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Implement Business-building Techniques

Steven H. Dayan, MD; Tracy L. Drumm; and Terri A. Wojak July 2012 issue of Skin Inc. magazine
Esthetic treatment rooms should be warm and inviting; this is a nice change from a sterile medical room.

Esthetic treatment rooms should be warm and inviting; this is a nice change from a sterile medical room.

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Now more than ever, it is crucial to incorporate successful business-building techniques into your skin care facility. Competition with other businesses—as well as competition for the dollars in your clients’ pockets—is at an all-time high, and if you aren’t taking steps to retain existing clients with top-notch customer service and marketing practices, you might just get left behind. Following is advice about how to build and maintain your facility from medical spa professionals, including a physician, esthetician and marketing director.

Physician’s point of view: Steven H. Dayan, MD, FACS

Because cosmetic procedures fall into a unique segment of medicine with elective patient care, cosmetic medical practices must also adhere to the guidelines warranted by the retail world. This concept of bridging together retail and medical services leads professionals into uncharted waters called “retail-icine.” Respecting the physician’s Hippocratic Oath, this new paradigm focuses on doing what is best for the patient first and foremost, and then tailoring the rest of the cosmetic experience to mirror the laws of consumerism. By blending these two worlds, current patients become the heartbeat of the practice and provide the greatest opportunity for growth. This is one of the key reasons that physicians in cosmetic medicine employ estheticians. Estheticians can be the niche needed to allow the cosmetic physicians to remain medical providers, while enabling their patients to receive the ultimate cosmetic experiences.

Investing time, marketing budget and energy into your existing patient base is one of the most profitable strategies available. According to W. Earl Sasser, chair of the program for leadership development at Harvard Business School, selling to a current client has a conversion probability of 1 in 2, while marketing to a new client has a mere 1 in 16 chance of resulting in a purchase. The fact is, if you are looking for a way to increase the profits of a practice and keep the phones ringing, you should look no further than your current patients.

Esthetician’s point of view: Terri A. Wojak

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