In a recent viral Newsweek article, Plastic Surgeon, @alexisparcellsmd posted a TikTok answering the question – “what is the craziest complication you have seen,” and went deep into the story. And no it wasn’t about a tummy tuck or boob job (iykyk) it was about lip filler – and of course the internet lost its’ mind.
Dr. Parcell did a wonderful job of taking us on this VO journey, but beyond the drama, there’s a deeper takeaway for medspa owners: public perception matters. Even when your clients are happy, the public narrative around aesthetic treatments influences your brand.
@alexisparcellsmd What’s one of the craziest complications I’ve had in practice? Let’s discuss..:: #lipfiller #beauty ♬ original sound - alexisparcellsmd
What This Viral Video Reveals About Consumer Perception
Most viewers aren’t medically trained. They don’t know the difference between injectors, credentials, or protocols—they just see lips, needles, and sometimes, problems.
This is why every medspa needs to take control of its brand narrative before someone else does it for them. Trust is your real product.
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How to Turn Viral Moments into Brand Strength
Here are 3 ways smart medspas can respond to stories like this:
You don’t have to go full doom-and-gloom. Instead, acknowledge stories like this and offer your unique POV in an Instagram Reel, blog, or email.
👍 → Example: “Here’s how we prevent complications and stay ahead of safety protocols.”
Is your website clearly communicating trust, credibility, and professionalism?
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🪪 Include credentials (RN, NP, MD, etc.) where relevant
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⭐️ ⭐️ ⭐️ ⭐️ ⭐️ Add patient testimonials and before/after galleries
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Create a “Why Trust Us” section that outlines safety and training
Reposting or reacting to viral news builds authority. Create a quick TikTok or Reel reacting to the video with context from your business lens. People love brands that speak up and show up.
The Medspa Marketing Takeaway for 2025
In 2025, aesthetics consumers are savvier—but also more skeptical. Your job isn’t just to create beautiful results. It’s to continuously build trust, credibility, and relevance.
Every piece of content you publish should subtly answer the question:
