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Effective Internal Cross-marketing

Susie Naficy
Medical professionals look at a chart

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Abstract: By encouraging cross-marketing between team members such as nurses and estheticians, you can ensure all your patients need are met under your roof.

Offering a broad spectrum of services is a key component to surviving—or even thriving—in an economic downturn. Cosmetic-based practices can feature recession-proof services—such as dermatology or reconstructive surgery—and surgical practices can increase nonsurgical revenue by hiring mid-level providers. However, introducing such services is only half the solution—an effective and successful cross-marketing program must be established within the practice for such diversification to pay off.

So, how can you get your surgical patients to come to your office for their routine Botox injections? How can you convert your photorejuvenation patients into seeing your dermatology-certified physician assistant (PA-C) for mole removal? How can you get your esthetician to start referring her patients for aesthetic cosmetic surgery? Following are five key components to encouraging your staff to cross-market successfully.

1. Educate your staff

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