Marketing & Managing Your Practice in the Digital Era
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Most private-pay practitioners are trained to treat patients, not to run a patient funnel. Leads go cold, patients don't come back, and marketing spend is hard to trace. The Boomerang Book is Dr. Mulholland's playbook for fixing each of those links.
Every step from first enquiry to treatment loses people: slow callbacks, no follow-up on unbooked consults, nobody owning the lead. The book sets a target for each stage and shows how to hit it with a dedicated lead coordinator, one-hour response times and automated follow-up.
Most practices pour money into new leads and neglect the patients they already have. Retention, cross-selling and referrals cost nothing in new lead spend, and the book shows how to run all three as a system rather than hoping for them.
At his 2007 peak, Dr. Mulholland was spending about a third of his revenue on advertising he couldn't track. The book shows how he moved to measurable digital marketing, where every channel has a cost per lead and a return you can check.
The book's model: stop losing people at each stage until your funnel becomes a cylinder, then widen the bottom with retention, cross-selling and referrals. These figures come from Dr. Mulholland's own practice and the targets he sets in the book.
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Place, People, Product, Price, Process, Performance, Promotion, Propagation, Plan and Profit. Dr. Mulholland's framework from building SpaMedica, with the benchmarks, reports and worked examples to apply it in your own practice.
Take this course nowPositioning, the four retail models, location and brand
Culture, hiring, contracts, performance management and pay
Building a menu on the four legs of aesthetic medicine
Setting prices by income, profit, competitors and business model
The six-stage conversion cascade, from first lead to ambassador
The practice dashboard, projected sales and the revenue gap
Traditional media, digital media, SEO, paid search and social media
Retention, cross-merchandising and rewards-driven ambassadors
Start-up and “guerilla” business plans, and financing equipment
Pro forma P/Ls, weekly revenue targets and quarterly expense audits
Dr. Stephen Mulholland has spent 25 years building SpaMedica in Toronto: a decade of print, radio and TV advertising, then fifteen years of digital. The Boomerang Book is the system he runs the practice on, including what didn't work and what he changed.
Whether you run the practice, perform the treatments, or manage the front — BFX Learn has a track built for you.
One price unlocks all 9 tracks, all live sessions, all certifications, and all future content.
Every course is written from active surgical practice — not pulled from conference slides. Your subscription includes all of them.
Run your practice like the business it is. Learn the system that built SpaMedica.
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