PRACTICE MANAGEMENT | WRITING ABOOK
BOOK |
YOU SHOULD WRITE A
Many well-known physicians have successfully used the power of print to effectively grow their practices and expand their visibility among the media and
consumers. Wendy Lewis, author of 11 books in her own byline and countless more as a ghostwriter, explains the process
BOOK THAT HIGHLIGHTS THE among consumers,
author’s special expertise can be a pivotal tactic for expanding an aesthetic practice and elevating the author’s profile. Being published gives an individual instant recognition the media, peers and industry
BOOK A
colleagues, and adds an extra level of credibility. It also provides a way to get your personal message out to the public. Although your goal may initially be to share your
WENDY LEWIS is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, author of 11 books, and Founder/ Editor-in-Chief of www.
beautyinthebag.com. She is a contributor to a number of trade and consumer publications in the USA and Europe.
contact
wl@wlbeauty.com 52
knowledge and explain your unique point of view on a particular topic, there can be many other benefits to your practice from writing a book. If you are in a crowded and competitive market, having a book may serve as a component of a comprehensive practice marketing program to help your business rise above the clutter. Two of the right reasons to write a consumer book are to
communicate something that hasn’t been said a million times before, and to establish yourself as an expert on the subject. Among the wrong reasons to write one are to score a fat book advance, get rich, or get a movie deal. The
January/February 2016 |
prime-journal.com
trends for books are constantly changing and publishers rarely accept cosmetic surgery titles or books about skin care and BOTOX® anymore because they have a backlog of proposals piling up in a drawer somewhere. It takes a long time to write and publish a book if you are working with a commercial publisher; from six months at a minimum to two years or more.
Determine your goals To avoid disappointment, be clear about what you want to achieve before you start the book process. Do you want to attract more patients, generate awareness among a new segment of patients, get speaking engagements, achieve media coverage, or all of the above? Defining where you want to go and what you want the book to do for you will help you create a book that is tracking with your goals. Before you jump into a book project, take a look at what
other experts are writing about, and who else is publishing in your industry. Get a sense of what topics they are addressing, how they approach these topics, and consider how your book can be different and improve on the conversation. Browse the health and beauty aisles of your local
Barnes & Noble and you will find that the market has become saturated with books written by plastic surgeons and dermatologists about everything from natural skin care, acne, anti-aging treatments to cosmetic surgery. Therefore, for your book to be successful, it should be unique and stand out from all the others written on the same or similar subject matter. If your plan is to write on one of these broad topics,
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