half-seated, half-standing posture looks hesitant. Open chest, weight forward slightly.
Movement: Hands in frame can emphasize points. Reach toward camera = intimacy. Keep it natural.
Pace: Slow down at key points. Speed up to show excitement. Monotone pace is the fastest way to lose someone scrolling.
A
Step Four
Adapt in the Moment
Social Media Reads the Room Too
Your "room" is the comment section and DMs. Watch what questions come up, what people share, what they screenshot. That's the algorithm telling you what people actually need more of. Let it teach you.
Mid-Video Adjustments
If you stumble — breathe, smile, keep going
Lost your place? Pause. Take a breath. Find it.
Don't trash the whole take for one flub
Authenticity > perfection every time
Respond to the Comments
A question in comments = your next video topic
"I keep getting asked about X" is a proven hook
Create reply videos — platform algorithms love them
Confusion in comments = you need to go deeper
What's Working
High saves = educational, bookmark-worthy content
High shares = people see themselves in what you said
High comments = you created a feeling or debate
Weak videos teach you just as much as strong ones
K
Step Five
Keep Growing
Reflect After Every Video
Watch it back with the sound off — does your face match the message?
Watch it on mute — can you follow just from energy?
What would you cut? Where did you rush?
One takeaway to apply to the next video
Ask for Feedback
Ask Dr. Sorr: what felt most like SOH?
Ask a colleague to watch and name the one thing they'd fix
Ask followers: "More of this? More of that?"
A Story poll is a feedback tool, not just engagement
Build the Skill
Record one piece of content per week, even if it doesn't post
Watch 3 creators you admire and name exactly what works
The first 20 videos are just reps — don't judge them
Great communicators were not born that way
Pre-Recording Checklist
I know the one thing I want the viewer to walk away with
My hook is in the first 3 seconds — not after an intro
Camera is at eye level, light is on my face
I've taken 3 breaths, shoulders are down and back
Bullet notes are positioned near the lens, not the screen
I've said my opener out loud at least once
Background is clean, SOH-branded, or intentional
I know how this ends — there's a clear call to action or takeaway
I'm filming this because I actually believe what I'm about to say
You are not performing. You are sharing. There is a person on the other side of that lens who is struggling with something you have the answer to. That's the only thing that needs to be true when you hit record.