1. B U I L D I N G O N
S U C C E S S

2. WHERE IS THE BUSINESS Susanne S. Warfield, Medical Esthetician
As long as I’ve been an esthetician I’ve realized that I can physically only see patients per week. I wasn’t going to get anywhere by simply doing service after service. The real money lies in the sale of products.
This may instill fear and apprehension in the physician, but the reality is, without product sales, the profitability of this venture will fail.”
Susanne S. Warfield, Medical Esthetician
Reference: Warfield, S. “Guide to Building a Medical Esthetic Practice”. Paramedical Consultants, Inc. 2001

3. WHERE IS THE BUSINESS Defining the Skin Care Patient
Consumer Demand-The “Boomers”
76 million baby boomers want to defy aging–major force in aggressive cosmetic technology development and “anti-aging medicine.”
Baby boomers and older comprise 51.2% of US population
Paradigm shift with increase in patients seeking “desire dermatology” and cosmetic surgery
Less demand for aggressive surgical procedures and significant post-operative recovery
Patients focused on wellness model of skin health
Reference: Werschler, W.P. Skin & Aging, October, 2000, pp

4. WHERE IS THE BUSINESS
Chronology of the Skin Care Patient: Age 20-30’s
20’s: Prevention, photo-protection, acne and hyperpigmentation
Treatment: skincare products; sunscreens; peels; glycolic acids
30’s: Photo-protection and minimizing of photoaging
Treatment: skincare products; Botox injections; filler injections; breast augmentation; liposuction; peels
Reference: AAFPRS Newsletter, Fourth Quarter 2001

5. WHERE IS THE BUSINESS 40’s: Correction of photoaging
Chronology of the Skin Care Patient: Age
40’s: Correction of photoaging
Treatment: skincare products with more exfoliation; chemical peel; blepharoplasty; microdermabrasion; IPL
50’s+: Reverse the damage - photoaging
Treatment: skin care products, facelift; tummy tuck; laser resurfacing

6. The Four Cornerstones of a Practice
Every patient who walks in the door should be given the opportunity to learn about:
Obagi Systems (Product or 1st Cornerstone)
Non-ablative Procedures (2nd Cornerstone)
Elective Surgeries (3rd Cornerstone)
Disease/Trauma (4th Cornerstone)
The Four Cornerstones of a Practice

7. BUILDING YOUR PRACTICE
Where is the BASE business? Right in your current practice!
36% of cosmetic patients are repeat patients – Ask your staff to look through their existing files for potential patients
34% of cosmetic patients have multiple procedures at the same time – investigate all option – teach your staff to include skincare products with the procedure
51% of procedures are performed in the office
Offer combination of therapies in tiered fashion
Offer both “disease” and “desire” therapies
Patients can begin with simple cosmetic procedures/products and build up to more sophisticated ones

8. BUILDING YOUR PRACTICE
Where is your NEW business? Look for . . .
Patient Referrals. Do a “Bring a friend mailing or patient appreciation event.”
Nearby corporate buildings or large companies
Hook-up with health clubs (Curves, LA Fitness, The Spectrum, 24-Hour Fitness)
Hook-up with bridal stores
Hook-up with community associations/societies (churches, Women’s clubs, political organizations, etc.)

9. The Role of the Receptionist
Who do you have saying “Hello”?
Maintain a neat reception area. Make sure brochures are neatly displayed in reception area/procedure rooms/bathrooms
Reduce the clutter
“Seasonalize” product display area. Valentines, Spring, 4th of July, Summer, Fall, Halloween, Thanksgiving, Winter Holiday, etc.
The Receptionist and entire staff should have a fundamental understanding of skincare products sold in the office
Receptionist should be able to refer existing or potential patient to appropriate person in office for more detailed consultation
Train your receptionist to cross-sell; it can be indirect

10. The Role of the Receptionist
Explore the needs of the patient
 Utilize the patient questionnaire
 Introduce the patient to Obagi Systems
 Give the patient an Obagi Systems Folder or Take-One Brochure
 Inform the Staff of the Patient’s Needs
 Highlight patient skin care needs expressed on the patient questionnaire

11. The Role of the Aesthetician and/or Nurse
According to industry surveys, estheticians can generate an average of 50% of their gross daily revenue in product sales
Always set up next patient visits
Walk skincare patient to front desk to re-book
Put a system together to follow-up with patients
Track referral sources and send “thank you” letters to referring individual
Ask your patients to send in a friend and then send a “thank you” note or small gift for the referral
Have a referral card for the patient to give to the friend to bring in

12. The Role of the Aesthetician and/or Nurse
Listen to the patient’s needs
Review patient questionnaire
LAER to fully understand patient concerns
Educate patient on the Obagi Systems Skin Transformation Process
Utilize Obagi Systems Brochures, Before and After Pictures
Be creative - create your own educational guide to Skin Transformation
Share one Obagi Success Story!
Utilize Obagi Guide to Skin Transformation
 Schedule Follow Up
Let your patient know that you are committed to helping them achieve transformed skin

13. The Role of the Office Manager
 Oversee and aid staff in implementing a skin care program
Develop office protocols that allow all patients, current and new, to learn about skin care
Give every patient who walks in the door the opportunity
 Implement quarterly in office promotions
Featured product of the month specials
Gift with purchase promotions
Utilize your Obagi Sales Representative to plan your yearly Obagi Marketing Program

14. The Role of the Office Manager
Establish Practice Goals for Skin Care Sales
Brainstorm with staff on how to reach these goals
Set goals or programs for growth of skin care sales
Measure, monitor and motivate the staff
 Establish Employee Incentives
Percent of product sales
Percentage of sales for new patients
Quarterly commission plans
Yearly bonus plans

15. Role of the Physician Be friendly; the staff will follow your lead
Create a teamwork environment; your patients will “pick-up” on the feel of the office
Support Staff Incentive Programs to help build Skin Care Business
Create staff incentives within practice to grow the business (individual and/or team orientated)
Set monthly goals or objectives and support staff to achieve those goals
Participate in new and existing Patient Events, open houses, etc.
Inform patient of the benefits of Obagi Systems
Reassure the patient that they are receiving the best in Rx Skin Care treatment
Reinforce the treatment programs prescribed by Nurse/Aesthetician

16. BUILDING YOUR PRACTICE
Critical Role of the entire office staff
Apply your LAER Skills at ALL TIMES
Successful patient interaction
Uncovers opportunities and challenges,
Builds relationships
Diffuses the frustration/stress in the patient
Effective objection handling
Listen, Acknowledge, Explore and Respond

17. LAER Model
Model L A R E

18. LAER Model
Listen
empathy
attentiveness
must be non-judgmental

19. Acknowledge LAER Model understanding concern for the patient/customer
does not mean you agree with their point of view

20. Explore LAER Model generates new information about the objection
allows for understanding of patient’s unwillingness to make a decision

21. Responding LAER Model an appropriate answer to the patients objection
offers the patient an alternative view or solution to the buying decision process

22. LAER Benefits
Helps overcome anger, indifference, impatience, preoccupation
Puts you in the patients perception – outwardly focused vs. inwardly focused
Discover hidden objections
Establishes bond between the practice and the patient

23. BUILDING YOUR PRACTICE
In-office marketing ideas:
Replace magazines in waiting areas with your before and after cosmetic surgery books – patient and staff photos
Discount products two times a year to increase business in slower months
Feature a product or service for the month
Video with infomercial in waiting areas and exam rooms

24. BUILDING YOUR PRACTICE
In-office marketing ideas, cont.:
Patient Surveys so you get to know your patient’s needs
Develop 5 different success stories to share with patients on a rotating basis and then ask for the referral if patient knows someone in that same situation who could benefit from cosmetic services
Website updated on regular basis
Create a service menu professionally displayed in reception area and procedure rooms
One for the office
One for the aesthetician

25. BUILDING YOUR PRACTICE
In-office marketing ideas, cont.:
Offer free skin care consultation on first visit
Offer discount package – mix the cornerstones
Monthly or quarterly newsletters –
Have a Loyal Patient Reward Program that encourages existing patients to try new cosmetic services and directs new cosmetic patients to practice
Remember special days for key patients to build loyalty – great for the aesthetician or receptionist to manage
Example: birth date, anniversary, referrals, hobbies, etc.
Have a set of Birthday/Anniversary/General cards in your office

26. Transform Your Practice
Obagi Practice-Building System
If you take advantage of all four Obagi System opportunities, you are sure to grow your business

27. Patient Events Build awareness of the practice services
Bring new patients into your practice
Patient Events such as:
Open Houses
Skin Care Seminars
Your Obagi Representative will provide:
Invitations
Marketing Materials
Guidance on how to have a perfect event

28. Gift with Purchase Build patient trial and loyalty
Promotional series of stylish and functional gifts
Participation entitles accounts to exclusive Obagi Practice-Building events throughout the year

29. Regional Trainings
Educate you and your staff on latest in skin care science
Expertise knowledge in:
Photoaging
Skin Transformation
Marketing ideas
Patient tips
Practice building techniques

30. New Patient Study Better understand your patient’s needs
Build rapport by conducting comprehensive skin care evaluations
Provides rewards based on teamwork and growing your business

31. Transform your Practice
It’s been proven that participating in any of the
Obagi Practice-Building System Programs
can grow your business
But
Participating in all four can
Transform your Practice!

32. Maximize Your Growth
When you participate in all four programs, you will experience significant growth

33. New Patient Additions The number of new patients added to practice
Obagi will help you put a plan together to succeed

34. The Growth Planner How much do you want to grow?
Most skin care lines say they work to help improve skin condition
At Obagi, we help you transform your patient’s skin, while simultaneously building your patient base
How much do
you want to grow?

35. Growth Planner Worksheet
Use this worksheet to start a custom Obagi Practice-Building System for your office

36. Top 12 Practice Builders
Maintain existing patient base and identify new patient on a monthly basis by participating in the Four Obagi System Practice-Builder Programs
Maintain a neat reception area that supports your practice’s services
Make sure your first impression is a good one!
Implement LAER – Objection Handling
Referrals – ask patients for referrals
Make sure every staff member knows the skincare products you sell in the office.
Share patient success stories and refresh/rotate them on a frequent basis
Implement/rotate one or two in-office marketing programs every quarter
Set monthly expectations/goals for your staff and support them in achieving them
Walk skincare patients to front desk to re-book
Make use of patient’s waiting time in the reception area and procedure rooms
Have a product inventory system in place

37. Give every patient the opportunity to have transformed skin:
The Obagi Systems
Give every patient the opportunity to have transformed skin:
Obagi Nu-Derm Obagi-C Rx Obagi Professional-C
& Cffectives

38. Obagi Systems
Thank you for
joining us today!