Jennifer Cather, MD < Back Jennifer Cather, MD Faculty Dr. Jennifer Cather leads Mindful Dermatology. She is a board-certified dermatologist, an active member of the American Academy of Dermatology and is an internationally recognized authority in complex medical dermatology, aesthetics, and skin cancer. Dr. Cather is passionate about diagnosing and managing patient conditions, from the most severe diseases, such as psoriasis or atopic dermatitis, to common skin conditions. Whether seeking the latest medical or rejuvenation advancements in dermatological care, Dr. Cather and her team at Mindful Dermatology are fully invested in our patients. They are constantly raising the standard for dermatology care by providing innovative, research-based therapies and actively seeking new treatments through clinical research. Dr. Cather, a Southern California native, and her husband, Chris, have two daughters, Wonder and Magic. Outside of work, Dr. Cather enjoys staying active and living a healthy lifestyle, whether it's snow skiing, snorkeling, hiking, or stargazing with her husband. PS Home

Lawrence Schachner, MD < Back Lawrence Schachner, MD Faculty Bio coming soon. PS Home

Millions of skin cancers are diagnosed annually.Beware: Not All Labs are Created Equal < Back Beware: Not All Labs are Created Equal Clay Cockerell, MD, JD, MBA Nov 8, 2021 Millions of skin cancers are diagnosed annually. "There is a major epidemic of skin cancer in the world today. In the United States alone, millions of skin cancers will be diagnosed just this year," said Clay J. Cockerell, MD of Cockerell Dermatopathology. Furthermore, it is estimated that approximately 1 in 50 individuals born this year will develop malignant melanoma, the most dangerous and often life-threatening form of skin cancer in their lifetime. This cancer is the leading cause of death in young women in their 20's and 30's. However, skin cancers are most common in older people over the age of 50. Because of the gravity of this problem, it is vitally important that all individuals, especially those in the highest risk groups, understand how to recognize the signs of skin cancer and call it to the attention of their doctor, preferably someone with expertise in skin disorders. If there is suspicion that a spot may be skin cancer, a biopsy must be performed to make a diagnosis before treatment is undertaken. Getting an accurate diagnosis from the biopsy is critical as different treatments are used for different skin disorders, and if the lesion turns out to be benign, no treatment at all may be required. What many patients and surprisingly many doctors, especially non-dermatologists, do not understand, however, is that there is significant variation in the accuracy of different pathology labs depending on who is performing the examination of the biopsy. Many doctors try to reassure their patients that they are "sending the specimen to the lab." What you should ask your doctor is, "Which lab and who's going to be reading my biopsy"? CHANGING TIMES Years ago and still in many cases today, doctors, especially dermatologists, developed close working relationships with pathologists known as dermatopathologists, who are specially trained to interpret skin biopsies. With the ongoing evolution of health insurance companies, national laboratory companies made bids to provide laboratory services, mainly blood tests, for managed care plan patients. Because health insurance companies often look at all lab services as one, many of the specialized areas of pathology, such as dermatopathology, where an expert performs the service, were lumped into the same category as blood tests performed by a machine with no need for physician interpretation. Furthermore, there are cost pressures that discourage non-experts from seeking consultative second opinions from experts. SERIOUS CONSEQUENCES A misread specimen can have serious consequences for a patient. Failure to diagnose skin cancer, especially melanoma, can result in a disease that can be cured, turning into a deadly process. On the other hand, overdiagnosis of something benign as cancer can lead to loss of insurance or significantly increased insurance premiums, not to mention unnecessary and sometimes disfiguring surgery. In some cases, patients simply go for months, sometimes years, with no diagnosis or an erroneous one. In addition to poor patient care, inaccurate lab results can lead to legal liability and increased health care costs. DEPENDING ON EXPERT DERMATOPATHOLOGISTS The most critical key to accuracy involves the expertise of the person who is reading your biopsy. While board-certified dermatopathologists are certainly the best trained to read skin biopsies, some general pathologists with interest and experience in dermatopathology can do a good job, especially if he or she has access to consultation with a board-certified dermatopathologist. In the ultimate analysis, it's not the label of the person who evaluates the slide that matters but his or her competence, said the late A. Bernard Ackerman, M.D. As a rule, Dr. Ackerman always noted that a board-certified dermatopathologist is best equipped to render an accurate diagnosis of a skin lesion that is difficult to diagnose under the microscope, a phenomenon that is surprisingly common. CHALLENGING LESIONS Expertise becomes even more crucial in lesions that are difficult to interpret. Some subtle skin disorders, such as mycosis fungoides, a rare type of skin lymphoma, require very special expertise to make the right diagnosis. Non-cancerous skin diseases due to inflammation, such as rashes, can be diagnosed accurately only by dermatopathologists. Other challenging diagnoses are diseases that produce blisters such as bullous pemphigoid, pemphigus, and epidermolysis bullosa. WORRISOME TREND Some health insurance companies require physicians to send specimens to a specific lab that may or may not have an individual with expertise in dermatopathology. Many health insurances have instituted programs to penalize physicians who fail to utilize contracted laboratories, a practice that has received criticism from many physicians across the U.S. Many dermatologists choose to opt-out of contracts in which the biopsies are "steered" to a non-desired lab. They fear that these labs might not provide complete service for their patients and pose a malpractice risk to them. THE IMPORTANCE OF COMMUNICATION Communication is another important factor in making sure your doctor gets the "right" answer in your skin biopsy. When your doctor, especially a dermatologist, performs a biopsy, he or she is not sending out a simple blood test to a nameless lab. He or she needs to know who the pathologists are and work with them. Some specimens can present subtleties that are quite difficult to interpret. Arriving at a correct diagnosis requires a good treating physician who can relay information between the doctor performing the biopsy and the pathologist. Lines of communication have to be open both ways so that the doctor can call the pathologist to ask questions about a result, and the pathologist can call the doctor when he needs clinical clarification. Unfortunately, in many labs, it is difficult to reach any pathologist to discuss a case. Furthermore, it is often necessary for a slide to be sent back to the doctor because the patient is going for a second opinion or for additional treatment. "It is often difficult to get slides from some labs," notes Dr. Clay Cockerell. OTHER SIGNS OF QUALITY High-quality labs perform daily quality control, and most perform special studies when required, such as immunophenotyping. They also comply fully with state, federal, and other regulations. A lab having accreditation is also a sign of quality because obtaining and maintaining certifications takes time and requires the passage of rigorous inspections. RAISING COMPLAINTS As many health insurance companies attempt to "steer" biopsies to large corporate labs with which they have a contract, it is quite possible that your doctor is not happy with the quality of the lab but feels compelled to use it nonetheless, especially if there is a risk of a penalty. If you or your doctor is not happy with the quality of service from a lab, a number of different steps can be taken. Generally, the first step is a letter from your doctor and, in some cases, from the patient addressed to the health insurance company expressing complaints. In response, the health insurance company may agree that your doctor can send the specimen to the lab of his choice. Another, although less satisfactory solution, is that your doctor can insist that the lab have a board-certified dermatopathologist on staff. That's not a substitute, though, for having someone read your specimens whom your doctor knows and trusts. Finally, another option is for the patient to pay for the biopsy interpretation out of pocket. Surprisingly, however, many patients are reluctant to do so because they feel as if they need to "get their money's worth" and go with what the insurance plan will pay for, even if the expense is relatively low. Many people have no problem shelling out $100.00 or more for things such as a dinner out on the town, but when it comes to paying for an expert interpretation of a skin biopsy that could save his/her life or that of a family member, they balk. BOTTOM LINE Ask your doctor where he or she would send the biopsy if it was from one of his or her family members. Then request the same for yourself. ABOUT CLAY J. COCKERELL, MD, JD, MBA Dr. Clay J. Cockerell is a world-renowned specialist in treating and diagnosing skin disorders and has diagnosed over three million biopsies. An internationally recognized pioneer in his field and double board-certified in dermatology and dermatopathology, Dr. Cockerell has been practicing medicine since 1986. He is currently the Founder & President of Cockerell Dermatopathology and the Program Director of the Health Education Services dermatology residency program sponsored by the Lake Granbury Medical Center. Also, Dr. Cockerell sees patients a few days per month to assist with resident training and to keep his clinicopathological skills sharp. Dr. Cockerell has held numerous leadership positions within several highly regarded medical associations. Most notably, he served as the President, Secretary & Treasurer and a member of the Board of Directors of the American Academy of Dermatology, President of the Texas Dermatological Society, and President of the Dallas Dermatological Society. Also, Dr. Cockerell holds leadership roles as Founder and President of Cockerell Dermatopathology and a former AmeriPath Board of Directors member. Dr. Cockerell and his wife, Brenda, had a lifelong dream of producing wine and, in 2005, purchased a vineyard in Calistoga, California. They now produce wine under the Coquerel Family Wine Estates label. Dr. Cockerel and Brenda have two children, Charles and Lillian, and they have been married for forty-six years. In addition, Dr. Cockerell and Brenda enjoy traveling, golf, and winter sports. ABOUT COCKERELL DERMATOPATHOLOGY The Cockerell Dermatopathology story begins with Dr. Clay J. Cockerell's vision to establish a practice whose mission is to treat each specimen as if it came from one of own family members. Family! At Cockerell Dermatopathology, every employee is driven by a relentless pursuit of diagnostic excellence. We specialize in evaluating dermatologic disorders, tackling cases ranging from the routine to the most challenging. Our practice continuously invests in cutting-edge technologies to best serve each referring clinician and their patients. These innovations result in higher-quality diagnostic slides, quicker turnaround times for routine cases, and seamless deployment of EMR interfaces. From an educational perspective, Cockerell Dermatopathology is more than a dermatopathology practice. We host numerous in-person and internet-based education events and boast a state-of-the-art 14-headed microscope for dermatology resident training sessions. Our services extend beyond borders, serving hundreds of clinicians in Texas, throughout the United States, and globally. With a highly accessible team of board-certified dermatopathologists and a dedicated support staff, our vision is simple yet profound. Family, we treat every specimen as if it were from one of our own family members. Previous Next

HONE PA+NP Symposium: Sharpen Your Clinical Skills September 12, 2026 | Dallas, TX Clay's Message Agenda Faculty Meeting | Hotel | Travel Info Industry Partners Pictures Social Media Document Center HONE Register “I loved listening to Dr. Cockerell speak! He's very knowledgeable and engaging.”

Bridging the dermatologist shortage gap in the United States.Training the Next Generation of Dermatologists < Back Training the Next Generation of Dermatologists Clay J. Cockerell, MD, JD, MBA Aug 28, 2023 Bridging the dermatologist shortage gap in the United States. The physician shortage plaguing our profession across the nation is impacting specialties in every area, and it will soon impact the field of dermatology especially hard. The American Academy of Dermatology estimates a shortage ranging from 3,800 to 13,400 dermatologists in the coming decades. In fact, you are very likely witnessing the effects of this shortage with increased wait times for patients seeking medical care. From 2004 to 2017, the average wait time to see a dermatologist increased 33% (from 24.3 days to 32.3 days). In 2022, the trend continued with an average wait time of 34.5 days. This raises concerns about the future of patient care and creates an urgent need to ensure that we have a consistent pipeline of skilled dermatologists entering the profession. Availability of residency positionsOne reason for the shortage of incoming dermatologists is due in large part to the lack of residency programs. Demand for the specialty remains high, yet finding a dermatological residency program can be difficult. According to the National Resident Matching Program, there were 864 applicants (including both MD and DO applicants) for the 499 dermatology residency positions offered this year. Those who are accepted into dermatology residency programs are traditionally among the most academically accomplished of their peers. As such, it is extremely competitive to be accepted for a dermatology residency training position. More residency training opportunities In my Dallas-based dermatopathology practice, we are working to bridge the gap with a new dermatology residency program offered through The University of North Texas Health Science Center at Fort Worth’s Texas College of Osteopathic Medicine (TCOM). This year, TCOM was ranked as the top medical school in Texas by the U.S. News & World Report. It has also been ranked No. 1 by the publication among osteopathic schools nationwide for two consecutive years. Launching the program amidst a global pandemic was no small feat and is a true testament to the faculty’s commitment to seeing the project across the finish line. The process of setting up the residency program in 2018. It typically takes six months to a year of planning and preparation for the application, followed by two more years for a residency program to receive accreditation from the Accreditation Council for Graduate Medical Education. While COVID-19 slowed the process down even further, our team persevered, and we received initial accreditation for the program on April 21, 2023. Although we did not go through the match process this year, 25 individuals who learned that the program was approved reached out and went through the interview process. We found three excellent candidates who began their training in July. The program is accredited for three positions per year and will ultimately have nine trainees when fully enrolled. Enhanced training for residents There have been many changes in the field of dermatology since I entered the medical profession. We have seen huge advancements in treatments and therapeutic agents, as well as a number of sub-specialties added under the broader dermatology umbrella. At the same time, it is heartening to recognize there are some things that remain the same, such as the reasons that motivate some of these young physicians to pursue the specialty. “I chose dermatology because I love how you can see everything – the disease, the histology and the patient’s improvement,” said resident Ciaran Symthe, DO. “The skin is our interface with the external world, offering a fascinating perspective on health and disease and a rewarding way to improve patients’ psychosocial wellbeing.” The residents in our program can expect to receive a classical style of training that prepares them for this dynamic and ever-changing field, including opportunities to learn about surgery, pathology, pediatric dermatology, cosmetic dermatology and other sub-specialties. “I can’t imagine a better residency program. We have a positive working environment with great clinical and didactic experiences in both private practice and academic settings. We also have numerous opportunities to get involved in dermatology via networking events, industry relationships, research and conferences. What sets our program apart is the positive environment and rockstar attendings, who can open up doors and support/encourage us to be influential contributors to the field of dermatology,” said Dr. Symthe. The residents spend time in the clinic seeing patients as well as at our dermatopathology practice, Cockerell Dermatopathology, where they will analyze many biopsy specimens, including the ones they take from their own patients. “I chose to pursue dermatology because I get a mix of medicine and surgery. In addition to their skin pathologies, many patients suffer from adverse psychosocial issues because of these conditions, so I appreciate the opportunity to treat them holistically,” said resident Susuana Adjei, DO. “This program provides comprehensive training in the field of dermatology, so I know I’ll be prepared for my future. Our faculty is also made up of dermatologists who are very successful in their careers, so I know we’ll be able to learn how to navigate the field well.” In addition, our residents will have the opportunity to attend conferences at the local, regional and national level, as well as receive training on the business, financial and legal aspects of operating a medical practice. “The residency program is laying a strong foundation for my future career in dermatology, aligning seamlessly with my goals of becoming an excellent dermatologist and a leader in the field. Through its comprehensive curriculum, hands-on experiences and exposure to a wide range of pathologies, I'm gaining practical skills and in-depth knowledge essential for success. Furthermore, the mentorship and guidance from my faculty are shaping my clinical approach and facilitating the growth of a robust professional network, said resident Marissa Ceresnie, DO. “What truly sets dermatology apart for me is the ability to profoundly impact people's quality of life by addressing their skin, hair and nail concerns. Beyond combining my affinity for visual diagnosis and performing hands-on procedures, I'm passionate about providing care that not only enhances health but also contributes to overall well-being.” Final thoughts My esteemed colleagues and I are committed to training the next generation of dermatologists to be highly skilled, well-rounded physicians with extensive expertise in the field. We are excited about the outstanding residents we have in our program and take pride in knowing they are part of the solution to ensuring that patients will continue to receive quality dermatological care for years to come. About Clay J. Cockerell, MD, JD, MBA Dr. Clay J. Cockerell is a world-renowned specialist in treating and diagnosing skin disorders and has diagnosed over three million biopsies. An internationally recognized pioneer in his field and double board-certified in dermatology and dermatopathology, Dr. Cockerell has been practicing medicine since 1986. He is currently the Founder & President of Cockerell Dermatopathology and the Program Director of the Health Education Services dermatology residency program sponsored by the Lake Granbury Medical Center. Also, Dr. Cockerell sees patients a few days per month to assist with resident training and to keep his clinicopathological skills sharp. Dr. Cockerell has held numerous leadership positions within several highly regarded medical associations. Most notably, he served as the President, Secretary & Treasurer and a member of the Board of Directors of the American Academy of Dermatology, President of the Texas Dermatological Society, and President of the Dallas Dermatological Society. Also, Dr. Cockerell holds leadership roles as Founder and President of Cockerell Dermatopathology and a former AmeriPath Board of Directors member. Dr. Cockerell and his wife, Brenda, had a lifelong dream of producing wine and, in 2005, purchased a vineyard in Calistoga, California. They now produce wine under the Coquerel Family Wine Estates label. Dr. Cockerel and Brenda have two children, Charles and Lillian, and they have been married for forty-six years. In addition, Dr. Cockerell and Brenda enjoy traveling, golf, and winter sports. About Cockerell Dermatopathology The Cockerell Dermatopathology story begins with Dr. Clay J. Cockerell's vision to establish a practice whose mission is to treat each specimen as if it came from one of own family members. Family! At Cockerell Dermatopathology, every employee is driven by a relentless pursuit of diagnostic excellence. We specialize in evaluating dermatologic disorders, tackling cases ranging from the routine to the most challenging. Our practice continuously invests in cutting-edge technologies to best serve each referring clinician and their patients. These innovations result in higher-quality diagnostic slides, quicker turnaround times for routine cases, and seamless deployment of EMR interfaces. From an educational perspective, Cockerell Dermatopathology is more than a dermatopathology practice. We host numerous in-person and internet-based education events and boast a state-of-the-art 14-headed microscope for dermatology resident training sessions. Our services extend beyond borders, serving hundreds of clinicians in Texas, throughout the United States, and globally. With a highly accessible team of board-certified dermatopathologists and a dedicated support staff, our vision is simple yet profound. Family, we treat every specimen as if it were from one of our own family members. Previous Next

Jaculeen Dano, MD < Back Jaculeen Dano, MD Faculty Dr. Dano is a native of Bucks County, Pennsylvania. She was awarded a full academic scholarship to La Salle University in Philadelphia, where she majored in Biology/pre-med and Mathematics, played on the LaSalle tennis team, and learned how to correctly order a cheesesteak ("one or one wit"). Dr. Dano then completed her medical degree at Tulane University School of Medicine where she was introduced to southern hospitality like not calling shotgun if you want the front seat or being patient while waiting for a lumbering streetcar and learned how to correctly order a Po-Boy ("dressed or not dressed"). he was elected to the Alpha Omega Alpha honor medical society during medical school for her academic achievements. Upon Graduation from Tulane, she was also the recipient of several academic and service awards including the Murrel Kaplan Compassionate Physician Award and the Richard Freeman Prize that is awarded for outstanding leadership and overall contribution to Tulane University. Dr. Dano chose to continue her education at a rigorous hands-on program that also served indigent patients and completed two residencies at the University of Texas Southwestern Medical Center in Dallas. In 1993 she completed her first residency in Internal Medicine and subsequently finished her residency in Dermatology in 1996. She got to work with many great mentors and colleagues during these years. Dr. Dano has had her private practice in Austin since 1999 and has been named a Texas Super Doctor by Texas Monthly for several years. Dr. Dano sees adults and children for general dermatology including conditions such as acne, psoriasis, eczema, moles, and skin cancers. She performs surgery to remove skin cancers, moles, and cysts. In addition to her general dermatology practice, Dr. Dano is licensed in cosmetic dermatology treatments such as Botox, Dysport and fillers including Juvederm products, Sculptra, Radiesse, and Restalyn products. She also uses treatments such as Sclerotherapy to treat patients with varicose veins. Dr. Dano works with her aesthetician using topical therapies, peels, microdermabrasion and lasers with an emphasis on evidenced-based skincare and treatments proven to be safe and effective. In her free time, Dr. Dano is trying really hard to keep her three boys (four if her husband is included) in line. She is back to having to call shotgun for the best seat in the minivan and is proud to show her boys she has not lost her Philly tenacity. Some things come full circle. PS Home

Matthew Leavitt, DO < Back Matthew Leavitt, DO Faculty Dr. Matt Leavitt is a board-certified dermatologist and the Chairman, Founder, and CEO of Advanced Dermatology & Cosmetic Surgery (ADCS), the country's largest dermatology practice. He is also the Founder and Chairman of Ameriderm, a division that provides billing services for dermatology practices. Dr. Leavitt's vision led to the development of ADCS’s research division which has undertaken numerous studies for major pharmaceutical companies. Additionally, Dr. Leavitt founded Medical Hair Restoration (MHR), which he grew into a national practice for surgical hair transplantation that became the second-largest hair restoration practice in the country. Dr. Leavitt now holds the office of Executive Medical Advisor with Bosley, the largest hair restoration group in the world. Dr. Leavitt is the Chairman of the KCU-GME/ADCS Orlando Dermatology Residency Program. He has served as President of the American Osteopathic College of Dermatology (AOCD) and is a founding father of the American Board of Hair Restoration Surgery, where he served as its first vice president. Dr. Leavitt was also one of the founding members and is currently the president of the Hair Foundation. Dr. Leavitt is presently a Clinical Assistant Professor in Dermatology for the University of Central Florida and Kansas City University. Dr. Leavitt is a member of the advisory boards and a national speaker for Allergan. Formerly he was a member of the advisory boards of Merck and Pfizer (now Johnson & Johnson) and Photomedex, Abbvie, amongst others. Dr. Leavitt has served as a special consultant to Lexington International. Dr. Leavitt is recognized both nationally and internationally as an accomplished author, clinical researcher, surgeon, and lecturer on the subject of hair loss. He has received numerous grants and awards including the prestigious Golden Follicle, from the International Society of Hair Restoration Surgeons. Recently he was featured on the cover and lead article for The Dermatologist. Dr. Leavitt is a founder and 21-time chairman of the annual Live Surgery Workshop. Dr. Leavitt has authored numerous articles for dermatology, hair, and cosmetic journals and chapters in textbooks. He has been interviewed by the print and electronic media including The New York Times, The WSJ, Forbes, Men's Vogue, Parents Magazine, etc. as well as appearing on America's Health Network, CBS's 'The Early Show,' The Learning Channel, NBC iVillage. Through the Leavitt Family Foundation, he has co-sponsored fourteen annual charity golf tournaments benefiting Ronald McDonald House and the Crohn’s and Colitis Foundation (CCF). He serves on the CCF boards both nationally and locally. He has been recognized by Ernst & Young as a finalist for Entrepreneur of the Year and received numerous awards from the business community, such as Smart Awards, Florida Medical Business, etc. A graduate of the University of Michigan and Michigan State University College of Osteopathic Medicine, Dr. Leavitt completed his residency at Ohio University Grandview Medical Center. PS Home

Business 201 Symposium Lectures designed for residents, attending physicians and medical students. Online Lectures Clay's Message Agenda Lecture Library Fac ulty Industry Partners Social Media “I'm a dermatologist and we never learned these business insights in our training. The faculty provided essential tips. I'm grateful for the opportunity to learn from all experts in the field. Great and informative conference.”

Create an amazing pateint experience.5 Ways to Improve the Patient Experience Through Marketing < Back 5 Ways to Improve the Patient Experience Through Marketing Kim Campbell and Suneel Chilukuri, MD | Dermatology Authority May 16, 2022 Create an amazing pateint experience. Where does the patient experience begin? While dermatologists may have a different answer to this question in today’s digital era, most will agree that one of the first patient touchpoints is with your telephone operator. A person looking for a new physician or health care provider can begin with an online search. If you’ve been lucky enough to visit with a patient, does the relationship end when they walk out the practice doors? The numerous patient touchpoints before, during, and after a clinic visit allow you to connect with a patient. The strength of this connection influences the likelihood the client will stay with your dermatology practice. By implementing strong internal marketing strategies, you will naturally increase practice success by retaining current patients while also introducing pertinent procedures applicable to their family members and friends. Internal marketing refers to educating patients on the breadth of services you offer. Below, we discuss five ways you can improve the patient experience through internal marketing. UTILIZE ENGAGING DIGITAL ASSETS Dermatology practices can use inexpensive television monitors to educate and improve the patient experience. One can customize short videos utilizing your mobile device to discuss the procedures you offer. You can also ask your aesthetic or medical representatives for digital assets, such as before and after photos or testimonials, to display on your monitors. For example, we utilize Friend Media’s FM stick to easily change the content even while the patient is in the room. If the patient is coming in for a body contouring procedure, we change the display content to educate him or her about neuromodulators and fillers. If a patient is extremely pleased with his or her result, we can change the display to ask for a review. Most often, we have the display showing our last five social media posts, which further encourages our patients to follow our Instagram and Facebook pages. All of this content is easily controlled with a remote control similar to one used for an Amazon Firestick. In addition to providing entertainment and a distraction to reduce anxiety, the displays educate patients on your practice, provide health care tips, promote new services, and encourage internal referrals. CREATE A PATIENT REFERRAL PROGRAM When you improve the patient experience, you create a brand ambassador for your practice. A happy patient may tell one or two friends about you and your services. Unfortunately, an unsatisfied patient may tell 50 or more acquaintances or strangers to not utilize your practice. It is simple to appropriately reward referrals. You may consider a gift card for future services to your practice or even gift a synergistic service to enhance his or her current procedure(s). Don’t neglect writing a handwritten thank you note or personally calling to thank your current patient for her referral. BUILD A USER-FRIENDLY WEBSITE To improve the likelihood of your practice being found online, you’ll want to have a mobile-friendly website. Customize the overall design to accurately reflect your practice’s brand. Your practice benefits from implementing a search engine optimization campaign by adding short educational blogs once or twice a month. This will help your website rank better and be easily found by potential patients. To make your website easier to navigate, some things to pay extra attention to are webpage loading speed, broken links, and missing pages. Make sure you have an easy-to-use contact form or patient portal to ensure that patients can leave their details to be called back and are able to request an appointment at your office. Don’t neglect asking for Google reviews. EDUCATE STAFF IN CUSTOMER SERVICE In today’s fast-paced world, patients are seeking excellent customer service. There are simple things that make the difference, such as inviting patients directly from the reception area to an exam room. To ensure that your practice provides impeccable customer service, implement employee coaching and training sessions so that your team has the tools needed to provide a superior patient care experience. Consider hosting an open forum for staff members once a month to ask questions and provide constructive criticism. The repercussions of a negative interaction with your practice are negative online reviews and word-of-mouth complaints. MAINTAIN AN ATTRACTIVE AND INVITING OFFICE SETTING Your practice should be an inviting place for patients to visit and for employees to work. To keep guests happy, a clean, organized office is essential. Replace stained roof tiles and rusted trays. Touch up scuffed paint or scratched surfaces. Consider adding personal touches, such as your favorite artwork or photographs. We utilize inexpensive smart devices to control lighting and music in each exam room. By customizing the experience, patients feel comfortable and pampered. Remember to always leave your clients feeling happy; they remember the sensation, not the words. ~~~~~~~~~~~~~~~~~~~~~~~~ ABOUT KIM CAMPBELL Founder, Dermatology Authority Kim Campbell is the Founder CEO of Dermatology Authority, the leading matchmaking agency for the dermatology market. Dermatology Authority helps practices grow by adding providers, practices, marketing, and practice start-up services. If you are looking to advance your career, Ms. Campbell can be reached at DermatologyAuthority.com or call 800-577-0125. ABOUT SUNEEL CHILUKURI, MD Suneel Chilukuri, Md, Faad, Facms is Director of Cosmetic Surgery and Chief of Dermatology and Dermatologic Surgery at Refresh Dermatology in Houston, Texas. ABOUT CLAY J. COCKERELL, MD, JD, MBA Dr. Clay J. Cockerell is a world-renowned specialist in treating and diagnosing skin disorders and has diagnosed over three million biopsies. An internationally recognized pioneer in his field and double board-certified in dermatology and dermatopathology, Dr. Cockerell has been practicing medicine since 1986. He is currently the Founder & President of Cockerell Dermatopathology and the Program Director of the Health Education Services dermatology residency program sponsored by the Lake Granbury Medical Center. Also, Dr. Cockerell sees patients a few days per month to assist with resident training and to keep his clinicopathological skills sharp. Dr. Cockerell has held numerous leadership positions within several highly regarded medical associations. Most notably, he served as the President, Secretary & Treasurer and a member of the Board of Directors of the American Academy of Dermatology, President of the Texas Dermatological Society, and President of the Dallas Dermatological Society. Also, Dr. Cockerell holds leadership roles as Founder and President of Cockerell Dermatopathology and a former AmeriPath Board of Directors member. Dr. Cockerell and his wife, Brenda, had a lifelong dream of producing wine and, in 2005, purchased a vineyard in Calistoga, California. They now produce wine under the Coquerel Family Wine Estates label. Dr. Cockerel and Brenda have two children, Charles and Lillian, and they have been married for forty-six years. In addition, Dr. Cockerell and Brenda enjoy traveling, golf, and winter sports. ABOUT COCKERELL DERMATOPATHOLOGY The Cockerell Dermatopathology story begins with Dr. Clay J. Cockerell's vision to establish a practice whose mission is to treat each specimen as if it came from one of own family members. Family! At Cockerell Dermatopathology, every employee is driven by a relentless pursuit of diagnostic excellence. We specialize in evaluating dermatologic disorders, tackling cases ranging from the routine to the most challenging. Our practice continuously invests in cutting-edge technologies to best serve each referring clinician and their patients. These innovations result in higher-quality diagnostic slides, quicker turnaround times for routine cases, and seamless deployment of EMR interfaces. From an educational perspective, Cockerell Dermatopathology is more than a dermatopathology practice. We host numerous in-person and internet-based education events and boast a state-of-the-art 14-headed microscope for dermatology resident training sessions. Our services extend beyond borders, serving hundreds of clinicians in Texas, throughout the United States, and globally. With a highly accessible team of board-certified dermatopathologists and a dedicated support staff, our vision is simple yet profound. Family, we treat every specimen as if it were from one of our own family members. Previous Next

Clay Cockerell, MD, MBA, JD < Back Clay Cockerell, MD, MBA, JD Symposium Managing Director Cockerell Dermatopathology , Founder & President Health Education Services sponsored by Lake Granbury Medical Center, Program Director, Residency Program Dermpath On Demand , Co-Founder & Educational Director Dr. Clay J. Cockerell is a world-renowned specialist in treating and diagnosing skin disorders and has diagnosed over three million biopsies. An internationally recognized pioneer in his field and double board-certified in dermatology and dermatopathology, Dr. Cockerell has been practicing medicine since 1986. He is currently the Founder & President of Cockerell Dermatopathology and the Program Director of the Health Education Services dermatology residency program sponsored by the Lake Granbury Medical Center. Also, Dr. Cockerell sees patients a few days per month to assist with resident training and to keep his clinicopathological skills sharp. Dr. Cockerell has held numerous leadership positions within several highly regarded medical associations. Most notably, he served as the President, Secretary & Treasurer and a member of the Board of Directors of the American Academy of Dermatology, President of the Texas Dermatological Society, and President of the Dallas Dermatological Society. Also, Dr. Cockerell holds leadership roles as Founder and President of Cockerell Dermatopathology and a former AmeriPath Board of Directors member. Dr. Cockerell and his wife, Brenda, had a lifelong dream of producing wine and, in 2005, purchased a vineyard in Calistoga, California. They now produce wine under the Coquerel Family Wine Estates label. Dr. Cockerel and Brenda have two children, Charles and Lillian, and they have been married for forty-six years. In addition, Dr. Cockerell and Brenda enjoy traveling, golf, and winter sports. PS Home

Matt Zirwas, MD < Back Matt Zirwas, MD Faculty Matthew Zirwas, MD is an American Board of Dermatology certified physician. He is a nationally known expert who specializes in allergy patch testing, psoriasis, and eczema. Dr. Zirwas founded the Bexley Dermatology Research Clinic in 2017. The research clinic treats qualifying patients with the newest cutting-edge treatment options prior to the medications becoming available on the market for normal physicians to prescribe. He is also a physician contributor and dermatologic advisor for companies such as ALL Laundry Detergent, Cerave, AsepticMD, Women’s Health Magazine, and many more. He received his Bachelor of Science in Biology from the University of Pittsburgh in 1996. Dr. Zirwas also received his Doctor of Medicine from the University of Pittsburgh in 2000. He then completed his dermatology residency at the University of Pittsburgh in 2003 where he became Chief Resident. Dr. Zirwas professional memberships include: American Academy for Dermatology American Medical Association American Contact Dermatitis Society Association of Professors of Dermatology Central Ohio Dermatology Society Columbus Medical Association European Society of Contact Dermatitis North American Contact Dermatitis Group Ohio Dermatology Association Ohio Dermatological Association The Ohio State Medical Association In Dr. Zirwas’s free time, he enjoys tending to his turtles and tadpoles, as well as spending time with his family and traveling. PS Home

Lawrence Eichenfield, MD < Back Lawrence Eichenfield, MD Faculty Dr. Eichenfield is chief of pediatric and adolescent dermatology at Rady Children's Hospital-San Diego and professor of dermatology and pediatrics and vice-chair of the department of dermatology at UC San Diego School of Medicine. He is board certified in dermatology, pediatric dermatology and pediatrics. After earning his medical degree from Mount Sinai School of Medicine in New York, Dr. Eichenfield was a pediatric resident and chief resident at Children's Hospital of Philadelphia. He then completed his dermatology residency at the Hospital of the University of Pennsylvania. Along with longstanding expertise in atopic dermatitis, acne, psoriasis and other inflammatory skin conditions, Dr. Eichenfield has interests in neonatal dermatology, vascular lesions, laser surgery and rare skin disorders. He has authored more than 400 journal articles, chapters, abstracts and books, and has served as the senior editor of "Neonatal and Infant Dermatology," published by Elsevier, as well as "The Eczemas." He served as editor-in-chief of Pediatric Dermatology for 12 years and currently serves on the editorial boards of multiple journals and periodicals. Dr. Eichenfield has held multiple leadership positions, including co-founder and co-chair of the Pediatric Dermatology Research Alliance, co-chair of the American Academy of Dermatology Guidelines for Atopic Dermatitis, co-chair of the American Acne and Rosacea Society/American Academy of Pediatrics Pediatric Acne Recommendations for Diagnosis and Treatment, member of the Expert Panel Member of the NIAID Guidelines for Diagnosis and Management of Food Allergy, Scientific Advisory Board of the National Eczema Association, and director of the Rady Children's/UC San Diego Eczema and Inflammatory Skin Disease Center. Additionally, he has served in leadership roles on guidelines and consensus statements for multiple dermatological conditions, including acne, rosacea, atopic dermatitis and psoriasis. Dr. Eichenfield enjoys running, reading, and skiing. PS Home