Specialization + Reputation = New Patients — Peter Capizzi, MD (Ep. 378)

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➡️  Peter Capizzi, MD, a double board-certified plastic surgeon, explains how specialization + reputation = new patients.

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.

How becoming known for something specific can strengthen your authority, visibility and patient demand.

First, Dr. Peter Capizzi is a board-certified plastic surgeon. Currently, he operates a private practice in Charlotte, North Carolina. Notably, he has worked there for more than 20 years. Previously, someone gave him a valuable piece of advice. Essentially, this advice helped shape his current practice. Specifically, he learned to get really good at one thing.

Instead, Dr. Capizzi narrowed his professional focus. Ultimately, breast surgery became a major part of his identity. Consequently, his reputation grew around this specialty.

Undoubtedly, that specialization did something important. Furthermore, it made his expertise clear to prospective patients. Specifically, they easily understood his primary focus.

However, expertise alone was never enough. Therefore, Dr. Capizzi spent years building his brand. Presently, his practice boasts a 4.8 rating from 649 online reviews. Additionally, he has decades of social proof. Moreover, he makes a six-figure marketing investment.

Incidentally, hundreds of overwhelmingly positive reviews look great. Surprisingly, an occasional imperfect review makes them more believable. Truly, that offers a useful reminder for plastic surgeons. Often, many doctors still try to be everything to everybody.

Conversely, growth comes from doing the exact opposite. First, you must narrow the message. Next, you must build authority around it. Then, you should consistently focus right there.

Now, imagine a prospective patient saw your name today. Realistically, could they immediately tell your known specialty? Otherwise, your positioning might work against your marketing. Ultimately, you must remember that "Specialization + Reputation = New Patients."

Finally, you might feel unsure about your current positioning. Alternatively, it helps or limits your overall growth. Therefore, you should reserve a Practice Performance Audit. Accordingly, we will identify your biggest practice opportunities.

Reserve yours today.

 

Resources for Plastic Surgeons:

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Enjoy,
Catherine Maley, MBA
Author, Consultant and Host of "Beauty and the Biz"

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