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Shaping a New Image: The Practice of Cosmetic Surgery
by Barry A. S. Lycka, 304 pp, ISBN 0-9685743-0-0, Alberta, Canada, CJSM Publishing Ltd, 1999.
Arch Dermatol. 2000;136:1067-1068.
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From the beginning of the book, Dr Lycka clearly states that the text is not written "by an egghead academic advancing some theory on what it takes to be successful." Rather, this book and accompanying notebook guide are the work of a successful physician/businessman who attempts to teach others some of the things that have helped him to develop his practice. It is not a book for the purist. Dr Lycka delves into great detail about business practices, sales techniques, marketing, advertising, patient recruitment, and selected tips on office setup. He even makes suggestions about the availability of parking being an important element of practice location. This 17-chapter book is clearly designed to help people develop a cosmetic surgery business.
It is apparent from his words that Dr Lycka is passionate about his career in cosmetic surgery, and he freely gives his own experiences as examples of do's and don'ts. . . . [Full Text of this Article]
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