MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.
Issue link: https://medesthetics.epubxp.com/i/589488
When Rich Goren, a former sales rep with Cynosure, and cosmetic dermatologist Shino Bay Aguilera, MD, joined forces in 2006 to launch Shino Bay Cosmetic Dermatology, Plastic Surgery & Laser Institute in Fort Lauderdale, Florida, they envisioned a modern facility that would feature a full range of the latest medical cosmetic treatments. The two chose a tagline for their business: "The Future of Ageless Transformation." Then they set about creating a facility that would refl ect their brand. "We wanted to offer something no one had seen before, and our philosophy is: If you want high-end patients, you have to give them a high-end experience," says Goren, who designed the facility. "We created a super modern and futuristic décor to show that everything we do is state of the art. The facility has Roche Bobois and custom-built furniture, and the entire offi ce is digitized. Everything we do is geared toward offering a fi ve-star experience to our patients." Aesthetic medicine is unique within health care in that it requires artistry on the part of the physician, recognition that each patient has specifi c, indivi du al aesthetic goals and careful com munication to ensure patient satisfaction. With this in mind, Filiberto Rodriguez, MD, launched his private practice, RGV Cosmetic Surgery & Vein Care, with a mission "to help enhance one's individuality through cosmetic surgery and vein care." He enlisted the help of advertising agency Tequila Group Marketing Solutions to get this message out to his local community. Together, they created Individuality Perfected, an integrated marketing campaign that includes television, radio, print ads, billboards, website and social media. The campaign has three components: Empowering, which features a real patient recounting her desire to look her best and let her individuality shine through; Artist, which features the training and artistic skill of Dr. Rodriguez; and Personal, which focuses specifi cally on patient education with the phrase, "You can talk to us." The campaign began with local television advertising followed by a website redesign, brochures and a digital marketing campaign that includes social media marketing, blog posts, sponsored content, geo-targeting and geo-fencing. "Our practice achieved double-digit growth as a result of this campaign," says Dr. Rodriguez. "The practice has achieved positive name recognition in our community, top-of-mind awareness among consumers and increased publicity for both the practice and our doctors." BEST OF MEDICAL AESTHETICS BEST DÉCOR: SHINO BAY COSMETIC DERMATOLOGY, PLASTIC SURGERY & LASER INSTITUTE MOST INNOVATIVE MARKETING CAMPAIGN: RGV COSMETIC SURGERY & VEIN CARE 28 NOVEMBER/DECEMBER 2015 | Med Esthetics