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    Melanie D. Palm, M.D., M.B.A.
    Melanie D. Palm, M.D., is director of Art of Skin MD in Solana Beach, Calif. Visit her at http://www.artofskinmd.com

    Brand identity from the dermatologist’s perspective





    In part 2 of our series on brand identity, I elicited the help of some colleagues that have been tremendously successful in developing their own practice brand identities. 

    Here is the panel:

    Tina Alster MDTina Alster, M.D.

    Tina Alster, M.D.—Founding Director, Washington Institute of Dermatologic Laser Surgery, Washington, D.C.




    Fredric Brandt, MDFredric Brandt, M.D.Fredric Brandt, M.D.—Founding Director, Dr. Brandt Dermatology Associates, Manhattan, NY and Coral Cables, FL, creator of eponymous skin care line




    Melanie PalmMelanie Palm, M.D.Melanie Palm, M.D., MBA—Founding Director, Art of Skin MD, Solana Beach, CA





    Tom RohrerTom Rohrer, M.D.Tom Rohrer, M.D.—Partner at Skin Care Physicians of Chestnut Hill, MA






    The following questions were posed to this panel.  Here are the responses regarding to questions posed around the idea of brand identity:

    1. How has your brand identity changed over time?  In other words, has your mission/vision been the same, or have these changed with time? 

    Alster:  The brand identity for the Washington Institute of Dermatologic Laser Surgery has evolved since its inception  in 1990 to incorporate changes in the growing field of laser surgery. From the beginning, it drew upon the most advanced laser technology and medical expertise for delivery of care for patients with birthmarks and scars. That continues to this day. Over the years, the Institute has grown in size and scope to include not only additional laser technologies for a wide range of conditions, but also other medical techniques which are taught to other physicians around the globe.

    Brandt:  We've tried to stay true to our mission of providing the highest grade products with in office benefits for home use.

    Palm:  The brand identity of Art of Skin MD has remained the same since its inception in 2012.  The creation of my mission and vision of the practice were crucial in developing a detailed but clear brand identity.

    Rohrer:  SkinCare Physicians was founded 14 years ago with a goal to create a state of the art dermatology practice that provided the highest quality dermatologic care possible.

    • The original mission statement of SkinCare Physicians of Chestnut Hill is “to deliver unparalleled personalized service along with ethical, skilled, and comprehensive dermatologic care.”
    • While this vision and mission have not changed over the years, we have found shorter mantras that are easier for all of us to remember and to act on a daily basis. These are:
    • Put the patient first
    • Figure out a way to say yes to patient requests
    • Don’t just meet expectations, exceed them
    • Do ordinary things, extraordinarily well
    • A commitment to excellence

    Next: How did your logos evolve?


    Read more of Dr. Palm's blog


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