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Are you a Toyota, BMW, or Rolls Royce? [Checklist]

Are you a Toyota, BMW, or Rolls Royce?

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When the aesthetic marketplace is saturated with choices, prospective patients triage their options based on your branding.

Your brand tells patients what to expect in terms of quality, experience, and results. It’s how people perceive you and how they talk about you when you’re not in the room.

Now more than ever, it’s critical to define how you want to be perceived and what type of patients you want to attract.

To illustrate, I used a car analogy—because everyone understands the difference between a Toyota, a BMW 7 Series, and a Rolls-Royce Phantom.

Which one are you?

GOOD → Toyota Camry (Reliable, Affordable, Gets the Job Done)

  • A Toyota Camry is dependable, trusted, and offers good value.
  • It’s not the cheapest, but it’s functional, practical, and a solid choice for those who prioritize reliability over luxury.
  • This is the competent, board-certified surgeon who delivers good results but lacks a strong brand presence, exclusive offerings, or premium patient experience.
  • Patients choose this level when they want safe, reasonable results but aren’t necessarily looking for the highest level of expertise or prestige.

BETTER → BMW 7 Series (Luxury, Performance, and Prestige)

  • A BMW 7 Series represents a step up in quality, experience, and prestige.
  • The owner is status-conscious, values craftsmanship, and expects more than just a car—they expect an experience.
  • This is the surgeon with name recognition, a high-end online presence, great patient care, and strong, predictable results.
  • Patients at this level expect better aesthetics, better post-op care, and a more customized experience—and they’re willing to pay more for it.

BEST → Rolls-Royce Phantom (Ultra-Luxury, Exclusive, White-Glove Service)

  • A Rolls-Royce Phantom is not just a car—it’s a statement. Every detail is handcrafted, the service is unparalleled, and it’s ultra-exclusive.
  • The owner doesn’t just want luxury—they want the absolute best, customized to their exact preferences.
  • This is the elite, celebrity facial plastic surgeon with a signature procedure, VIP concierge service, and high-net-worth clientele.
  • Patients expect a private, white-glove experience, personalized care, and the confidence of knowing they are in the hands of a world-renowned expert.

By the way, there is no “right” answer—only the choice that aligns with your business goals, comfort level, and willingness to uplevel your branding to attract a higher-end clientele.

But it you do want to charge more and cater to a higher-caliber patient, check this out…

Branding Checklist for Surgeons Who Want to Uplevel

Branding is the difference between being just another option and being the only choice. If you don’t intentionally craft your brand, the market will brand you by default—often as a commodity rather than an exclusive authority, so this checklist will guide you:

If you want to uplevel, it’s necessary to stop thinking like “just another plastic surgeon” and start positioning yourself as a category of one—a brand that is desirable, aspirational, and the only choice for discerning patients.

Elevate Your Brand and Practice at the Facelift Master Course

Branding is the silent force behind every elite plastic surgery practice. At the Facelift Master Course in New York City, May 3rd-5th, 2024, I will be sharing proven branding strategies that position surgeons as the go-to experts in their field.

This three-day exclusive event led by Dr. Ramtin Kassir and an elite faculty of renowned surgeons who will refine your facelifting techniques with 1-on-1 training, live surgeries, and hands-on cadaver labs.

Early registration ends March 31st! This is your opportunity to STOP letting your practice be just another option. Instead, become the category leader in your market.

Click Here to Register and See You There!

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TESTIMONIALS

Rated 5 out of 5
"Catherine outlined a plan that put key metrics in place, gave us a clear plan to follow throughout the year and trained our staff to increase their conversions by at least 10%. Since engaging with Catherine, I’m happy to report that revenues are up 15% over the last three months - 22% in the last month alone! I highly recommend Catherine’s consulting services to any practice looking for “best practice” additions to their operation."
drsigal 3
Robert Sigal, MD
"I have finally tapped into the most efficient way to grow my cosmetic practice and that is to “fish in the pond of my own patients”. When patients return to my practice, over 85% will purchase another service, product, or procedure. Not only was it worth over $200,000 in revenues this past year, it also reminds my patients I’m still around so they don’t wander off to my competitors. Catherine’s group has far exceeded our expectations and goals we had set up for them to achieve."
Victor Ferrari, MD
Victor Ferrari, MD
"Our consult conversions were running at 40-50%. Then we attended Catherine’s online training and implemented her strategies. They immediately increased conversion rates to 75-80%."
Anthony Corrado, MD
Anthony Corrado, MD
"I know how to run a profitable practice; however, it was not without major staff issues, inefficiencies and unproductive drama. With Catherine's guidance, I reorganized staff, set up processes for them to carry more of the workload and hold them accountable so I have more time to focus on patient care. The changes we put in place and the staff training to convert more callers and consultations will easily increase my revenues by 15% as well as save us time, money and costly mistakes. "
Evan Sorokin, MD
Evan Sorokin, MD
"Working with Catherine and her team has been very profitable. We’re only half way through the year and I’m up $200K and I’m booked out for the next 2 months even though we typically go into our slow summer months now. Her recent promotion brought in an extra $63,782 with more surgeries scheduled. I never realized how much money was sitting in my patient list but I’m a believer now!"
Plastic Surgeon Consulting Services
Robert Langdon, MD
"Catherine Maley has one of the best Marketing Minds in the aesthetic industry, bar none. She understands the aesthetic patient and she also understands the challenges and frustrations we face as aesthetic surgeons. You will benefit from Catherine's tools whether you are new in practice or a seasoned professional.Turn to Catherine for guidance - she knows what she's talking about."
Edwin Williams, MD
Edwin Williams, MD
“Catherine’s Cosmetic Patient Marketing Service has been a great addition to our practice-building overall plan. While we still invest in our online presence, we also found immense value in the internal marketing efforts. We especially like that all results are tracked so we know we are getting a great return ... last year it was 1,148% and no staff time was used. That’s a much easier way to grow my cosmetic practice.”
Mark Mason, MD
Mark Mason, MD
"Catherine Maley turned our practice around. We converted more consultations in one week than we did in an entire month. Our practice went from a painful 50% no show rate to a remarkable 85% show rate. Even more impressive was our close ratio - from 35% to 80% and still increasing. We would recommend her to any practice that’s looking to not only increase their profits today, but sustain a healthy flow of income for many years to come. Thanks Catherine!"
Sam Assassa, MD
Sam Assassa, MD
"Catherine found me the best patient care coordinator I could have asked for. She worked out a payment plan that was fair to me and motivating to my coordinator. She also provided training tools to help my coordinator convert better, even though she was already experienced. The results have been phenomenal. So good, in fact, that my income increased 250% and I’m booked out for 3 months. Don’t waste any more time or money doing it yourself. Outsource to someone you trust!"
Andrew Lofman, MD
Andrew Lofman, MD
"Since we’ve been working with Catherine and her team for the past 5 months, we’ve brought in $79K in surgeries and have booked an additional 17 surgical procedures and 20 non-invasive body procedures since then. This does not include the additional new patient referrals and revenues we are seeing from the on-going nurturing of my current patient database."
Verne Weisberg, MD
Verne Weisberg, MD
"I had given my staff the goal to convert at least $35K per week in surgeries AND I gave them the tools to help which was Catherine’s Online Learning Center at More Patients Academy. They watched Catherine’s modules and implemented her strategies and converted $80K! That equaled a 2,550% ROI. Nice!"
Adam Stein, MD
Adam Stein, MD
"Catherine outlined a plan that put key metrics in place, gave us a clear plan to follow throughout the year and trained our staff to increase their conversions by at least 10%. Since engaging with Catherine, I’m happy to report that revenues are up 15% over the last three months - 22% in the last month alone! I highly recommend Catherine’s consulting services to any practice looking for “best practice” additions to their operation."
Robert Sigal, MD
Robert Sigal, MD
"I have finally tapped into the most efficient way to grow my cosmetic practice and that is to “fish in the pond of my own patients”. When patients return to my practice, over 85% will purchase another service, product, or procedure. Not only was it worth over $200,000 in revenues this past year, it also reminds my patients I’m still around so they don’t wander off to my competitors. Catherine’s group has far exceeded our expectations and goals we had set up for them to achieve."
Victor Ferrari, MD
Victor Ferrari, MD
"Our consult conversions were running at 40-50%. Then we attended Catherine’s online training and implemented her strategies. They immediately increased conversion rates to 75-80%."
Anthony Corrado, MD
Anthony Corrado, MD
"I know how to run a profitable practice; however, it was not without major staff issues, inefficiencies and unproductive drama. With Catherine's guidance, I reorganized staff, set up processes for them to carry more of the workload and hold them accountable so I have more time to focus on patient care. The changes we put in place and the staff training to convert more callers and consultations will easily increase my revenues by 15% as well as save us time, money and costly mistakes. "
Evan Sorokin, MD
Evan Sorokin, MD
"Working with Catherine and her team has been very profitable. We’re only half way through the year and I’m up $200K and I’m booked out for the next 2 months even though we typically go into our slow summer months now. Her recent promotion brought in an extra $63,782 with more surgeries scheduled. I never realized how much money was sitting in my patient list but I’m a believer now!"
Robert Langdon, MD
Robert Langdon, MD
"Catherine Maley has one of the best Marketing Minds in the aesthetic industry, bar none. She understands the aesthetic patient and she also understands the challenges and frustrations we face as aesthetic surgeons. You will benefit from Catherine's tools whether you are new in practice or a seasoned professional.Turn to Catherine for guidance - she knows what she's talking about."
Edwin Williams, MD
Edwin Williams, MD
“Catherine’s Cosmetic Patient Marketing Service has been a great addition to our practice-building overall plan. While we still invest in our online presence, we also found immense value in the internal marketing efforts. We especially like that all results are tracked so we know we are getting a great return ... last year it was 1,148% and no staff time was used. That’s a much easier way to grow my cosmetic practice.”
Mark Mason, MD
Mark Mason, MD
"Catherine Maley turned our practice around. We converted more consultations in one week than we did in an entire month. Our practice went from a painful 50% no show rate to a remarkable 85% show rate. Even more impressive was our close ratio - from 35% to 80% and still increasing. We would recommend her to any practice that’s looking to not only increase their profits today, but sustain a healthy flow of income for many years to come. Thanks Catherine!"
Sam Assassa, MD
Sam Assassa, MD
"Catherine found me the best patient care coordinator I could have asked for. She worked out a payment plan that was fair to me and motivating to my coordinator. She also provided training tools to help my coordinator convert better, even though she was already experienced. The results have been phenomenal. So good, in fact, that my income increased 250% and I’m booked out for 3 months. Don’t waste any more time or money doing it yourself. Outsource to someone you trust!"
Andrew Lofman, MD
Andrew Lofman, MD
"Since we’ve been working with Catherine and her team for the past 5 months, we’ve brought in $79K in surgeries and have booked an additional 17 surgical procedures and 20 non-invasive body procedures since then. This does not include the additional new patient referrals and revenues we are seeing from the on-going nurturing of my current patient database."
Verne Weisberg, MD
Verne Weisberg, MD
"I had given my staff the goal to convert at least $35K per week in surgeries AND I gave them the tools to help which was Catherine’s Online Learning Center at More Patients Academy. They watched Catherine’s modules and implemented her strategies and converted $80K! That equaled a 2,550% ROI. Nice!"
Adam Stein, MD
Adam Stein, MD
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