UID:
edocfu_9959797907502883
Format:
1 online resource (514 pages) :
,
illustrations
Edition:
Second Edition.
ISBN:
1-63853-609-0
,
1-62623-973-8
Content:
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.
Note:
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.
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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?.
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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.
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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.
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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.
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15.6.1 Mobile Responsive Design versus Mobile-First Design.
Additional Edition:
ISBN 1-62623-972-X
Language:
English
DOI:
10.1055/b-006-163732
Bookmarklink
