2 - Principles of practice management and social media for cosmetic surgery

Abstract

In an ever-changing, face-paced world and culture, we believe the field of medicine and plastic surgery must recognize and adapt to rapid technological advancements and shifting cultural norms to remain relevant and competitive. There are many facets to running a successful practice, and while there is no “one size fits all” approach, there are basic tenets that can be applied to allow a practice to succeed and flourish. The first and arguably the most important step is creating, identifying, and maintaining your brand identity and mission. From office staffing, physical space, branding and marketing, to overall patient experience, your brand identity and mission should serve as a roadmap for success. Your staff should be an extension of your brand, and due diligence in the interviewing and hiring process is essential to attracting those employees who will be a good cultural fit. The physical space of your office should similarly reflect your brand and be a conscious reflection of that ideal patient’s experience in the practice. Digital marketing is now dominating the conversation, and various tools available to you can increase the organic traffic to your website, which acts as a showcase for your practice. The website itself should not only be informative but should give your patients a taste of what you and your practice are about. Before-and-after photographs are a way to further engage the viewer and generate leads. Particularly relevant today is the role of social media in the development of a practice. This is a powerful tool that can be harnessed for practice promotion and growth. If used appropriately, it can not only increase traffic through your practice but also serve as a powerful tool for public education, professional networking, and personal fulfillment. As the world around us grows and adapts, so too should our practice management style to meet the needs of our patients and employees. Defining these core elements of success in today’s environment is essential to building and sustaining a flourishing plastic surgery practice.