Good business sense never goes out of style
New session to offer expert tips on growing your practice.
E001 – Branding and the Business of Dermatology
1-5 p.m. | Thursday, Aug. 1
Room 611
Most dermatologists enter the specialty focused on learning new research, honing their skills, and delivering quality patient care. Some might call this providing their patients good ol’ “customer service.”
The principles of customer service haven’t changed over the decades, but achieving your vision does take effective practice leadership and customer-friendly teams. That’s the foundation for this afternoon’s session, E001 – Branding and the Business of Dermatology. Former AAD President Terry Cronin Jr., MD, FAAD, is the session director.
“Effective leadership of customer-friendly teams in this field requires development of a ‘brand’ that fosters a supportive and welcoming environment, promotes open communication, and prioritizes patient satisfaction,” Dr. Cronin said. “It is important to stay updated with the latest trends and technologies in dermatology to enhance service delivery and meet the evolving needs of patients.”
Dr. Cronin will be joined by panelists Oyetewa Oyerinde, MD, FAAD, assistant professor of dermatology at Baylor College of Medicine in Houston, Heather Rogers, MD, FAAD, founder of Doctor Rogers Skin Care in Seattle, and Melanie Hall, AAD’s senior vice president of marketing and communications. Each will share personal stories and tips for marketing, social media, branding, product development, leadership, and customer service.
The proof is in the post
Social media, for example, has transformed the way businesses connect with their audience, and dermatology practices are no exception, Dr. Cronin said.
“Engaging with patients through platforms like Instagram and Facebook not only enhances visibility but can also build continued relationships in a highly competitive market,” he said.
Unfortunately, Dr. Cronin said, some dermatology practices may resist leveraging social media for marketing for various reasons, including privacy concerns. Like any area of medicine, dermatology involves sensitive health information, and some dermatologists may be reluctant to share patient stories or images on social media for this reason.
Time and resources represent another barrier, he said. For example, managing social media accounts effectively can be a full-time job. Others may not fully understand the benefits of social media marketing, how to effectively use the platforms for practice growth, or the immediate return on investment.
For some dermatologists, regulatory compliance can limit their social media engagement, as they worry about such things as HIPAA and online sharing, Dr. Cronin said.
“Others may associate it [social media] with misperceptions of unprofessional behavior and unprofessional interactions with ‘trolls,’ ‘spammers,’ ‘criminals,’ and disgruntled patients,” he said. “Despite these challenges, the benefits of leveraging social media for marketing in dermatology can outweigh the downside. It can help practices reach a broader audience, engage with current and potential patients, showcase expertise, and establish a strong ‘brand’ online in today’s digital age.”
Unboxing a new product
For the entrepreneurial dermatologist, part of the session will be devoted to the steps necessary to create a new product line. The considerations may include:
- Market research: Conduct thorough market research to understand the current trends, demand, competition, and target audience in the dermatology industry.
- Product development: Create a range of dermatology products including technical assistance, skin care technologies, products, or cosmetics, keeping in mind the target market and their needs.
- Formulation: Work with dermatologists and formulating experts to develop effective and safe formulations for the products.
- Testing: Conduct rigorous testing, including clinical trials and safety assessments, to ensure the products are effective and safe for consumer use.
- Packaging and branding: Design attractive packaging and branding that appeals to the target market and conveys the benefits and unique selling points of the products.
- Regulatory compliance: Ensure that the products meet all regulatory requirements and obtain necessary approvals from regulatory bodies.
- Marketing and distribution: Develop a marketing strategy to promote the new product line, including online and offline branding and marketing campaigns. Establish distribution channels to reach target customers effectively.
- Launch: Plan a successful product launch to generate excitement and awareness about the new dermatology product line.
- Feedback and improvement: Collect feedback from customers and experts to continuously improve the products and the overall product line.
And finally, Dr. Cronin said, good customer service equates to maintaining continuing education.
“Staying up to date through continuing education is a recognized need of dermatologists that the Academy can assist our members with,” he said. “Overall, focusing on personalized care, empathy, and continuous improvement are key to successfully leading customer-friendly teams in dermatology.”
