Dermatology Practice Case Study: Strengthening Operations and Patient Experience
May 01, 2024
An established dermatology practice had built a strong reputation during its eight years in business. The clinical care was respected, but several parts of the business had not kept pace with the practice or the increasingly competitive cosmetic dermatology market.
The practice initially appeared to have a digital engagement problem. Its website and social media presence were not effectively reaching the patients it wanted to attract. A closer assessment revealed that marketing was only one part of what needed attention.
What the Practice Assessment Revealed
We reviewed leadership, staff responsibilities, scheduling, patient communication, marketing and the overall patient experience.
Several operational processes were outdated. Staff strengths were not being used as effectively as they could be. Scheduling and communication created unnecessary friction for patients. The practice also lacked a clear message that distinguished it from other dermatology and medical aesthetic practices in the market.
These issues were connected. Attracting more patients would have placed additional pressure on processes that already needed improvement. The practice needed to strengthen its operations while improving how it presented itself to prospective patients.
Coordinating the Work Across the Practice
The work began with leadership and staff responsibilities. Roles were reviewed so that staff capabilities could be used more effectively and responsibilities could better support the needs of the practice.
Scheduling and patient communication were addressed next. We recommended updated systems and protocols to make appointments easier to manage and create a more consistent experience for patients.
The practice also needed a clearer market position. We refined its brand message to better communicate its approach to care and distinguish it from local competitors. The website and social media strategy were then updated to support that positioning and reach the patients the practice wanted to attract.
What Changed
Over the following year, the practice updated its operational processes, made better use of staff strengths and improved how patients moved through scheduling and communication.
Its website, social media presence and brand message more accurately reflected the care provided inside the practice. The practice also had a clearer foundation for competing in a growing cosmetic dermatology market.
What initially looked like a marketing problem required attention across several parts of the business. The assessment made it possible to identify those connections, determine what needed to happen first and coordinate the work across the practice.
Ready to Strengthen Your Practice?
If several parts of your practice need attention and you are unsure where to begin, I can help you identify the priorities and make sure the most important work gets done.
Connie Kurczewski is the founder of Elevated Practice Consulting and Strategic Advisor to Dermatologists and Aesthetic Physicians. She advises physician owners on staffing, leadership, operations, marketing, sales and patient experience.
