Florida Society of
Plastic Surgeons
Project Overview By Candace Crowe
In 2025, the Florida Society of Plastic Surgeons (FSPS) faced a common problem: their website had become outdated and wasn’t generating patient leads for Members. Dr. Drew (Andrew Rosenthal, MD) decided to make it his mission to take on that project.
Agencies were interviewed and vetted by the leadership and, much to my thankfulness, my company Candace Crowe Design was selected. We’re a Florida company and have worked in the plastic surgery world since 1999. Because we have software for before-and-after galleries, I think that helped too. So in a matter of just 4½ months, we were able to deliver a 200+ page website for 160+ members with remarkable speed and, believe it or not, true enjoyment.
FSPS Members wrote new copy for the site, Susan (Executive Director, FSPS) guided and helped with communications, and Candace Crowe Design rebuilt the site from the ground up. The rebuild includes two distinct audiences: physicians seeking professional resources and patients searching for qualified surgeons.
BRAG book is used as the engine for Members to upload before and after cases. In order to keep the gallery fresh and growing larger and better year over year, FSPS Membership includes 8 cases annually as a Member Benefit.
The Member Directory is another ongoing feature that will be improved over time. This is where the leads come from, so the doctors who upload cases and keep their profiles updated will reap the most benefits.
Building Digital Authority
Through Professional Association
For FSPS members, the new directory offers significant competitive advantage. With over 5,000 established backlinks, FSPS.org transfers high domain authority directly to member profiles—credibility that takes individual practices years to build independently.
The power lies in Google’s E-E-A-T framework, which heavily scrutinizes medical content. Before-and-after galleries powered by BRAG book demonstrate real surgical experience through structured, optimized case presentations rather than simple photo uploads. When these results appear on a recognized medical society domain, they carry substantially more algorithmic weight than self-promotion alone.
Members gain a secondary authoritative presence worth tens of thousands in SEO investment—simply through active participation.
The Results
The new site went live August 1, 2025, and within the first 100 days…
In Summary:
In the first 100 days, already one verified surgical patient from the new site. Patients find qualified surgeons. Members receive consultation requests. And FSPS demonstrates the value of membership through tangible, measurable results.
BRAG book before-and-after gallery software powers photo galleries for individual practices and now, professional societies seeking to provide additional member value.
Contact us if you interested in learning how BRAG book
could help with your society website?