Some of today’s entrepreneurs equate success with appealing to the largest quantity of people. Appeasing the masses means clients can be pulled from a larger pool, potentially increasing business. In a world where business leaders have equal access to social media as a marketing tool, sacrificing specific communities is often seen as unnecessarily stunting progress. But many markets are becoming oversaturated, and those who find a niche and make themselves desirable are beginning to see the best prospects for success.
Dr. Rohit Jaiswal (@drjvegas), the Head Plastic Surgeon at Atelier in Las Vegas, understands that if he tailors his efforts to individuals rather than the world as a whole, his business can provide a service that past customers will rave about. Exclusivity is at the core of Atelier’s strategy, so much so that it does not accept all prospective clients to allow surgeons to work selectively with well-informed patients. In a mark of desirability unique for its time, those looking to benefit from Atelier’s services for the first time must be referred by another patient. By relying on this form of word-of-mouth marketing, Atelier has blossomed into the Entertainment Capital of the World’s exclusive club for high-quality aesthetics.
Dr. Rohit Jaiswal is certified by the American Board of Plastic Surgery, the only board certification available to plastic surgeons in the USA, and is also a member of the American Society of Plastic Surgeons (ASPS) and the American Society of Aesthetic Plastic Surgery (ASAPS). As evidence of his expertise and dedication, Jaiswal has been awarded TopDoctor status in Las Vegas and was inducted into the RealSelf 500 Hall of Fame.
It all exemplifies a commitment to patient care that draws people to Atelier’s exclusivity. “Many other physician and non-physician groups are trying to take market share in the aesthetic procedure space,” the Head Plastic Surgeon explains. “Because they don’t have the necessary training, outcomes are typically sub-optimal, giving the public a bad impression of plastic surgeons. On the other hand, we can provide our full care and attention to patients because we only allow a limited number of patients to be part of the practice.”
Rohit Jaiswal’s surgery promises a service typical of a five-star resort, such as the Bellagio, rather than a doctor’s office. Combining that with an assured word-of-mouth marketing approach means that Jaiswal’s surgery benefits from a self-sustaining community of patients. What may seem like self-limitation in fact empowers Atelier’s staff to provide an attention to detail that any other clinic would be envious of, increasing referral rates and plastic surgery’s public image. It may be traditional, but Atelier Plastic Surgery’s marketing approach mirrors the star-studded attraction of the city it finds itself in.
Erik Jackson has been a senior editor at Health News Tribune for three years. Fluent in French and proficient in Spanish and Arabic, he focuses on diseases and conditions and the newest trends in medicine.
