The Business of Plastic Surgery : Navigating a Successful Career / by: Korman, Joshua M., Furnas, Heather J..

Format:

Book

Author/Creator:

Adatto, Bradford E., Author.

Armstrong, Milton B., Author.

Byrd, Michael S., Author.

Calobrace, M. Bradley, Author.

Canales, Francisco L., Author.

Foos, Carole C., Author.

Franklin, G. Marshall., Author.

Fruchter, Steven., Author.

Fukui, Bill., Author.

Garza, Rebecca M., Author.

Gorney, Mark, Author.

Gosman, Amanda A., Author.

Gurtner, Geoffrey, Author.

Hentz, Vincent R., Author.

Hoffenberg, Jon., Author.

Hultman, C. Scott, Author.

Husmann, Karen., Author.

Johnson, Debra J., Author.

Karcz, Abby A., Author.

Kpodzo, Dzifa S., Author.

Mandell, David B., Author.

Mentz, Henry A., Author.

Merrick, Gordon, Author.

Newall, German., Author.

O’Dell, Jason M., Author.

Olesen, Marie B.V., Author.

Patronella, Christopher K., Author.

Pence, Logan., Author.

Phillips, Linda G., Author.

Reid, Chris, Author.

Rios, Luis M., Author.

Rubinstein, Adam J., Author.

Sacks, Justin M., Author.

Schulman, Matthew., Author.

Shorr, Jay., Author.

Shorr, Mara., Author.

Shuster, Bernard A., Author.

Sieber, David A., Author.

Snyder, Brett J., Author.

Thorne, Charles H., Author.

Virkus, Todd., Author.

Walden, Jennifer L., Author.

Wells, James H., Author.

Contributor:

Korman, Joshua M., Editor.

Furnas, Heather J., Editor.

Language:

English

Subjects (All):

Surgery, Plastic--Vocational guidance.

Surgery, Plastic.

Physical Description:

1 online resource (514 pages) : illustrations

Edition:

Second Edition.

Place of Publication:

New York : Thieme, 2020.

Summary:

Cut through the fog and set your compass for success! The Business of Plastic Surgery: Navigating a Successful Career, 2nd Edition is essential reading for every plastic surgeon. Chart your own course through the arc of a rewarding career. In this comprehensive guide, learn practical strategies to excel in private, group, and academic practice. Master business skills from digital marketing to evaluating new technologies. Discover how to fight physician burnout and strike a work-life balance for a truly satisfying future. Topics rarely covered include thoughtful perspectives on underrepresentation by race, ethnicity, sexual orientation, and gender. An all-star list of contributors offers secrets in navigating stormy seas.

Contents:

The Business of Plastic Surgery

Title Page

Copyright

Dedication

Contents

Preface to the 2nd Edition

From the Preface to the 1st Edition (2010)

Contributors

Part I Career Direction

1 Beginnings

1.1 Plastic Surgery: What Is It?

1.2 Am I a Good Fit for Plastic Surgery?

1.2.1 Traits that Make a Good Plastic Surgeon

1.3 Path to a Career in Plastic Surgery

1.3.1 How to Get into Medical School

1.3.2 How Can a Medical Student Prepare for Career in Plastic Surgery

1.3.3 Plastic Surgery Residency Paths

1.3.4 Interview Process

1.3.5 Plastic Surgery Fellowship

1.3.6 Becoming Certified by the American Board of Plastic Surgery

1.4 Foreign Medical Graduates

2 The Job Search

2.1 Introduction

2.2 Priorities

2.3 Choosing a Practice

2.3.1 Government

2.3.2 Academics

2.3.3 Multispecialty Groups and Large Healthcare Organizations

2.3.4 Single-Specialty Group

2.3.5 Solo Practice

2.4 Types of Positions

2.5 Recruitment Firms aka "Head Hunters"

2.6 When Should I Start Looking for a Job?

2.7 How Do I Find Jobs?

2.8 Should I Do a Fellowship First?

2.9 Need

2.10 Income

2.11 Selling Yourself

2.12 Show Me the Money

2.13 Respect

2.14 Contracts

2.15 Getting Started

2.16 Unrest

2.17 Boards

2.18 What If It Does Not Work Out?

2.19 Conclusions

3 Academic Career

3.1 Introduction

3.2 Choosing an Academic Career

3.3 Different Models for Academic Plastic Surgery

3.4 Compensation

3.5 Institutional Structure

3.6 Academic Advancement

3.7 Getting a Job

3.8 Summary

4 Solo Practice

4.1 Introduction

4.2 Evolving Vantage Points from Residency through Practice

4.3 Location

4.4 Is Solo Practice for You?

4.5 Elements of a Solo Practice

4.5.1 Entrepreneurship

4.5.2 Independence and Responsibility.

4.5.3 You are the Boss

4.5.4 Writing a Business Plan

4.5.5 Networking

4.5.6 Hospital and Emergency Call

4.5.7 Family and/or Hobby Time

4.5.8 Developing a Practice

4.5.9 Staff

4.5.10 Billing

4.5.11 Relationships and Referrals

4.5.12 Location

4.5.13 Small-Group Practice

4.5.14 Hiring Staff

4.5.15 Your Practice Culture Begins with You

4.5.16 Financial Aspects of Your Practice

4.5.17 How to Run a Meeting

4.6 Monitoring Your Practice

4.7 Marketing

4.8 Conclusion

4.9 Appendices

4.9.1 Appendix 4A

4.9.2 Appendix 4B

5 Group Practice

5.1 Introduction

5.2 Advantages of Group Practice

5.3 Disadvantages of Group Practice

5.4 Why a Group Practice Adds a Partner

5.5 Finding a Group Practice

5.6 The Working Interview

5.7 The Associate Physician versus the Employed Physician

5.8 The Seven Principles of an Offer

5.8.1 Salary

5.8.2 Workload

5.8.3 Buy-in Provisions

5.8.4 Purchase of Other Assets and Basic Furnishings

5.8.5 Benefits

5.8.6 Buy-out

5.8.7 Management

5.9 The Contract

5.9.1 Expenses

5.9.2 Profit Center Profits: Medical Spa

5.9.3 Office Space Expense and Building Ownership

5.9.4 Payment Processing Expense

5.9.5 Capital Expenditures

5.9.6 Utilization of Practice Resources

5.9.7 Governance

5.10 Patient Referrals

5.11 Conclusion

5.12 Appendices

5.12.1 Appendix 5A

5.12.2 Appendix 5B

5.12.3 Appendix 5C

5.12.4 Appendix 5D

5.12.5 Appendix 5E

5.12.6 Appendix 5F

6 Transitions

6.1 Part I: Adjusting the Tiller Early- and Mid-Career

6.2 Part II: Transitioning into Retirement

Part II Marketing and Monitoring

7 How to Get the Media's Attention

7.1 Learning the Basics

7.1.1 How Do I Prepare to Go on TV?

7.1.2 Should I Always Say "Yes" to Being in the Media? When Should I Say No?.

7.1.3 Can Being in the Media Hurt Me?

7.1.4 What Not to Do

7.1.5 Do I Need to Keep Up Media Appearances Long Term?

7.1.6 What Do I Do If I have been Misquoted by a Reporter in a Way that Makes Me Look Bad?

7.1.7 Social Media

7.2 Making Connections

7.2.1 How Do I Hire a PR Agent?

7.2.2 What to Know about Speaking to a Reporter for Print, Radio, and TV

7.2.3 Contacting People with TV Shows and Journalists and Creating Your Own Opportunities to Get into the Mainstream Media

7.2.4 Preparing to Go on Radio

8 The Wonderful World of Marketing

8.1 Introduction

8.2 Who Are You?

8.3 Create Value

8.3.1 Types of Value

8.4 Communication

8.5 Unique Selling Proposition

8.6 Who Is Your Target Audience?

8.7 Customer Experience

8.8 Engage with Your Target Audience

8.9 Branding

8.10 Writing Good Content

8.11 Blogs

8.12 Social Media

8.13 Marketing Campaign

8.14 Editorial Calendar

8.15 Other Marketing Ideas

8.16 Events

8.16.1 Virtual (Online) Events

8.17 Appendices

8.17.1 Appendix 8A

8.17.2 Appendix 8B

9 Optimizing Your Practice

9.1 Introduction

9.2 Optimizing Practice Surgery Conversion

9.2.1 Sales is Service, Service is Sales

9.2.2 Creating Three Dates

9.3 Optimizing Lead Efficiency

9.3.1 The Data

9.3.2 Reaching Out and Leaving Messages

9.3.3 Keeping Track of Patients

9.4 Tracking Your Success: Are You Truly Optimized?

9.4.1 What Metrics Matter

9.4.2 Motivating Staff

9.5 Summary

10 Upping Your Game with Systems

10.1 Introduction

10.2 The Organization and Systems

10.3 Thermodynamics and Practice Management

10.4 Operational Systems in Practice Management

10.4.1 Patient Intake and Handling

10.4.2 Surgery Deposits and Prepayment

10.4.3 Revision Policy

10.4.4 Financial Controls

10.4.5 Practice Finance.

10.4.6 Human Resource Systems

10.5 Appendix 10A

11 Saving Money

11.1 Introduction

11.2 Ways of Saving Money

11.2.1 Preventing Mistakes

11.2.2 Track Your Expenses on a Monthly Basis

11.2.3 Join a Group Purchasing Organization

11.2.4 Medical, Surgical, and Office Supplies

11.2.5 Utilize Marketing Efforts that are Already Available to You

11.2.6 Build Relationships with Your Vendors

11.2.7 Know Where in Your Patient Cycle Your Practice is Losing Money

11.3 How to Make a New Piece of Equipment Profitable

Part III Internet University

12 Website Optimization

12.1 Introduction

12.2 Hosting of the Website

12.2.1 Speed of the Website (Load Time)

12.2.2 Secure Socket Layer Encryption

12.2.3 XML Sitemaps

12.2.4 The 301 Redirect

12.3 Design

12.3.1 Responsive Design

12.3.2 Mobile-Friendly Ranking

12.3.3 Bounce Rate

12.3.4 Conversion Rate Optimization

12.3.5 Accelerated Mobile Pages

12.4 Content

12.4.1 Google Panda Algorithm Update

12.4.2 Structuring a Page

12.5 Schema Markup

12.5.1 Search Engine Result Page Optimization

12.6 Links

12.6.1 PageRank Algorithm

12.6.2 Paid/Unnatural Links

12.6.3 Google Penguin Algorithm Update

12.7 Google Local Business Page

12.7.1 Local Optimization

12.7.2 Google Reviews

12.7.3 Google My Business Posts

12.8 Conclusion

13 How to Make and Post Effective Videos

13.1 How to Make and Post Effective Videos

13.1.1 Planning Begins with Establishing an Objective

13.1.2 Your Audience

13.1.3 Video for Marketing

13.1.4 Improving Office Efficiency with Videos

13.1.5 Staff Education

13.1.6 Setting Goals to Guide Content

13.1.7 Narrow the Topic

13.1.8 The Videography Team

13.1.9 Optimizing Equipment

13.1.10 Video Duration

13.1.11 Storyboards

13.1.12 Scripts

13.1.13 Title.

13.1.14 Video Consent

13.1.15 Filming

13.1.16 Live Videos

13.1.17 Editing

13.1.18 Uploading and Posting

13.1.19 Measuring a Video's Performance

13.1.20 Repurposing Videos

13.1.21 Final Thoughts

13.2 More on Videos and Social Media

13.2.1 Length of Video

13.2.2 Camera, Lighting, and Sound

13.2.3 Content

13.2.4 Where Should You Post Your Videos?

13.2.5 Live, Unedited Video

13.2.6 How Often to Post Videos

13.2.7 Managing the Workload

14 All about Reviews

14.1 Introduction

14.2 Factors Other than the Surgeon Can Affect Reviews

14.3 Step One: Implement a Review Strategy for Consumer Sites

14.3.1 Asking for a Review

14.3.2 Fake Reviews

14.3.3 What to do about Negative Reviews

14.4 Step Two: Surveying Your Patients to Validate Satisfaction and Improve Practice Performance

14.4.1 Striving for Five: Focusing Your Team on Creating Memorable Patient Experiences

14.5 Bringing It All Together: Marketing with Ratings and Reviews

14.6 When There Is No Choice but to Sue the Patient

14.7 Final Thoughts

15 Digital Marketing and Advertising

15.1 Introduction

15.2 Developing a Digital Marketing Plan

15.2.1 Section 1: Executive Summary

15.2.2 Section 2: Mission Statement

15.2.3 Section 3: Short-Term Marketing Goals

15.2.4 Section 4: Long-Term Marketing Goals

15.2.5 Section 5: Review of Procedures and Services

15.2.6 Section 6: Buyer Persona Profiles

15.2.7 Section 7: SWOT Analysis

15.2.8 Section 8: Competitor Profiles

15.2.9 Section 9: Sales and Growth Goals

15.2.10 Section 10: Strategies and Action Plans

15.2.11 Section 11: Marketing Budget

15.3 Digital Marketing Budget

15.4 Building Your Digital Marketing Team

15.5 Navigating the Whirlwind Internet Environment

15.6 Marketing Plastic Surgery in a Mobile World.

15.6.1 Mobile Responsive Design versus Mobile-First Design.

Notes:

Print version record.

ISBN:

9781638536093

1638536090

9781626239739

1626239738