Our
Approach: How We Market Our Dallas Plastic Surgery Practice
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Most of our new
cosmetic surgery patients are referred by physicians plus our current
and former patients.
This is an old-fashioned
way of building and maintaining a practice, but
this is how we like to get new patients and it has served us
well through the years.
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However, the best way for an individual to find
out information for himself/herself is in a consultation
with a qualified surgeon. We believe that a
well-informed consumer wants factual information and
honest opinions. The following information about
medical marketing represents our perspective on the problems
associated with this type of practice building.
 Marketing of Plastic Surgery - Beauty For Sale
Cosmetic Surgery: Promises and Pitfalls™
PROMISES
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- Glamorous
print ads, slick TV and radio commercials are
often designed to give the impression that cosmetic
surgery can transform one's life.
- This advertising often states
or implies the superior results, credentials and
compassion of the advertising surgeon.
- Carefully selected before and
after pictures which show impressive results
are meant to be enticing to potential patients.
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PITFALLS
- Advertising has provided a means
for some physicians to build instant reputations.
Reputations not based on quality of their work,
rather based on expensive and recurring advertisements
that imply quality and embellish the physician's
status, credentials, etc. Patients should confirm
the surgeon's credentials (see Promises
and Pitfalls: Credentials »)
and research the physician's reputation.
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- Advertorials may
provide some useful information, but tend
to be self serving and are designed primarily
to solicit business. “Information” provided
may be helpful, but it is not subject
to any oversight and should be viewed for
what it is - a paid advertisement.
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- The high cost of advertising makes it necessary for
the advertising surgeon to "convert" into
a surgical patient (that is sell) each individual seeking
consultation. Such lack of selectivity when
evaluating a patient for surgery can lead to unsatisfactory
results and an increased risk of post-operative problems.
- Any treatment that is advertised as a new approach
or technology should be researched through credible sources.
- Any physician that advertises the
exclusive source of a treatment or technology should
be viewed with skepticism. There are no secrets or
exclusives in traditional medicine.
Misleading advertising can also create unrealistic
expectations, which can lead to unhappiness and dissatisfaction.
Our
Dallas and Allen, TX, Plastic Surgery Procedures »
More
Promises and Pitfalls Information »
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