As a clinic owner, you know you deliver amazing treatments, but journalists aren’t just looking for ‘nice results’. They’re looking for stories that connect with their readers, stand out from the competition, and tick all the boxes of what makes a truly newsworthy feature. So how do we create that in order to get you featured in the glossy mags? Keep reading to find out. 

At Quirky Frog, we spend our days securing press coverage for medical aesthetics clinics and we can tell you, it’s not just about sending before-and-after photos and hoping for the best. You need to tell a story that blends impactful results, science-led credibility, and raw emotion. Here’s exactly how to do it.

1. Start with an Amazing, Noticeable Result

Press-worthy case studies always start with transformation. We’re talking results that make people stop mid-scroll or lean in closer to the magazine page. It’s not enough that the patient is ‘happy’ with the treatment, the difference has to be clear and compelling, even to someone who doesn’t know them.

Think dramatic scar revision after an accident, complete skin clarity after years of acne, or a non-surgical transformation that looks so natural yet so different that people ask, “What’s your secret?”

But the most crucial part of it all is visual proof. Journalists love high-quality before-and-after images because they tell the story instantly. If you can capture results clearly, in consistent lighting and angles, you make it easier for journalists to say “yes” to featuring your clinic.

2. Science and Evidence Are Non-Negotiable

Journalists in both the medical aesthetics industry and wider need to protect their own credibility, so they will only run case studies where the treatment has clear, science-backed evidence behind it. 

That means explaining:

• How the treatment works at a scientific level.
• Why it was chosen for this patient.
• The credentials of the practitioner performing it.

If you can reference studies, clinical trials, or professional accreditations, even better. A journalist doesn’t want vague outlines- they want the facts, the data, and the reassurance that this is more than just a trending treatment.

For example, instead of saying “This laser treatment helps reduce pigmentation”, say “The laser works by targeting excess melanin in the skin using short bursts of high-intensity light, breaking down pigment clusters so they can be naturally eliminated by the body. Clinical studies have shown…”- you get the idea.

3. Emotion is Your Superpower

Here’s where many clinics get it wrong. They focus on the technical and visual side of the story but forget the most powerful element: human emotion.

Emotion sells like nothing else. Journalists want to take their readers on a journey, and a transformation without a backstory is just a pretty picture, even if the results are phenomenal.

Was your patient devastated by their skin condition? Had they stopped going out because of confidence issues? Were they recovering from an accident or illness that changed their appearance?

The more vivid the emotion, the more likely your case study will get picked up, because readers connect with people, not procedures.

This is especially powerful in consumer press. If your case study makes a reader feel inspired, hopeful, or even emotional enough to share the story, you’ve nailed it.

4. Strong Quotes Bring the Story to Life

Once you’ve got the result, the science, and the emotion, you need to wrap it in the patient’s own words. Quotes make a story feel authentic and help the reader connect on a deeper level.

Avoid generic statements like “I’m so happy with my skin”. Instead, aim for detail and feeling:

“I used to avoid mirrors. Now I catch myself smiling when I see my reflection.”

“After my accident, I thought I’d never look like myself again. This treatment gave me back a part of me I thought was gone forever.”

Journalists love quotes that sound like something their readers would say to a friend. This is where you can let your patient’s personality shine through, just make sure you’ve got their permission to use it.

5. Relevance: Ask Yourself “Why Now?”

Even the most incredible transformation might not get coverage if there’s no reason for a journalist to feature it right now.

Ask yourself:

• Is there an awareness month or trending topic linked to this treatment or condition?
• Has there been a recent celebrity story that connects with this transformation?
• Is there new research or regulation in aesthetics that makes this case study timely?

For example, a pigmentation treatment case study will get more traction during Pigmentation Awareness Month in July. A hair restoration transformation might do well during Hair Loss Awareness Week.

If you can give journalists a hook that ties into the news cycle or seasonal conversation, you increase your chances of getting featured dramatically.

6. How to Put it All Together

Here’s the secret sauce: a press-worthy case study is not just a quick email with “We did this treatment, it worked”. It’s a carefully crafted story that blends visuals, emotion, science, quotes, and relevance into one compelling narrative.

Think of it like writing a mini article for the journalist. They need to be able to copy and paste chunks into their feature without doing too much extra work- the easier you make their life, the more likely they’ll run your story.

Example Structure for a Press-Worthy Case Study:

While every case study is different, here’s a simple flow you can follow:

1. Headline-worthy opening: “After years of hiding behind makeup, Sarah finally has the confidence to go bare-faced thanks to a pioneering pigmentation treatment.”

2. The backstory:  A few sentences on the patient’s journey before the treatment, including emotional impact.

3. The treatment choice: Why you selected this treatment, the science behind it, and how it works.

4. The transformation: The visible results, including before-and-after description (and photos).

5. The patient’s voice: Strong quotes that reflect both the emotional and practical benefits.

6. The hook: Why the story is relevant now (awareness day, news hook, seasonal trend).

And before you even think about pitching a case study to the press, you need to make sure you’ve got full patient consent; not just a casual “yes” in conversation, but a signed, legally compliant form that covers image use, quotes, and any identifying details. This protects both you and the patient, and ensures journalists can confidently run the story without legal concerns. At Quirky Frog, we have tried-and-tested patient consent forms designed specifically for medical aesthetics case studies. If you don’t have these in place, get in touch and we can provide everything you need to make your stories press-ready and compliant from day one.

Case studies are one of the most effective PR tools for medical aesthetics clinics because they combine so many credibility markers: real results, real people, expert commentary, and strong visuals.

They work across both trade press (to showcase your expertise to industry peers) and consumer press (to attract new patients and build trust).

When done well, they don’t just tell the world what you do; they show it, in a way that’s relatable, emotionally engaging, and visually impactful.

As an added bonus, once you’ve created a press-worthy case study, you can repurpose it for your social media marketing, website content, and even email newsletters. It’s a single piece of content that works across multiple channels.

Need Help Getting Your Stories in the Press?

At Quirky Frog, we know how to turn your patient success stories into headline-worthy PR that boosts your visibility, positions you as a trusted expert, and brings new patients through your door.

From shaping the narrative to finding the perfect journalist to pitch it to, we make the process seamless, so all you have to do is focus on delivering the amazing results that make your patients (and the press) take notice.

If you’ve got a transformation in mind but aren’t sure how to make it press-ready, get in touch. We’ll help you package it into a story that not only gets featured but makes your clinic stand out in a crowded market.