Branding a Plastic Surgery Group Practice: A Case Study | Journal CME-Branding a Plastic Surgery Group Practice

Branding a Plastic Surgery Group Practice_A Case Study

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A group of five plastic surgeons from New York Breast Reconstruction and Aesthetic Plastic Surgery outlined their journey to rebrand their practice after recognizing that their online presence was outdated and hindering expansion. Without experience in branding and marketing, they faced challenges with various web development and public relations firms. They ultimately engaged a non-medical branding firm to redefine their digital brand, which led to a comprehensive strategy and execution plan aimed at accurately representing their practice online.<br /><br />The process involved multiple phases: initial discovery to understand business challenges, exploration to propose brand strategy and positioning, and production to develop a coherent identity. This included revamping their website and social media strategy, promoting their services, supporting their community, and showcasing their expertise. Key results from these efforts included a significant increase in website traffic (91% direct increase), more time spent by users on their site, and a 21% rise in new patient volume. <br /><br />The article underscores that successful branding starts with substance and credibility. The surgeons highlighted that their brand reflects their longstanding community presence, expertise in advanced surgical techniques, and satisfied patient base. The rebranding effort was extensive but justified economically, highlighting the importance of creating a distinct and credible online presence to stay competitive. The authors hope that their experience acts as a guide for other practices seeking to engage in similar efforts.

Keywords

plastic surgery

rebranding

digital strategy

online presence

branding firm

website traffic

patient volume

community support

surgical expertise

competitive advantage