By Tonya Johnson

When COVID-19 stay-at-home orders were issued, many Cutera aesthetic providers shifted gears to support essential workers and give back to their community.  

Cutera recently launched its Heroes Among Us initiative to celebrate practices that are making a positive impact in their communities during the COVID-19 global crisis.

Cutera providers, largely in the aesthetic space, made rapid operational changes when stay-at-home orders were issued. Since March, many have shifted gears to support the essential workforce while giving back in a meaningful way. 

Marina Kamenakis, senior vice president, global marketing and clinical development, Cutera, explains that the company originally launched the Heroes Among Us program earlier this year to highlight cosmetic and plastic surgery practices with patients who underwent incredible transformations using Cutera technologies. “When COVID-19 hit, we decided to shift the focus of this charitable contest to honor a Cutera partner who is doing outstanding things to help during the COVID-19 pandemic.”

The Heroes Among Us initiative celebrates cosmetic and plastic surgery partners who have had a profound impact on their neighborhoods during the Coronavirus crisis. Heroes Among Us recognizes extraordinary cases of compassion, humanitarianism and kindness. One honoree will be selected and announced during the Cutera University Clinical Forum – CUCF, held Friday, October 23 thru Sunday, October 25. The chosen Hero will receive a $5,000 donation to present to a favorite 501C3 of choice.

From aesthetic physicians going back to the emergency department and conducting hospital rounds, to supporting food depositories and shelters, or donating personal protective equipment, ventilators, and office facilities as needed, Cutera wants to shine a spotlight on its customers who are making real differences.

“We work with an amazing network of practitioners and know that each and every one of them are doing what they can to help out during this difficult time,” Kamenakis adds.  “We are excited to hear from our partners the personal stories of exactly how their work during COVID-19 has impacted their communities, office staff, local hospitals, national charities and beyond. This is a great way for us to connect with our physicians and give recognition for stepping up during this crisis.”

Throughout the outbreak, in addition to the campaign, Cutera has launched a series of programs that include webinars on legal, financial, and practice management.  A program on Instagram called Biz Bites, offers tutorials from holding an Instagram contest to optimizing a patient consult. The clinical team is also providing virtual trainings for doctors and their staff, and the company has issued a guide to help practices navigate this time.

To nominate a physician or practice who deserves the Heroes Among Us honor, send a written one-page submission to Marianna Levyash at mlevyash@cutera.com by Tuesday, September 1. For further information, view the Heroes Among Us contest video.

Tonya Johnson is associate editor at Plastic Surgery Practice