Practice Playbook: Camp Plastic Surgery Gets Down to Business

Practice Playbook: Camp Plastic Surgery Gets Down to Business

679 382 The RealSelf Team

What does it take to get a return on your investment in RealSelf? In this series, we’ll walk you through the approaches your peers have taken in order to get peak performance from their profiles.

Advisor collaboration · Branding

Dr. Steven Camp

Dr. Steven Camp and his wife, Sara Camp, have been focused on building their business by making bold and thoughtful investments—including during the pandemic. This husband-and-wife team spends their time, in particular, investing in people, facilities and marketing.

Dr. Camp is a RealSelf Verified doctor, and that’s helping the practice enjoy a significant share of the fruits of RealSelf’s evolution from a directory site more than a decade ago into the destination “where motivated patients come to find the right doctor”— specifically via an increase in patient quality. We sat down with Sara, the practice’s manager and marketing expert, to discuss how investing in the full spectrum of the patient experience helps the Camps grow their bottom line.

RealSelf Profile By the Numbers
  • Specialty: Board Certified Plastic Surgeon
  • Years in his own practice: 3.5
  • Joined RealSelf: 2014
  • Location: Fort Worth, TX
  • Patient reviews: 329
  • Star rating: 4.9
  • B&A photos: 514
  • Answers: 1,459

The Camp Practice’s Marketing Philosophy: INVEST

“We’re always learning, doing.” – Sara Camp

Sara Camp

Hands on where it counts. Etna Interactive helps the Camp practice execute a growth-focused marketing strategy, but for them, collaborating with an agency doesn’t mean taking a hand-off approach.

In addition to directly managing their Instagram account, Sara said that she and Dr. Camp are intent on “understanding where our marketing spend is working” using reports from website leads, RealSelf and PatientNow.

Working with an outside firm on strategy, she said, has helped their practice see substantial growth in the last four years.

Getting the right people. The Camps have a tightly-knit, high-performing team where, as Sara put it, “Everyone works their butt off every minute of every day that they’re here.” That work ethic and team cohesion is key to their success, which is why they take time to find the right new hires, including getting everyone on their existing team involved in the hiring process.

Sara said they focus on hiring for “personality, gumption and caring,” and don’t limit themselves to searching within the plastic surgery world for new talent. (“Anyone can learn the skills,” she said.)

Investing in their facilities. The Camps are proceeding with a plan to open their own surgery center with two operating rooms—a bid to set them up for longer-term success and triple their capacity: “We’re going from three treatment rooms to 10,” Sara told us.

Getting educated. Sara said they focused on immersive learning early on. “I learned about marketing, I took every webinar I could take, read every book I could read,” she told us, citing RealSelf University webinars and Hey Seery among the content she listens to in order to stay sharp.

One Big Idea: Develop a Brand

Sara wanted the practice to have a unique and cohesive brand that was distinctive from what they saw in the marketplace. “I wanted to create a look-and-feel that stood out. I thought, ‘We’ve got to do something totally different,’” Sara Camp told us.

To stand out while staying authentic, they turned Dr. Camp’s signature bow ties into the centerpiece of the practice’s brand look and personality, and have made them a key marketing element on the practice website, RealSelf profile, Instagram, videos and more.

That distinctive brand has also bolstered an already-strong and standout profile on RealSelf. RealSelf Verified status makes Dr. Camp easy to find and identify as “trusted” for consumers. And a strong base of photo, answer and review content does the heavy lifting on driving quality inquiries from their RealSelf profile.

One Crisp Takeaway

The Camps know their practice exists to deliver excellent medical care—and that achieving this also means unabashedly prioritizing the business. This attitude helps them make the business-forward decisions necessary to position their practice for long-term growth and success.