Unleashing your inner entrepreneur and influencer
Today’s session brings product development and personalized marketing into focus.
E001 – Branding and the Business of Dermatology
1–4:45 p.m. | Thursday, July 10
Grand Ballroom D
Dermatologists are increasingly called to market their skills, services, and overall practice to patients to stay competitive in their communities. Although “word of mouth” goes a long way, most dermatologists must master an expertise in digital and social media marketing tools as well.
Whether it’s a post, a story, a reel, or livestream, social media is today’s equivalent of word of mouth. This afternoon’s session, E001 – Branding and the Business of Dermatology, will underscore the importance of a modern marketing approach, speaking to everyone from the savvy social media influencer to the novice.
“These days, building your brand — your dermatology practice — requires a strong skill set of clinical expertise, marketing muscle, and social media savvy,” said session director Terrence A. Cronin Jr., MD, FAAD.
Brand it
Before launching into a full-blown social media campaign, however, Dr. Cronin said it’s important to define your personal and professional brand. Consider how you want it perceived by new and current patients and prepare your staff to carry out that brand in everyday clinical and customer service engagement, he said.
“The benefits of leveraging social media for marketing in dermatology 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,” Dr. Cronin said. “Of course, there are helpful hints and words of caution that will be presented [at the session] by AAD social media correspondent Dr. Charlie Dunn!”
In addition to the discussion of how to use and leverage social media to build your brand, the session will provide key guidance in creating your own dermatology product line. Dr. Cronin said attendees should come prepared to “be inspired!” Celebrity speakers include bestselling author and businessman Stedman Graham, San Francisco dermatologist and entrepreneur Kathy Fields, MD, FAAD, who created the successful product lines Proactiv and Rodan+Fields with her dermatology partner Katie Rodan, MD, FAAD, and California dermatologist Sandra Lee, MD, FAAD, who will share her unique insights into becoming “Dr. Pimple Popper” and navigating social media.
What drives you?
The entrepreneurial journey begins with knowing your “why,” Dr. Fields said. She encourages dermatologists to define a compelling reason to create something novel, then stay focused, avoid distractions, and don’t give up.
“Entrepreneurship is a completely different mindset and skill set from medicine. In fact, there is nothing in medical school to prepare you for this,” Dr. Fields said. “The road is long, full of surprises, and adaptations. It’s not one straight line. And to face that road, you must be very sure of your goals.”
Dollars and sense
Consider, too, that a business is judged as successful solely by dollars, not the integrity of the brand, Dr. Fields said. As a dermatologist, it is possible to maintain your integrity with the creation of a higher-purpose brand and build wealth, she added.
“I believe it is the combination of integrity and novel idea that sets you up for success. A money-making idea alone won’t do it,” she said. “Remember, the internet does not forget. What you put out there can be beautiful or haunt you forever.”
Who’s there for you?
To navigate this journey, Dr. Fields encourages dermatologists to find a mentor early in the process. It will save both time and resources. And never give up your day job, she said. It’s your safety net until there’s an indication that the company is moving solidly in the right direction.
“The entrepreneurial journey is complex and uncertain. It will require the skills of leadership, conviction, resilience, and integrity to make it,” she said. “It will require tremendous after-hours investment of time. It can consume you, yet it can be great fun.”
If you have an idea, vet it with a person who has experienced success in the field, Dr. Fields said. For example, if your idea involves a device, ask a dermatology device expert.
Structure is good
Finally, Dr. Fields said corporate structure matters when building a successful brand. She recommends finding a corporate attorney who can put the right business and financial instruments in place to prepare for an initial public offering (IPO) or a strategic buyout.
“Entrepreneurship takes work but can be highly rewarding. Attend today’s session to learn if you have what it takes,” she said.
