I have just had my brother around to visit the clinic to look at the set up that we have.
He was blown away by what he saw.
Sometimes when you are close to something every day, you do not see how it develops and grows over time.
He met some of the team (Nicola, Laura and Jonny) and we had a good chat about where we are and where we want to go.
My vision for the clinic is clear.
I would like ‘Staiano Plastic Surgery’ to be a national brand that stands for quality and a high-end, bespoke service delivered by the most highly trained specialists in the country.
There is no national brand that stands for this at the moment, and while there are many independent surgeons that are providing high quality surgery, there is no one surgeon who has scaled their practice and built a brand that can be depended on to reliably and predictably deliver a consistently high quality service.
My brother has a background as director of marketing and business development for some of the UK’s largest law firms.
His job was to promote and develop large multi-million pound corporations.
I am the director of my clinic, and while I have a great team behind me, I have been the driving force of all of the business development and strategic growth of my company.
As a doctor, the focus is always on patient care.
Everything I have done, in fact my whole reason for setting up the clinic, was to be able to give a better experience to my patients.
I have had no training in business development or marketing.
I have realised that what I have been doing over the last 3 years (actually, when I think about it, probably over the last 13 years!) has been focusing on improving my patient’s outcomes. Initially by honing my surgical skills and more recently by building on the other aspects of my practice and service delivery.
When I first set up the clinic in 2013, I didn’t really think about marketing and business development, but now that I am beginning to realise my dream of scaling the business to being something that will be a household name, I need to actively promote my service.
I was really pleased to hear from my brother about how impressed he was with what we have achieved.
I believe that we deliver a world class service and I do not think that there is any plastic surgery clinic in the UK that can rival us for the experience that we offer.
The problem we have is now is to get the message out there.
We have done the hard work and we have built something that can not easily be replicated. On Dragon’s Den, they often talk about a ‘what is to stop someone copying your idea’.
Well, we have that covered.
There are only a limit number of plastic surgeons in the UK and only a proportion of them have subspecialised in breast surgery. Fewer still have gone on to open their own clinic and of these, none have an exclusive practice dedicated to breast and body contouring.
As far as ‘unique selling points’ go,
we are the only plastic surgery clinic in the country that is run by a plastic surgeon specialising in breast and body contouring
Our offering is without equal.
The challenge is to make sure everyone knows about us.
That is what we are working on now.
Now that we have a world class service, we need to get the message out there and raise awareness of plastic surgery training to help to put a stop to the terrible practices you hear about every day and can watch in every other reality TV documentary about surgery going wrong.
Our message is about how life-changing cosmetic surgery can be and how it can bring self-esteem and confidence back to people and dramatically improve quality of life.
Cosmetic surgery, when done ethically and for the right patient, is as necessary and beneficial as almost any other type of surgery that you can mention.
It is all about improving quality of life and removing the stigma that just because you are doing something to give you confidence and make you feel better about yourself, it is no less worthy than if you were having surgery to relieve a physical pain or discomfort.
I am passionate about this and I want the whole world to hear this message.
If you have a network of friends or if you are on social media, then please help to share this message and help me to scale and develop ‘Staiano Plastic Surgery’ because I can only shout so loud, but this is nothing compared to the combined effort of all of my friends on social media and my advocates in the clinic (of which there are many).
If you have any comments or observations, please let me know and don’t forget to share this and ask your friends to share it, so I can make my brother proud and show him how I can develop my business without any fancy job titles or gobbledegook marketing speak!
Thanks in advance and I’ll see you soon.