"How to build up a database and launch a successful practice in Aesthetic Medicine". Belinda Orgo

A Successful Aesthetic Practice Needs a Marketing Mix to Grow -Defining your Preferred Aesthetic Patient -Long Term Strategies * Branding, Internal & External Image, Public Relations, Community Outreach, Speaking Opportunities, SEO, Mass Media… -Short-Term Strategies * Existing Patients, Referrals, Newsletters, Direct Mail, Internet Marketing, Loyalty Program, In- House Events…

Your Preferred Patient Defining Your Aesthetic Patient - Keep in mind the importance of target marketing. - “You can’t be everything to everybody”. - Cater to the group you consider your preferred patient. - Learn their demographics and needs. - One you identify them – How do you connect with them? Don’t waste your effort, time or money by throwing out your message to just anyone!

Marketing Strategies Long-term strategies build your brand awareness & your practice… Short-term strategies create a temporary, immediate revenue boost by giving patients an incentive to purchase now… Combined = Immediate revenues while building your reputation & practice!

Long-Term Strategies Branding - Your image! - Everything your patients see, hear or read about you. - Advertising, Public Relations, Printed Material, Office… - Are you sending the right message? Internal Image - Environment – Is your clinic inviting, comfortable, clean? - Display your credentials, testimonials, photo albums - Staff – Professional, Friendly, Helpful. Build rapport. Teamwork. - Creating a positive patient experience to ensure repeat visits.

Long-Term Strategies External Image - Review current advertisements and high profile projects - Your Web site and PR efforts. - Portray yourself as a PROFESSIONAL & an EXPERT in your field. - Position yourself as successful and experienced – The #1 choice. - High Quality & Professional Look – Stationary, Business Card… - Promote your web address on EVERYTHING! Community Outreach - Become well know and get involved in your community. - Local charities & Fundraising events… - Professional Clubs, Health Spas, Country Clubs - Cross Promotions & Speaking Opportunities…

Long-Term Strategies Public Relations - Press Releases – establish yourself as an industry expert! - Latest Technology, New Procedures, Awards… - Have a current & well researched media list. - Establish Rapport with reporters in your target area. - Online press release distribution – FREE!

Online Press Release

Long-Term Strategies Editorial Coverage - Newspapers, magazines, TV, radio, internet… - More credible than advertising - 3 rd party endorsements are invaluable to your practice Public Speaking - Establish you as an industry expert. - Professional clubs, health clubs, spas, country clubs… - Industry medical meetings. - Prepare a media pack promoting yourself including: - past PR you’ve written - your credentials, your photo - & anything that sets you apart from your competition.

Website Design - Clean, professional design - Easy to Navigate - Informative - Contact Details - Contact Form - Your Photo & Bio - Directions to Your Clinic - Before & After Photographs - Services Offered By Your Practice - Newsletter Sign Up Form

Website Features - Newsletter Sign Up Form - Contact Form - Online Store - Special Offers - Free Report Offer - Testimonials - Online Appointment Setting - Location Maps

Long-Term Strategies Search Engine Optimisation -Internet Marketing & Search Engines are an inexpensive & valuable tool. -Pay-Per-Click Advertising -Link Exchange -Needs to be targeted and reviewed to determine value & performance. More Links = More Traffic = More Patients

Long-Term Strategies Mass Media - Advertising - Print, TV, Newspapers, Radio… - Advertising can be EXPENSIVE! - Be VERY targeted & selective - Editorial Style Advertising can be effective. - Informative Content - Before & After Pictures, Testimonials - Professional Design - Response Advertising – A call to Action. - Special Offers - Cross Promotion of Services - Niche Markets - Advertising Brochures…

Advertising Brochures - Well designed, professional, unique… - Design & Printing can get expensive. - Pre-designed options:

Building Your Database Building & Growing your database is CRITICAL! Collecting details of current patient & potential patients: - Name, DOB, Address, Phone & . Collect Data Everywhere - Patient Visits, Business Cards, Visitors to Website, Advertising, Speaking Engagments, Referrals… Store details in Manageable Format – Medical Software, Database Program or Excel File

Why a Database? Personalised Messaging Cross Promotions Client Analysis - Demographics Newsletters Direct Mail Campaigns Maintaining Contact with Patients Client Retention Essential in order to implement short-term strategies = immediate revenue

Short-Term Strategies Current Database - Mining your current database. - Cross promote procedures, treatments & products - Encourage referrals - Increase business – 3 golden rules - Increase number of patients - Increase number of visits per patient - Increase amount spent by each patient, each visit - Stay in contact with your patients…

Newsletters - Educational & Informative - Focused & Highlights Services - Introduce New Procedures & Products - Print, & In-House - E-Newsletters – Fast, inexpensive & direct… - Distribute at compatible businesses

Short-Term Strategies Direct Mail - Postcards, Letters, Newsletters to Existing Clients - Cross Promotions – mail out with other businesses – health clubs… - Personalised Messages – Birthdays, Overdue Appointments… Word of Mouth Referrals VIP Cards & Loyalty Programs Gift Certificates In-House Events

5 Common Mistakes 5 Common Mistakes in Building an Aesthetic Practice Not Knowing Who’s Really on Your Team Ignoring Your Patients Assuming Your Patients Will Refer Working IN Your Practice Rather Than ON Your Practice No Marketing Plan in Place

Conclusion A Mix of Marketing in Needed Brand Yourself & Your Practice Be consistent Your Database is Priceless