SEP 2017

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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patients who followed him from the university system. "It started off great right away," he says. "The majority of our practice growth has been through word-of-mouth." Based on the positive support from his existing patients, Dr. Hruza instilled in his staff the need to provide an opti- mal patient experience. "We make sure that when patients come in, we see them on time. We offer extended hours and always have adequate staff," he says. Marketing Savvy Today, the Laser & Dermatologic Surgery Center has 15 staff members, several of whom have been with Dr. Hruza for more than a decade. "We have nine staff members on the clinical side of things, and the others are in the front offi ce," he says. "On the clinical side, we have a range of people from the medical assistant level to nurses, and we have a physician assistant and a nurse practitioner." The facility, which Dr. Hruza built and helped design, is modern, minimalistic and elegant, with a large lobby, quartz fl ooring and a glass wall leading to the waiting room. "It's very open and inviting," he says. "I have Art-Deco posters and a gorgeous silk Persian rug on the wall." Dr. Hruza hangs his professional accomplishments on one wall of his waiting room, and a bulletin board displays recent news stories in which he has been featured. "Patients enjoy that," he says. "I think it helps connect them to me, and it puts them more at ease. It is important to market yourself and your practice as providing top-quality person- alized care. It's far more useful than marketing the latest device or procedure." He also maintains a strong online presence. "Physician reviews have become especially important in the last few years," he says. "But unhappy patients are much more likely to post a review than happy ones. Due to HIPAA regula- tions, we can't respond with specifi cs to complaints, so we need to make sure that our happy patients are represented and overwhelm the rare negative review. That's why we encourage all patients to post online reviews." Dr. Hruza has found that the no-show rate from the Internet is about 50%, which has reinforced his belief that cultivating positive relationships with existing patients is the lifeblood of private practice. To ensure he and his staff are living up to their goal of providing an optimal patient experience, all patients are given a survey when they leave the offi ce. "The staff is a huge part of our success. I hear all the time from patients how wonderfully they were treated," says Dr. Hruza. "My goal as a physician and practice leader is for my employees to know that I am genuinely interested in understanding and helping them achieve their goals. I want my patients to know that once I am in the exam room, I am 100% focused on their concerns and care." | SEPTEMBER 2017 61 Knowing that cultivating relationships with existing patients is integral to the success of an aesthetic practice, Dr. Hruza instills in staff the need to provide an optimal patient experience.

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