Most Popular in:

Medical Esthetics

Email This Item! Print This Item!

Effective Internal Cross-marketing

By: Susie Naficy
Posted: January 28, 2010, from the November 2009 issue of
Medical professionals look at a chart

$string.toUpperCase($string.substring($addOnType, 0, 1))$string.substring($addOnType, 1, $string.length($addOnType))s

page 3 of 4

CASE STUDY. The physician and his office manager were brainstorming about how to get the esthetician and the nurse to discuss cosmetic surgery with their patients. They had brought up the importance of cross-marketing all of the practice’s services at several staff meetings, but it didn’t seem to be working. The office manager suggested that the physician offer a catered lunch to the office for each nonsurgical patient converted into a surgical one. Once this incentive program was introduced, an immediate spike in surgical cases was noticed—and most were the esthetician’s and nurse’s clients. With the incentive on their minds, they were much more likely to bring up surgical procedures during their patient encounters.

4. Introduce patients to staff

Take advantage of slower periods in schedules by encouraging team members to step in with another provider’s patient. The more staff members your patients meet, the more exposure they have to your practice, and the more they will learn about all your treatment offerings.

CASE STUDY. The nurse has a light schedule on Wednesday—possibly due to the slowing economy. However, the PA-C has a full day of patients coming in for acne visits and skin cancer screenings. The PA-C suggests that the nurse step in during some of her patient visits to educate herself more about dermatology visits, as well as to meet new patients of the practice. The nurse scheduled several add-on Botox and filler treatments that day—and they were all the PA-C’s dermatology patients who had not known that cosmetic services were offered at the same practice.

5. Effective tracking

No marketing program is effective without a well-designed system for tracking results. There are many software programs available that easily allow you to generate reports detailing patient treatments and interests. This information is critical when designing an internal cross-marketing program.

CASE STUDY. When the physician hired the PA-C to offer general dermatology services to his cosmetic patient base, he thought a good place to start marketing would be with cosmetic patients who had received IPL treatments for brown spots and actinic keratosis. He used his practice software to pull a list of relevant patients, and sent a mailer introducing his PA-C and offering a complimentary skin cancer screening. The PA-C’s schedule was full of patients within weeks of the targeted mailer, most of whom were waiting months to get in with the dermatologist.

Effective implementation