Health Management & Marketing Alliance

Pioneers of Aesthetic Medicine
Marketing & Management

Dr. James Polakof
President & C.E.O.

Dr. James Polakof, has consulted with more than 750 practices during the past 30 years. As a specialist in medical marketing and management, he is nationally recognized as a leader in strategic practice development, as well as an innovator in creating successful techniques to tastefully escalate patient response and significantly increase profits. The Wall Street Journal once complimented Dr. Polakof's ability to "ethically market cosmetic surgery utilizing aesthetic patient education tools and subtle, but effective strategies."

After his education at the University of San Francisco, Dr. Polakof earned Ph.D. degrees in both marketing and nutrition. Prior to his entrance into the healthcare field, he headed an advertising agency and television commercial production company in the San Francisco Bay Area, which earned him a national reputation as a marketing expert. Soon thereafter he also became an award winning motion picture writer, producer and director. Stars he directed include Tony Curtis, John Carradine, Chuck Connors and Carol Lynley. In addition, he has won several notable awards for his production of health care video presentations and infomercials, featuring such celebrities as Phyllis Diller, Gary Collins, Mary Ann Mobley and Brenda Vaccaro.

Dr. Gloria Polakof
Executive Vice President

Dr. Gloria Polakof has 28 years of successful experience in developing and implementing a variety of patient education programs.

Dr. Polakof developed HMA's highly successful computerized patient tracking program. She also excels in the creation of "power point" presentations which have elevated client seminars and internal marketing capabilities to a higher level - while establishing both credibility and a favorable image for practices.

Drs. James and Gloria Polakof have lectured for more than 18 years at the American Society of Plastic Surgeons and American Society for Aesthetic Plastic Surgery annual meetings, as well as numerous medical seminars and major events.

Petra Fuhriman
Webmaster - SEO Specialist

Petra is a professional and well seasoned Web Designer who earned her degrees in Master of Arts, majoring in Graphic Arts.

She was an instructor at Computer Connection for a number of years where she taught hundreds of students the art of graphic and web design.  She was promoted to the position of Webmaster for all 3 campuses and then became Creative Director for IEHP (Inland Empire Health Plan) one of the largest health plan companies in Southern California. 

Petra is certified by WOW (World of Webmasters) and IWA (International Association of Webmasters) in HTML, XHTML and CSS.  She has garnered a national reputation as a search engine optimization specialist, improving on-line visibility and response for hundreds of websites over the past 11 years.  She is listed in the National Registrar of Who's Who for outstanding marketing skills, design skills and excellence in customer service.    Petra is also the recipient of numerous awards in her field.


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HMA also prides itself in having assembled an outstanding cadre of in-house and free lance specialists. Creativity, artistry and innovation coupled with advanced aesthetic marketing skills are the core of HMA’s team efforts to productively market aesthetic medicine.

Dr. Michelle Polakof, Ph.D., MBA, CSMS

Plastic surgeons refer to her as "a chip off the old block," but Dr. James Polakof visualizes Michelle as the bigger and better future of HMA. Having earned a Ph.D. in marketing and MBA in business at Capella University, she also obtained a graphic design degree from San Diego's Platt College. Recently, she reached the experience plateau of 20 years in the field of medical marketing.

Unquestionably, Michelle's exceptional creativity and in-depth experience provides added benefits for HMA clients. She is one of the few social media "certified" specialists in the United States and excels at staff training for plastic and cosmetic surgeons. Michelle instructs patient counselors in the art of subtle sales techniques, prospective patient follow-up and successfully booking surgical procedures. (See client "testimonials")." Her business management expertise and award winning creative talents enable aesthetic practices to market more productively and cost-effectively. (Some of her awards are pictured below).


Janelle JacobanJanelle Jacoban
Director of Communications

Janelle was one of the most successful patient counselors in the United States. In addition to her superb bonding and partnering skills with prospective cosmetic surgery patients, her booking percentage was outstanding – at times as high as 90%. With Dr. Polakof she helped bring substantial growth to the plastic surgery practice of Dr. Leonard Glass where she served as Patient Counselor for several years. Additionally,

Janelle successfully served as a patient counselor for Lifestyle Lift and Hair Club of Men. She is ideally suited as a staff training coordinator for HMA.