Contrarian Marketing & The Evolution of Digital in Aesthetics
w/ Dr. Grant Stevens
63 minute view/listen
In this episode, Max & Adam are joined in studio by legendary plastic surgeon, entrepreneur, and marketer, Dr. Grant Stevens of Marina Plastic Surgery. The guys talk with Dr. Stevens about the evolution of digital marketing within the field of plastic surgery and the advantages of being a contrarian marketer.
Dr. Stevens shares the story of how he came to be an early adopter of web and Google marketing, discusses the shift to mobile, the rise of video, and the era of social media. Dr. Stevens also tells the story behind the creation of his famous Freeze the Fat brand and how that led to his practice becoming the #1 Coolsculpting provider in the world. He also goes into his strategy for creating holistic, omnichannel marketing campaigns for long-term return, and also tells the guys about his work as the recent past president of the Aesthetic Society (ASAPS).
We recorded this episode in March 2020 but decided to shelve it and instead focus on creating content that would help our clients adapt to the COVID-19 disruption. Today we feel this episode is even more relevant than when we recorded it, as it examines the importance of identifying trends early — even when others may not be on board — and the rewards that can follow. As the world is getting back on its feet, this subject matter is extremely relevant to aesthetic practices who are looking to find a new way forward and identify new opportunities in a dramatically changed world.
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