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.
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This sub-specialty has become a source of personal satisfaction and a powerful brand-building tool—all of her practices are located in multicultural regions. "My practice is at least 50% skin of color," she says. A Knack for Marketing As she expanded her private practices, Dr. Mauricio discovered that she has a knack for marketing. One of her most successful strategies has been the creation of antiaging treatment packages that combine several skin rejuvenation services. Her most recent introduction is the "Time Machine" package, which includes fractional resurfacing, PRP, microneedling and, depending on the patient, dermal fi llers and neurotoxins. True to her entrepreneurial spirit, Dr. Mauricio has trademarked the Time Machine package. "I'm giving workshops on the package and offering licenses to other doctors, who can offer it as a turnkey program to their patients," she says. Though she prides herself on offering the latest treat- ment modalities, Dr. Mauricio doesn't waste money blithely acquiring every new technology that hits the market. "I fi rst ask myself, 'Will it really create good results for patients?'" she says. "Before I buy a new technology, I make sure that it will add to my business, not cannibalize what I already have. If it will let me expand my offerings by treating new conditions or doing something I couldn't do before, then it may make sense. I think of the ROI—not just procedurally, but as a business concept." Dr. Mauricio's practices also include retail products, which have become an important revenue stream and patient satisfaction tool. By incorporating homecare and cosmetic products, such as the Lifeline Stem Cell Skin Care line, Latisse and Clarisonic, she keeps patients con- nected to her, even when the treatment is done. "Some physicians may be skittish about selling products, but patients really want a recommendation," she says. "They want you to package their skincare regimen for them, and they want you tell them what will work." She is also in the process of launching her own hydroquinone-free anti-pigmentation kit to reduce infl ammation and hyperpigmentation for patients with darker skin types. Targeted Messaging From media appearances and paid advertising to a robust social media presence and email blasts, Dr. Mauricio uses her marketing savvy to create targeted marketing campaigns. She is both the host and executive producer of "The Doctor Tess Show," a reality TV show with a medical spin. "Through that show, which airs on the Filipino channel, I get patients from all over the world," says Dr. Mauricio. When planning her marketing strategy for each of her fi ve offi ces, she considers the demographics of the specifi c area. "We can't assume that what works in one clinic will work in all of them. Our clinics that serve a lot of older patients get better responses to newspaper ads or TV. Email blasts work in more sophisticated areas," "We can't assume that what works in one clinic will work in all of them." 62 SEPTEMBER 2014 | Med Esthetics SUCCESS THROUGH SPECIALIZATION O f f e r i n g e n e r g y - b a s e d d e v i c e s t h a t c a n t r e a t p a t i e n t s o f a l l s k i n t y p e s h e l p e d D r . M a u r i c i o Offering energy-based devices that can treat patients of all skin types helped Dr. Mauricio b u i l d h e r p a t i e n t b a s e . build her patient base.