Growing Your Dermatology Practice: 11 Tips to Stand Out from the Crowd

Oct 21, 2024 | Dermatology Practice, Digital Pathology

Dermatology is an 8.9 billion dollar industry and is only continuing to grow, with more dermatology practices seemingly popping up each day. However, managing your own practice and providing up-to-date, exceptional care is time-consuming. 

We’ve created a list of 11 tips requiring minimal time investment that you can use to differentiate yourself from the competition and create a thriving dermatology practice. 

Tip 1: Enhance Your Online Presence

According to a Brightlocal survey, 98 percent of consumers used the internet to find information about local businesses. With so much traffic, you need to make your business stick out online so potential patients find your practice first. One way to do this is to create a professional, user-friendly website. A poorly designed website will cause potential patients to distrust your brand and take their business elsewhere. 

Having a great website is important, but only if people are actually motivated to pay a visit. Invest in SEO (search engine optimization), the practice of making your website and business easier for search engines like Google to find and understand. Search engines won’t recommend your website or business if they don’t understand what you are or what you’re offering. 

And don’t forget social media. Post regularly on popular social media platforms like Facebook and Instagram. This will get you in front of an audience that may not be actively seeking your services. Through social media, you’ll grow an audience of people interested in what you’re doing and willing to recommend you to friends and family. There are also great paid advertising opportunities through social media you’ll want to explore.

Tip 2: Optimize Your Google Business Profile

Word of mouth, signage, and other methods to let the world know about your business are still important, but 97 percent of people primarily learn about local businesses online. Your most important asset might just be your Google Business Profile. Google has the lion’s share (over 90 percent) of the search market and should be your main focus.

Be sure to fill out your profile completely. Add accurate business hours, holidays, contact information, and links. Don’t skimp on the images, either—listings with photos are twice as likely to appear reputable.

Reply to all your reviews, good or bad. This shows Google that you’re actively engaging with your patients, and it shows your patients that you value their feedback. Once you have your Google Business Profile completed and are actively managing it, you can branch out to other places where you can list your practice, like Yelp or Bing. 

Tip 3: Invest in High-Quality Content Marketing

Content such as blogs, articles, videos, and infographics will help you establish yourself as an expert in all things dermatology. Content marketing is great because an initial investment can pay dividends. An article can be turned into a post for social media, an infographic, or a PR opportunity. Over time, these articles can bring thousands of visitors to your website each month. 

Many local businesses don’t see the value in creating blog posts or articles since the customers they serve are strictly local. Visitors to a blog might be from all over the county and can’t become customers, but Google looks at link authority as a ranking factor for your local business. Visits and links to your website increase that authority. The more reputable your website, the more local eyes will be on your listing. 

Marketing aside, having a library of resources can be a great benefit to your patients. You can use your articles to help patients understand their conditions and how to treat them. Write an article once (with periodic updates as needed) and reap the benefits for years to come.

Tip 4: Leverage Email Marketing

Email marketing is a great way to engage patients and keep them up to date about your practice. You’ll likely get their email address when they fill out new patient paperwork. Just make sure you include a disclaimer or an opt-out if you plan to send them marketing materials. 

Consider sending a regular newsletter with updates, promotions, or educational content. A dermatologist might send a reminder to use sunscreen as summer approaches or let patients know of any patient referral programs they have running.

Tip 5: Offer Teledermatology Services

Whether it’s a work schedule, time constraint, or merely convenience, sometimes, people don’t want to go to the doctor in person. This is where offering teledermatology services can be beneficial. You’re also able to expand your patient pool with people who live too far to drive. 

The tricky part of teledermatology and any telehealth service is providing a good experience for the patient. This requires a secure and user-friendly telehealth platform that works well for both doctors and patients. Even with a great platform, navigating electronics and internet connections can make it tricky to have a really good experience. 

Tip 6: Foster Strong Patient Relationships

No one wants to feel like just another patient the doctor has to check off the list for the day. On busy days especially, it can be a real challenge to connect with your patients and work on developing those relationships. The good news is that the burden of building that relationship doesn’t have to rest solely on your shoulders as the provider. Use your team and make sure that each patient is having positive and friendly interactions with the members of your team.

Having competent staff at your practice is an essential part of success. Skilled medical staff and office personnel not only make your life easier, but they also make the patient experience better. Every dollar spent on staff training and development is a dollar well spent. 

Investing in training and development also makes the staff feel more comfortable and confident when they encounter difficult situations. Helping your staff develop new knowledge and skills will also help them feel more fulfilled at work, generating a positive culture at your practice. 

In addition to having meaningful patient interactions at the office, consider sending out thoughtful communications to your patients post-visit. Many offices send out requests for ratings, but how many send a text to check in with a patient with a challenging problem or complicated surgery, for example? Going the extra mile can help you become the only dermatologist they’ll trust with their health. 

Tip 7: Network with Local Healthcare Providers

Building an online profile is important when it comes to building and expanding your practice, but many patients rely on referrals from their doctor when they need specialty care. The best way to see referrals from other doctors increase is to network with local healthcare providers. This can be done by calling directly and introducing yourself if you’re a relatively new practice. 

Another great option is attending and participating in local health fairs and community events where you can meet a wide variety of other healthcare professionals as well as community members when you may need your services or know someone who does. When you start getting referrals from other doctors, make sure you communicate well with them, return results quickly, and make it a pleasure to work with you. 

Tip 8: Utilize Patient Testimonials and Case Studies

Like with most businesses, prospective customers will rely on reviews and testimonials to gauge whether or not they want to do business somewhere. Leverage your positive reviews and testimonials to attract other patients. Display them on your website and social media as social proof of your expertise. 

Encourage satisfied patients to leave positive reviews online, especially on your Google business profile. It can be slow to get started, but once you get in the habit, you’ll start to see a lot more patients leaving reviews. Remember to only ask patients for a review when they’ve had a positive experience. 

There are lots of software solutions that can help you gather feedback and positive reviews.

Tip 9: Implement a Loyalty Program

A loyalty program is more common for practices that focus on elective healthcare, but it can be successfully implemented in almost any kind of practice. The easiest way to start would be to offer a patient referral gift or bonus of some sort. This incentivizes current patients to share your practice with friends and family. If that friend or family member does become a patient, the referrer gets a gift card or something similar. 

Share your referral program on your website and social media and mention it in person when patients come to your clinic. If you change up your gift or award fairly frequently, you’ll be able to more easily determine what kind of reward incentivizes your patients the most and if adding that cost onto the acquisition cost of new patients is worth it for your practice. 

Tip 10: Stay Updated with Industry Trends

Healthcare is an ever-evolving industry, dermatology especially. Invest some of your time and energy in attending dermatology conferences and workshops. Become familiar with the latest technology and business practices while networking with others. Make sure you offer the latest treatments with the most impactful technologies where possible. 

Tip 11: Ask Them!

At PathologyWatch, we want practices to not just like us but also love us as a partner. Our team regularly performs check-ins with dermatologists and staff to provide honest and open feedback on how we can improve their experience. This leads to many helpful improvements as we strive to offer a unique, exceptional service. Similarly, dermatologists can ask their patients to perform simple client satisfaction surveys, using a few pointed questions that patients can honestly answer without feeling critical. 

Even if you choose just one tip to implement, the emphasis on continuous improvement will inspire you and your staff and provide opportunities for great patient experiences, which is one of the main reasons we chose dermatology as a specialty. 

If you’re looking for a partner that is also interested in continuous improvement, consider partnering with PathologyWatch for all your digital dermatopathology needs.

CEO Dan Lambert Says the Future Is Right Now for Digital Pathology

Apr 20, 2023 | Digital Pathology, Pathology Business

There is no time like the present to be part of the digital pathology field.

According to a 2022 report published by Facts and Factors Research, the global digital pathology market is expected to grow at a 13.8 percent CAGR increase in the next five years. In a recent Forbes article, Dan Lambert, CEO of PathologyWatch, spotlights several different market factors that are synergistically signaling exciting growth opportunities ahead.

Increased Demand for Remote Work

When the COVID-19 pandemic hit in 2020, many companies saw increased demand for the ability to work remotely. With a national emergency declared in the United States, the Centers for Medicare and Medicaid Services (CMS) waived some requirements for remote pathology sites. The ensuing three years have shown the benefits of digital pathology, especially as the demand for remote work remains high.

Lambert also sees digital pathology as a way to connect people in underserved areas with the latest technological advances in healthcare, which otherwise would not be accessible to them. “I predict that remote digital pathology will eventually help leapfrog the latest technology forward by connecting individual offices with dermpath experts and algorithms throughout the world,” Lambert writes.

New CPT Codes

The College of American Pathologists (CAP) worked with the AMA CPT Editorial Board in 2022 to develop a series of 13 new Category III digital pathology digitization procedure codes, which went into effect on January 1, 2023. Before the change, US labs used the same codes to report a diagnostic read, whether they were made under a microscope or using digital pathology.

The new codes will be used to track the extent to which digital pathology is being utilized, with the hope that it will soon result in additional reimbursement amounts, allowing those using the new technology to recoup some of their costs. 

“I see this change providing a clear financial incentive for labs to invest in digital pathology,” Lambert says.

Clinical Correlation

Digital pathology provides a more efficient means of communication between dermatologists and dermatopathologists. Where the old model functioned with biopsy samples placed on glass slides sent off to a lab, digital pathology streamlines the process by scanning the samples into digitized slides. Dermpaths now read the case digitally and can consult in real time with the originating dermatologist. 

“Quicker and more efficient diagnosis and communication can position the patient as the real beneficiary of digital pathology advancement,” says Lambert. ”In time, I predict that digital pathology and remote reads by experts will be the industry standard.” 

Single-Solution Systems

Until recently, most parts of the digital pathology process were handled separately. In the past, one company might have specialized in building viewers, while one developed diagnostic algorithms, and another specialized in the EMR systems that tracked each patient’s case. But now, vendors like PathologyWatch, with its Dermpath Optimization Tool, have developed systems that cohesively connect each step in the process.

“The fact that a few different vendors have developed start-to-finish systems is a good thing for digital pathology,” Lambert says. “[It] means the industry will continue shifting to support digital solutions.”

To read the full Forbes article, click here.

2023 Annual American Academy of Dermatology (AAD) Weekend Recap

Mar 21, 2023 | Digital Dermatopathology, Digital Pathology, Meet The Team, Pathology Business

We had a wonderful time at AAD’s annual conference held last weekend in New Orleans. With 8,500 health care professionals and over 16,000 total registrants, The Big Easy was bustling with the latest in pathology resources and expertise.

Here are a few of the highlights from the PathologyWatch team:

This year’s booth enjoyed a vibrant stream of dermatologists who were interested in learning about dot., the dermpath virtual assistant that helps derms to manage case workloads, view digital images and case files, create detailed pathology reports, and collaborate with colleagues.

Dr. Cacey Peters was on hand to demonstrate how dot. makes reviewing and annotating digital slides a snap for Derms and DermPaths. He also met with more than a few starstruck fans of his popular #GettingUnderYourSkin social media videos.

Though it isn’t polite to brag, we put our best foot forward by producing the show’s most memorable swag: custom socks featuring verruca vulgaris histology. That’s right, we gave warts to hundreds of happy derms.

In addition, a hot pot of Starbucks coffee is just what the doctors ordered to stay alert and keep their eyes on the prize. 

Friday evening we hosted our infamous annual AAD happy hour at Rosie’s On The Roof, which is located on top of the historic Higgins Hotel. Hundreds of Derms braved stormy conditions to join us for a classic fais do-do with bottomless hors d’oeuvres and drinks. 

Falling on St. Patrick’s Day, the place was packed with festive pathologists looking to let off a little steam and socialize between conference sessions. 

The patio’s city views offered the perfect location to reunite with familiar faces and make new friends.

At the end of the night, we gave away special edition “Show Me Some Skin” T-shirts, with the words “Don’t Worry, I’m a Dermatologist” emblazoned on the back. Based on the frenzy they created, the shirts will definitely be returning for AAD in San Diego 2024.

We also handed out custom Mardi Gras beads to get everyone in the spirit of the city’s rich traditions.

Looking back at our experience in New Orleans, we couldn’t be happier to be a part of this inspiring community. It was a joy to meet, answer questions, and share our vision with so many talented Derms. 

2023 promises to be a herald year for PathologyWatch, our customers and partners as we continue making great strides in the development of technology and workflows that enhance patient outcomes.

PathologyWatch Named a Top 10 Dermatology Company in MedHealth Outlook

Feb 7, 2023 | Digital Pathology

As the global demand for dermatology solutions has increased, PathologyWatch has been at the forefront of serving both patients and clinicians through innovation in digital dermatopathology. By providing benefits like increased efficiency, enhanced patient care, and new opportunities for revenue growth, PathologyWatch is recognized for transforming the dermatological experience for providers and patients alike.

MedHealth Outlook recently ranked PathologyWatch as one of the top 10 dermatology solution providers across the globe. In its feature, CEO Dan Lambert shares how PathologyWatch is helping reduce the cost of pathology while creating better patient care across the country. Read on for key highlights, or visit this link to read the full article.

The Need for Digital Transformation

Simplifying the clinical workflow results in optimal clinical decision making and enhanced patient care. Without a computerized pathology platform, hospitals and dermatology clinics miss out on increased efficiency by sharing digital histologic slides and direct interaction with the preferred EMR.

PathologyWatch provides this increased level of care and efficiency not only through its digital tools but also its network of academic-level dermatopathologists and expert consultation. With around-the-clock access to knowledgeable telepathologists, hospitals and clinics can rely on PathologyWatch for expert locum tenens support at any time. By saving both time and money with PathologyWatch, healthcare providers can better position themselves for whatever the future may hold.

How Do Digital Pathology Services Work?

By combining the knowledge and technology of an academic center with the efficiency and customer service of a private lab, PathologyWatch helps labs embrace digital transformations quickly and keep everything functioning efficiently. Within just three to six months, PathologyWatch and its team of experts can help clinics complete this transition and manage digital pathology diagnostics in a wide variety of subspecialties.

To continue helping patients receive faster diagnoses and equal access to dermatopathology services while empowering laboratories, PathologyWatch is pursuing expanding its reach with artificial intelligence. This tool will provide even more value to PathologyWatch’s services, which already include completely integrated EMR reporting and round-the-clock access to digital slides. Thanks to PathologyWatch’s end-to-end solution, dermatologists now have access to an effective integration of EMRs, laboratory information systems, scanners, and digital viewer technologies.

PathologyWatch in Action

PathologyWatch’s partners that digitize consistently report a net positive return on investment. When facing challenges related to understaffing, overflow volume, or difficulty managing rural operations, providers turn to PathologyWatch for help. 

Cedars-Sinai Medical Center is a classic example of how PathologyWatch provides value to its clients: Wanting to grow its outreach, Cedars-Sinai partnered with PathologyWatch for novel growth solutions in a new demographic, access to experts, and broad insurance coverage.

However, Cedars-Sinai isn’t the only clinic that has been transformed by PathologyWatch. “We are honored that of all the digital dermpath labs available, dermatologists are increasingly choosing to partner with us,” says Lambert. ”As digital dermatopathology begins to grow, it has the potential to reduce the costs of pathology by billions while creating better patient care for everyone across the country. We’re thrilled to be winning so much volume so quickly.”

To read the full article, click here.

PathologyWatch Featured in MedTech Strategist 

Oct 25, 2022 | Digital Pathology, Uncategorized

The digital pathology industry is expected to grow from $736 million in 2021 to $1.37 billion by 2026. PathologyWatch is emerging as an industry leader, blazing a trail for patient care like no other.

In a MedTech Strategist feature, CEO Dan Lambert describes PathologyWatch’s unique position in the dermatopathology space, its success in building a workflow from start to finish, and its unprecedented opportunity to transform the future. Read a few highlights here, or visit this link for the full article.

What Makes PathologyWatch Unique

 

There are 25 million skin biopsies performed in the US each year and, while many are benign, it is estimated that there will be 99,780 new melanoma diagnoses in 2022. Melanoma is a serious form of cancer that, if left untreated, can metastasize and quickly become fatal. The world is in dire need of a reliable and efficient solution to diagnose skin cancer.

With its focus on dermatology and cutting-edge tools, PathologyWatch is in a unique position to address this critical issue. Unlike other digital pathology companies, PathologyWatch works mostly with outpatient clinics rather than hospitals. This means that PathologyWatch is involved throughout the entirety of the testing and diagnosis process.

Building a Digital Pathology Workflow from Start to Finish

 

PathologyWatch’s clients asked for more than just a “piecemeal” solution—they wanted involvement at every point in the process. According to Lambert, “They wanted us to manage the transportation of the tissue sample, the courier system, the insurance billing, enhanced bidirectional interfacing, and everything in between.” This was a challenge since they “had to integrate a lot of systems that didn’t talk to each other.”

Lambert adds, “The firm had to build the laboratories, develop a laboratory information system to specifically track skin specimens, buy scanners, create a digital platform usable anywhere (not just in the laboratory setting), forge agreements with payors and partners, and connect with all the major electronic medical record providers in dermatology.”

PathologyWatch was able to successfully build a workflow integrating all the pieces from start to finish. The system integrates with the electronic medical records of Modernizing Medicine, EZDERM, and eClinicalWorks, which cover app. 90 percent of dermatology practices, and the company receives samples from over 120 dermatology clinics, with near perfect client retention.

The Advantage of Control

 

This fully-integrated system has granted PathologyWatch the control necessary to get accurate, detailed results. “In our own environment, we can assure the quality and standardization of the techniques used to generate a digital image. This means better outcomes for AI. You can get amazing sensitivity and specificity when you take the right algorithmic approach while simultaneously operating in controlled laboratory conditions,” says Lambert. 

To read the full article, click here.

CEO Dan Lambert Advises Company Leaders on How to Prepare for a Recession

Aug 15, 2022 | Digital Pathology, Pathology Business

The looming uncertainty of an oncoming recession is nerve-wracking for business owners. But recessions, although distressing, are not a new phenomenon. History is replete with unforeseen downturns in the economy that have taught us how to best prepare for such events.

In a recent Forbes article, Dan Lambert, CEO of PathologyWatch, explained how companies can prepare for and survive a recession. Here are the strategies he recommends:

Have a Plan that Can Pivot Quickly

With so much unknown in the future, it might seem difficult to come up with a plan. But Lambert asserts, “Whether a pandemic, a recession or a shift in your industry is to blame, business leaders need to have a plan in mind before it’s needed.” Even if it’s just a “best guess,” an imperfect plan is better than no plan at all.

Harness Various Types of Funding

Another best practice is to diversify your sources of capital. “Secure access to private equity, venture debt, collateralized credit, SBA loans, EIDL and PPP because these are all strategic options at the right moment,” Lambert advises. And it is crucial to focus on funding that will keep your company secure in the long term. 

Be Prepared to Scale Up and Down Quickly

Next, Lambert suggests that business owners should pre-identify essential and nonessential positions so that tough decisions can be made quickly if downsizing is necessary. Similarly, be prepared to create new roles when people need to be redeployed.

Gain Commitment, but Accept Disagreement

While some disagreement is a good thing for a healthy company dynamic, there can be a lot more disagreement during a recession, and having consensus is equally important. Make sure that, despite disagreements, you are able to get people to commit and move forward.

Dan Lambert points out that these strategies, in a way, involve reverting to a “startup mindset.” When the economy is unstable, this kind of agility is essential for a company to continue to prosper.

To read the full Forbes article, click here.