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Implement Business-building Techniques

By: Steven H. Dayan, MD; Tracy L. Drumm; and Terri A. Wojak
Posted: June 29, 2012, from the 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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Provide a great experience. Now that you have the client engaged and educated, you are ready for the most important aspect of this strategy: experience. Skin care professionals strive to prosper in a depressed economy where consumers have an influx of options for spending their hard-earned dollars. With the explosion of esthetic providers in recent years, it is more important than ever to strengthen the overall experience clients have during their time at the office. The fact is, even though consumers have tightened their spending, up to 60% of clients are still willing to pay more for a better experience, according to the Harris Interactive Customer Experience Impact Report. The good news is that adding a few inexpensive touches to your office, such as refreshments and décor, will point you in the right direction for creating an experience that clients will seek time and time again.

Partner the need to create an exceptional visit with the desire of modern consumers to exchange peer-to-peer reviews, and you have the perfect opportunity to utilize a tool known as a patient tip binder. Use a custom binder that matches the look and feel of your facility, with clear sleeves to hold cards with testimonials from past clients. Give clients a blank card at their follow-up appointment and allow them to leave a tip from their experience for future clients. Having clients handwrite their advice offers a superior level of credibility. As the cards are collected, you can add them to the binder and even double their reach by scanning them in and adding the images to your website.

A strong marketing strategy will keep your clients engaged and excited throughout their entire appointment. Additionally, tools that continually educate on the latest and greatest treatments you offer will ensure they keep you as their choice provider for care. By following this formula and making sure your clients leave with a smile, your practice will enjoy a healthy heartbeat and continue to thrive for years to come.

Steven H. Dayan, MD, FACS, is an 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 Chicago’s True University Esthetics, a training center that teaches estheticians how to appropriately work with physicians. Dayan is a 2012–2013 member of the Skin Inc.magazine editorial advisory board.