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The Business of Plastic Surgery : Navigating a Successful Career.

By: Contributor(s): Material type: TextTextPublisher: New York : Thieme Medical Publishers, Incorporated, 2019Copyright date: ©2020Edition: 2nd edDescription: 1 online resource (514 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781626239739
Subject(s): Genre/Form: Additional physical formats: Print version:: The Business of Plastic SurgeryLOC classification:
  • RD31 .K676 2020
Online resources:
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.
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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.

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