Shawna R. Kleban, MD explains how she’s been building a brand around massive-weight-loss patients in a multi-location surgical practice.
Hello, and welcome to “Beauty and the Biz,” where we’ll discuss the business and marketing side of plastic surgery.
As always, I’m your host, Catherine Maley, author of “Your Aesthetic Practice – What Your Patients Are Saying.” and consultant to plastic surgeons, helping them get more patients and more profits.
Building a Brand Around Massive-Weight-Loss Patients. Dr. Shawna Kleban reveals why massive-weight-loss patients are loyal advocates.
To begin, Dr. Shawna Kleban is a board-certified plastic surgeon practicing inside a big multi-surgeon group in North Carolina. Primarily, she specializes in aesthetic surgery. In addition, she has developed a particular passion for caring for patients after massive weight loss.
Importantly, these are not always one-procedure patients. Instead, some require several carefully planned stages that happen over years.
For instance, in this week’s “Beauty and the Biz” videocast, Dr. Kleban explains why massive-weight-loss patients can become exceptionally loyal, grateful, and referral-driven.
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As a result, you will hear how these patients may:
Return for revisions and additional procedures
Participate in active weight-loss support communities
Share their experiences and surgeon recommendations with others
Furthermore, Dr. Kleban discusses the marketing philosophy that helps her attract the right patients. Specifically, she believes surgeons must show more than before-and-after results. Besides showing results, they must also show who they truly are.
By extension, keeping her social media authentic helps her connect with people. Likewise, sharing transformational patient stories builds strong trust. Simultaneously, educating weight-loss support groups helps her reach qualified leads. Thus, she attracts patients who connect with her personally—not just surgically.
Additionally, she shares how posting patient results encourages future patients to consent to sharing their own transformations.
Ultimately, your best marketing has to do more than display technical skill. In short, it helps the right patients recognize that you are the surgeon they have been looking for.
In addition, the strongest practices know exactly who they serve. Likewise, they know what they want to be known for. Consequently, they know how to turn satisfied patients into loyal advocates. Above all, that is just one of the seven growth pillars inside The “Beauty and the Biz” Practice Growth Playbook.
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