The Business of Beauty – Selling Accessible Luxury

Introduction

Aesthetic medicine is the place where art meets science in the pursuit of beauty. As a practitioner, your success goes beyond clinical skills.

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Most people search online for specific doctors, not hospitals. In fact, about 3 in 4 look for individual providers, while only 1 in 3 search for medical facilities. Just listing facilities online isn't enough.

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Personal branding builds trust and showcases your unique approach and expertise. Through your brand, you create a journey that begins long before the patient enters your clinic and continues well after. It's how you communicate value, justify your pricing and demonstrate your worth.

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Your brand should appeal to the patient's emotional needs, like confidence and self-care, while showing how you can help them feel their best. By sharing the science behind your treatments, you reinforce your expertise and educate them.

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More than just selling treatments, you're offering confidence and transformation. Your brand is the vehicle that conveys this promise to your ideal patients. In the following sections, we'll learn how to build and leverage your personal brand to thrive in the business of beauty.

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Understanding Personal Branding in Aesthetic Medicine

Your digital footprint is your brand. Every online interaction contributes to the image others perceive of you. Whether consciously crafted or not, your social media posts, website content, and even your email signature shape your professional identity.

A well-defined personal brand is a strategic asset. It's a unique blend of skills, experience, personality, and values that differentiates you. It's how you turn routine interactions into memorable experiences. However, building and maintaining a consistent brand requires effort and intention.

Just as a company maintains a cohesive brand image, you must curate your online presence. This means aligning your messaging and visuals across all platforms. While authenticity is necessary, it shouldn't overshadow your brand's core identity.

Remember, your brand is a living entity. It evolves with you. Regular evaluation and adaptation are essential to staying relevant. By investing time and effort into building a strong personal brand, you'll not only attract patients but also create a powerful platform for professional growth.

A strong personal brand can be a game-changer. Research shows that brands with a strong reputation outperform competitors. In the aesthetic medicine industry, where trust and expertise are paramount, your personal brand is your most valuable asset.

At its core, your personal brand is a unique combination of six key elements:

Skills: Your technical expertise and the treatments you excel in.
Experience: The wisdom you've gained throughout your professional journey.
Personality: The authentic traits that make patient interactions with you memorable.
Story: Your professional narrative – why you chose aesthetic medicine and what drives you.
Behavior: How you conduct yourself, both in-clinic and online.
Attitude: Your approach to patient care and your outlook on the field.

Together, these elements create a brand that's as unique as your fingerprint. It's what turns a routine consultation into an unforgettable experience for your patients.

However, maintaining this brand has its challenges. Many practitioners struggle with the following:

Consistency: Keeping your brand image uniform across various platforms can feel daunting. There's a fine line between consistency and appearing robotic or inauthentic.
Vulnerability: Sharing personal stories and opinions can be intimidating. The fear of criticism or rejection often holds practitioners back from truly connecting with their audience.
Comparison: In the age of social media, it's easy to fall into the trap of comparing yourself to other practitioners. This can lead to self-doubt and imposter syndrome.
Overexposure: Finding the right balance between being open and maintaining professional boundaries is tricky. There's always a fear of sharing too much and damaging your reputation.
Time and Effort: Building a strong personal brand requires significant investment. Balancing brand-building with clinical duties can be overwhelming.
Evolution: As your practice grows and the field evolves, so must your brand. Adapting while maintaining your core identity can be challenging.

The key is to stay true to your values and build meaningful connections with your audience. Your brand should reflect the real you – authenticity resonates with patients.

In aesthetic medicine, where patients trust you with their appearance and confidence, a strong personal brand sets you apart. It turns first-time patients into loyal advocates for your practice.

How to Build a Strong Personal Brand?

Whether you're an entrepreneur, professional, or content creator, here's how to craft a brand that resonates:^1,2

Cultivate Recognition and Trust

Create a visual identity that's unmistakably you. Choose a logo, color scheme, and overall aesthetic that captures your essence and values. As your brand becomes familiar, trust naturally follows and lays the groundwork for quality relationships.

Innovate and Differentiate

Showcase what sets you apart. It could be a unique skill, a fresh perspective, or a distinctive personality trait. Keep evolving to stay ahead of the curve and maintain your edge in a competitive landscape.

Maintain Consistency Across Platforms

Ensure your message and tone remain cohesive wherever your brand appears. From social media to in-person interactions, every touchpoint should reflect your core values and personality.

Engage and Build Community

Don't just broadcast—interact. Use social media, events, and content to foster genuine connections with your audience. Encouraging dialogue and feedback will help you cultivate a loyal community that favors your brand.

Make a Social Impact

Support causes you believe in, adopt sustainable practices, or use your platform to spotlight important issues. This not only enhances your reputation but also attracts individuals who share your values.

By focusing on these elements, you'll create a personal brand that not only captures attention but also builds trust and forges meaningful connections.

Strategies for Brand Development

Defining Your Big Ambitious Goal (BAG)

Your Big Ambitious Goal (BAG) is the driving force behind your brand. It's a clear, inspirational objective that gives your brand direction and purpose. For instance, your BAG could be to become the leading expert in non-surgical facial rejuvenation in your city. By defining your BAG, you create a roadmap for growth, guiding every decision and action you take.

Choosing Between Price Strategy and Value Strategy

Decide whether to compete on price or value. A price strategy focuses on offering competitive rates to attract cost-conscious clients. In contrast, a value strategy emphasizes the unique benefits and superior quality of your services. For example, if you choose a value strategy, you might highlight your advanced training, personalized care, and premium products to justify higher prices.

The AIDA Model: Awareness, Interest, Desire, Action

The AIDA model helps guide your marketing efforts by outlining the customer journey:

Awareness: Capture potential clients' attention through advertising, social media, and public relations.

Interest: Generate interest by sharing engaging content that addresses their needs and questions.

Desire: Create desire by showcasing the benefits and results of your services, including testimonials and before-and-after photos.

Action: Encourage potential clients to take action, such as booking a consultation or purchasing a service, by providing clear calls-to-action.

Leveraging Social Media for Personal Branding

Importance of Online Presence:

An active online presence makes you more accessible and visible to potential clients. Ensure your profiles on platforms like Instagram, Facebook, LinkedIn, and YouTube are regularly updated with relevant content. A 2017 study showed that Facebook is the most popular platform, with about half of the patients checking it daily, followed by Instagram, YouTube, and Pinterest.^3,5

Authenticity and Storytelling:

Authenticity resonates with audiences. Share your journey, successes, and even challenges. Tell stories about your experiences and the impact of your work on clients’ lives. This builds a genuine connection with your audience. A 2022 study found that personal posts generate the highest engagement on Instagram.³

Content Creation and Management:

Create high-quality, engaging content that showcases your expertise and personality. This can include videos, blog posts, infographics, and photos. Plan and schedule your content in advance to maintain consistency. Preferred content types, include before-and-after photos and procedural information.⁵

Engagement and Community Building:

Engage with your audience by responding to comments, messages, and reviews. Host live sessions, Q&A segments, and virtual events to foster a sense of community. Encourage user-generated content by asking clients to share their experiences and tag your brand. According to a 2023 systematic review, younger generations (17-35) prefer engaging on platforms like Instagram, Snapchat, and TikTok.⁴

Best Practices for Social Media in Aesthetic Medicine

Planning and Organizing Effective Teamwork:

Make sure your team knows and implements your brand strategy. Assign specific roles, such as content creator, photographer, graphic designer, and community manager, to streamline operations and maintain consistency.¹⁰

Sharing Balanced Content:

Balance promotional content with educational and inspirational posts. Share tips, industry news, client testimonials, and behind-the-scenes looks at your practice. This keeps your audience informed and engaged without feeling overwhelmed by advertisements. Educational posts, while making up a smaller percentage of content, have been shown to generate high engagement in a study.³

Maintaining Consistent Messaging and Visual Identity:

Consistency in your messaging and visual identity reinforces your brand. Use the same color schemes, fonts, and logos across all platforms. Ensure that your tone of voice remains uniform, whether you're posting on social media, writing a blog, or engaging with clients.

Utilizing Different Digital Channels:

Leverage various digital channels to reach a broader audience. Use Instagram and Pinterest for visual content, LinkedIn for professional networking, YouTube for video content, and blogs for in-depth articles.³Tailor your content to fit the strengths of each platform to maximize engagement and reach. As per studies, Facebook is widely used across all age groups and is effective for live videos and educational content.⁵

Some Case Studies of Interest

Here’s an analysis of the branding strategies used by some prominent cosmetic specialists on social media.

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Dr. Cristina Keusch

Educational Content: Dr. Keusch leverages her extensive experience to provide valuable insights into plastic surgery procedures, which positions her as a knowledgeable authority. This approach builds trust and credibility.

Patient-Centric Approach: She emphasizes a warm, caring atmosphere at her practice, as reflected in patient testimonials and before-and-after galleries. This personal touch resonates with clients seeking a compassionate provider.

SEO and Digital Marketing: Her practice underwent a thorough digital marketing overhaul, focusing on SEO and local search strategies. This significantly improved online visibility and increased patient inquiries and conversions.

Dr. Ashkan Ghavami

Visual Storytelling: Dr. Ghavami uses Instagram to showcase stunning before-and-after photos of his patients. This drives attention to his skills and the transformative effects of his procedures. This visual storytelling creates an emotional connection with potential clients.

Engagement with Followers: He actively engages with his audience through comments and direct messages to foster a sense of community and trust. This interaction helps build a loyal following that is more likely to convert into patients.

Focus on Rhinoplasty and Breast Augmentation: By showcasing impressive rhinoplasty transformations and breast augmentations on his social media platforms, Dr Ghavami demonstrates his expertise in these popular procedures.

Dr. Jason Diamond

Celebrity Endorsements: Dr. Diamond enhances his credibility and appeal by associating with high-profile clients, including celebrities. His social media presence often features these endorsements.

Diverse Content: He shares a mix of educational posts, patient transformations, and personal anecdotes, keeping his audience engaged and informed about various aspects of cosmetic surgery.

Reconstructive and Non-Invasive Procedures: Besides showcasing reconstructive procedures, Dr. Diamond highlights non-invasive treatments, which ultimately appeal to a wider range of clients seeking surgical and non-surgical options.

Dr. Simon Ourian

Influencer Collaborations: Dr Ourian collaborates with influencers and celebrities, amplifying his reach and brand visibility. His association with high-profile figures like Kylie Jenner significantly boosts his credibility and attracts a younger demographic.

Focus on Non-Invasive Procedures: He taps into a growing market of clients interested in less invasive options.

Comprehensive Approach: Dr. Ourian offers a variety of non-invasive treatments, including injectables, laser treatments, and skin rejuvenation procedures, positioning himself as a one-stop shop for clients seeking similar procedures.

Dr. Cat Begovic

Fitness and Lifestyle Integration: Dr. Begovic combines her expertise in plastic surgery with personal fitness and wellness content. This results in a holistic brand that appeals to health-conscious individuals. This unique angle helps differentiate her from other surgeons.

Authenticity and Relatability: She has cultivated an authentic brand image by sharing personal stories and experiences, making her more relatable and trustworthy.

Patient Transformations: Her impressive patient transformations reveal her surgical talent and the profound impact on her clients.

Dr. Paul Nassif

Television Exposure: Dr. Nassif's role on the reality show "Botched" has significantly enhanced his public profile. This exposure allows him to reach a wide audience and establish himself as a leading expert in facial plastic surgery.

Educational and Entertaining Content: He shares informative and entertaining content on social media, which demystifies plastic surgery and engages a diverse audience.

Expertise: Known for his expertise in facial plastic surgery, he often shares insights and techniques related to procedures like rhinoplasty, facelifts, and injectables.

Dr. Anthony Youn

Holistic Approach: Dr. Youn promotes a holistic philosophy in plastic surgery, emphasizing overall wellness and natural-looking results. This perspective differentiates him from traditional plastic surgeons and appeals to clients seeking a more integrated approach to beauty.

Educational Content: He actively shares informative content on platforms like YouTube and Instagram, discussing various procedures, recovery tips, and realistic expectations. This educational focus positions him as an authority in the field.

Engaging Personality: Dr. Youn often uses humor and personal anecdotes and mixes them with his approachable and relatable demeanor. This makes his content more engaging and accessible.

YouTube Channel: On his dedicated YouTube channel, Dr. Youn shares videos about cosmetic procedures, patient stories, and industry insights.

Instagram Presence: He shares before-and-after photos, patient testimonials, and behind-the-scenes glimpses of his practice on Instagram.

Podcast Host: As the host of "The Doctor Youn Show," he engages with other professionals and discusses relevant topics in cosmetic surgery and wellness. This platform allows him to reach a broader audience and establish himself as a thought leader in the industry.

Addressing Patient Concerns: Dr. Youn openly discusses common issues in plastic surgery, such as the high revision rates associated with rhinoplasty. By addressing these concerns candidly, he sets realistic expectations for potential patients and emphasizes the importance of informed decision-making.

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Building a Loyal Community

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Engaging with followers through Q&A sessions and responding to comments fosters a sense of community and makes potential patients feel valued and heard. Several doctors actively encourage such interactions, which not only build trust but also enhance patient engagement.

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In addition, collaborating with influencers and other medical professionals helps expand reach and credibility. These partnerships allow doctors to tap into new audiences, enhance their brand visibility, and reinforce their expertise in the field.

Overcoming Perfectionism in Personal Branding

The pursuit of perfection can often hinder progress in building a strong personal brand. Many healthcare professionals find themselves paralyzed by the fear of not being "ready." However, it's essential to remember that authenticity and consistency are far more valuable than polished perfection.

Own Your Imperfections

Rather than waiting for the ideal moment, consider taking the first step towards building your personal brand today. Sharing your knowledge and expertise doesn't require a flawless image or years of experience. In fact, authenticity and a willingness to learn resonate more strongly with audiences than a perceived air of infallibility.

Keep the Perfection Away

Focus on creating consistent, valuable content rather than striving for unattainable perfection. By regularly sharing insights and experiences, you establish yourself as a reliable source of information and build a loyal following. Accept the learning process and allow your brand to evolve naturally.

Prioritize Consistency

Consistency is key to building a strong online presence. Regular engagement with your audience helps maintain visibility and fosters trust. While it's tempting to aim for exceptional content every time, it's often more effective to produce a steady stream of valuable information.

Set realistic content creation goals and stick to them. By prioritizing consistency over perfection, you'll gradually build momentum and establish your authority in your field. Remember, your audience values your dedication and authenticity more than flawless content.

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Practical Strategies for Overcoming Perfectionism

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According to an article in the Harvard Business Review, here are some tips that can be of help:

See the Big Picture:

Perfectionism is time-consuming. Ask yourself, "Is this use of my time maximizing the impact of my work?" Focus on delivering valuable content rather than achieving an unattainable ideal.

Calibrate Your Standards:

Don't be afraid to seek feedback and adjust your standards accordingly. Collaboration with colleagues or mentors can help you identify areas for improvement without getting bogged down in minute details.

Use Checklists:

Break down tasks into manageable steps using checklists. This provides a clear roadmap and helps avoid aimlessly searching for perfection.

Break the Cycle of Rumination:

Perfectionists tend to ruminate – endlessly obsessing over perceived mistakes. Identify your triggers and practice healthy distractions like exercise or completing simple tasks. Reframe negativity by reflecting on past successes achieved despite not being perfect.

Seek Support:

Perfectionism thrives in isolation. Open up to trusted colleagues, friends, or mentors. Seek feedback and allow them to hold you accountable for letting go of unnecessary perfectionism.

The Ethical Angle

SHARE Concept

The SHARE Approach, designed by the US Agency for Healthcare Research and Quality (AHRQ), is a structured methodology that facilitates shared decision-making between healthcare providers and patients.⁷ This approach ensures patients are active participants in their treatment planning, aligning medical decisions with their preferences, values, and individual circumstances. The SHARE concept consists of five key steps:

Seek your patient’s participation: Encourage them to participate in their healthcare decisions. Explain that there are multiple treatment options and that their participation is crucial for making the best decision for their unique situation.
Help your patient explore and compare treatment options: Provide patients with detailed, balanced information about the benefits and risks of each treatment option. Use decision aids like brochures, videos, or interactive tools to help patients understand their choices and make informed decisions.
Assess your patient’s values and preferences: Engage in a conversation with patients to understand their values, preferences, and what matters most to them regarding their treatment. This step is critical for tailoring the decision to the patient's personal context and ensuring that the chosen option aligns with their goals.
Decide with your patient: Collaborate with the patient to decide on their preferences and the clinical evidence. Ensure that the patient feels comfortable with the decision and understands the next steps.
Evaluate your patient’s decision: Follow up with the patient to assess the outcomes of the decision and the patient's satisfaction with it. This step helps to refine the decision-making process and address any concerns or adjustments needed in the treatment plan.

Ethical Upselling in Aesthetic Clinics

Ethical upselling is when healthcare providers recommend additional treatments or services that genuinely benefit the patient rather than simply boosting sales. In the context of aesthetic clinics, this means offering treatments that align with the patient’s goals and improving their overall well-being.

Here are some points to consider:

Patient-Centered Approach: Ensure that all recommendations are based on the patient’s individual needs and desires. This aligns with the SHARE approach, emphasizing informed and shared decision-making.
Transparency: Be clear about the benefits, risks, and costs of any additional treatments. Patients should feel informed and empowered to make decisions about their care.
Education: Educate patients about the full range of available treatments and how they can address their specific concerns. This helps patients understand their options and make informed choices.
Follow-Up: Continuously evaluate the patient’s satisfaction with their treatments and make adjustments as necessary. This reinforces trust and ensures that the patient’s evolving needs are met.

Cultivating an Ethical Sales-Driven Culture

To cultivate a sales-driven culture, clinics must shift their perspective. Rather than viewing sales as a separate function, it should be integrated into patient care. By understanding patients' unique needs and goals, staff can transform sales interactions into opportunities to help and care better.⁸

Formal sales training is essential. Use structured programs, role-playing, and ongoing education to help your staff engage in sales conversations confidently. Recognizing and adapting to the unique personalities of patients is key to providing care with a personalized approach.

Good sales skills start with knowing your products well and being truly excited about them. While rewards can motivate staff, they're not the main thing. It's important to have clear sales plans and to help patients know what to expect. In the end, taking great care of patients and selling smartly help clinics grow and keep patients happy.

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Effective Patient Consultations: Building Your Brand Through Quality Care

Great patient consultations do more than just address medical concerns. They're a chance to build trust, create loyal patients, and boost your practice's reputation. You can leverage models like Calgary-Cambridge or Neighbours⁹ for a clear game plan. These frameworks help you:

Build rapport quickly
Gather information efficiently
Create treatment plans together with your patients

The Power of Empathy

Showing genuine care makes a big difference. Try these Balint model techniques:

Listen actively without interrupting
Acknowledge your patient's emotions
Create a supportive atmosphere

Patients who feel understood are more likely to trust you and follow treatment plans.

Clear Communication is Key

Strong communication skills can transform your consultations. The Calgary-Cambridge model suggests:

Building relationships from the start
Giving your consultation a clear structure
Paying attention to both what patients say and their body language

Working Together for Better Results

Involve your patients in their care decisions. Pendleton's model emphasizes:

Developing care plans together
Empowering patients to take charge of their health

This collaborative approach builds trust and encourages patients to stick with treatments long-term.

By making these practices part of your brand, you'll create a patient-focused practice that stands out from the crowd. You'll deliver top-notch care that keeps patients coming back and recommending you to others.

Step

Tips

Tools/Examples

Prepare Adequately

Review the patient's medical history, previous treatments or surgeries, and aesthetic concerns.

Send a Google form questionnaire to the patient before the appointment.

Familiarize yourself with their goals and expectations.

Review the completed questionnaire and make notes on areas to focus on.

Create a Comfortable Environment

Encourage patients to express their concerns and goals freely.

Arrange the consultation room to be comfortable and private.

Active Listening

Listen attentively to the patient's concerns, desires, and expectations.

Allow them to speak without interruptions and ask open-ended questions to gain deeper insights.

Educate and Inform

Take the time to educate the patient about the procedures they are interested in, including the benefits, risks, and potential outcomes.

Use PowerPoint presentations describing the procedure, mechanism of action, and before/after photos.

Manage Expectations

Be honest and transparent about what can realistically be achieved through aesthetic procedures.

Use an informed consent form to ensure the patient understands and agrees to the procedure.

Discuss potential limitations, risks, and complications to effectively manage the patient's expectations.

Share case studies or testimonials from previous patients with similar conditions.

Customize Treatment Plans

Tailor treatment plans to address the patient's unique concerns, anatomy, and aesthetic goals.

Utilize the Galderma scale for facial assessment.

Discuss Alternatives

Present alternative treatment options whenever possible, explaining the pros and cons of each approach.

If a patient is not a good candidate for a certain procedure, suggest less invasive alternatives.

Address Concerns and Questions

Encourage the patient to ask questions and address any concerns about the procedure, recovery process, or long-term results.

Develop a FAQ document covering common concerns and share it with patients during the consultation.

Provide honest and thorough answers to alleviate any anxiety or uncertainty.

Establish Trust and Rapport

Build a trusting relationship with the patient by demonstrating empathy, compassion, and professionalism throughout the consultation.

Show genuine interest in their well-being and satisfaction.

Share a personal anecdote or success story related to the patient’s situation.

Follow-Up and Support

Offer post-procedure support and follow-up care to ensure the patient's comfort and satisfaction.

Provide a leaflet or visualization with pre- and post-procedure care instructions. Schedule follow-up calls or messages to check on the patient's recovery and answer any post-procedure questions they may have.

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Conclusion

Building a personal brand in aesthetic medicine is not a one-time effort but an ongoing journey. Aesthetic medicine is changing every day with dynamic, constant advancements in techniques, technologies, and patient expectations. Continuous learning and adaptation are essential to thrive in this field.

Your personal brand reflects your skills, experience, personality, and values. By staying true to yourself and your core values, you can build a brand that resonates with your audience and stands the test of time. Authenticity helps foster trust and build meaningful connections with your patients and community.

Whether through social media, patient interactions, or community engagements, maintaining a consistent presence reinforces your brand’s reliability and boosts your trustworthiness.

Rather than focusing on perfection, emphasize on delivering value, building trust, and continuously improving your practice. Your imperfections and experiences are what make your brand unique.

Ethics should guide your practice. Balance education with promotion, provide evidence-based information and counter misinformation to enhance credibility and improve the field.

Effective consultations, through preparation, active listening, and customized plans, build patient trust. These interactions allow you to showcase your expertise and empathy.

Your dedication to excellence and continuous improvement will set you apart and pave the way for a fulfilling and successful career in aesthetic medicine.

References

What’s the Point of a Personal Brand?
The Ultimate Guide to Personal Branding (Hubspot)
Thawanyarat K, Hinson C, Gomez DA, Rowley MA, Navarro Y, Venditto CM. Content and Engagement Among Plastic Surgeons on Instagram. Aesthet Surg J Open Forum. 2023 Jan 2;5:ojac096. doi: 10.1093/asjof/ojac096. PMID: 36751431; PMCID: PMC9898873.
Shauly O, Marxen T, Goel P, Gould DJ. The New Era of Marketing in Plastic Surgery: A Systematic Review and Algorithm of Social Media and Digital Marketing. Aesthet Surg J Open Forum. 2023 Feb 28;5:ojad024. doi: 10.1093/asjof/ojad024. PMID: 37033450; PMCID: PMC10078152.
Furnas H. Cosmetic Surgery on Social Media – Patients Rate Preferred Social Media Sites and Content. Plastic and Reconstructive Surgery. 2017 Nov.
Cartier, H., Margara, A., Molina, B., Tateo, A., Grimolizzi, F., & Spagnolo, A. G. (2024). The ethical foundations of patient-centered care in aesthetic medicine. Philosophy, Ethics, and Humanities in Medicine : PEHM, 19. https://doi.org/10.1186/s13010-024-00151-1
Ramirez S, Cullen C, Ahdoot R, Scherz G. The Primacy of Ethics in Aesthetic Medicine: A Review. Plast Reconstr Surg Glob Open. 2024 Jun 25;12(6):e5935. doi: 10.1097/GOX.0000000000005935. PMID: 38919517; PMCID: PMC11199011.
12 ways to turn your clinic’s staff into expert salespeople (According to 14 top aesthetic practice owners)
Denness, Claire. (2013). What are consultation models for?. InnovAiT: The RCGP Journal for Associates in Training. 6. 592-599. 10.1177/1755738013475436.
Aesthetic Brand Marketing That Converts

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