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Making a Name for Yourself

By: Keith Loria
Posted: January 28, 2010, from the November 2009 issue of
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In most cases, a brand represents a promise about the results you will deliver, but that doesn’t mean you need to go to extreme measures or always offer the newest treatments to get the job done. “Brenton Koch, MD, is a strong advocate for tried-and-true procedures and treatments, and has truly built his reputation around a no-gimmicks philosophy,” Christensen says. “He takes great care to examine the quality of claims made for new procedures or products related to his specialty so that he can identify the most effective options for our patients. This approach has served them very well. Our goal is to be the ultimate resource for products and procedures that have been demonstrated to be effective, safe and the best choices for the particular situation.”

Saltz also frowns upon a new trend that has seen many physicians offering “great deals” and “unbelievable sales.”

“I’m a little against the discounting mentality, which is now a big deal because we’re in the middle of this financial turmoil, and it has affected plastic surgery tremendously,” Saltz says. “I don’t think that’s how you build your practice, and it’s certainly not the way you’re going to attract more patients.”

A well-versed team

The entire staff is involved in branding, and that’s why it’s important that there is proper communication among all parties, or it could lead to problems. “Invest in education for the practice so the team is well-versed on all skin conditions and their treatments,” Linder says. “With an increased level of education, your staff members will be able to make more specific, customized treatment plans, ensuring that your patients receive a high level of care, and that they perceive a higher value for your services. This improves patient outcomes and satisfaction and will increase referrals.”

Saltz adds, “Be sure your office is aware of what you do and knows about your training and your mission. Very often, you’re going to have great doctors who are well-trained, but the staff is not aware of what they do or their training, and is not able to share that with prospective clients.”

Reputation = brand