Contents
Introduction: How Plastic Surgeons Opened the Door for Their Competition
Chapter One: If You’re Not Marketing, You are Not Competing
- The specialty shifts
- Great surgical skills are only part of the equation
Chapter Two: While Plastic Surgeons Debated the Ethics of Advertising the Competition Gained Ground
- Ad Ethics circa 1980
- ASPS, ASAPS, AMA codes on ethical advertising
- Why We Started Marketing: One Surgeon’s Journey
Chapter Three: The Seven Table Stakes – What You Must Have Just to Enter the Game
- Practice Planning Worksheet
- Six Categories of Balanced Goal Setting
- Marketing Plan Template
Chapter Four: Figuring Out Your Competitive Advantage
- How to conduct a SWOT Analysis
- Sample SWOT Analysis of a Practice
Chapter Five: How to Build a Brand That Attracts New Patients
- You Already Have a Brand
- Where to Begin
- Who Should Run the Process of Building the Brand?
- Choosing Your Marketing Team
- Make sure Your Staff is On Board
- The Right Word is Worth a Thousand Pictures – Copywriting Rules of the Road
Chapter Six: Why "Print" in an Electronic World?
- 10 Reasons for Printing Pieces
- Not All Print is Created Equal
- Not All Design is Created Equal, Either…(Ad comparisons)
- What should My Practice “Print?”
Chapter Seven: Winning on The Web
- Three Criteria For a Successful Website
- Working with Search Engine Optimization (SEO)
- Promoting the “You” That They’ll Respond To (One Surgeon’s Photographic Discovery)
- Talking SEO
Chapter Eight: Stepping into the Spotlight – Seminars and Networking
- Six Ground rules of Seminars and Speaking
- Seminar Checklist
- The Role of Staff
- Post Seminar Follow-up
Chapter Nine: The Art of Self Promotion Through Business-to-Business Networking
- Partnerships outside of Medicine
- Leveraging a Business-to-business relationship
Chapter Ten: When it Come to Marketing a Group Practice – Are Plastic Surgeons Like Male Elephants? Do They Need to Be By Themselves?
- Unique Selling Proposition
- Unity via a Strong Administrator
Chapter Eleven: Developing Your Advertising Plan and Budget
- Charity vs. Marketing
- Basing Growth Forecasts on the Numbers
- Research via Patients and ‘Secret Shopping’
- Sample Competitor Study Summary
Chapter Twelve: A Final Word
- Learn, Invest, Adjust
- Never Compromise Your Core
- Appendices:
- Marketing Term Glossary
- ASPS Code of Ethics
- ASPS Symbol use Guidelines
