Transforming a medical procedure into a global brand
Part of my Define, Disrupt & Dominate process involves analyzing a practice, brand or business to discover its underutilized assets.
What sets it apart?
What is its unique offering to the market and the world?
During my analysis of Dr. Adam Scheiner’s practice, I uncovered that he was treating a condition no other physician was. In fact, most physicians didn’t believe effective treatment of this condition was even possible.
This condition, known as Festoons, involves the skin folds below the lower eyelids and the swelling on the check which form as a result of sun damage and contracting muscle action under the skin. It’s a condition you see everywhere, most often in people over 40. Unfortunately, it often goes misdiagnosed and mistreated.
Most physicians don’t know how to effectively treat Festoons given the complexity of the condition. Instead, they treat the underlying issues that lead to the under-eye bagginess, but the stretched-out, sun-damaged, aging skin still remains. Often, patients look even worse after these misguided procedures.
In contrast, Dr. Scheiner’s treatment, I named RESET™, involves a specialized laser and healing protocol that fundamentally changes the quality and health of the skin and repairs the damage that caused the Festoon. The procedure essentially creates new skin.
When I began working with Dr. Scheiner, he was bundling this Festoons treatment with his lower-eye lid lift procedure. He had written a chapter in a medical book on Festoons, but he hadn’t tapped into the great marketability of his procedure. The more I studied and evaluated the condition and how little other doctors were able to do to treat it, the more I foresaw the worldwide importance of Dr. Scheiner’s treatment.
At the time, the only results that appeared when doing Google search for “Festoons” were a Dictionary.com definition and one or two random medical references. Yet this was a condition that affected millions of people, and one that desperately needed to be better understood.
I executed a educational marketing campaign and PR campaign to bring clarity and combat the misinformation and confusion surrounding this condition. I got guest spots for Dr Scheiner on major media including the TV shows Dr. Oz and The Doctors, and hundreds of regional news shows.
Less than two years after implementing our campaign to educate the world on what Festoons are and how to treat them, Dr. Scheiner’s surgery practice has increased 690%.
Patients now travel from around the globe — England, Trinidad, Qatar, Singapore, Japan, Saudi Arabia, Australia and Canada — for treatment of their Festoons with Dr. Scheiner’s groundbreaking procedure for Festoons.