By Stefani Kim

“If you build your offline reputation, your online relationship will come,” says Dr Lorne K. Rosenfield, a San-Francisco-based plastic surgeon, during his educational course “Secrets to an Aesthetic Practice,” at the 2018 Aesthetic Meeting in New York City.

According to Rosenfield, the most effective way to market yourself as a plastic surgeon is to develop a standard of excellence by writing, publishing, and presenting your research, allowing you to “move up the ranks organically,” with safety and technique becoming your “brand.” He advises aesthetic surgeons to disclose the complications they encounter utilizing their own technique as compared to other surgeons. As a young doctor, Rosenfield explains, he was on call at 12 emergency departments, where he became known as “the guy in town” that took care of children’s lacerations. Eventually, he was referred to the children’s parents for their procedures.

He went on to say that, as a surgeon, he is incredibly attentive to detail, screening patients with a comprehensive checklist in advance of their procedures. He also recommends that plastic surgeons develop a rapport with patients that involves finding out details of their individual backstory, like a medical history and their family dynamics.

“Reading patients is one of the best investments,” he states.

Preoperatively and postoperatively, it’s essential to treat patients like “Fabergé eggs,” while being mindful and understanding of their anxieties, he notes. Examples of this, he adds, are low lighting in the exam rooms, warm blankets, and music, among other things. Additionally, Rosenfield says he provides extras to his patients like follow-up house calls in the days after surgery, private suites, a postop RN, and phone calls to assure his patients are doing well. He says he even carries a traditional “doctor’s bag” as a further badge of authenticity.

Ultimately, though, a surgeon must be fully committed to a patient’s well-being and long-term health.

“It’s not a business, it’s your bloodline,” he concludes.

Stefani Kim is a contributing writer to Plastic Surgery Practice.