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
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.
