Practice marketing

Integrated Digital Marketing

Creating a multi-channel online marketing presence.
Increase patient leads and retention

In the past decade, marketing and advertising efforts have moved online to capture consumers where they shop, get informed and spend most of their time. “Things have evolved over the past 10 to 15 years from traditional face-to-face marketing, sending cards and making phone calls to almost exclusively digital marketing,” says Timothy Katzen, MD, a plastic surgeon in Beverly Hills, California.“We still send out the occasional card, but the majority of our communication is digital.”

eRelevance Announces new VP of Inside Sales

Automated marketing company announces new VP

eRelevance Corporation, an automated marketing service for small- to medium-size businesses, has hired John Finocchiaro as vice president of inside sales. Finocchiaro, who will lead and continue to build an inside sales team focused on tripling sales of the eRelevance customer marketing service over the next 12 months, brings 15 years experience to the position. Most recently, he was senior manager at Dude Sales. Prior to that, he served as VP of inside sales at Knowledge Tree.

Getting the Guys

Interest in cosmetic procedures among men offers potential for practice growth, but bringing them in the door takes time.
Attracting Male Aesthetic Patients

American men are more aware of their appearance than ever—and also more open to the idea of cosmetic enhancement. A recent survey by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) found that nearly one-third (31%) of men are extremely likely to consider aesthetic treatment. Yet they account for only 9.3% of surgery patients and 8.9% of those seeking minimally invasive procedures, according to 2016 statistics from the American Society of Plastic Surgeons (ASPS).

Guidelines for the Use of Patient Videos on Social Media

Guidelines for sharing patient videos on social media

Members of Northwestern Memorial Hospital’s Division of Plastic Surgery have developed a proposed set of guidelines for plastic surgeons relating to the use of patient videos on social media. For “The Ethics of Sharing Plastic Surgery Videos on Social Media: Systematic Literature Review, Ethical Analysis, and Proposed Guidelines,”, published in the October 2017 issue of Plastic & Reconstructive Surgery, Robert G. Dorfman, MSc; Elbert E.

Practice Management: Unique Selling Points

Help your practice stand out by recognizing what makes it unique in the marketplace.
Business Consult October 2017

“The doctor is board certified.” This is the answer I hear most often when I ask a new practice manager what makes her practice unique or special. While being board certified is an important credential that potential patients are wise to verify and value, there are thousands of board certified plastic surgeons and dermatologists nationwide, so it’s not that “unique.” In fact, in some urban areas it’s common to have 12 or more board certified aesthetic specialists in a three-block radius—and five or more in the same high-rise building.

Practice Marketing: Missed Opportunities

Practices and medspas often overlook these effective and easy-to-implement marketing strategies.
Business Consult

It is very common for medical aesthetic practices to vacillate between one of two extremes when it comes to marketing their products and services. They either try to do a little bit of everything or they eschew marketing campaigns entirely; after all, shouldn’t their skills be enough to bring in patients and keep them coming back? The reality is, neither approach is going to get you where you want to go in terms of long-term growth and success. It takes strategic planning to ensure that you are using your marketing resources wisely.

Tracking Numbers

Tracking Numbers

Why You Need to Be Tracking Numbers on Your Marketing Efforts


By Mara L. Shorr, BS, CAC II-VIII and Jay A. Shorr, BA, MBM-C, CAC I-VIII

We’re going to fully admit it: We love data. And you should too, because tracking both the time and the dollars that are consuming your annual marketing budget is key to any business’s growth efforts.

Legal Issues: Medical Ethics and Daily Deal Sites

Discount programs, such as Groupon and Living Social, can be ethically problematic for medical aesthetic providers.
Medical Ethics and Daily Deal Sites

The astounding, initial success of daily deal site Groupon spawned numerous competitors, including Amazon Local, Living Social and LocalZoo. These sites bring together consumers and businesses in the form of deeply discounted services offered for a very limited time. They have become both popular and controversial within the medical aesthetics industry.

Alma Launches Regional Practice Management Seminars

Practices that are seeking education on practice marketing can take advantage of a new seminar series from medical aesthetic device manufacturer Alma Lasers. The company is hitting the road this fall with its Practice for Success seminars, which are led by aesthetic professionals and focus on marketing strategies to grow aesthetic practices. Topics include:

• Targeting higher-value patients through online marketing;
• Increasing patient-to-patient referrals with social media marketing;
• Building an active internet presence to enhance reputation;