The Role of Sales in Ethical Plastic Surgery Practices
This year, in ISAPS Cancun, we want to open a conversation around something many women surgeons struggle with — often in silence: how to sell comfortably, ethically and confidently.
Because selling is not something surgeons are trained for — yet it’s something every private practice depends on.
Date: Friday October 30, 2026
Time: 2:00PM - 3:30PM
Join us from 12:30 for a networking lunch with ISAPS Global Alliance Partners.
Speaker: Paz Martorell (Argentina) - Business strategist specializing in medical practices
In this session we will explore the following topics:
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Reasons why sales is such a difficult topic for plastic surgeons
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How to redefine what we understand by selling
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How to make the right diagnosis of your practice from a business point of view
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How does social media impact sales in plastic surgery today
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How to implement a clear and effective sales process that dramatically shortens the decision-making journey.
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Pricing your surgeries & procedures
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How to handle price and other common objections
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How to make value clear so that price stops being a problem
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Why many plastic surgeons sell but don´t close the sale
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Stages of the selling process
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Common mistakes plastic surgeons make during the consultation when it comes to sales
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Mindset shifts necessary to increase sales
The session will conclude with a Q&A.
If you’re really good at surgery, if what you offer can genuinely improve your patients quality of life it’s your responsibility to share it. Because without sales, there’s no transformation.
