The ultimate guide to managing the multifaceted business aspects of a dermatology practice Although board-certified dermatologists provide the best care for their patients, managing a practice and optimizing every facet of the business is a daunting endeavor. Business acumen is not taught in residency and is the most overlooked aspect of any given practice. The Business of Dermatology, written by esteemed dermatologists Jeffrey S. Dover, Kavita Mariwalla, and an impressive group of experts, provides a rare opportunity to learn about the operations side of practices across the country. Written.

• The Business of Dermatology
• Title Page
• Copyright
• Dedication
• Contents
• Preface
• Contributors
• Section I Bricks and Mortar
  • 1 To Rent or to Buy: That Is the Question
    • 1.1 Twelve Years of Education and Yet
    • 1.2 Location, Location, Location
    • 1.3 Buying versus Leasing 101
    • 1.4 Are You Ready for Commitment? The Pros and Cons of Purchasing Office Space
    • 1.5 Constant Vigilance: The Pros and Cons of Leasing Office Space
    • 1.6 City Mouse, Country Mouse
    • 1.7 There’s a Perfect Match for Everyone
    • 1.8 Office Configuration
  • 2 Location
  • 3 How Much Space Do I Need?
    • 3.1 Introduction
    • 3.2 Number of Providers and Workflow
    • 3.3 Service Type
    • 3.4 Spatial Configurations and Design Organizational Patterns
    • 3.5 Clinical and Support Areas Needed
    • 3.6 Program and Area Requirements Calculations
  • 4 Creating a Business Plan
    • 4.1 Introduction
    • 4.2 Creating Your Business Plan
    • 4.3 Obtaining Financing
    • 4.4 Dos and Don’ts
    • 4.5 Conclusion
  • 5 Room Layout
    • 5.1 Introduction
    • 5.2 Where Do I Start?
    • 5.3 Elements of the Room Layout
    • 5.4 Other Important Considerations
    • 5.5 Potential Pitfalls
    • 5.6 Conclusion
  • 6 Office Flow
    • 6.1 Introduction
    • 6.2 Check-in
    • 6.3 Rooming
    • 6.4 Check-out
    • 6.5 Conclusion
  • 7 Creating a Practice Ambience
    • 7.1 Introduction
    • 7.2 Creating a Welcome Area
  • 8 Photography and Space Requirements for Everyday and Clinical Trials
    • 8.1 Introduction
    • 8.2 The Consent Process
    • 8.3 The Office Setup
    • 8.4 Positioning the Patient and Framing the Photograph
    • 8.5 The Camera: Compression, Focus, and Resolution
    • 8.6 Storage and Transmission
    • 8.7 Conclusion
  • 9 Corporate Structure: Limited Liability and Taxation
    • 9.1 What Does Corporate Structure Mean?
    • 9.2 Selecting a Corporate Structure
    • 9.3 Corporations and Medicine: The Prohibition of Corporate Practice of Medicine
    • 9.4 Conclusion
  • 10 Academic versus Private Practice
    • 10.1 Academic
    • 10.2 Private Practice: Solo, Dermatology Group, Medical/Surgical Group
  • 11 Managing the Telecom and IT of Your Business: The Central Nervous System of a Medical Practice
    • 11.1 Introduction
    • 11.2 Hire an IT Consultant
    • 11.3 Reserve a Domain Name and Corporate Email Account
    • 11.4 Establish a Physical Service Address
    • 11.5 Reserve Phone and Fax
    • 11.6 The Buildout
    • 11.7 Establish Service Contracts
    • 11.8 Business Associate Agreement
    • 11.9 Hardware
    • 11.10 Cyber Security
    • 11.11 Conclusion
  • 12 Choosing and Implementing an Electronic Medical Record System
    • 12.1 Introduction
    • 12.2 Step One: Set a Tone
    • 12.3 Step Two: Create a Multidisciplinary Implementation Team
    • 12.4 Step Three: Choose the Software
    • 12.5 Step Four: Configure Your Software
    • 12.6 Step Five: Identify Hardware and Personnel Needs
    • 12.7 Step Six: Transfer Data
    • 12.8 Step Seven: Decide on the Launch Approach
    • 12.9 Step Eight: Develop Disaster Protocols
    • 12.10 Step Nine: Initiate Your Training Plan
    • 12.11 Step Ten: Enhance EMR-related Communication Skills
    • 12.12 Conclusion
  • 13 Private Equity and Venture Capital-Backed Practice Models
    • Editor’s Note
    • 13.1 Part A: The Corporatization of Dermatology
    • 13.2 Part B: Testimonials from Dermatologists Regarding PE-Backed Practices
    • 13.3 Part C: Selling a Practice: The Viewpoint from Someone Who Sold
• Section II Human Resources
  • 14 Essential Components of an Employee Manual
    • 14.1 Introduction
    • 14.2 Step One: Why Are You Doing This?
    • 14.3 Step Two: Who Are You?
    • 14.4 Step Three: Gather Your Policies
    • 14.5 Step Four: Choosing a Template
    • 14.6 Step Five: Creating a Welcome Message
    • 14.7 Step Six: Table of Contents
    • 14.8 Step Seven: Handbook Topic Selection
    • 14.9 Step Eight: You’re Done!
    • 14.10 Step Nine: Updates
  • 15 Vision and Mission Statement
    • 15.1 Introduction
    • 15.2 What Are Vision and Mission Statements?
    • 15.3 Why Do You Need a Vision and/or Mission Statement?
    • 15.4 How Do You Write a Vision Statement?
    • 15.5 Examples of Vision Statements
    • 15.6 How Do You Write a Mission Statement?
    • 15.7 Examples of Mission Statements
    • 15.8 Should a Mission Statement Change with Time?
    • 15.9 Conclusion
  • 16 Employees versus Independent Contractors
    • 16.1 Introduction
    • 16.2 Step One: What Exactly Is an Independent Contractor?
    • 16.3 Step Two: Deciding If Becoming an Independent Contractor Is the Right Step for You
    • 16.4 Step Three: Once You Have Decided on Your Preferred Employment Model, What Are the Next Steps?
    • 16.5 Conclusion
  • 17 Salaried versus Hourly Wage: Which Is Better and for What Positions?
    • 17.1 Introduction
    • 17.2 The Hourly Worker
    • 17.3 The Salaried Worker
    • 17.4 When Hourly Is Better
    • 17.5 When Salaried Is Better
    • 17.6 Incentives, Emotions, and Unintended Consequences
  • 18 The Practice Administrator
    • 18.1 What to Consider When Assessing the Need for a Practice Administrator
    • 18.2 Conclusion
  • 19 A Primer on Employment Law for Dermatology Practices
    • 19.1 Introduction
    • 19.2 The Hiring Process
    • 19.3 The Day-to-Day of Employment
    • 19.4 Termination
    • 19.5 Conclusion
  • 20 Essential Policies
    • 20.1 Introduction
    • 20.2 Essential Staff/Employee Policies
    • 20.3 Dress Code, Grooming, and Appearance
    • 20.4 Safety
    • 20.5 Computers, Electronic Mail, Electronic Record, and Voice Mail Usage Policy
    • 20.6 Gifts
    • 20.7 Visitors
    • 20.8 Arbitration Policy and Agreement
    • 20.9 Safety, Security, and Avoiding Theft
    • 20.10 Account Security
    • 20.11 Policy on Handling Cash
  • 21 Questions to Ask When Bringing on a Physician
    • 21.1 Introduction
    • 21.2 Where Should You Start When Expanding Your Practice?
    • 21.3 Step One: Plan Requirements for Onboarding a Physician
    • 21.4 Step Two: Searching for a Physician
    • 21.5 Step Three: Getting to Know Potential Physicians
    • 21.6 Step Four: Bringing on the Successful Physician
    • 21.7 Interview To-Do List
    • 21.8 Questions to Ask and Questions to Avoid
    • 21.9 Breaking Down the Benefits
    • 21.10 Do You Feel a Connection?
    • 21.11 Conclusion
  • 22 Designing Your Cosmetic Dermatology Practice for Maximum Efficiency: A Case Study
    • 22.1 Your Vision, Your Mission
    • 22.2 Building Your Dream Team
    • 22.3 Office Design
    • 22.4 Who Do You Serve?
    • 22.5 Day-to-Day Strategies
    • 22.6 The Treatment Plan
    • 22.7 Scheduling
    • 22.8 Efficient Marketing
    • 22.9 Efficient Ordering and Inventory
    • 22.10 Improving Systems
• Section III Patient Relations
  • 23 “It Depends”: No-show Fees, Cancellation Policies, and Deposits for Procedures
    • 23.1 Introduction
    • 23.2 Why Do Patients No-show for Appointments?
    • 23.3 The Anatomy of a No-Show Fee
    • 23.4 Prepayments and Deposits on Procedures
    • 23.5 Reducing No-Shows
    • 23.6 Conclusion
  • 24 Reminder Calls/Texts: Implementing an Effective Appointment Reminder System
    • 24.1 The Cost of Missed Appointments
    • 24.2 Increasing Attendance with Appointment Reminders
    • 24.3 Not All Reminders Are Created Equal
    • 24.4 Conclusion
  • 25 Is There a Better Way to Answer Calls?
    • 25.1 Introduction
    • 25.2 Minimizing Calls
    • 25.3 Conclusion
  • 26 Critical Components of Consents and Documentation
    • 26.1 The Legal Landscape in Dermatology
    • 26.2 Informed Consent
    • 26.3 Negligence and the Standard of Care
    • 26.4 Habit Evidence and the Importance of Written Documentation
    • 26.5 Patient Factors
  • 27 Patient Portals and Communication in the Age of EMR
    • 27.1 Introduction
    • 27.2 Portals and Communication
    • 27.3 Conclusion
  • 28 Teledermatology Ground Rules
    • 28.1 Introduction
    • 28.2 Rule One: Add Teledermatology to Add Value
    • 28.3 Rule Two: Pick the Right Platform(s) to Use
    • 28.4 Rule Three: You Gotta Get Paid
    • 28.5 Rule Four: Teledermatology Can Work Well
    • 28.6 Rule Five: ..But Not Always
    • 28.7 Conclusion
  • 29 Risk Management
    • 29.1 Introduction
    • 29.2 Techniques for Risk Management
    • 29.3 Measures for Mitigating Consequences of an Adverse Event
    • 29.4 Consent and Arbitration
    • 29.5 Conclusion
• Section IV The Daily Grind
  • 30 The Ideal Schedule
    • 30.1 Introduction
    • 30.2 The Schedule Pundits
    • 30.3 Closing Thoughts
  • 31 Delegating: Physician Extenders and Integration into a Practice
    • 31.1 Introduction
    • 31.2 What Is an “Extender”?
    • 31.3 Question One: Wait Time
    • 31.4 Question Two: Your Personality
    • 31.5 Interview Red Flags
    • 31.6 Question Three: New Grad versus Experienced Extender
    • 31.7 Question Four: Supervision
    • 31.8 Question Five: Changing Your Office Flow
    • 31.9 Delegating to Your Extender
    • 31.10 Pay
    • 31.11 Conclusion
  • 32 Managing Expectations of Staff
    • 32.1 Introduction
    • 32.2 Section One Objectives
    • 32.3 Section Two Objectives
    • 32.4 A Note on Managing Burnout
  • 33 Pricing Cosmetic Procedures
    • 33.1 Introduction
    • 33.2 Commodity versus Luxury
    • 33.3 Recognize Your Worth and Make It Known
    • 33.4 Pricing Your Procedures
    • 33.5 How Expensive Should I Be? Price Matching and Discounting
    • 33.6 Conclusion
  • 34 Integrating Cosmeceuticals into Daily Practice
    • 34.1 Introduction
    • 34.2 Our Skin Care Consultant and Project Leader
    • 34.3 Choosing Products and Making Goals
    • 34.4 Educating and Indoctrinating Staff
    • 34.5 Devote Space
    • 34.6 Regimen Cards for Common Diagnoses
    • 34.7 Internet and Social Media
    • 34.8 Aestheticians
    • 34.9 Loyalty Programs and Skin Care
    • 34.10 Our Future Goals
    • 34.11 Specific Financial Considerations and Benchmarks
    • 34.12 Common Pitfalls When Starting a Skin Care Business
    • 34.13 Conclusion
  • 35 Building a Budget/Calculating Overhead
    • 35.1 Introduction
    • 35.2 Methods for Identifying Revenue
    • 35.3 Methods for Calculating Expenses
    • 35.4 Methods for Creating a Budget
  • 36 Evaluating Pharmacies and Patient Coupons
    • 36.1 Introduction
    • 36.2 Specialty Pharmacies
    • 36.3 Coupons and Rebates
    • 36.4 Conclusion
  • 37 Deciding What Services to Provide
    • 37.1 Introduction
    • 37.2 General Service Categories
    • 37.3 Your Brand
    • 37.4 Equipment
    • 37.5 Training and Experience
    • 37.6 Customer Demand
    • 37.7 Insurance Considerations and Profit Margin
    • 37.8 Adding New Services
    • 37.9 Conclusion
  • 38 Evaluating a Laser for Purchase and Calculating a Return on Investment for a Device
    • 38.1 Introduction
    • 38.2 ROI formula
    • 38.3 Repairs
    • 38.4 Conclusion
  • 39 Evaluating Costs of Fillers and Toxins: Brand Loyalty versus Offering Everything
    • 39.1 Introduction
    • 39.2 Tracking Inventory, Pricing, and Promotions
    • 39.3 Patient Participation in Brand Loyalty
    • 39.4 Conclusion
• Section V The Nitty-Gritty
  • 40 Essential Instruments
    • 40.1 Introduction
    • 40.2 Disposable versus Nondisposable Surgical Instruments
    • 40.3 Curettes
    • 40.4 Scalpel Handles and Blades
    • 40.5 Needle Holders
    • 40.6 Scissors
    • 40.7 Forceps
    • 40.8 Hemostats
    • 40.9 Skin Hooks
    • 40.10 Sterilization Methods
    • 40.11 Conclusion
  • 41 Essential Stock to Start a Practice
    • 41.1 Introduction
    • 41.2 Step One: Your Budget
    • 41.3 Step Two: Examination Rooms
    • 41.4 Step Three: Tables
    • 41.5 Step Four: Incorporating Your Electronic Medical Record (EMR)
    • 41.6 Step Five: Prepare Your Rooms to Best Handle Your Most Important Services
    • 41.7 Step Six: Determine How Many Instruments and Supplies You Need
    • 41.8 Step Seven: Establish Your Method of Sterilization
    • 41.9 Step Eight: Have an Inviting Waiting Room
    • 41.10 Step Nine: Be Prepared to Send Patients Home with Appropriate Supplies
    • 41.11 Step Ten: Sell and Stock Products If It Fits Your Personal Model for Patient Care
    • 41.12 Building a Cosmetic Component to Your Practice
    • 41.13 Conclusion
  • 42 Essential Stock for Cosmetic Procedures: How to Determine What to Carry, and Control Inventory and Costs
    • 42.1 Introduction
    • 42.2 Benign Lesion Removal
    • 42.3 Injectables
    • 42.4 Chemical Peels
    • 42.5 Microneedling
    • 42.6 Cosmetic Devices
    • 42.7 Skin Care
  • 43 What Devices Does Your Practice Need?
    • 43.1 Introduction
    • 43.2 Market Analysis
    • 43.3 Purchasing Timeline
    • 43.4 Financial Considerations
  • 44 Loyalty and VIP Programs
    • 44.1 Introduction
    • 44.2 Outside Loyalty Programs and How They Relate to You and Your Patients
    • 44.3 VIP Programs
    • 44.4 Ethics and Legality of Loyalty and VIP Programs
    • 44.5 Conclusion
• Section VI Your Image
  • 45 The Most Important Components of a Successful Website
    • 45.1 Introduction
    • 45.2 Who Are You?
    • 45.3 Find a Host
    • 45.4 Create the Website
    • 45.5 The Essential Components
    • 45.6 About Us
    • 45.7 Access to the Patient Portal
    • 45.8 Access to Patient Forms
    • 45.9 Access to Privacy and Policies
    • 45.10 Access to Online Patient Appointments
    • 45.11 “Message Us”
    • 45.12 Services Offered
    • 45.13 Mobile Accessibility
    • 45.14 Online Bill Pay
    • 45.15 Bells and Whistles
    • 45.16 An Online Retail Store
    • 45.17 Join a Mailing List
    • 45.18 Start a Blog
    • 45.19 Videos
    • 45.20 Publications
    • 45.21 Clinical Trials
    • 45.22 Conclusion
  • 46 Social Media
    • 46.1 Introduction
    • 46.2 Step One: Who Is This For?
    • 46.3 Step Two: Name It
    • 46.4 Step Three: Which Platform to Choose
    • 46.5 Step Four: How Do I Do It?
    • 46.6 Step Five: Gaining a Following
    • 46.7 Great, but I Am Already Overwhelmed
    • 46.8 Pitfalls
    • 46.9 Conclusion
  • 47 Creating and Nurturing a Brand/Logo
    • 47.1 Introduction
    • 47.2 Step One: Identify the Goals of Your Brand
    • 47.3 Step Two: Identify the Pillars of your Practice
    • 47.4 Step Three: Create a Mission Statement for Your Brand
    • 47.5 Step Four: Create a Slogan
    • 47.6 Step Five: Pick a Name
    • 47.7 Step Six: Pick Your Web Address and Social Media Handles
    • 47.8 Step Seven: Design Elements of Your Branding
    • 47.9 Step Eight: Design a Website
    • 47.10 Step Nine: Protect Your Brand
    • 47.11 Step Ten: Design Your Dream Office
  • 48 Managing Your Online Reputation
    • 48.1 Introduction
    • 48.2 Online Reputation Management Pearls
    • 48.3 Track Mentions of Your Name and Brand
    • 48.4 Claim Your Brand on Key Social Media Platforms
    • 48.5 Proactively Track Your Online Reviews
    • 48.6 Addressing Negative Reviews
    • 48.7 Develop a Robust Plan to Generate Positive Reviews
    • 48.8 Create a Consistent Voice Online
    • 48.9 Beware of Negative Search Engine Optimization (SEO) and Other Online Attacks
    • 48.10 Build Your Influence through Great Content
    • 48.11 Enlist in Social Media Monitoring
    • 48.12 How NOT to Sue or Get Sued
    • 48.13 SEO Tricks
    • 48.14 Review Removal
    • 48.15 Conclusion
  • 49 Tips for the Media
    • 49.1 Introduction
    • 49.2 How to Increase Your Chances of Being on a Show
    • 49.3 Talking Points
    • 49.4 Preparing for the Event
    • 49.5 The Interview
    • 49.6 General Points to Consider during the Interview
    • 49.7 Examples of Dos and Don’ts for Neuromodulators
    • 49.8 Case Study
    • 49.9 Challenges
  • 50 Marketing and Advertising Your Dermatology Practice
    • 50.1 Introduction
    • 50.2 Creating and Establishing a Brand
    • 50.3 Website
    • 50.4 Digital Media
    • 50.5 Search Engine Optimization
    • 50.6 Content
    • 50.7 Social Media
    • 50.8 Newsletter, Blog
    • 50.9 Reviews
    • 50.10 Offers and Discounts
    • 50.11 Online Shop
    • 50.12 Conclusion
• Section VII Miscellaneous
  • 51 Growing Your Practice
    • 51.1 Starting Out
    • 51.2 Creating the Foundation for Growth
    • 51.3 Define Your Practice Purpose and Ideals
    • 51.4 Know Your Practice Type and Competitors
    • 51.5 Ways to Grow Your Practice
    • 51.6 Physician Extenders
    • 51.7 Know Your Numbers
    • 51.8 Service, Service, Service
    • 51.9 It’s All about the Results
    • 51.10 Show Patients that You Care
    • 51.11 Appointment Scheduling
    • 51.12 The Consultation
    • 51.13 Marketing and Public Relations
    • 51.14 Online Reviews
    • 51.15 Conclusion
  • 52 Mohs: Outsource or Keep In-House
    • 52.1 Introduction
    • 52.2 Clinical Volume
    • 52.3 Clinical Space
    • 52.4 Staffing
    • 52.5 Certification
    • 52.6 Conclusion
  • 53 The Ground Rules of Teaching in a Private Practice
    • 53.1 Introduction
    • 53.2 Methodology for Establishing a Teaching Program
  • 54 Staying Active Nationally in the Years after Residency
    • 54.1 Introduction
    • 54.2 Why Be Active Nationally?
    • 54.3 Leadership
    • 54.4 Teaching
    • 54.5 Clinical Research
    • 54.6 Consulting and Advisory Boards
    • 54.7 Volunteer Faculty
    • 54.8 Publishing and Media
    • 54.9 Advocacy
    • 54.10 Charity
    • 54.11 Mentoring
    • 54.12 International Involvement
    • 54.13 Keep Growing and Enjoying Practice
  • 55 Getting Involved in Advocacy
    • 55.1 Introduction
    • 55.2 Why Advocate?
    • 55.3 Health Advocacy
    • 55.4 Patient Advocacy
    • 55.5 Legislative Advocacy
    • 55.6 Conclusion
• Index