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Bringing In Promotions

By: Wendy Lewis
Posted: January 29, 2010, from the January 2010 issue of
Medical spa flyer

Promotional flyers and mailers can feature seasonal themes to keep them fresh and intriguing.

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Aesthetic physicians and medical spas can remain relevant to their clientele by adding introductory services at lower price points and refocusing on results-oriented treatments for patients who may have less money to spend. And to get the most out of these new offerings, it helps to modify your marketing and promotions to adapt to new consumer concerns and priorities.

For example, if your monthly facial and micro-dermabrasion patients cannot afford to keep up with a $250-plus service, consider ways to incentivize them in order to make the treatments more budget-friendly. Most medical spas and clinics offer substantial price breaks for those who sign on for a series of repetitive treatments and pay for the package in advance. So, the popular strategy of including a free treatment with every package of four purchased, offering a complimentary manicure or makeup application with every series, or including a free home care product can really aid in boosting business.

And although everyone is clamoring for new patients, it is equally important to take extra special care of your loyal customers who have been faithful throughout the years. Customer referral cards are a tried-and-true way to reward loyal patients. For example, giving current customers 20% off a facial service for every patient referral they bring in can help drive new business into your practice. With today’s atmosphere, you cannot wait for people to come to you—you need to reach out to them.

And again, to generate excitement among patients and incentivize them to come in, a call to action has to have a specified time period. Open house events offering a 20% courtesy discount on all treatments booked at the event can be very effective during slow periods, or you may also consider offering a complimentary skin care product to every patient who brings a friend to an event. “We always include ‘Bring a Friend’ on all our invitations to encourage patients to come in with their girlfriends for our special Saturday champagne brunch events,” says Worth. “The secret to success is to keep it interesting, fun and teach them something new.”

Using technology

Practices and medical spas also are having to come up with other creative ways to fill empty appointment schedules and slow periods, and one of the most cost-effective marketing channels is e-mail marketing. Many have seen great success with e-blasts designed to drive traffic to a well-designed Web site, which ideally includes a facility’s complete menu of services, online scheduling capability and a shopping cart of the products it sells.