Ethical Cosmetic Surgery Association

FROM THE DESK OF
BARRY LYCKA, BSc Hons, MD, FRCP(C), ABD

An Invitation To
A Whole New, Very Different Life
In Cosmetic Surgery

This radically different approach provides you with an exceptionally high-income, extremely low-stress practice and time for other business interests … systematic, reliable practice growth … zero worries about “where the next patient is coming from” … respectful, appreciative patients ... average cosmetic surgery case revenues in excess of $10,000 ... and so many referrals and so much local prominence - because you have all sorts of advertising/marketing materials that work - that you have to stop taking new patients for several months at a time because you can’t accommodate new ones.

At a bare minimum, this is an invitation to add $10,000 to $30,000 per MONTH to your NET income - and take about 10 weeks of vacation each year. (But it’s really about a lot more.)

This is NOT a letter about yet another seminar or practice management program, etc. - it is about much, much, more … a total practice transformation, about stepping up to the really big leagues - not only in terms of income, but also in practice stability, personal freedom and lifestyle. It is appropriate for only a few cosmetic surgeons (which I’ll discuss a bit later).

If this interests you, there is a zero-risk, free-of-charge opportunity to fully investigate this information, to even try this on for size ...

But, A WARNING: only a few doctors in each area will have the ability to participate in this program.

Please permit me to tell you more about myself. My name is Barry Allen Steven Lycka. I’ve been happily married for 25 years, and my wife and I have four daughters, all wonderful. One has just about finished her nursing degree, another is about to be married. We have one cute, lazy dog that our daughters adore, and he returns the love by cuddling and snuggling.

I’ve practiced medicine for 24 years, having graduated from medical school in 1983 and completing my residency at the University of Minnesota in 1989. I specialize in skin cancer, liposuction, cosmetic surgery and laser surgery; and my practice statistics strike most physicians as unbelievable and unattainable. But the combination of the mindset I bring to my practice and the teaching I will be doing through the Ethical Cosmetic Surgery Association will easily show you how to help your practice achieve similar status. Consider for a moment whether you would like to have the type of practice I have.

Let’s talk money. I know doctors such as you and I do not work for just money. But let’s be honest for a moment. Wouldn’t a little more money help you achieve the things that truly matter to you? Such as having more time for your family? More time and money for leisure activities? Or maybe you could use the extra money to pay off old bills? Or do whatever you like? Basically, we all want the “doctor lifestyle” everyone talked about when we were growing up.

I know all of us can easily find good ways to spend extra money. Fortunately, what I teach will show you how to make more - buckets of it, effortlessly.

I just had one of my best years ever, and it would be easy to discount my success as a fluke. However, many of my colleagues have had exceptional success with the information I reveal in this letter. C.R. (initials changed so he won’t get harassed) from Minneapolis easily grosses $5-8 million a year. A.C from New York $2.5 million and J.R from California the same. And there are many, many more successes.

But more importantly, they sleep well at night, protected from the storms that affect the rest of the cosmetic surgery industry. They do not worry about the competition or the regulators. They are immune to the problems facing other MD’s.

Too many doctors are owned BY their practices. They are stuck.
Are you one of them?

Yeah, running a successful practice takes a lot of time and effort. Not to mention skill, a great staff and money. With our overhead, you do have to work. But you do not need to be a slave to your practice.

If you feel like you are held captive by your practice, held hostage by your own success, working much harder than you should be for your desired income, then what I have to tell you is “just what the doctor ordered.”

Even if you feel like everything is just fine, you need to pay attention. Too many doctors and their practices will be destroyed by the market forces that are brewing to make what amounts to “the perfect storm.” I see many practices that will soon be dead.

They’ll be destroyed by the storm caused by insurance issues. (It doesn’t take a rocket scientist to realize the percentage of potential insurance of any kind is going down. Many patients have no insurance at all; high deductibles deter seeking care; high co-payments, static or declining reimbursements in the face of steadily rising practice costs, etc., all gnaw away at the profitability of a strictly med-surg practice. Add to that the new Democrat-run U.S. House under Pelosi; the looming, threatening return of Hilary Clinton; and the $100 trillion deficit.) Can you be certain your practice will survive?

I’m not writing to scare you, but to help you.

Let me tell you about my practice to illustrate a few points. I practice part time. I take at least 10 weeks of vacation a year with my wife and sometimes my whole family. In the past few years, this has included a two-week cruise of the Mediterranean, 10 days on the Mayan Riviera and trips to Colorado Springs, Newport Beach and New York City. Every summer we spend two or three weeks at our summer home on the lake.

I also take quite a few weeks off from my practice to participate in several marketing and business training programs outside our profession. These are the conferences the entrepreneurial Internet experts and other fast-growing businesspeople attend to learn their strategies. Plus, I also attend other conferences, such as the business courses run by the Disney Institute. All of this learning is in addition to the scientific education I receive.

While I’m away, the office does NOT fall apart, crisis and chaos do NOT reign and I’m NOT a stressed-out lunatic checking in five times a day by cell phone. I’ve put together a practice that runs smoothly when I’m there and when I’m not there.

Plus, I take time away from my practice to teach other cosmetic surgeons around the country. What I reveal to you here has been proven within my own practice, yes. But it has also been tested and proven by many other cosmetic surgeons throughout the United States. These systems create lifestyle practices with plenty of money left over for personal wealth building.

Lest you leap to a false conclusion: I am not suggesting over-prescribing, selling unneeded procedures or doing less than stellar cosmetic surgery. Nor am I suggesting selling out to the pharmaceutical or laser companies. I’m all about quality surgery - make no mistake. I also detest selling out - to anyone. But I must tell you, being the finest cosmetic surgeon ever to pick up a scalpel isn’t enough to give you the kind of success, wealth, security, happiness and fulfillment you deserve, based on your education, sacrifice and expertise. In fact, as uncomfortable as it may be to digest this, clinical excellence makes up only about 20 percent of total success, an ideal practice and a fulfilling private life.

Actually, most doctors do the exact opposite of what’s right for their practices … and a lot do a disservice to their patients by not telling them what’s necessary. One of the benefits of working with me is becoming an ultra-confident, fearless, persuasive communicator. Another is (finally) getting to provide the kind of cosmetic surgery you’ve always wanted to provide.

You see, this isn’t just about the ideal income. It’s about ideal patients. (Yes, doctor, you can choose them just like they choose you.) It’s about ideal cosmetic surgery. Working with an ideal staff. Having an ideal lifestyle. That’s why I think of it in terms of “transformation.”

My entire career, I have searched for the vehicle to help cosmetic surgeons transform their practices. However, doctors are busy, doctors don’t have time to read, doctors don’t want to spend much, doctors’ schedules don’t allow them to participate in seminars, etc., etc.

When I saw what the Ethical Cosmetic Surgery Association was doing for doctors, I immediately offered my assistance. The ECSA has a membership program that solves all of your practice problems and is easily suited to your busy schedule - all for an exceptionally low price.

Best of all, for you,
For a limited time,
It’s free!

When I first saw the Ethical Cosmetic Surgery Association my immediate question was, “Why do we need another cosmetic surgery society?” The current state and national societies do a good job. But when I took a closer look, I found that this society is completely different; it’s so unique that you cannot even compare it to the other medical societies. The ECSA has a profound business orientation with a focus on helping surgeons earn a nice living from their practices and enjoy a great lifestyle.

I immediately volunteered my time to the ECSA and worked with the association to further improve its package of membership benefits. Here’s what we devised:

An Invitation To
A Whole New, Very Different Life
In Cosmetic Surgery

The Ethical Cosmetic Surgery Association offers a whole new approach to cosmetic surgery - from positioning to advertising to how and where you find help for your problems to where you can learn about procedures and new techniques.

While most of the current industry societies do good work (and I encourage you to join them), there is still a lot to do. The Ethical Cosmetic Surgery Association gives surgeons marketing help, networking, scientific information and practice planning. When I saw everything this society does for cosmetic surgeons, I knew I had to write to tell you about it.

This new society does more than address mere marketing challenges. The Ethical Cosmetic Surgery Association represents our business to the marketplace, media and government to enhance the credibility of its members; and provides a collection of resources, services, support and opportunities that forms a network beyond anything else available to cosmetic surgeons. And it helps you “transform” your business by showing you how to have an ideal practice.

But more importantly, you’ll sleep well at night, protected from the storms that affect your colleagues. You will do not worry about the competition or the regulators. You’ll be immune to the problems facing other MD’s.

Puts A Team of the
Best-In-Class Cosmetic Surgeons to Work For You

The ECSA board of directors is a team of surgeons running the most profitable practices in the country. It’s a unique perspective. While the science is included as an important topic, this society was created by surgeons, for surgeons, to show them how to generate high-value patients, increase consult acceptance and earn more money from their expertise.

One more thing and then I’ll tell you how you were chosen to receive this letter and the specifics about how the society benefits you.

The Ethical Cosmetic Surgery Association does not accept sponsorships from drug companies and equipment manufacturers. If we need to tell you the truth about something, we don’t fear the risk of losing some annual meeting sponsor. Now, as surgeons, we take responsibility for our own programs. Yes, it’s nice to have drug companies entertain and feed us. However, the freedom to tell you the straight truth without someone hiding the facts with their sponsorship dollars is more important.

A Limited Time, Non-Transferable
Invitation to You

By researching cosmetic surgery advertising, viewing regulatory history and through trusted referrals we have created a list of 297 “best in their class” cosmetic surgeons to invite into ECSA membership as founding members. I am writing you today because your name appeared on that list.

A dizzying array of membership benefits
collected under one umbrella.
What ECSA Membership Means to You:

Benefits fall into 11 categories:

1. Educational Resources
2. New Patients for Your Practice
3. Members Helping Members: Help With Your Business Issues
4. Referral to Elite Team of Leading Experts
5. Online Networking
6. ECSA Identity Usage
7. Members-only Discounts for Services and Special Benefits
8. ECSA’s Special Banking Service
9. ECSA’s Annual Seminar
10. Promotion of Members as Preferred Providers for Services
11. Representation of Your Industry by Physicians Rather Than Vendors and Suppliers

Now, let’s turn to these individually:

1. Educational Resources

1a.) The ECSA Journal (Ethical Cosmetic Surgery Today) is the standard for the cosmetic surgery industry, devoted to procedures and the business side of a practice: Management, hiring, staffing, training, asset protection and legal and financial issues. We will be gathering and presenting “what works” in the best-run, most profitable cosmetic surgery businesses as well as collecting information from inside and outside the profession in law, accounting, etc., all intended to save you not only money but time, mistakes and hassles. And, of course, industry news … our editors will be monitoring dozens of trade journals, law journals and other media to condense the news important to you into a CliffsNotes form (published 12 times per year).

1b.) Dr. Barry Lycka’s The Cosmetic Surgeon newsletter and white paper reports. I have agreed to give away subscriptions to my newsletter as a benefit of membership. Dr. Barry Lycka’s The Cosmetic Surgeon newsletter is already an insiders’ gem. Subscribed to by hundreds of surgeons, the who’s who of the industry, these docs drop everything they are doing the minute this monthly package arrives. It’s four to eight pages of high-value, current, topical information, advice and insider examples.

It’s like having a team of high-income, great lifestyle cosmetic surgeons on the phone as your individual consultants. Personally, I rarely do consulting. I can do a couple of procedures right in my office; why would I take a consulting client? But, when I do take a client, I charge $15,000/day with a two-day minimum.

In addition, you will receive periodic white papers on all phases of the cosmetic surgery profession. The white papers will be an in-depth view of a new topic in the industry. Here is a list of topics covered in the last few years, to name just a few:

• Mesotherapy
• Liposuction
• ALA/light treatment
• Thread lifts
• Filler substances
• Sclerotherapy
• Office dispensing

1c.) Monthly Business Insights Teleseminar. Each and every month, ECSA Executive Director Robert Skrob and/or I host a teleseminar. For those who have never participated in one, this is one of the best ways to learn about new business practices and procedures. There are interviews with successful ECSA members, member vendors and experts from outside the industry. In most months, there are opportunities for Q/A with the experts. We direct the interview with your questions.

These teleseminars are conducted live. But if you cannot attend, no problem. A CD is sent, plus a transcript and an action points summary (a cheat sheet), so you can get the gist of the call lickity split.

You cannot get this information anywhere else. Imagine, for example, a teleseminar on the Fraxel with a nonbiased expert. Or a teleseminar on how you can use your patient list as one of the most effective means to enhance your practice. Or how you can publish your own book, overnight. Or how you can be covered by a major magazine. These are the kinds of things Cosmetic Surgery Business Insights Teleseminar participants can look forward to.

2. New Patients For Your Practice

The association is improving the perception of cosmetic surgery and its physicians. While the reputation of the cosmetic surgery business is good, we need to make the industry into a trusted source for information for all those wanting cosmetic surgery. Your membership in the ECSA will provide you tangible benefits far in excess of the investment. More importantly, it will be your contribution to the building of the industry that benefits us all. It is important to you and the entire cosmetic surgery industry that you join today.

For example, the Ethical Cosmetic Surgery Association has taken the following stands in the last few months: it has opposed holiday gift certificates for cosmetic surgery; testified against FDA regulation of hydroquinones; and spoken out against unethical advertising. In 2007, we will be taking a stand against offshore cosmetic surgery.

Even if you are an expert at cosmetic surgery, the only way you will make money is if you have a steady stream of new patients willing to pay you for procedures. Even if you are the best physician in the world, your practice will go broke without new patients.

If you haven’t realized it, one of the worst ways to advertise is to do what everyone else does. Following the masses is akin to marketing incest; the ads get dumber and dumber until they fail to generate any patients.

That’s why we offer you three coupons to have your ads evaluated. We’ll show you exactly what’s wrong and show you what you need to do to improve them.

3. Members Helping Members

What do you do when you have a Botox complication? Who do you talk to about liability insurance? What do you do if you have a staffing problem? How do you run a patient seminar?

And on and on and on …

We will have a chat room set up where you can have all of your questions answered by other members of our community. This is an exclusive members-only benefit.

3a.) FAQ Archives Online. Every time we handle a request per 2a., we’re going to add information to the MEMBERS ONLY FREQUENTLY ASKED QUESTIONS (FAQ) ARCHIVES at the ECSA website, www.ECSAOnline.com with a searchable database and an index so you can find what you need.

3b.) Chat rooms, bulletin boards, etc. See #5.

4. Referral to Elite Team of Leading Experts

Do you need a resource to answer your employee management questions? Need a crackerjack lawyer? A great insurance agent who knows your business and you inside and out? And suppose you come up with a procedure you want to patent - whom do you call? Well, we’ve got a team in place and will be aggressively adding carefully screened experts as we go. You tell us your needs via email, and we’ll refer you to the best sources we know, or we’ll directly provide the answers you need, as appropriate, from our staff. Your standard ECSA membership includes handling of up to six requests per year. Or you can upgrade to a gold membership, with unlimited requests, for $299/month.

5. Online Networking

Yes, there will even be an ECSA online community with bulletin boards, chat rooms and member contact information ... The opportunity for you to call out to members for advice ... ideas ... referral to a type of expert or vendor ... share experiences ... even buy, sell and trade. Restrictions and active enforcement of fair use policies apply, of course; misuse will result in membership termination.

As an ECSA member, you are authorized to use the logo and your member designation in your ads, marketing materials and websites, etc. Surveys of both consumers and business owners overwhelming indicate a patient’s preference for purchasing from companies identifying themselves as a member of a major organization. Also, vendors, banks, lending institutions, leasing companies, hotels and convention centers, ad media, etc., indicate a similar reassurance when dealing with a member of a recognized organization.

As you can see, the logo itself includes the website, where you will find the ECSA Code of Ethics. In addition, we have a separate website for consumers, www.ecsaonline.com. This site includes information regarding assistance with disputes and a member directory by category, and provides general credibility for all ethical cosmetic surgeons. (Note: Code of Ethics language appears on the reverse side of your membership registration, and your agreement to adhere to this code is mandatory for ECSA membership.)

7. Members-only Discounts and Preferred Services

If you run an office, you need to save money. That’s why we have done some shopping for you. Office supplies from Office Depot, office machines from Pitney Bowes, supplemental insurance from AFLAC, cellular phones from Cingular and discounts on surgical supplies from our vendors.

8. ECSA’s Special Banking Services

8a.) Special ECSA financing/banking service. The ECSA negotiated with a major bank to get you financing at the best rate possible for your high-priced lasers and financing for your patients for their cosmetic procedures.

8b.) Credit card processing services and support services specially designed for cosmetic surgeons. Every cosmetic surgeon worth his or her salt knows the practice must accept credit cards. We are still testing this function with a few highly qualified individuals.

8c.) Cosmetic Surgeon Banking Services. Exceptional CD and money market rates as well as assistance with retirement accounts.

9. ECSA’s Annual Seminar

Once a year, beginning September 2008, there will be an annual ECSA seminar. Speakers will be handpicked and chosen for their honesty. Our vendor members will have first chance to be exhibitors. Our exhibitors will also be chosen for their integrity.

This will be your opportunity to meet face to face the ECSA members with whom you have been talking online.

10. Promotion of Members as Preferred Providers for Services

The Ethical Cosmetic Surgery Association has begun to execute a comprehensive patient education program through the media, promoting ECSA members and the benefits of cosmetic surgery, free from any drug company’s influence. The chief line will be, “If your cosmetic surgeon is not a member of the Ethical Cosmetic Surgery Association, you need to ask yourself, ‘Why not?’”

By associating with the ECSA as a brand name, you will improve your ability to market yourself.

11. Representation of Your Industry by Physicians

I’m sad to report that most cosmetic surgery associations are run by drug companies and laser manufacturers. Those associations receive millions of dollars in sponsorship money for the events they produce.

All those lavish cocktail parties at 5-star resorts come with a price: we have lost our voice. Now, the moment one of these sponsors threatens to pull out of the academy, the association’s staff and board are quaking in their boots. Physicians have sold their voice for free booze and a shrimp cocktail.

The ECSA will continue to conduct a continuous publicity and media campaign to educate the business press, industry, journals and public about “what cosmetic surgeons are” and to promote the website www.ECSAOnline.com. In addition, this public relations program will prominently feature ECSA members.

The ECSA Government Affairs office will communicate with all levels of government, regulatory agencies and the media regarding issues, pending legislation and other matters of significant potential adverse impact on many or all cosmetic surgeons. We will ensure we make ourselves heard on every issue from taxes to regulations.

Plus, when a catastrophe happens, such as the Florida botulinum toxin incident, we’ll be there to tell the press our point of view - so your business need not be hurt.

To review what is ready for you now:

1. Educational Resources
2. New Patients for Your Practice
3. Members Helping Members: Help With Your Business Issues
4. Referral to Elite Team of Leading Experts
5. Online Networking
6. ECSA Identity Usage
7. Members-only Discounts for Services and Special Benefits
8. ECSA’s Special Banking Service
9. ECSA’s Annual Seminar
10. Promotion of Members as Preferred Providers for Services
11. Representation of Your Industry by Physicians Rather Than Vendors and Suppliers

11 Benefits for You, for FREE,
But Only If You Act Quickly

If you’re anything like the small group of cosmetic surgeons I have had preview the collection of benefits, by now you are really, really curious and probably apprehensive about the cost of the membership. I had them guess, and the lowest guess was $5,000 per year.

I agree that membership is easily worth that much, but such a fee would make it prohibitive for many cosmetic surgeons, and exclusionary. Our best interests are served by being the best possible organization, providing more clout all the way around. And I can bring more opportunities and better discounts to the table, so the board chose to keep the dues as low as we possibly could and still deliver on all of our promises (and a few more goodies on the drawing table not mentioned here). Those who received my preview where shocked at how low we set the dues and, of course, insisted on joining immediately. I expect you will react the same way.

There are too many benefits for me to explain within this letter, so I got special permission from the board of directors to make a special offer to the best-in-class physicians around the country. After researching throughout the country, your name came up.

Because of your status and experience within the cosmetic surgery profession, we want you to join “risk free” for 2 months without paying anything for membership. This way you can experience for yourself the comprehensive member benefit programs you are currently missing.

If you fax us your “Invitation-Only 2-Month Free Trial Membership Opportunity” form by February 16, 2007, you will receive a 2-month free trial of ECSA membership and pay only $19.78 to cover delivery.

Decide for yourself. On the third month, you will be assessed membership dues of $197.00 per month and guaranteed NO dues increase for at least two full years. Of course, you may cancel your membership at any time.

For the First 29 New Members
A Special Bonus

My publisher sent me a box of 30 copies of my book Shaping A New Image: The Practice of Cosmetic Surgery. I already gave one to a patient. She saw the box when she was in my office. I have 29 left.

I believe in this association so much that I will give away all the remaining copies of my book. When I suggested this at the board meeting, they told me I was a fool. One doctor told me the book was worth an entire year’s membership, and I should offer the books for sale to our existing members; they’d buy them up quickly.

In this book I explain every detail and give you the insights of dozens of successful cosmetic surgery practices. More specifically, I outline:

• The 13 sins that prevent cosmetic surgeons from building the practice they dreamed about when they entered medical school.
• The secrets of balancing your practice with your personal life.
• The 4 practice-killing factors to consider when creating your practice.
• The 6 things to do with your staff before you open your office tomorrow.
• The 17 strategies you can immediately use to fill your practice with patients in an ethical way.
• The 8 selling techniques that took me 22 years to create that build instant trust with your patients, increase your case acceptance and make them more successful cases.
• A 30-page analysis of the motivations, secret desires and profiles of cosmetic surgery patents, so you can spot their type when they walk through the door and apply the best selling strategy for their type.
• The 8 things you must know before you set your fees and determine how much you’ll get paid.
• And a lot more - the above is only the first half of the book.

Contrary to what the board of directors say, you are welcome to a FREE copy of my book if you are one of the first 29 members to join ECSA for FREE. Yes, you don’t need to buy anything; simply join for the 2-month free trial. You get free membership for three months and a free copy of my book Shaping A New Image: The Practice of Cosmetic Surgery.

The ECSA Win-Win Free Trial Guarantee

Your only investment is $19.78 to cover delivery. And, if you aren’t happy, give us the word, and we’ll even refund the $19.78 delivery charge. You keep the book as my gift to you; you have nothing to lose.

Use the enclosed member registration form, and fax it to 850-668-5371. Hurry, to be sure of being in the charter group at the lowest dues.

You’ll get confirmation, a New Member Manual with everything you need to access all benefits and services, a Member Hotline number should you need to call, email instructions, the logo art on a CD and more shipped to you immediately. Plus, if you are one of the first 29, you’ll receive a copy of my book!

I’m looking forward to working with you.

Regards,

Barry Lycka, MD
President, Ethical Cosmetic Surgery Association

P.S. Your invitation is exclusive to you and is not transferable.

P.P.S. It has never been more important for cosmetic surgeons to work together to increase patient awareness of our industry and to teach surgeons how to attract the best patients so hardworking doctors can spend more time with their families.

Over the last 10 years, surgeons have adapted to the economy by working harder, spending less times with their families and bringing home the same (if they are lucky) or less income. The Ethical Cosmetic Surgery Association was created to turn that around for those select surgeons we invite to join.

Take advantage of the 2-month free trial right now; you have nothing to lose - unless, of course, you fail to act.

Several new members over the last few months have asked for a comprehensive overview of all of the tools and insights I offer to surgeons.

A few months ago a group of doctors offered me a large amount of money to spend several days giving them all of my “stuff” in a private seminar. I’m making this closed-door “boot camp” available to new ECSA members. You get the complete audio of every session (over 16 hours of recordings), the complete handouts along with samples and a thorough manual I spent months creating for this seminar.

Here is a summary of what I covered:

1. A simple system to convert consultations to paying patients, converting 7 out of 10 who come for a consultation. This is so effective that, in fact, those who don’t book are the ones I do not want.
2. How to Lock In a Secure Cash Flow - This new stream of self-paying patients will always be there regardless of insurance or Medicare cuts. And they’ll come whether the economy is up or down. You will be able to count on it year in and year out.
3. How to Achieve Practice Freedom.
4. I took on the government-controlled system, one that functions like a large HMO, and developed my own system. I now practice exactly the way I want.
5. 10 things you need to build a successful cosmetic surgery system and why a system approach is the only thing that works.
6. How to analyze your cosmetic market, pick a segment and then “own it.”
7. How to move gradually from an insurance/HMO-PPO model to a pure fee-for-service practice.
8. The 5 procedures most cosmetic patients want and what they will ask for when they come in.
9. The top 10 procedures projected for the 21st century and the ones you should be implementing into your practice.
10. Knowing how cosmetic patients shop for a physician and how to get them to end up in your practice.
11. How female patients view your practice and 5 easy things you can do to make it more attractive to them.
12. Appealing to men in a cosmetic practice. Men still make up only 10 percent of the total number of patients, but that number is growing by 100 percent each year.
13. How to gain instant rapport with your male and female patients and how to make them love you.
14. The 5 magic words any cosmetic patient wants to hear before moving ahead with cosmetic surgery.
15. The 7 most common patient fears and how to easily overcome them and make your patients feel secure.
16. The procedures that will cause patients the most psychological trauma and how to avoid them.
17. The pros and cons of before and after pictures and imaging systems, and how to use them effectively.
18. Trigger events and how they will influence your patients’ acceptance of cosmetic surgery.
19. How your clothing can dramatically affect your case acceptance and what you should and shouldn’t wear.
20. Analysis of a successful cosmetic surgery consult. The how’s and why’s of structuring a brief but effective presentation that makes your patient want to move ahead. I am able to book 7 out of 10 consults that I see for surgery.
21. The Beauty Audit - A pre-positioning checklist that ensures the physician correctly zeros in on the patient’s wants. (Patients only consent to their wants, not their needs.)
22. How to discuss cosmetic surgery in simple, down-to-earth language that every patient can easily understand.
23. Understanding a patient’s thought process after saying yes to cosmetic surgery and how to keep her (or him) from changing her (or his) mind.
24. 20 minutes vs. the rest of a lifetime. Why even good presentations can fail.
25. Knowing the difference between a true patient question and a hidden objection to cosmetic surgery. How to spot both easily.
26. Why most case acceptances are not impulse or price decisions.
27. The secret hidden desire every cosmetic surgery patient has.
28. How to avoid wasting time on unproductive cosmetic consults.
29. Patients to avoid altogether. Difficult patients and how to handle them effectively.
30. How to quickly identify the difficult patient personalities.
31. How to engineer your practice marketing to NOT attract undesirable patents.
32. What to do about the disappointed patient. We all have them. How to manage expectations to prevent patient dissatisfaction.
33. 7 strategies for resolving problems with dissatisfied patients, how to win them over and prevent them from killing your practice with negative word-of-mouth.
34. How to discuss fees and financing with your patients.
35. How to set your fees higher than your competition and have your patients gladly pay them.
36. Secrets of a staff-driven practice and why once set up it makes your job so much easier.
37. An unfair advantage - the patient coordinator. The position defined and how it can produce maximum value.
38. How to easily overcome staff fears to turn staff members into your “advocates.”
39. Empowering and energizing your staff to bring in new patients, and fast-track training to get it done.
40. Which advertising media works best and provides the highest return on investment.
41. Using low-cost “non-advertising, advertising” and other little known strategies proven to stand out from the competitive clutter.
42. 8 amazingly simple things for high-yield low-cost internal promotions.
43. How to get 100-percent free advertising.
44. How to develop community prominence and prestige through charitable tie-ins, publicity and media relations.
45. How to get new patients to call and how to pluck them out of the woodwork with low-cost 800 numbers.
46. Effective yellow page ads that will make your phone ring off the hook. How to write and place them.
47. Effective use of the telephone. How it can make or break the cosmetic practice.
48. How to avoid the common advertising spending traps most physicians succumb to.
49. How slow season promotions can turn into busy season promotions.
50. How to design a great office including a strategic positioning environment. No office is perfect, but there are many things you can do to make it great.
51. How to get your patients to say “WOW!” without spending a bundle.
52. Your new patient kit.
53. Using patient concern calls to build a practice.
54. Setting up and equipping the cosmetic surgery office and 6 costly mistakes to avoid.
55. Common, horribly expensive mistakes in purchasing or leasing new equipment.
56. A collection of 7 of the most fun things I have done with my practice.
57. The Dirty Dozen - mistakes I made and how you can avoid them.
58. 4 things you need to do in - right now - in your practice.

Physicians who came to this seminar paid over $1,995 to attend.

As a new member of the ECSA, you may purchase the complete recordings and handouts delivered to you for only $691.00. You get this for less than half price AND you save all the travel and hotel expenses.

I am donating all of the proceeds to the ECSA for its consumer awareness program.