How does Dr. Andrew Ordon, the celebrated star of CBS-TV’s The Doctors and a plastic surgeon run a successful practice in three cities, stay ahead in the busy medical aesthetics industry, while also serving as scientific director for The Aesthetic Show? Perhaps the answer could be summed up in the title of his keynote address, “Outpacing the Competition,” which was delivered this morning during the Opening General Session — The Aesthetic Visionaries at The Aesthetic Show in Las Vegas.
It is not easy to keep up with competition, Dr. Ordon said. You have to be on top of your game all the time. Life, in general, has become more complicated, and so has staying on top of our practices, he added.
Being shrewd and cost-conscious in running a plastic surgery practice is just the beginning, Dr. Ordon said.
“It’s also a matter of staying techno-savvy, having the best possible website and media presence, and knowing how to brand yourself,” he said. You have to focus on what is in your wheelhouse, he added.
Dr. Ordon suggested attendees ask themselves what kind of practice they want to have — and make that their focus.
The aesthetic industry is growing at a very fast pace, “all practices are being forced to differentiate themselves from the competition,” Dr. Ordon mused.
“You have to carefully create your brand in order to compete,” he said. “There is something for everybody in this field — from fillers to injectables, to non-invasive modalities, all the way to surgery.”
And, it doesn’t matter where your practice is geographically located, he added.
“There are very few areas where people are not getting procedures done these days. To stay competitive, you have to resort to innovative solutions,” he said.
It’s also important to remember that we are not just providing surgical outcomes for patients, he said. We are also in the sales and marketing business. It is very competitive. For marketing and outreach solutions, you must be thinking outside of the box.
In addition to this keynote speech, Dr. Ordon will once again moderate sessions over the course of the next few days that provide a comprehensive review of the future of plastic surgery, including new techniques and procedures.
“I’m very proud of The Aesthetic Show’s plastic surgery section, which I started three years ago,” he said. “We continue to get more board certified plastic surgeons to the meeting every year. This year we will be touching on the latest techniques in both face and body.”