We are excited to congratulate TENFOLD for their win of the Silver Addy Award for the branded design of our space at the 2020 American Advertising Federation awards

Reimagining the Cosmetic Surgery Aesthetic

The beautiful, sophisticated design is an environmental branding triumph, but even more deserving of recognition are the people behind it. TENFOLD’s attention to detail and genuine regard for our patients translated so clearly into the design, and it is an honor to celebrate the team who worked so hard to bring the Donaldson Plastic Surgery brand to life.

Bringing The Brand to Life

From our first introduction to the team at TENFOLD, we knew our vision was in great hands. It was clear even in the very beginning stages of our brand exploration that TENFOLD would take personal stewardship of the message that Dr. Donaldson has carefully cultivated over many years and from it, create something tangibly beautiful.

TENFOLD’s award-winning design came out of their deep understanding of our identity. At the first strategy meeting, they asked our team members about our favorite childhood books in order to get a sense of the inspirations that drive us. From subsequent fact-finding missions, TENFOLD pulled personal and professional artifacts from Dr. Donaldson’s life into a wall that would introduce him to new patients. Their team even sourced books written by both his grandfather, Dr. W. Hugh Missildine and his fellowship mentor, Dr. Foad Nahai for this project.

They recognized that our patients are a large part of our identity, and highlighting this fact became an important design component. From portraits to the words of real testimonials handwritten on the walls, they found meaningful ways to spotlight our patients and bring them into the fold. 

Creating a Collaborative Experience

One of the core values of Donaldson Plastic Surgery is to really care about our work, and we saw this value mirrored in our relationship with TENFOLD. Our designer Carly really understood our entire design. Once our direction was developed, she worked to incorporate all of the design elements into the final product. Stacy, our Project Manager, also expressed a very deep level of commitment; no projects are perfect, but she headed off any issues we faced and offered innovative solutions. Ben, our Account Director, kept our timeline moving and our plans on track.

“TENFOLD was a natural choice to entrust the communication of our brand because of the parallels between our two organizations,” Communications Manager Olivia Whapham says. “As a plastic surgery and aesthetics practice, we champion the sentiment that matching outer beauty with inner beauty builds confidence. The chance to fashion one’s image to match the way one feels  is a rare and valuable opportunity — TENFOLD gave us the transformative experience we strive to give each and every one of our patients.” 

It is with sincere gratitude that we thank TENFOLD for the opportunity to work closely with their team on such a monumental project. We are honored and privileged to have been a part of this experience and will enjoy the space they curated for many years to come. 

Congratulations on the Addy, #teamTENFOLD

Watch Dr. Donaldson’s interview on WCMH Columbus on Reconstructive Tummy Tuck surgery.

Bobbie Perry

Donaldson Plastic Surgery is proud to have a dedicated team of professionals on board. Dr. Donaldson’s surgical first assistant, Bobbie Perry, has recently been recognized as one of the fifty most influential graduates from Columbus State Community College. The school is preparing to celebrate its 50th anniversary, and in honor of the special occasion, they are recognizing students and former graduates who have excelled in their fields to make a difference within their community. See more here: http://cscc.edu/50/stories/Bobbie-Perry.shtml

Bobbie was a full-time mother for many years until she decided to continue her education with a degree in accounting. She soon realized she loved the medical field more, and she switched to the Surgical Technology program. She worked as a surgical assistant for eight years before wanting to do more. She loved being a part of the surgical team, so she enrolled in classes yet again to become a surgical first assistant. After completing coursework and 150 hours of clinical supervision, Bobbie joined the team at Donaldson Plastic Surgery.

Bobbie is now a fixture at Donaldson Plastic Surgery – beloved by patients, co-workers and Dr. Donaldson alike. She has a reputation for being kind, knowledgeable, supportive, empathetic, and always going above and beyond in her approach to patient care. Come by and visit Bobbie anytime, unless she is helping in the operating room!

– Edited interview with Tami Kamin Meyer.  —  Click for a PDF of the Business First Fast 50 List and full article

Why was this company started?
A: During my training, I studied successful practices in L.A., New York, Miami and Atlanta. I realized that Columbus needed a highly trained plastic surgeon with a sophisticated, patient-focused, boutique practice that makes people feel at ease. We are attentive, approachable and skilled at delivering results that rival any other in the country.

What was the turning point when you realized you were onto something?
A: Three years ago, my patient coordinator came to me exasperated because so many patients had requested surgery that we had run out of file folders. She used her lunch break to visit Staples so we could accommodate more new patients that afternoon.

Have you had to seek financing as you have grown?
A: We have been very fortunate to not need financing. We share space with another private practice, which has kept overhead in check.

What dangers are in growing too quickly?
A: Growth can dilute the brand if it is not carefully planned. The fundamental principles – in our case, safety, attentiveness, empathy, the doctor-patient relationship – must never be abandoned for the sake of growth. We emphasize that bigger is not necessarily better, but better is better. When the emphasis is on quality, not quantity, growth naturally follows.

Did you know any entrepreneurs growing up?
A: As a child and young adult, I counted physicians and business owners among my mentors. I admired the doctoring profession – particularly the surgical skill set – and at the same time I was enamored with the innovation and measurable accomplishments inherent to business ownership. I am lucky to have found both as a plastic surgeon.

What’s your recession lesson?
A: Keep the overhead low. In the short term, it is easier to manage costs than to increase revenue.

 

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*Earned by Dr. Donaldson

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