Catherine Maley, MBA
Author, Speaker, Writer, Consultant, Trainer, Podcaster, Blogger,
Cosmetic Patient, Avid Traveler, and Dog Lover.
My Journey to the Aesthetic Market
I grew up in a Chicago suburb in a cliché Irish Catholic family with seven kids (Do the words “loud” and “chaotic” come to mind?). Needless to say I am still recovering from it. My first real job was downtown at a prestigious firm called Sargent and Lundy Engineer Consulting. I was the back-up receptionist on the esteemed partners’ floor, and I probably got the job because my red hair showed nicely under the lights of the dark reception area. There, I learned the importance of image and how the phones affect it good or bad.
I entered the field of medicine by sheer circumstance in the ’80s as a Staff Coordinator for the Illinois State Medical Society (who happened to be in the same building as Sargent & Lundy), and I then transferred to San Francisco to be the Director of the House of Delegates for the California Medical Association. These experiences laid the groundwork for my understanding of the unique challenges, threats, and opportunities facing physicians. But my real desire was to get into business in the “for-profit” environment. So, I spent the next 15 years developing and perfecting my marketing and sales techniques at Fortune 500 companies. First, I sold shipping services for Burlington Northern where I learned to sell the invisible and then moved on to selling tangible mail automation equipment for Pitney Bowes, where I learned how to sell value over price since we were the most expensive products on the market.
My understanding of sales, as well as my people skills, gave me the edge to remain in the top 15% of thousands of salespeople nationwide. I also picked up an MBA at USF in my free time. Due to my success at Pitney Bowes, I was recruited by E-Stamp (digital stamps) to be the National Sales Manager, Marketing Manager, and Product Development Manager in the Silicon Valley. There I learned nothing counts unless it’s executed because the VC money eventually runs out
In the Year 2000, I made my move. I was done working for non-profits and start-ups and ready to do my own thing. I also turned 40 and was seeing “wear and tear” in the mirror so while searching for Botox and Laser treatments, I realized how much medical practices were lacking in customer service skills to cater to the cash-paying patient and they didn’t understand the delicate dance of converting patients to high-ticket cosmetic procedures. So, armed with my sales and marketing experience, coupled with my business knowledge, I had the tools I needed to begin coaching, training staff, and marketing plastic surgeons to get them more patients and more profits.
Here I am, 20 years later watching massive change happen in our industry (recessions, insane competition, advanced technology, and social media to name a few) and I’m more excited than ever to use my knowledge, experience and a team of digital experts to help plastic surgeons position themselves as the best choice.
Consultant and Staff Trainer
Much of my time is spent consulting cosmetic practices who want to “up-level” their game. That includes working out business and marketing strategies to grow the practice while also training the staff to professionally represent the plastic surgeon and practice.
This was a new platform I welcomed to gain more exposure, add more value to the industry, and reach more practices all over the world. The podcast allows me to talk to the audience and my guests in a more laid back and conversational way.
Writer For Aesthetic Society News
I have written for many industry magazines since the beginning with Aesthetic Society News being the most prominent and enduring. The topics range from plastic surgery leadership, patient marketing, and the business of running a cosmetic practice.
I am a Cosmetic Patient
Initially I gravitated to this industry because I was excited to learn I could look as good as I feel with a little help from the experts. I didn’t mind getting older (and wiser), but I did mind looking old. I take care of my mind with reading and my soul with meditation and my body with exercise. It just makes sense to take care of my appearance with cosmetic rejuvenation. It also helps me stay tuned to the cosmetic patients’ wants and needs because I am one.
My dog Cash reminds me that life is supposed to be fun! I just want to work, and all he wants to do is play. Talk about being in the moment (namaste).
I travel over 100,000 miles per year and proud to say I do it with carry-on luggage since American Airlines can be unpredictable with connecting flights. Tip: Hotel gyms are the best… Quiet and empty.
Bay Area Local
I lived in San Francisco for 23 years but then yearned for nature, peace, and quiet and a dog, so I bought a place in Sausalito, CA and loved it. The views are spectacular, the real estate is out of control, and the hiking is exceptional.
To execute creative strategies to provide our clients with quality patient-attraction and staff training products and done-for-you services that lead them to more patients, more profits, well-trained staff, and a better-run aesthetic practice everyone enjoys going to every day.
Enough about me. I would like to get to know YOU – so let’s schedule a 30-minute complimentary call to discuss your challenges and how to fix them. I’m pretty resourceful and would love the opportunity to help you grow your practice.
A Complete Guide to Understanding Your Aesthetic Patient and Growing Your Aesthetic Practice. Catherine Maley, MBA went straight to the aesthetic patient to get the answers you need to succeed with your patients.
Learn: Why Patients Buy Aesthetic Services, Why They Chose You Over Your Competitors, What You Did and Did Not Do to Satisfy Them, What You Can Do to Close More Procedures and Easy and Executable Marketing Strategies