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

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

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

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. Calendar DOD Home Calendar | Agenda View

Kim Campbell < Back Kim Campbell Educational Consultant Kim Campbell is the Founder of Dermatology Authority and ClubDerm.com . She has established a medical communications agency focused on collaborations with key opinion leaders, publications, leading societies, and industry partners within the dermatology market. Kim holds a Master's degree in Health Education and Administration, bringing a blend of expertise in healthcare and education to the agency. Dermatology Authority has become a trusted resource delivering high-quality educational programs and partnerships that benefit the dermatology profession. DOD Home

Practical Symposium | Winter Learn, Shred, Learn! January 29 - February 1, 2026 The Hythe | Vail, CO ATTENDEE LINKS Clay's Message Who Should Attend Agenda Faculty Fees Register Hotel & Travel Industry Partners Social Media Attendee Brochure CME & Document Center Sign Up for Updates INDUSTRY LINKS Industry Brochure Exhibit Guidelines Jan 21 - 24, 2027 The Hythe | Vail, CO REGISTRATION OPENS MAY 1st! Register Today! Derm and skiing are very common. You have to use your brain, it's the most important part of your equipment.

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

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

Antoanella Calame, MD < Back Antoanella Calame, MD Faculty Dr. Calame’s dedication to her field is not only evident in her over forty active state medical licenses, but also in her profound contributions to the scientific community. Her work, including a book on cutaneous manifestations of HIV disease and numerous peer-reviewed scientific papers, has significantly advanced our understanding of these complex medical conditions. As an esteemed educator, Dr. Calame’s expertise in melanoma and melanocytic lesions is widely recognized. She is frequently invited to speak at local and national conferences, where she shares her wealth of knowledge, instilling confidence in her peers and students. Dr. Calame’s special interest in melanoma and melanocytic lesions is not just a passion, but a commitment to staying at the forefront of her field. She is actively involved with the newest clinical and molecular techniques used to diagnose cutaneous melanoma, ensuring her knowledge and skills are always up-to-date. Founder & Director: Dr. Antoanella Calame is the founder and director of Compass Dermatopathology, Lanoi Medical Group, and SkyMD. Invited Speaker: She is an invited speaker at local and national conferences where she lectures on dermatopathology, and specifically on melanoma and advances in the diagnosis and prognosis of melanocytic lesions. Teacher: She also teaches dermatology and dermatopathology to UCSD and Navy dermatology residents and dermatology and pathology residents. PS Home

HONE PA+NP Symposium Sharpen Your Clinical Skills Join us in Dallas, TX | September 12, 2026 Hone Home Pictures & Videos 1/1

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. About It is now more important than ever to understand the importance of the close cross-fertilization that occurs among dermatology, dermatopathology, and industry. In order to plan optimal treatment and provide the best patient care, correlation between dermatologists and pathologists is crucial. In this ever-changing field, clinicopathologic correlation also helps to guide research, new drugs, and device product development within dermatology. We hope you will join us at one of our upcoming conferences or events! Clay J. Cockerell, MD Our Team Educational Director Clay Cockerell, MD Educational Manager Brand McCarley Educational Consultant Kim Campbell

Antoanella Calame, MD Antoanella Calame, MD Faculty Dr. Antoanella Calame received her MD degree from University of California, San Diego (UCSD) after graduating Summa Cum Laude from California Lutheran University. She completed her residency in Dermatology at UCSD, followed by a Dermatopathology Fellowship at University of Texas, Southwestern (UTSW) in Dallas, Texas, where she trained with Dr. Clay Cockerell, one of the world leaders in the field of Dermatopathology. Dr. Calame is board certified in Dermatology and Dermatopathology and holds over thirty active state licenses. She is the author of a book on Cutaneous Manifestations of HIV disease and has published numerous peer reviewed scientific papers. Dr. Calame is an invited speaker at local and national conferences every year. She has a special interest in melanoma and melanocytic lesions and is actively involved with the newest clinical and molecular techniques used in the diagnosis and prognosis of cutaneous melanoma. Dr. Calame is the founder and director of Compass Dermatopathology, Poway Dermatology, and the Dermatology Center of La Jolla. She practices Dermatopathology full time and spends a limited time seeing Dermatology patients. Dr. Calame teaches Dermatology and Dermatopathology to the UCSD and Navy Dermatology residents, as well as Dermatology and Pathology residents who come to rotate with her from all over the United States and the world. She has received the annual Excellence in Teaching Award from UTSW and UCSD four times. Dr. Calame’s interests outside of work include tennis, yoga, camping, and spending time with her family. PS Winter Home