You Drive For Show, But You Putt For Dough

drive for show but putt for dough

I have just been to the الخيارات الثنائية إكس بي 2017 BAAPS Conference (British Association of Aesthetic Plastic Surgeons) held at Kensington Olympia every year.

I was lucky enough to be on the faculty and was presenting about my experience of running my own clinic.

It is interesting talking to friends and colleagues because they like to talk about Google AdWords or Internet Marketing.  Whilst خيار ثنائي لماليزيا I talk about the coffee in my waiting room and sending out text reminders for appointments.

I am happy to talk about the more advanced stuff, but I do not think most doctors need to worry about this.

There were some good talks on PR, managing your online reputation and using social media, but I think a lot of this is people trying to run before they can walk and spending time on the drive rather than worrying about the putt.

“You Drive For Show, But You Putt For Dough”

My talk was a lot more basic and revolved around the steps that I have put in place in my clinic and the message is very simple:

design processes around every step of the patient’s experience and make sure that you follow-up.

You can get a copy of the البنك الاهلي السعودي تداول الاسهم 5 steps that I have built my practice on below:

In fact, I would go further because I think if doctors are spending time, money and energy trying to promote their practice but have not got robust systems to deal with patients who are already in their practice, then they are go to site wasting their time.

If you have not got a اريد الاستثمار ÙÙŠ سبايك الذهب robust system for dealing with enquiries as well as a process for following up on those enquiries, then there is no point in trying to encourage more people to enquire.

الخيارات الثنائية على بيتكوين You should be sending out information demonstrating your values and ethics and explaining to patients what sets you apart from others providing a similar service.

These systems are very basic but, you need to spend time and careful thought to discover what your values are and then communicate these to potential patients .

The problem with most doctors is that we are so terrified of looking like we are using hard-sell tactics that استراتيجيات فوركس we tend to ignore patients altogether.

How many patients have made an enquiry through your website but have not heard from you following your initial response?

In fact, I have performed ‘mystery shopping’ of many doctor’s practices and there are a huge proportion of us who أحدث سطاء ثنائية الخيار do not respond to enquiries at all and so this in itself needs to be looked at and processes put in place to ensure that these are not missed.

If you have not followed up on your initial response الخيارات الثنائية خوارزميات التداول you are ignoring patients who have asked you for help.

You have to realise that most patients make enquiries to several practitioners at the same time they are enquiring to you.

It may be that your email gets lost in the sea of emails that we all get.

There is absolutely nothing wrong with sending another email a few days later saying:

I hope you got my email, here are some further details about me and my training

.. or

…here is some more information that other patients have found helpful who are considering the same procedure.

Similarly, after people have been to the clinic, do you follow-up with them?

How about sending an email saying:

I hope you got the quote we sent to you, it was nice to see you in the clinic and I hope I answered all your questions.  If you have any more questions I would be very happy for you to contact me directly, or you can visit me on my social channels.

ثنائي يوتيوب استراتيجية الخيار It is all about follow-up

  • before patients come to clinic
  • after they have been to clinic
  • and after they have had the procedure

Follow-up, keep in touch and show that you care.

click Forget marketing, PR or any other fancy and expensive techniques you might hear about. 

Get the basics right first before you start worrying about trying to get more patients to know about you.


When I talk to other Doctors about marketing and promoting my Practice I can see that some take a اسعار اسهم بنك الخرطوم dim view of this and I know that there have been calls in the past for advertising to be banned for cosmetic surgery.

I can understand this view and if it was a consensus across the industry then I would fully support it.

However, the problem with the industry at present is that there are a wide range of practitioners who offer cosmetic surgery and it is very موعد تداول اسهم البنك الاهلي difficult to police the practices that go on.

We all know that the word Botox should not be used in advertisements because it is a trade name, and yet it is widely promoted.

Since 2012 I have been in full-time private practice and as I now run my own clinic, PZ الخيارات الثنائية تحميل it is necessary for me to learn how to market and promote myself.

When I looked into the details of marketing I realised سعر الاسهم اليوم في الامارات it is not what most doctors think it is.

I know this because I used to think of it as a slightly unsavoury practice that any good doctor would be above.

I used to think that patients would come to me and if someone enquired and I missed the call, then they would always get back to me if they really wanted the procedure.

However, the reality is it can be very confusing for patients and when they are looking for cosmetic surgery there is a wide array of services on offer and the patient has to make a decision about who they are going to trust and allow to do their surgery.

There are only a handful of fully trained plastic surgeons in the UK but there is a disproportionate amount of plastic surgery performed by surgeons who are not BAAPS or BAPRAS members.

The majority is performed by other surgeons who are working in the commercial clinics which operate from dawn to dusk five, six or seven days a week.

Why do so many patients go to the commercial clinics for treatment and why are not all the plastic surgeons in this country oversubscribed? 

I think the answer is marketing and PR.

Cosmetic surgery is different to other forms of medical treatments because patients tend to do their own research.

They choose a practitioner based on word or mouth  recommendation or by searching on the internet.

If you had chest pain or indigestion, you would go to your GP for a referral to a specialist, but the majority of cosmetic surgery is by self-referral.

From a patient’s perspective when they are looking for a cosmetic surgery provider all they have to go on is the public profile that is visible to the world.

Unfortunately, many highly trained and well respected plastic surgeons do not have any significant visibility on the internet or other forms of media and when searching for plastic surgery on the internet the commercial clinics dominate.

Marketing and advertising is in itself not a bad thing; it is just getting the message out about the services you provide.

Of course, it can be done in an unethical way, but it can also be done in an ethical and transparent way.

In fact, to develop a long-term sustainable business the only way to do it is by being open and honest.

I believe we owe it to patients to inform them of the training involved in becoming a surgeon and the difference between the surgical specialties.

They should also know about the level of training required to become an NHS consultant and to obtain admitting rights in the main private hospitals such as Spire, BMI, Nuffield and Ramsey.

I am not saying that only surgeons who have achieved the level of an NHS consultant should be providing the care (although in the NHS all patients need to be under the care of a doctor who has achieved this level), but what I am saying is that patients should be aware of the level of training of their doctors so that they can make an informed decision as to who the best person to perform their procedure would be.

This is all part of informed consent.

I regularly see patients who tell me that they have been operated on by a plastic surgeon, when in fact it may not have been a plastic surgeon, it may have been someone trained in a different surgical speciality or even someone not fully trained in a speciality at all.

Patients are always alarmed to hear that doctors without any speciality training can perform surgery unsupervised which would not be allowed in the NHS, and unfortunately the private sector remains unregulated in this regard.

Rather than being ashamed and dismissive of marketing and PR I would argue that we need to embrace it and encourage it amongst our colleagues, because if we are confident of our qualifications we should be only too pleased to shout about it and to let people know what we can offer.

Worried about bad reviews?


I have spent some time recently looking at the online presence of BAAPS and BAPRAS members (Plastic Surgery Associations in the UK).

I have looked at members websites and done google searches of them.

The results are quite varied.

Not every consultant had a website and fewer still had other information available about them such as Facebook pages, Twitter accounts or LinkedIn profiles.

There were very few who had any significant online reviews from third party sites such as Google+, RealSelf, Doctoralia or I Want Great Care.

This may be because you don’t have the time or inclination to set up an account or it may be because you are worried about putting yourself out there because of the potential for bad reviews from unhappy patients.

I think we are all slightly paranoid about getting bad reviews (I know I am) but I do not think that the way to combat this is to avoid having an online profile in the hope that no one will able to post anything negative about us.

If someone is upset enough with us, they will find somewhere online to voice their opinion.

In fact, they are much more likely to post something if they are unhappy with us than they are if they are happy with the service we have provided.

You have probably experienced this yourself.

Have you ever been motivated to write a review or a comment about a product or service that you have used?

If so, I suspect it is the poor service or defective product that you were more motivated to write about than the great hotel stay or reliable hoover that you bought.

You do not have to look to far to find situations where a surgeon has got a disgruntled patient who has taken to the internet to vent their anger and this is the first thing that comes up in a Google search of their name.

Whether you like it or not, our patients will ‘Google’ us when they come to see us.

You have to be realistic – everybody will ‘Google’ it when they want to know more about something.

And everybody loves reading reviews from other consumers.

We do not trust adverts or corporate websites.

But we do trust our fellow consumers.

Just look at TripAdvisor, Amazon, Argos, B&Q, Joules (I could go on) to see how important consumer reviews are.

Trust me – it is not easy to get reviews (this is the topic for another discussion).

But it is not that hard, especially if you actually put some effort in to it and try to solicit reviews from your happy patients (which I hope that you have many of).

I think that it is essential that you have a healthy online presence.

This means that you need a website as an absolute basic minimum, but you should also consider a Facebook page and a Twitter account.  You should also consider Google+ and Instagram.

You need to start building up an online profile that you can control.

You need to engage with patients and cultivate a ‘tribe’.

Do not think that by having this access, it will make you vulnerable to negative comments.

You are vulnerable already!

If you can start to build up a following and start asking for reviews – then if (perish the thought), you do get a negative review, it will be seen in the context of other positive reviews.

Some people like to see an occasional negative review, especially if you are able to respond to it and show that you care, because it lends credibility to all of your other positive reviews.

If you have places that people are able to leave reviews about you (Google+, Facebook, RealSelf), then you are much more likely to be able to pick up on the review early so that you can react and minimise the damage as early as possible.

If you do not have an online presence, then the review could be written anywhere on the internet and it may be some time before you even realise it is there, which could be very damaging.

We are all worried about bad reviews, but you are not going to stop them by putting your head in the sand.

I hope that the majority of your patients will be happy with what you have done for them and the unhappy patients will be few and far between.

However, as I have said, the unhappy patients are likely to post a disproportionate amount of negativity about you and so you need to have cultivated the positive reviews in advance.

Once you have developed a ‘tribe’ and identified those patients who are very happy with you and are happy to tell the word (the mavens), then you can actually use them to help with the damage limitation if you do get a negative post.

I believe that you should respond to any negative posts with an explanation and apology if appropriate, but even better than that would be for one of your happy patients to respond and put in a good word for you.

Remember that the world is watching these conversations, so you need to be aware of how things appear to the observer.