— Case Study
How Elizabeth created the festoon category in the aesthetic medicine market — and helped Dr. Adam Scheiner become the only name in it.
16 years ago there was no market, no language, no awareness. Elizabeth created the category, built the international market, and made Dr. Scheiner the name the world associates with festoon removal.
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Best Surgical Facial Rejuvenation · AMWC Monaco 2025 & 2026
Two-time winner · The only U.S. surgeon honored · Selected by 77 international experts
— The starting point
When I started working with Dr. Scheiner, the only good search result for “festoons” was for curtains.
Festoons — the puffy, fluid-filled mounds that form on the lower eyelids and cheeks — were one of the most common cosmetic concerns patients had, and one of the least treated. Most surgeons didn’t address them. Most patients didn’t know they had a name for what was bothering them. The aesthetic medicine world had largely ignored them.
Dr. Adam Scheiner had developed a technique that could treat festoons effectively. The clinical expertise was there. But there was no market, no category, no language, and no awareness. Patients couldn’t search for something they didn’t know had a name. Surgeons didn’t know to offer it.
Elizabeth Kanna identified the white space. She saw that the first person to name, define, and own the festoon category in the aesthetic medicine market would become the world’s leading authority on it. She built exactly that.
Elizabeth’s Insight
“When I started working with Dr. Scheiner, the only good search result for ‘festoons’ was for curtains. The patients were there. They just had no language for what was bothering them, and no one to help them. I created that language, built the market, and made Dr. Scheiner the only name in it.”
The Opportunity
“In category creation, the first mover who names and owns the space becomes the authority by definition. We weren’t competing for market share. We were creating the market.”
— What Elizabeth Build
Four pillars that created a category from nothing.
Created the Category
Named, defined, and positioned the festoon treatment category in the aesthetic medicine market. Built the language and framework that let patients recognize their own condition and search for a solution. Created the vocabulary that the entire field would eventually adopt.
Built the Brand Narrative
Developed the brand positioning that made Dr. Scheiner not just a cosmetic surgeon who treats festoons, but the world’s foremost authority on festoon removal. Built the story, the messaging architecture, and the thought leadership platform that established his expertise beyond question.
Created the International Market
Built the earned media strategy, digital presence, and international positioning that turned a single surgeon’s expertise into a global draw. Dr. Scheiner now attracts patients from across the United States and from countries around the world — specifically seeking him out as the authority in his category.
Made Him the Expert
Sustained the communications and brand strategy for 16 years, continuously building the authority, media presence, and positioning that kept Dr. Scheiner at the top of a category he defined. The result: when the world’s top aesthetic medicine experts gathered in Monaco, he was the only American in the room who won.
— 16 years of category leadership
From an untreated condition to the world stage.
The Beginning
Elizabeth creates the festoon category
No market. No language. No awareness. Elizabeth identifies the white space, names the category, builds the brand narrative, and positions Dr. Scheiner as the world’s foremost authority on festoon removal in the aesthetic medicine market.
Building the Market
Domestic and international patients
The earned media strategy and brand positioning begin to draw patients not just locally but from across the U.S. and internationally. Patients who never had language for their condition can now find the only surgeon who specializes in it.
16 Years
Ongoing media and communications strategy
Elizabeth remains Dr. Scheiner’s media and communications strategist, continuously building the authority and market position that keeps him at the top of the category he created. A 16-year engagement built on results and trust.
2025
AMWC Monaco — Best Surgical Facial Rejuvenation 2025 & 2026
At the Aesthetic and Anti-Aging Medicine World Congress in Monaco, Dr. Adam Scheiner wins Best Surgical Facial Rejuvenation — selected by 77 of the world’s top international aesthetic medicine experts. He is the only U.S. surgeon honored. The category Elizabeth created is now recognized at the highest level of the global aesthetic medicine world.
— The Recognition
The only U.S. surgeon. 77 international experts. One winner.
The Aesthetic and Anti-Aging Medicine World Congress in Monaco is one of the most prestigious gatherings in global aesthetic medicine. Top surgeons and practitioners from around the world convene to recognize the best work being done in the field.
In 2025, 77 international experts evaluated the field of surgical facial rejuvenation and selected one winner for Best Surgical Facial Rejuvenation. Dr. Adam Scheiner was the only U.S. surgeon in the running — and the one who won.
That recognition doesn’t happen by accident. It is the result of 16 years of deliberate category creation, brand narrative, authority building, SEO strategy, and international market development — all architected by Elizabeth Kanna. The world’s top aesthetic medicine experts didn’t just recognize Dr. Scheiner’s surgical skill. They recognized the authority of the category Elizabeth built around him.
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AMWC Monaco 2025 & 2026
Best Surgical Facial Rejuvenation
Dr. Adam Scheiner — Two-Time Winner
77
International aesthetic medicine experts who selected the winner
2
Consecutive years as the only U.S. surgeon honored at AMWC Monaco
16yrs
Of category creation and brand building by Elizabeth Kanna
Ready to create your category?
Elizabeth brings the same market creation strategy to your bold idea — whether you’re starting from zero or ready to scale.