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

Business 201 Faculty < Back Troy Morgan, CCIM Partner Troy Morgan, CCIM, is an award-winning commercial real estate industry leader, specializing in project leasing, tenant representation, pad site development, and the acquisition/disposition of retail centers and investment properties throughout Texas. As a native of the region, Troy has extensive knowledge of all the DFW submarkets, as well as a strong network of contacts and relationships within the industry. Since joining Structure Commercial in 2007, Troy has used his skills to build the firm into one of the leading retail brokers in the DFW area. He currently manages the marketing and leasing of over 2 million square feet of commercial space, with a particular passion for improving the performance of distressed centers. To date, Troy has been responsible for nearly $500M in transactions. Troy is an active member of several professional associations, including the International Council of Shopping Centers, North Texas Commercial Association of Realtors, and the CCIM Institute (2015). When he isn’t working, Troy is an avid golfer and even plays in tournaments internationally. He also enjoys spending time with his family and traveling. . https://www.structurecommercial.com/ Business201 Home

Your Academy is a series of in-person symposiums and online educational events that are focused on core and emerging dermatology and dermatopathology topics. The goal is to improve each physician and clinician's clinicopathologic correlation which leads to better patient management. Education Calendar Calendar | Agenda View

TCOM-affiliated dermatology residency program begins in July 2023.Health Education Services | Dermatology Residency Program < Back Health Education Services | Dermatology Residency Program HSC Newsroom Jul 10, 2023 TCOM-affiliated dermatology residency program begins in July 2023. The rise in physician shortages across the United States has left many specialties scrambling for answers, but the Texas College of Osteopathic Medicine is addressing the shortfall with a new dermatology residency program that is set to begin in July. The residency will have three residents per class with a total of nine positions once fully enrolled. The first three residents begin their training with Dr. Clay Cockerell and other faculty in July. “We started thinking about this many years ago because there is a growing need for dermatologists in the United States,” Cockerell said. “The average waiting time to see a dermatologist is really long and most people don’t know there is a shortage that’s only getting worse. We were presented with the opportunity to pursue this residency to train more dermatologists, which is one of the hardest specialties to get into in all of medicine, and progressed forward with the program.” The program was many years in the making. Starting in 2018, Dr. Lisa Nash began the cumbersome process of setting up this new residency program, which on average takes six-to-12 months of planning and preparation for the application. Typically, it’s two more years until a program has been accredited by the Accreditation Council for Graduate Medical Education. Then COVID-19 came along and slowed the process down even further, but Nash kept pursuing initial accreditation, which came on April 21, 2023 — and not a moment too soon. The field has seen the average wait time to see a dermatologist increase 33% from 24.3 days to 32.3 days from 2004 to 2017. In 2022, the trend lines continued higher with another increase of seven percent to an average of 34.5 days. According to the American Academy of Dermatology, the specialty is expected to see a shortage ranging from 3,800 to 13,400 physicians in the coming decades. Despite missing the Match for the Class of 2023, the new TCOM-affiliated residency program had no trouble attracting top candidates for the initial class. “Even though we didn’t go through the match this year, we found 20-25 people who heard that our program was approved and went through the interview process,” Cockerell said. “We found three excellent candidates who we are very excited about.” The competitive nature of dermatology as a top specialty is born out in the 2023 match statistics. There were 864 applicants for 499 positions that were offered. “These students are traditionally among the most academically accomplished in their medical school classes,” Nash said. What the new residents will find as they train with Cockerell and his colleagues is a unique dermatology experience. He operates Cockerell Dermatopathology in Dallas, which combines dermatology with pathology. The residents can expect a very classical style of training that will also give them the ability to learn about surgery, pathology, pediatric dermatology, cosmetic dermatology and other sub-specialties of dermatology. “We are very excited about this opportunity because while we don’t have all the resources of a major academic institution, we do have a great group of dermatologists who are dedicated to teaching,” Cockerell said. “Our residents will be in the clinic seeing patients as well as at our dermatopathology practice where they will get to see many biopsy specimens, including the ones that they take from their patients. Along with very good didactic sessions and lectures, we want our residents to attend various conferences that are local, regional and national.” The field has grown significantly since Cockerell started his practice decades ago. What was a traditional practice of general dermatology has since expanded into new subspecialty areas such as dermatologic surgery, pediatric dermatology, medical dermatology and cosmetic dermatology, among others. There are also many new treatments and therapeutic agents that were not available in the past.“ There have been a lot of changes in dermatology from when I first started,” said Cockerell said. “There have been dramatic breakthroughs in therapy which has become a major part of our field.” The specialty is rapidly growing, but the number of residencies isn’t keeping up with the demand. TCOM’s partnership with Cockerell and his dedicated colleagues will help alleviate some of the growing shortages. The program is going to give the residents an opportunity to not just learn dermatology but the versatility of business, finances and even legal issues. “We want them to become high-quality dermatologists and have expertise in the field, but also in a number of other things,” said Cockerell, who also has two MBA degrees and a JD degree. “I want them to feel comfortable to be able open their own practice if they choose and understand the business and legal aspects of medicine, which is so lacking in medical educational programs, so they won’t be a deer in the headlights when they graduate. We also will expect them to develop an area of expertise so they can be known as an expert on some topic when they graduate from our program.” Link to online article 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

Dermpath On Demand is an online educational website for all things dermatopathology. Join Dr. Clay Cockerell in the library 24/7/365 to view eSlides and case review videos. Dermpath On Demand Links About Faculty 4th Wednesday Lecture Cockerell 100 Board Review | Register Calendar Library Special Lectures Industry Partners FAQ Sign Up for Updates Cockerell Dermpath Site “Excellent comprehensive course provided by a distinguished lineup of dermatopathologists! High volume of cases that will leave you feeling much more comfortable and prepared for upcoming board examinations.”

Nicole Neuschler, MD < Back Nicole Neuschler, MD Faculty Nicole Neuschler, M.D., is a board certified dermatologist who has been practicing in Denver since 2008. Originally from Northern Virginia, she attended the Honors Program in Medical Education at Northwestern University in Chicago where she received both a BA in Environmental Sciences and her medical degree. She then completed a year of Internal Medicine and her Dermatology residency at University of Michigan. She spent a year as an Assistant Professor at Weill Cornell Medical College in New York, before heading west. Dr. Neuschler’s interests include general dermatology, skin cancer and pediatrics. She prides herself on making connections with her patients that extend beyond simply fixing their skin. She enjoys teaching and helped to train many other physicians and physician assistants. In her free time, she enjoys spending time with her family, skiing, hiking and exploring Colorado. Dr. Neuschler is very excited to join Dr. Frankel and Dr. Olander at Core, especially as she trained with Dr. Frankel at Michigan and worked with Dr. Olander previously in Denver. Hone Home

Business 201 Faculty < Back Chris LeLash Sales Associate Christian LeLash teams with wife, Jennifer, to provide professional luxury real estate services to busy professionals. Together, the LeLash Group has sold millions in luxury properties with sales as high as $12 million. Chris and Jennifer have extensive knowledge of Dallas' real estate market, its private and public schools, and its neighborhoods. They specialize in handling discreet, private real estate transactions for high-net-worth families. Clients attest to Chris’ and Jennifer's professional, discreet, and seamless client service from beginning to end. In addition to real estate, Chris has twenty years of experience in consulting, financial analysis, business development, investments, and high-net-worth client service. He is also a private foundation trustee with experience in investment management, grantmaking, and board governance. Chris attended the University of Pennsylvania and The Wharton School as an undergrad and earned an MBA from New York University's Stern School of Business. Chris enjoys traveling with his family and coaching youth soccer and basketball. Chris and Jennifer are active members within the Shelton and Parish Episcopal school communities and volunteer their time to many charitable efforts close to their hearts. • D Magazine Top Producer 2016-2019 • Multi-Million Dollar Producer • Current or former Board Member, Lymphoma Leukemia Society, Turtle Creek Conservancy, and Wipe Out Kids’ Cancer. https://www.sothebysrealty.com/eng Business201 Home

Business 201 Faculty < Back Mark Spalding Executive Wealth Manager For two decades, Mark has advised high net worth individuals and families experiencing a variety of financial issues including divorce, business sales, retirement planning, and inheritance. Mark brings to FPA his extensive experience providing financial and wealth management advice, which in many cases includes wealth preservation and income strategies as the cornerstone of the portfolio design and construction. He takes special care to tailor each portfolio to meet the unique requirements, specific goals and objectives, and stated risk tolerance of each client. Mark is regularly engaged by other professional advisors, CPAs, and attorneys whose clients require financial advice on such matters as property division recommendations, tax and wealth preservation strategies, and asset allocation recommendations. Mark transitioned into being a financial advisor after many years of practicing law. In that role, he regularly worked with clients experiencing large financial transactions, noting that the all too frequent lack of effective planning for major life events left many legal clients bereft of their financial goals. Mark’s legal expertise enhances his financial advice and adds a layer of comfort to clients facing complex financial issues. By applying a proper balance of both disciplines, he more ably helps clients plan for their futures and build portfolios that account for taxes and estate planning laws. Outside of work, Mark enjoys spending time with his wife and three children. He’s served on the boards of several non-profit organizations focused on veterans and children. He is an avid athlete, having played college football at UCLA, but he has since replaced his cleats with snowboard boots, golf clubs, and a fishing pole. Mark is a former Marine Corps officer who deeply values integrity, honesty, and loyalty in his relationships. http://www.finplaninfo.com Business201 Home

Business 201 Faculty < Back Mallory Herrin, SPHR, SHRM-CP, CPLC CEO & Principal HR Consultant Mallory Herrin, CEO and Principal HR Consultant of HerrinHR, is an experienced human resources consultant and industry recognized thought leader, serving small and mid-size businesses. As a consultant, she is responsible for guiding the human resources function for a wide range of clients across a variety of industries throughout the United States. She creates and implements HR strategy for each of her clients across all areas of HR based on forecasting of business needs to support her clients’ short-term and long-term goals and growth plans. As the HR representation of her clients’ executive leadership teams, she handles a variety of HR issues, acts as the point person for formal charges or litigation, leads investigations of harassment, discrimination, and retaliation claims, oversees other HR functional areas such as benefits, payroll, and risk, selects and implements relevant software, vendors, and service partners, and works to streamline processes and improve efficiencies of the overall HR operation. She actively monitors the state and federal regulatory landscape to identify changes to laws, regulations, and legal actions that have an impact on clients and creates and executes action plans that ensure her clients remain compliant while continuing to meet the company’s strategic HR objectives. Mallory also produces content such as podcasts, video tutorials, and written articles for and in collaboration with other industry organizations, such as HR Insider, for distribution to clients and other HR professionals. In addition to holding certifications from both HRCI and SHRM, she is also a Certified Professional Life Coach and has nearly 20 years of progressive HR experience. https://herrinhr.com/ Business201 Home

Business 201 Faculty < Back Donald Taylor Professor of Practice, Executive Education Director Education MA, Pennsylvania State University, 1988 BS, University of Texas at Arlington, 1979 Professional Organizations Retired US Air Force Colonel, 27 years ACHE, AFA Life Member Board Certified in Healthcare Management, American Academy of Medical Administrators (past) FACHE Certification pending in 2022 Business201 Home

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

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