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IMCAS Academy

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IMCAS Americas 2025
Program

052

Professional business: Make yourself seen

Room: Room 2
Date: Saturday 12 April 2025 at 09:30 to 10:30
Format: FOCUS SESSION > lectures covering a major topic of the congress

Chairs

Dr Barbara CORREA

Brazil

Prof Renato SALTZ

Plastic Surgeon

United States

Lectures of the session

Hours	Speakers	Lecture title	Abstract	Number
09:30	Marilyn CAPOTE	The art of selling beauty: Transforming patient consultations with value-based communication	View	143926
09:42	Dr Barbara CORREA	Digital marketing: Be consistent, create compelling marketing, and be an expert	View	143924
09:54	Dr Vivian DE CARVALHO AMARAL	Medical marketing in the digital age: How to use Instagram as an educational tool for building trust		143925
10:06	Dr Aris STERODIMAS	How to brand yourself: Me.com		145670
10:18		Discussion and Q&A		143927

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Marilyn CAPOTE

Industry Representative

United States

Other author(s) :

The art of selling beauty: Transforming patient consultations with value-based communication

Objectives: Attendees will gain actionable strategies to transition patient consultations from cost-focused discussions to value-based communication. By focusing on long-term results and benefits, attendees will improve patient trust, treatment acceptance rates, and overall satisfaction.

Introduction: Patients often focus on price rather than the benefits of aesthetic treatments. This lecture introduces value-based communication as a strategy to enhance patient understanding, build trust, and align expectations, resulting in more informed and confident treatment decisions.

Materials / method: This study presents real-world techniques from a busy U.S. aesthetics clinic. Methods include active listening, tailored explanations of procedures, the use of visuals to convey results, and personalized treatment planning to emphasize the transformative benefits over costs.

Results: Adopting value-based communication increases treatment acceptance and patient loyalty. Practices reported a rise in revenue and better patient relationships. Patients expressed higher satisfaction, citing clearer understanding of the benefits and increased confidence in their choices.

Conclusion: Shifting to value-based consultations enhances patient-practitioner relationships and improves clinical outcomes. This method elevates trust and satisfaction while ensuring sustainable practice growth, positioning aesthetics practitioners as trusted advisors.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

Dr Barbara CORREA

Brazil

Other author(s) :

Digital marketing: Be consistent, create compelling marketing, and be an expert

Objectives: This lecture aims to equip medical professionals and clinic managers with advanced digital marketing strategies that foster patient engagement and build a reputable brand. We will delve into five critical pillars: effective content creation that resonates with target audiences; upholding ethics in digital communications; leveraging patient testimonials and stories to enhance credibility; utilizing an editorial calendar for strategic content planning; and implementing robust lead evaluation and conversion techniques.

Introduction: In today’s digital world, a strong and ethical online presence is essential for any clinic that wants to stand out. We will discuss how to create content that not only attracts but also engages patients ethically and professionally, ensuring that the clinic’s messaging is coherent and effective.

Materials / method: Explore effective post types, including educational content and patient stories, to attract and engage audiences. Discuss maintaining marketing ethics, using testimonials ethically, and the strategic use of editorial calendars to organize content. Highlight le

Results: Implementing these strategies has led to increased patient engagement and clinic credibility, with enhanced brand visibility and trust. Clinics report better lead quality and higher conversion rates, resulting in a more loyal patient base.

Conclusion: Reiterate the importance of consistency in digital marketing and creating resonant content. Effective digital strategies establish the clinic as a trusted leader in healthcare, attracting not just more, but the right patients.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

Dr Vivian DE CARVALHO AMARAL

Dermatologist

Brazil

Other author(s) :

Medical marketing in the digital age: How to use Instagram as an educational tool for building trust

Objectives: How I reached the impressive number of 400 thousand followers on Instagram @dravividermato in an ethical, correct and professional way.

Introduction: Despite growing use of Instagram among physicians, many still fail to convert followers into patients. This happens due to strategic mistakes, such as focusing only on procedures, lacking positioning, or underusing educational content. This lecture outlines a practical and ethical method to turn a medical Instagram profile into an effective patient acquisition tool.

Materials / method: The approach is based on three pillars: clear positioning, authority without arrogance, and content that generates desire and engagement. Practical tools include short educational videos, strategic CTAs, and credibility signals (credentials, results, publications). Real examples and scripts are shared to help physicians apply the method immediately.

Results: When doctors apply this strategy, they attract qualified followers, increase engagement, and convert more consultations through direct messages or bio links. The method was tested with physicians from different specialties, showing rapid growth in visibility and schedule filling — even among those with no previous digital experience.

Conclusion: Instagram, when used with intention and positioning, becomes a powerful tool for ethical marketing and patient education. Doctors no longer depend solely on word-of-mouth or random posting. With this method, they create demand, build trust, and fill their agenda — without compromising medical ethics or dignity.

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

Dr Aris STERODIMAS

Plastic Surgeon

Greece

Other author(s) :

How to brand yourself: Me.com

Objectives: Marketing in Aesthetics

Disclosures

Did you receive any funding to support your research for this TOPIC?
No

Were you provided with any honoraria, payment or other compensation for your work on this study?
No

Do you have any financial relationship with any entity which may closely compete with the medications, materials or instruments covered by your study?
No

Do you own or have you applied for any patents in conjunction with the instruments, medications or materials discussed in your study?
No

This work was not supported by any direct or non direct funding. It is under the author's own responsability

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IMCAS Americas 2025 Program

052

Professional business: Make yourself seen

Chairs

Lectures of the session

Recommended sessions

IMCAS Americas 2025
Program