Philip Solomon, MD, FCRS, shares insights from his experience in his busy Toronto-area practices on why focused expertise markets better.
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.
Why Focused Expertise Markets Better
Indeed, this week, on “Beauty and the Biz,” I’m joined by Dr. Philip Solomon. Notably, he is one of the most respected facial plastic surgeons in Canada. Equally important, he is a clear example of long-term authority building done right.
Rather than chasing trends, Dr. Solomon has grown his practice through consistency. Specifically, education plays a central role. Additionally, credibility across multiple platforms has been key. As a result, his approach offers valuable lessons for surgeons navigating today’s crowded marketing landscape.
⬇️ Click below to watch “Why Focused Expertise Markets Better — Philip Solomon, MD, FRCS.”
Excitedly, In this video episode of “Beauty and the Biz,” we break down what is actually working in plastic surgery marketing today. More importantly, we focus on strategies that build trust over time. Notably, quick visibility is not the goal.
Candidly, during the discussion, Dr. Solomon explains why marketing expertise becomes harder when a practice offers too many procedures. Similarly, he shares how his practice evolved. Specifically, it shifted from being rhinoplasty-heavy to focusing on the aging face. In addition, we explore why podcasts and video consistently outperform static content. Likewise, we discuss how patient education helps pre-qualify consultations. Finally, we examine the role trust plays long before a patient ever books.
Throughout the episode, Dr. Solomon makes the case that authority compounds over time. At the same time, he explains why practices that try to appear expert in everything often dilute their message.
Overall, this episode of “Beauty and the Biz” is especially valuable for surgeons managing multiple audiences. Additionally, it speaks to those balancing multiple procedures or platforms. Ultimately, the goal is sharper positioning.
In the end, the strongest marketing doesn’t amplify everything. Instead, it clarifies exactly what you’re best known for.
P.S. If you were another surgeon or investor considering your practice, you’d want clarity on your systems, performance, processes and accountability to determine its business health.
That’s exactly what this Practice Growth Strategy Review provides — and January is the best time to do it.
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