The Business of Plastic Surgery: Navigating a Successful Career 2nd Edition was released in September of last year. A follow-up to the bestselling 2010 edition, this revised edition includes a plethora of new information and updated data. MD Internet Marketing has had the pleasure of working with both amazing authors, Joshua M. Korman, MD, FACS, who is Clinical Professor of Surgery, Division of Plastic and Reconstructive Surgery, Department of Surgery at Stanford University School of Medicine in Stanford, California and Heather J. Furnas, MD, FACS, who is Clinical Assistant Professor of Surgery, Division of Plastic and Reconstructive Surgery, Department of Surgery at Stanford University School of Medicine in Stanford, California. The Business of Plastic Surgery has already become a must-read for many plastic surgeons, residents, and medical spa owners, coming in on the Amazon Best Sellers Rank for both Surgery and the Plastic & Cosmetic Surgery lists.
MD Internet Marketing’s founder and president, Logan Pence, was honored to share his knowledge of marketing and building a strong online presence in the new 2nd edition. MDIM’s contribution to this publication was focused on digital marketing and advertising, and how planning and executing through multiple marketing channels, such as SEO, social media and reputation marketing, can help make your practice stand out. Digital marketing can help bring plastic surgery practices real measurable results, but it’s important to always be learning and staying on top of your digital brand.
Some key elements to success include:
Strategic Planning
· Start partnering with a company that specializes in marketing for elective medicine
· Understand that social media marketing consists of more than just posting
· Create SMART goals and keep your practice on track to meet yearly goals
Search Engine Marketing
· Use not only text but videos and before and after photos on search engines
· Create a mobile and user-friendly website that providers a great user experience
· Choose a website vendor to partner with that will help increase inbound traffic
Creating a Digital Marketing Budget
· Start with short-term and long-term revenue goals
· Marketing budget size should reflect the competitiveness of the aesthetic market in your area
· Where your business sits within its life cycle drives the digital marketing budget
To read more of Logan and co-author Bill Fukui’s trendsetting, online marketing tactics for plastic surgery, read section 15 of The Business of Plastic Surgery 2nd Edition. In addition to the chapter we contributed to, there are also several key opinion leaders within the book that share their knowledge and experience of marketing, practice management, and practical strategies to excel in private, group, and academic practice. In addition to the authors, some more top plastic surgeons including Dr. Jennifer Walden, Dr. Francisco L. Canales, Dr. Henry A. Mentz III, and Dr. German Newall have taken the time to contribute to the content of this book. This all-star set of contributors each offer their own unique experiences to help guide any plastic surgeon through their career. With chapters on video marketing, online reviews, building and managing your surgical suite, along with over a dozen more must read chapters that help a new plastic surgeon or those that have been in practice for years learn what others have experienced and successfully used to grow their practice.
If you are in the aesthetic field, you know just how hard navigating family and business can be. The Business of Plastic Surgery is the ultimate text to draw from, whether you are thinking about a career in plastic surgery or are looking to manage multiple offices. Written by two of today’s rising stars in aesthetic medicine, Joshua M. Korman, MD, FACS, and Heather Furnas, MD, FACS, the text is a defining book for the field. The first edition turns 20 this year – here’s to another 20!
The Business of Plastic Surgery 2nd Edition is available through Amazon in paperback and Kindle editions. For more information on MD Internet Marketing or to speak with Logan Pence, call our office at (954) 993-5154.