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Holiday Strategies for the Medical Spa
By: Steven H. Dayan, MD, FACS, Tracy L. Drumm and Terri A. Wojak
Posted: September 29, 2011, from the October 2011 issue of Skin Inc. magazine.
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Free. Often spas looking to boost their business during the holiday rush are quick to drop prices. Beware of these dangerous discounting waters, and remember it can be difficult to raise your prices after a reduction. Look to add value before discounting. Consider giving a free gift with purchase or a complimentary treatment to sweeten your offer before dropping prices.
Friend. It’s no secret that women like to travel in packs. Whether powdering their noses or attending an event, it’s a well-known fact that gals like to be with their pals. Incorporate the phrase “pass this gift on to a friend” into all of your seasonal promotions to double your reach. The added value to encouraging clients to share specials with their friends is that you are generating referrals from a qualified source. Whether you are having a holidayopen house or promoting holiday-ready treatments, double your investment with an invitation for a friend.
Faithful. Did you know that it is almost seven times more expensive to gain a new client then it is to retain one? Having annual promotions and holiday specials provide benefits beyond just a boost in business. Holiday treatments offer a fresh message for you to reach out to your current clients and keep them faithful. Communication with clients on a regular basis will help keep them loyal and committed. It is important to recognize that client connections are ultimately relationships that require attention. Increase your retention rates by using the holiday season as an opportunity for outreach.
Following these protocol will help keep the joy in your season and the jingle in your sales. Remember that when it comes to marketing for the holidays, planning ahead is the best gift you can give yourself.
Steven H. Dayan, MD, FACS, is a recognized expert in the field of facial plastic surgery and is a member of the American Academy of Facial Plastic and Reconstructive Surgery. His passion for education led him to open True University in Chicago, a training center that teaches estheticians how to appropriately work with physicians. Dayan is a 2010–2011 member of the Skin Inc. magazine editorial advisory board.