Plastic surgery marketing agency for Miami ABPS-certified practices — BBL-safe, bilingual, Latin American inflow-ready
Ichelon Global builds surgical-consultation acquisition, reputation, and long-window ascension systems for Miami plastic surgery practices — solo ABPS-certified plastic surgeons, boutique partner groups, and multi-location plastic surgery platforms across Miami Beach, Coral Gables, Coconut Grove, Aventura and Brickell. Inside a Florida Board of Medicine and FL Statute 458.351 advertising envelope, a per-photo before/after audit trail, and a HIPAA-scoped analytics stack. Dallas HQ, bilingual Spanish and Portuguese creative capacity, and a delivery team that treats Miami's post-2022 BBL safety obligations as a hard operating constraint, not a marketing footnote.
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- Miami is the highest-density ABPS-certified plastic surgery market in the US Southeast and the busiest US cosmetic-surgery destination for Latin American medical tourism — with distinct inflow from Brazil, Colombia, Venezuela, and Argentina primarily on rhinoplasty, mommy makeover, and body contouring intent.
- Ichelon Global scopes every Miami plastic surgery engagement against HIPAA, Florida Statute 458.351 (physician office surgery, adverse-incident and advertising requirements), the Florida Board of Medicine advertising rules under Chapter 456 and Chapter 458 F.S., FTC (16 CFR § 255 endorsement and board-certification advertising), FDA (implants + energy-device claims), TCPA, CAN-SPAM, ADA, and the post-2022 ASPS/ISAPS BBL safety framing.
- Retainer scope: $2,500 to $8,000/month, custom per practice. Media spend pass-through. CPQL benchmarks for Miami plastic surgery consultation leads land in the $120 to $500 range depending on procedure mix and neighborhood, with BBL and international-inflow funnels priced separately.
- Delivery: SEO, Google Ads, Meta Ads, GBP density, provider-authority YouTube, financing-integrated funnels (CareCredit, Alphaeon Credit, PatientFi, Cherry), reputation and cross-listing hygiene — every layer HIPAA and Rule 165.5-equivalent-scoped for Florida.
Why plastic surgery marketing in Miami is a category of one — not a Florida city play
Every US plastic surgery metro has its own signature. Dallas is the DFW aesthetic corridor. Los Angeles is celebrity-endorsement volume. New York is the Manhattan financial buyer. Miami is a category of one — the highest-density ABPS practice market in the US Southeast, layered on top of a Latin American inbound medical-tourism corridor unlike anywhere else in the country. Marketing that treats Miami as "Orlando with palm trees" or as "another Florida city" will underprice the auction, miss the international inflow, and post-2022 will accumulate compliance exposure on BBL creative the practice cannot afford.
Three market realities separate Miami from every other US plastic surgery metro:
- Density. Miami-Dade concentrates more ABPS-certified plastic surgeons per capita than any other Southeastern metro, plus a large, well-marketed cohort of non-ABMS-credentialed cosmetic-surgery operators. The competitive auction is deep, the credential-clarity marketing burden is high, and the buyer education need on "board-certified plastic surgeon" versus "cosmetic surgeon" is greater in Miami than in most US markets.
- International inflow. Brazilian, Colombian, Venezuelan, and Argentine rhinoplasty and mommy makeover buyers arrive on multi-week trips. The website, the ad copy, the consult booking flow, and the aftercare communication all need Portuguese and Spanish depth — not a translated homepage bolt-on, but full-funnel bilingual coverage with region-specific creative for each source country.
- Post-2022 BBL regulatory posture. Following the ASPS/ISAPS multi-society task-force position on gluteal fat grafting safety and the ongoing mortality-signal discussion, Miami — as the historical BBL capital of the US — carries the heaviest BBL creative-compliance burden of any metro. A generic body-contouring campaign that references BBL without the specific safety context is a live risk in Florida.
Ichelon Global's Miami scope is built around those three realities. We are not running a rebranded Dallas playbook on a Coral Gables practice. We are running a Miami playbook — bilingual, safety-framed, and calibrated to the international inflow — from a Dallas office that lives on Central Time and understands Miami's compliance posture in operating detail.
The post-2022 BBL creative envelope — the single most consequential rule in Miami plastic surgery marketing
Brazilian Butt Lift marketing changed in Miami on July 8, 2022. That day the Florida Board of Medicine and the Florida Board of Osteopathic Medicine issued emergency rules on gluteal fat grafting following a cluster of mortality events attributed to intramuscular fat placement in Florida. The rules restrict fat placement to the subcutaneous plane, require intraoperative ultrasound guidance in specified circumstances, cap procedure volume per day per surgeon, and impose surgeon-experience and reporting requirements. Marketing that pretends the pre-2022 posture is still in force is not just non-compliant — it is a direct risk to the practice's Florida licensure.
Ichelon Global scopes every Miami BBL creative asset separately. Mandatory elements: subcutaneous-only fat placement language, disclosure of the historical mortality-signal context, surgeon-experience framing (fellowship, ABPS certification, procedure volume, hospital privileges), realistic recovery expectation, and clear separation between a compliant BBL narrative and a "book your BBL" transactional push. We rewrite inherited BBL creative before we run a single dollar of paid media, and we audit before/after gallery imagery against the current standard of care and the current Board rules.
The wider Latin American inflow makes this discipline more consequential. Portuguese-language BBL creative aimed at Brazilian buyers, or Spanish-language BBL creative aimed at Colombian and Venezuelan buyers, still runs under the Florida Board of Medicine's rules regardless of the audience's home country. Multi-language BBL creative is scoped and audited to the same compliance envelope as the English creative — no exceptions, no "just for Instagram," no throwaway pre-roll copy.
Bilingual and trilingual creative for the Latin American inflow — Portuguese, Spanish, and English on one stack
Miami plastic surgery marketing without Portuguese and Spanish coverage leaves a meaningful share of the market on the table. Brazilian rhinoplasty inflow is the largest single international-source volume for many Miami practices — Sao Paulo, Rio de Janeiro, and Belo Horizonte are all direct-flight source cities. Colombian mommy makeover and body contouring inflow runs through Bogota and Medellin. Venezuelan and Argentine buyers arrive with a specific pricing expectation shaped by the domestic aesthetic market.
Our Miami engagement scope includes bilingual creative delivery across five surfaces:
- Practice website localisation. Portuguese and Spanish variants of the procedure pages, surgeon bios, before/after gallery, and consultation booking flow — not translated homepages, full-funnel coverage.
- Google Ads segmentation. Portuguese and Spanish keyword clusters, separate ad groups, separate landing pages, and location targeting that includes Portuguese-speaker and Spanish-speaker density segments inside Miami-Dade.
- Meta Ads creative. Reels and Stories creative shot in Portuguese and Spanish with region-authentic voice — not a US-Latino voice for a Brazilian audience, not a Cuban-American voice for a Colombian audience. Voice-and-tone precision matters.
- Aftercare communication. Post-consultation nurture and post-surgical communication in the patient's language of comfort — TCPA-consented, HIPAA-scoped, and aligned with the practice's clinical protocols.
- Concierge coordination. Where the practice offers medical-tourism concierge services (hotel, transport, chaperone), the marketing surface has to represent the offering accurately without triggering FTC "safe destination" scrutiny or Florida corporate-practice-of-medicine issues.
The ABPS board-certification envelope — heavier in Miami than any other US metro
To advertise as a "board-certified plastic surgeon" in the United States, the surgeon must be certified by the American Board of Plastic Surgery (ABPS) or an equivalent ABMS-recognised board. A cosmetic surgery board, an aesthetic surgery board, or a body-contouring board — none of which are ABMS-member boards — does not qualify a surgeon to use the phrase "board-certified plastic surgeon" without qualification. This rule applies everywhere; it just matters more in Miami, because Miami's cosmetic-surgery market has the country's largest concentration of non-ABMS-credentialed operators marketing aggressively alongside ABPS-certified practices.
Beyond ABPS, two adjacent credentials commonly appear in Miami plastic surgery marketing: American Society of Plastic Surgeons (ASPS) membership, which requires ABPS certification, and The Aesthetic Society (formerly ASAPS) membership, which requires ABPS certification plus additional aesthetic-surgery training criteria. Both are legitimate advertising signals when they apply. What is not legitimate is implying either credential when it does not apply, or using unqualified "board-certified" language when the surgeon holds a non-ABMS board.
Ichelon Global's Miami engagement onboarding opens with a written board-certification audit for every surgeon on the practice. We document each surgeon's ABPS status, ASPS membership, Aesthetic Society membership, and any additional fellowship credentials. We rewrite the website, ad copy, GBP profile, and social bios inside the documented envelope — in English, Portuguese, and Spanish across the localised surfaces.
The Miami plastic surgery compliance envelope, in operating detail
Every campaign scoped against nine frameworks before launch. Scope is written, versioned, and reviewed by a healthcare-native reviewer separate from the delivery lead. When any framework issues new guidance — including the Florida Board of Medicine's periodic BBL rule refreshes — campaigns are re-scoped, not left on old assumptions.
HIPAA and OCR tracking-tech guidance
The 2022 OCR Bulletin and its March 2024 update treat identifiable event data tied to condition or provider information as PHI when passed to a third-party analytics or ad platform. For a Miami plastic surgery practice, that includes page URLs like /procedures/rhinoplasty-miami or /mommy-makeover-brickell combined with an IP address, cookie ID, or hashed email in a Meta CAPI event. Our PHI scrub covers GA4, Google Ads enhanced conversions, Meta CAPI, TikTok Events API, session-recording tools, LiveChat, financing-application embeds, and any HIPAA-exposing embed on the practice website.
Florida Statute 458.351 — physician office surgery
FL Statute 458.351 governs office surgery — registration, adverse-incident reporting, and advertising restrictions on any office surgery performed in Florida. Any Miami plastic surgery practice performing office-based procedures runs under this statute, and marketing that misrepresents office-surgery capacity, credentials, or accreditation exposes the practice to enforcement. We audit the office-surgery representation on every practice page.
Florida Board of Medicine advertising rules — Chapter 456 and 458 F.S.
Florida's physician advertising rule set restricts unsubstantiated superiority claims, guarantee-adjacent language, undisclosed compensated testimonials, and misrepresentation of credentials. Consent for patient testimonials and before/after imagery is required. Every ad, meta description, and page headline is rewritten inside the envelope.
Post-2022 BBL rules and safety framing
Covered in the dedicated section above. Every BBL asset scoped with mandatory subcutaneous-only fat placement language, mortality-signal historical disclosure, surgeon-experience framing, and realistic recovery expectation. English, Portuguese, and Spanish creative all inside the same envelope.
FDA on implants, devices, and off-label claims
Silicone and saline breast implants remain a Class III device with FDA-required patient labelling and, for silicone, a formal boxed warning on BIA-ALCL and BII risks. Non-invasive body contouring devices each have FDA-cleared indications the marketing must stay inside. Off-label positioning is flagged and reframed inside the FDA-safe envelope.
FTC Endorsement Guides — 16 CFR § 255
Every influencer collaboration, staff-referred patient story, or incentivised Google review triggers 16 CFR § 255. Material connection disclosure, honest depiction of results, and truthful representation of the endorser's experience are all in scope. Miami's dense influencer ecosystem makes this rule especially consequential.
TCPA on consultation-lead outreach
Consultation-form language, appointment-reminder SMS, patient-education drip, and reactivation outreach all scoped against TCPA including the FCC's 2024 revocation-of-consent updates. Statutory damages of $500 to $1,500 per violating message make this the highest-cost compliance error a Miami practice can make.
CAN-SPAM and ADA
CAN-SPAM governs email — unsubscribe, honest headers, physical mailing address, ten-day compliance window. ADA governs website accessibility — WCAG 2.1 AA has become the effective standard in demand-letter litigation against cosmetic practices, and Florida is one of the most active demand-letter jurisdictions in the country.
What each layer of the delivery stack looks like for a Miami plastic surgery practice
SEO — trilingual procedure + neighborhood + surgeon topic map
Topic map organised across procedure (rhinoplasty, breast augmentation, mommy makeover, liposuction, tummy tuck, facelift, BBL, gynecomastia, body contouring), neighborhood (Miami Beach, Coral Gables, Coconut Grove, Aventura, Brickell), and per-surgeon Person schema depth — in English, Portuguese, and Spanish. Long-tail programmatic coverage for procedure × neighborhood × language.
Google Ads — trilingual surgical consult intent
Branded and non-branded surgical-consult intent tightly geo-fenced to each surgeon's operating footprint. Separate campaigns for English, Portuguese, and Spanish keyword clusters. Enhanced conversions with hashed first-party identifiers only. Offline conversion imports for true cost-per-booked-consult reporting.
Meta Ads — long-window nurture in three languages
Meta Advantage+ for cold awareness. Custom-audience nurture for the six to twelve-week rhinoplasty or facelift comparison window. HIPAA-scoped audience construction, TCPA-safe consult-form consent, audit-trailed before/after creative with disclosure. Instagram Reels for aspirational awareness on younger buyers.
Financing-integrated funnel design
CareCredit, Alphaeon Credit, PatientFi, and Cherry pre-qualification embedded in the consultation booking flow. Financing-first messaging on high-ticket procedures ($8K to $30K rhinoplasty, $14K to $35K mommy makeover in Miami). HIPAA-scoped handoff so a financing decision does not leak PHI through analytics.
GBP density per surgeon and per location
Angryturtle-run GBP for every clinical address. Post cadence, review response in the reviewer's language of comfort, Q&A seeding on procedure and recovery, service catalogue depth, photo hygiene. Per-location review alerting for negative reviews requiring physician-level response.
Provider-authority YouTube (YODA)
Per-surgeon YouTube channel build. Procedure explanation, recovery expectation, consultation preview content. Trilingual publishing where the practice supports it. AI Overview and Google Search citation optimisation. Long-tail discovery for rhinoplasty, breast augmentation, and facelift education searches from both Miami residents and international buyers researching pre-arrival.
The ten plastic surgery procedure verticals we build funnels around in Miami
Each vertical carries a distinct CPC, a distinct consultation-to-book conversion curve, and a distinct compliance risk profile. Miami's BBL and international-inflow dynamics reshape the vertical mix versus other US metros.
BBL — the safety-first Miami vertical
Still one of the highest-volume Miami plastic surgery searches. Marketing scope: mandatory subcutaneous-only placement language, mortality-signal disclosure, surgeon-experience framing (fellowship, ABPS certification, procedure volume, hospital privileges), realistic recovery. English, Portuguese, and Spanish creative all inside the same envelope. This is a Miami-specific compliance discipline no other metro requires at this depth.
Rhinoplasty — high international inflow
Longest comparison window (8 to 16 weeks), highest surgeon-selection sensitivity, heaviest before/after gallery dependence. In Miami, a meaningful share of rhinoplasty consult volume arrives from Brazil and Colombia. Marketing scope: per-surgeon Person schema depth, ethnic-specific rhinoplasty content (mestizo, Afro-Latino, Brazilian variations), and revision-safety framing.
Breast augmentation
High-volume procedure in most Miami practices. Implant-choice educational content drives comparison conversion. FDA implant-labelling and BIA-ALCL disclosure must appear inside the educational funnel. CPQL in Miami typically lands $150 to $400 for a booked consult depending on neighborhood, with Coral Gables and Miami Beach at the upper end.
Mommy makeover
Combines abdominoplasty, breast (augmentation, lift, or reduction), and often liposuction. In Miami the mommy makeover buyer runs disproportionately Latin American in origin, with a specific timing pattern tied to summer travel windows. Financing (CareCredit, Alphaeon, PatientFi) is a primary conversion lever on $18K to $35K case values.
Liposuction and body contouring
Post-GLP-1 body-contouring demand is now a distinct funnel that overlaps with the traditional Miami body-shaping market. Marketing that treats liposuction, RF-assisted lipo, and non-invasive contouring as one topic underserves buyers ready to convert. Separate procedure pages, separate ad groups, separate creative — and separate handling for the international inflow.
Tummy tuck (abdominoplasty)
Overlaps with mommy makeover for many buyers but has its own distinct search demand, particularly among post-weight-loss and post-GLP-1 buyers. Recovery-window education is the single largest conversion lever — six-week recovery, drains, restriction messaging.
Facelift, deep-plane and neck rejuvenation
Oldest average buyer, longest comparison window (12 to 24 weeks), highest surgeon-selection sensitivity. Deep-plane and neck-lift technical differentiation drives the conversion. Buyer is comparing three to five surgeons over months. Educational content depth is decisive.
Gynecomastia
Male-specific procedure with a distinct psychographic — younger, more privacy-sensitive, longer consideration window. Educational content and search-intent depth matter more than paid social. Financing-first messaging is a heavy lever. Latino male buyer represents a meaningful and under-served share of Miami gynecomastia intent.
Facial fat grafting and secondary surgical revision
Higher-margin, lower-volume vertical. Buyer often already had a primary procedure elsewhere. Marketing scope: surgeon-authority content, revision-outcome depth, referral-network activation. In Miami, a share of revision volume arrives from primary procedures performed outside the US and requires careful medical-record integration into the consult flow.
Financing — CareCredit, Alphaeon, PatientFi, Cherry
Not a procedure vertical, but a decisive conversion lever across every procedure. Pre-qualification is embedded in the consultation booking flow. Financing-first messaging on high-ticket procedures. HIPAA-scoped handoff so the financing decision does not leak PHI back through analytics.
The Miami plastic surgery buyer journey — domestic and international
Miami plastic surgery buyers split into two distinct journey patterns — the local Miami-Dade resident and the international inflow buyer. Marketing that runs a single-track journey against both cohorts underserves the international side of the funnel and overspends on domestic remarketing.
Domestic Miami-Dade buyer: Awareness → Consideration
Awareness triggers: friend's or partner's surgical result at a Miami Beach social event, wedding on the calendar 12 to 18 months out, post-baby body goals crystallising at the six-month mark, a GLP-1 weight loss that revealed loose skin, or an intra-city move from a previous surgeon. Consideration surfaces: Google search (branded and non-branded), Instagram discovery via Reels and hashtags, RealSelf for procedure-specific research, YouTube for surgeon-authority research, and ChatGPT for procedure comparison education.
International inflow: Awareness → Consideration → Booking
Awareness triggers for Brazilian, Colombian, Venezuelan, and Argentine buyers: word-of-mouth from prior patients from the source country, Instagram creators posting in Portuguese or Spanish, ChatGPT-mediated procedure research in the buyer's home language, and country-specific YouTube surgeon-authority content. The consideration window runs longer (10 to 20 weeks for rhinoplasty) because it includes trip planning, visa considerations, and multi-week stay logistics. Marketing has to answer those questions inside the funnel — not push the buyer to email for logistics.
Consultation → Surgery booking → Recovery → Ascension
Consultation-to-book cycle: 1 to 6 weeks for domestic buyers, 4 to 12 weeks for international buyers because of travel logistics. Post-surgical ascension is the highest-ROI revenue lever in a mature Miami plastic surgery practice — a rhinoplasty patient becomes a filler or Botox maintenance patient inside 12 months, a breast augmentation patient becomes a mommy makeover patient inside 5 to 8 years. HIPAA-scoped nurture and TCPA-safe SMS drip carry the ascension in the patient's language of comfort.
Miami-Dade submarkets and neighborhoods we serve for plastic surgery
Why Ichelon Global is the right fit for a Miami plastic surgery practice
Miami has more general marketing agencies per capita than most US metros. Hospitality, real estate, and lifestyle brands have crowded the local agency market with generalists who will happily take a plastic surgery brief and treat it as a hospitality-brand engagement. Plastic surgery is not a hospitality brand. It is a physician-supervised surgical service with FDA-regulated implants and devices, Florida Board of Medicine rules, post-2022 BBL obligations, and HIPAA responsibilities that a lifestyle agency does not know how to scope.
Four reasons Ichelon Global is the right fit for a Miami plastic surgery practice:
- Healthcare-only delivery. Every account manager, strategist, writer, and paid-media operator on your engagement works only on healthcare accounts.
- BBL-safety operating discipline. Post-2022 BBL creative is scoped with mandatory safety framing before any spend. Not a footnote — a hard constraint.
- Trilingual delivery capacity. English, Portuguese, and Spanish creative on the same stack, with region-authentic voice for Brazilian, Colombian, Venezuelan, and Argentine source markets.
- Multi-state compliance operating envelope. Florida Board of Medicine and FL Statute 458.351 in Miami, not a Texas rule applied by accident.
Our office at 3714 Matador Dr in Dallas is a two-and-a-half-hour direct flight from MIA. We are on Central Time. Same operating hours as your practice, with enough Miami coverage in the team to travel in for a quarterly on-site when the engagement warrants it.
Retainer scope and CPQL benchmarks for Miami plastic surgery engagements
Retainers custom-scoped per practice — $2,500 to $8,000 per month against surgeon count, procedure catalogue, location count, international-inflow ambition, and target share of the Miami plastic surgery market. Media spend runs pass-through and is scoped separately.
- Solo ABPS surgeon boutique practice — $2,500 to $4,500/month. SEO + GBP + Meta or Google Ads (one paid channel), monthly reporting, quarterly strategy review. Typical CPQL $180 to $400 for a booked consult depending on procedure mix.
- Two-to-four surgeon partner group with bilingual inflow — $4,500 to $6,500/month. Full SEO stack, per-surgeon Person schema depth, GBP density, Google + Meta paid, Portuguese and Spanish creative build-out, reputation cross-monitoring, per-surgeon YouTube pilot. Typical CPQL $150 to $380.
- Multi-location plastic surgery platform / PE-backed group — $6,500 to $8,000+/month. Full stack + per-surgeon P&L attribution + trilingual content publishing + CRM integration + financing partner integration reporting + medical-tourism concierge marketing surface. Typical CPQL $120 to $320 at scale.
CPQL benchmark context: the US industry average for a plastic-surgery consultation lead sits in the $120 to $500 range across major metros. Miami typically prices in the middle to upper half of that range, with BBL and international-inflow funnels priced separately to reflect the additional compliance depth and localised creative production. The elasticity is real — a well-scoped funnel can move CPQL by 30 to 50 percent inside the first two quarters.
Miami plastic surgery marketing — common questions
How do we market BBL in Miami after the 2022 Florida Board rule changes?
With mandatory subcutaneous-only fat placement language, mortality-signal historical disclosure, surgeon-experience framing (fellowship, ABPS certification, procedure volume, hospital privileges), realistic recovery expectation, and clear separation between a compliant BBL narrative and a "book your BBL" transactional push. English, Portuguese, and Spanish creative all inside the same envelope. We rewrite inherited BBL creative before running a single dollar of paid media.
How do you handle the Brazilian and Colombian international inflow on rhinoplasty and mommy makeover?
Trilingual creative delivery — website localisation, Google Ads segmentation, Meta creative in Portuguese and Spanish, and aftercare communication in the patient's language of comfort. Region-authentic voice for each source country. Extended consideration windows (10 to 20 weeks for rhinoplasty) answered inside the funnel with visa, travel, and multi-week stay logistics — not pushed off to email.
What is a typical CPQL for Miami breast augmentation consultations?
$150 to $400 for a booked consult depending on neighborhood and funnel maturity. Coral Gables and Miami Beach price at the upper end; Kendall and Doral at the lower end. Practices that solve financing pre-qualification (CareCredit, Alphaeon, PatientFi) inside the funnel convert 25 to 45 percent higher than practices that push financing into the consult.
How does "board-certified" advertising language work for plastic surgery in Florida?
A surgeon must be certified by ABPS or an ABMS-recognised equivalent to advertise as a "board-certified plastic surgeon." Non-ABMS boards (cosmetic surgery, aesthetic surgery, body-contouring boards) do not qualify a surgeon to use unqualified "board-certified" language. Miami's cosmetic-surgery market has the country's largest concentration of non-ABMS-credentialed operators marketing aggressively, making credential clarity more consequential here than in most US metros. Our onboarding opens with a written board-certification audit.
How is Ichelon Global HIPAA-safe on Miami plastic surgery tracking?
We follow the 2022 OCR Bulletin and March 2024 tracking-tech updates. Every engagement opens with a PHI scrub across GA4, Google Ads enhanced conversions, Meta CAPI, TikTok Events API, session recording, financing-application embeds, and any third-party embed on the practice website. BAA-ready where the practice requires one.
Do you work with solo Miami plastic surgeons or only multi-location groups?
Both. Solo ABPS Miami surgeons get the same compliance-first delivery spine as a multi-location group — the weighting shifts (solo weights heavier on paid social and reputation; multi-location weights heavier on per-surgeon GBP density and per-location attribution), the stack does not. Our smallest active US engagement is a solo practice; our largest is a multi-state plastic surgery platform.
Scope your Miami plastic surgery marketing engagement
Book a 30-minute scoping call with a member of the Leadership Team, email Santosh (Dallas HQ) directly, or WhatsApp us — CT hours, same day where we can.
Adjacent Miami and US marketing hubs
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