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. FAQ DOD Home What is Dermpath On Demand? With the advances in teaching technologies and the American Board of Dermatology embracing digital reading for the dermatopathology component of the board exam, the timing is perfect to launch Dermapth101. "Why spend your valuable time and money traveling to a board review or other training when we can offer a high-quality training experience from the comfort of your own home", said Dr. Cockerell from Dallas, TX. What is the cost of the Digital Board Review (DBR)? Thanks to the generous support of our industry partners, there is no cost associated with the DBR. Thank you, industry partners! Be sure to check out their services (websites.) Do I need to register for the DBR? To make the process as simple as possible, you do not need to register for the DBR. Our only request is to check out our industry partners' services. Without their support, hosting a complimentary DBR would not be a reality. How many cases do you plan to present at the DBR? There will be ~60 high-quality e-slides to read, be quizzed on, and reviewed. All cases were hand-selected by Dr. Cockerell and are a good representation of the cases that could be presented on the board exam. We will also have an additional ~40 self-paced cases with a detailed answer key to test your knowledge base. Will the case review be recorded? Yes, Dr. Cockerell's in-depth case review will be recorded and will be made available for all participants. Note: The self-paced "S1 - S40" cases will not be discussed. Where can I find additional educational content? From the Dermpath101 homepage, click on the Dermpath On Demand Library. At the library, you can view all e-slides and associated training videos. If Mom calls, tell her you are at the library!

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

Business 201 Symposium Online lectures designed for residents, attending physicians and medical students. Business 201 Home Agenda Topics

Neal Bhatia, MD < Back Neal Bhatia, MD Faculty Dr. Neal Bhatia is a leading dermatologist in Southern California, providing patients in and around San Diego with the skilled, individualized care they need for skin and nail diseases and cosmetic concerns. With extensive skill and experience in treating a wide range of dermatologic issues, Dr. Bhatia is skilled at diagnosing common and uncommon skin diseases and conditions and in determining the ideal treatment for the best response and results for all skin types. At his practice in San Diego, he provides an array of services including state-of-the-art treatments for acne, psoriasis, rosacea, skin cancer and more. After earning dual bachelor of science degrees in bacteriology and genetics from the University of Wisconsin, Dr. Bhatia completed his medical degree at the University of Wisconsin School of Medicine before completing residencies in internal medicine and dermatology at Medical College of Wisconsin in Milwaukee. In addition to working in private practice, Dr. Bhatia has held several academic positions, and he has been widely published in professional journals. Dr. Bhatia also is a member of the American Academy of Dermatology (AAD) where he has served on the AAD Board of Directors and most recently as AAD Vice President, and he maintains memberships in several other professional organizations, including the American Society for Dermatological Surgery, the Dermatology Foundation, the American Dermatological Association, the Medical Dermatology Society, the Skin of Color Society and the California Society of Dermatology & Dermatologic Surgery. In addition to providing the best possible care using the safest, most effective advanced methods, Dr. Bhatia is committed to offering each patient individualized attention and customized treatment plans so they can feel confident in the care they receive every step of the way. PS Home

Practical Symposium | Summer Sharpen Your Dermatology, Clinicopathologic & Business Skills. Join us August 20-23, 2026, in Vail, CO Hotel & Travel PS Home PS26 Register Attendee Brochure Discover what the locals know: We came for the winter but stayed for the summer. You'll want to spend the long days outdoors with the amazing summer climate. Whether your idea of fun is being active outdoors or relaxing by the pool with a good book, the choices are plentiful. Here are some of the local's favorite things to do in the summertime in the Vail Valley: Hiking | Biking Tennis | Pickleball | Golf Festivals | Wine tasting Ziplining | Ballooning Rafting | Kayaking | Fishing Horseback riding And so much more! 2025 Hotel Accommodations Park Hyatt Beaver Creek Resort 136 East Thomas Place Beaver Creek, CO 81620 A limited number of Park Hyatt hotel rooms have been reserved at the special $369 conference rates for the Practical Symposium. These rooms are only available to registered attendees on a first-come basis. The special rate ends when the room block sells out. Park Hyatt Beaver Creek | Reservation Link | ROOM BLOCK IS SOLD OUT Beaver Creek Lodge 26 Avondale Lane Beaver Creek, CO 81620 A limited number of Beaver Creek Lodge hotel rooms have been reserved at the special $320 conference rates for the Practical Symposium. These rooms are only available to registered attendees on a first-come basis. The special rate ends when the room block sells out. Beaver Creek Lodge | Reservation Link Note: The lecture room, exhibit hall, meals, and social events are all held within the Gerald Ford Center. This venue is approximately 75 yards from both hotels. Other Lodging Options: There are numerous hotels, VRBOs, and AirBNBs in the immediate Beaver Creek area. Ground Transportation Epic Mountain Express To & From Airport / Hotel (Reservation Required) 1-800-525-6363 | Epic Mountain Express Website Airport Options Denver International Airport - DEN Denver, CO (~2 hour drive to hotel) Eagle County Airport - EGE Gypsum, CO (~30 minute drive to hotel)

Labatory improvement reduce turnaround time.Continuous Specimen Flow Changes Night Shifts to Day Shifts While Reducing Turn-Around-Time < Back Continuous Specimen Flow Changes Night Shifts to Day Shifts While Reducing Turn-Around-Time Clay Cockerell, MD, JD, MDA | Mary deBram-Hart, BS, HT | Erico Von Bueren, PhD, MD, MOR | Brenda Wander | Mark Fussner, BS, CT | Claudio Scancich | Craig Reed | Brand McCarley Jul 26, 2022 Labatory improvement reduce turnaround time. To reduce average TAT from 36-42 hours to 24-26 hours, the laboratory was restructured to include, relocation and a new floor plan for linear specimen workflow with a larger workspace. Conventional tissue processors were replaced with continuous flow, rapid tissue processors, cassette batch sizes reduced to an maximum of 32, and fully automated embedding was introduced. Personnel was rescheduled to decrease family unfriendly working hours (3pm-5am) and total hours, while increasing laboratory efficiency. MATERIALS & METHODS Customized WinSURGE® (Computer Trust Corp) Scanning Records using customized tools in Microsoft ® Excel ® 2013. Floorplans analyzing pathway crossings. Analysis of scheduled personnel shifts, family unfriendly (3pm-5am) schedules, and overtime. Analysis of cassette number reduction by increasing the number of spatially separated cross sectioned ellipse/s in Tissue-Tek® Paraform® Sectionable Cassette Systems (Sakura Finetek, Torrance, CA). Specimens were processed on Tissue-Tek VIP® 5, Tissue-Tek Xpress® x120, and embedded on Tissue-Tek AutoTEC® (Sakura Finetek, Torrance, CA). RESULTS The Paraform Sectionable Cassette System allows multiple cross sectioned ellipse/s in one cassette, locking their orientation from grossing to microtomy. Using Paraform Cassettes resulted in less cassettes grossed, processed, embedded, sectioned, and less slides stained and reviewed. Daily volumes decreased from 1,600 to 1,358 (-13%), reducing costs and increasing profitability. OLD vs. NEW LABORATORY SETUP The new laboratory set-up reduced overall daily working time for the entire Team from 215.5 hrs. to 136 hrs. (-79.5 hrs./-37%) while reducing the daily family unfriendly time (3pm to 5am) by 61% from 119.5 hrs. to 44 hrs./ 75%. The highest reduction of working and family unfriendly time was achieved in Embedding: -52 hrs./-100%, followed by Microtomy and Grossing. The Grossing and Microtomy Teams assist loading and unloading the Tissue-Tek Xpress x120 and Tissue-Tek AutoTEC, allowing task variety. The 4 stacked graphs on the left show the effect on working hours, the 4 stacked graphs on the right show the effect on family unfriendly hours. Noticeably, cumulative overtime was reduced from an average daily total of 16 hours to 0 hours. Overall, all Teams highly appreciated these changes and do not want to return to the previous set-up. CONCLUSIONS Specimens are oriented at grossing eliminating misorientation with manual embedding. Excisions can have multiple cross sectioned ellipse/s and are correctly oriented at grossing using Paraform Sectionable Cassette System reducing the total number of cassettes generated. Only 2% of the daily volume needs manual embedding due to specialty circumstances. Utilization of the Tissue-Tek Xpress x120 and Tissue-Tek AutoTEC allows 80% of specimens to be ready for microtomy within 7 hours after arrival into the laboratory. Continuous flow, rapid tissue processing means no more large batches, bottlenecks, or waiting time. The Tissue-Tek AutoTEC allowed 6 Histotechnicians to change their hours from night shift to day shift, allowing them to work more employee/family friendly shifts. Better hours and less blocks meant staff are able to perform additional duties allowing variety during the work day.  Designing a laboratory in a new building with a Lean workflow floor plan eliminated retraced steps and excessive walking time. Clients, Pathologists, and employees are happier. 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

David Goldberg, MD, JD < Back David Goldberg, MD, JD Faculty David J. Goldberg, MD, JD is recognized nationally and internationally for his innovative work with skin lasers, cosmetic dermatology and non-invasive facial and body rejuvenation techniques. A board-certified dermatologist who has been in practice since 1985, he has treated patients and taught doctors throughout the world in the use of these cutting-edge technologies. Under his direction, Skin Laser & Surgery Specialists of New York and New Jersey, a division of Schweiger Dermatology Group, has been a pioneer in making skin laser and cosmetic dermatology technologies available to the public. Dr. Goldberg earned his medical degree from Yale University. He completed his dermatology residency and dermatologic surgical fellowship at New York University Medical Center. He is a clinical professor and former director of Mohs Surgery and Laser Research in the department of Dermatology at New York’s Icahn School of Medicine at Mount Sinai.Dr. Goldberg has published over 160 academic papers and has contributed to over 15 academic textbooks. He has authored textbooks on laser dermatology, laser hair removal, laser facial rejuvenation, photodamaged skin, skin wrinkle fillers, acne, rosacea, unwanted fat and cellulite. He has also co-authored two books for the general public: Light Years Younger and Secrets of Great Skin. Dr. Goldberg is active in professional societies and was elected president of the American Society for Lasers in Medicine & Surgery. He has also served as chairperson of the Ethics Committees of the American Academy of Dermatology, the American Society for Lasers in Medicine and Surgery, and the American Society for Dermatologic Surgery. He has sat on the board of directors of the American Academy of Dermatology, the American Society for Lasers in Medicine and Surgery, the American Society for Dermatologic Surgery and the International Society for Dermatologic Surgery. He has also served as a co-vice-president of the Skin Cancer Foundation. Dr. Goldberg was the first recipient of the prestigious Leon Goldman award, named after the founder of laser surgery. Additionally, Dr. Goldberg has received the following accolades: One of the “Top Ten Laser Surgeons in the U.S.” by Self magazine One of the “Best Doctors in America” by Woodward/White, Inc. A “Best Doctor in America” by Best Doctors Inc. One of the “Best Dermatologists in New Jersey” by New Jersey Monthly. PS Home

Practical Symposium | Summer Sharpen Your Dermatology, Clinicopathologic & Business Skills. Join us August 20-23, 2026, in Vail, CO Future Dates PS Home 2027 Practical Symposium | Summer July or August TBA, 2027 Beaver Creek, CO

HONE PA+NP Symposium Sharpen Your Clinical Skills Join us in Dallas, TX | September 12, 2026 Hone Home Hotel & Travel Symposium Location This year's symposium will be held at Cockerell Dermatopathology in the 6th floor conference center. AKA The Derm Loft! Cockerell Dermatopathology 2110 Research Row 6th Floor | The Derm Loft Dallas, TX 75235 There is plenty of free parking around the building. Nearby Hotels There are numerous hotels in the nearby area which are 5-10 minutes from Cockerell Dermatopathology (meeting location.) Marriott Double Tree Element ALoft Embassy Suites Holiday Inn Express and... Many More Airport Options Dallas Love Field (DAL) Dallas, TX DFW International Airport (DFW) Irving, TX

William Posten, MD William Posten, MD Faculty Dr. William Posten is a board-certified, fellowship trained Mohs Surgeon practicing in Dallas, Texas. He received his bachelor’s degree with honors from Harvard University and his M.D. degree from Yale University. He did his dermatology residency training at Northwestern University. He then completed a combined fellowship in Mohs Surgery and Procedural Dermatology at University of Texas Southwestern. Dr. Posten currently serves as President of the Dallas Ft Worth Dermatological Society. He previously served as Secretary-Treasurer of this prestigious organization. He is a Diplomate of the American Board of Dermatology, a Fellow of both the American College of Mohs Surgery and the American Academy of Dermatology, and a member of the American Society of Dermatological Surgery. Dr. Posten authors original research on novel surgical techniques and his findings are regularly presented in national surgical meetings. Recently, Dr. Posten has been featured on Top Docs of DFW, a television program highlighting the leading physicians of Dallas Ft-Worth show on channel 33 KDAF-TV. Dr. Posten is on medical staff at Medical Cities Hospital of Dallas, Presbyterian Hospital of Dallas, Baylor Hospital of Irving, and Zale Lipshy Hospital of Dallas. He teaches medical students and residents surgical skills at UT Southwestern Hospital, Parkland Hospital and the Dallas Veterans Affairs Hospital. Dr. Posten specializes in the treatment of skin cancers and other skin tumors. Dr. Posten believes in a compassionate, caring philosophy that is reflected in the clinical care that he provides. His hobbies include painting and sculpture. He is married with 2 children. He looks forward to meeting you at the Dallas, Las Colinas, and Highland Village offices. PS Winter Home

Alliance to Protect Patients | Concerned physicians and patients making their voices heard to fight for an improved healthcare experience. Home Sign Up for ATPP Communications If you sign up, you will only receive ATPP communications. In addition, you will always be able to opt out of future communications. Please visit the new ATPP website . https://www.atppinfo.org/

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