The Formula Behind the Most Booked Surgeons: Branding, Sales, and the Art of Becoming Your Patients’ First Choice 

Date: Thursday, 19 June, 2025
Time: 10:30 - 12:45 
Room: Peony 2

Facilitator: Paz Martorell (Argentina)

Session Focus: 
- Why being excellent is no longer enough — and what truly sets top surgeons apart. 
- How to build a personal brand that generates connection, trust, and long-term loyalty. 
The difference between marketing and branding (and why confusing them might be costing you patients). 

Panelists:
- Dr. Lina Triana (Colombia)
- Dr. Juan Esteban Sierra Mejía (Colombia)
- Dr. Juan Manuel Di Diego (Argentina)
- Dr. Bárbara Villanustre (Argentina)

Expert Panel – Part I 
- Live conversation on personal branding and ethical sales, with powerful tips and practical advice to avoid the most common mistakes. 

Q&A Session 
- Smart strategies to stand out, attract your ideal patients, and increase conversions — without pressure. 
- How to communicate your value clearly and confidently, without sounding “salesy.” 

Expert Panel – Part II 
- Final insights and quick-fire takeaways from our panelists to close the session with action-ready tools. 

Final Q&A