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

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

2. A Successful Aesthetic Practice 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…

3. 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!

4. 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!

5. 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.

6. 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…

7. 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! - http://www.i-newswire.com - http://www.prurgent.com - http://www.24-7pressrelease.com

8. Online Press Release

9. Long-Term Strategies • Editorial Coverage - Newspapers, magazines, TV, radio, internet… - More credible than advertising - 3rd 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.

10. Website Design • 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

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

12. 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

13. 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…

14. Advertising Brochures • Advertising Brochures - Well designed, professional, unique… - Design & Printing can get expensive. - Pre-designed options: - http://www.mjdpc.com - http://www.doctordirectonline.com - http://www.thebrochureoutlet.com

15. Building Your Database Building & Growing your database is CRITICAL! • Collecting details of current patient & potential patients: - Name, DOB, Address, Phone & Email. • 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

16. 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

17. 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…

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

19. 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

20. 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

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