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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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Worth notes that many of her business mailers are also e-mailed to patients who have opted in to learn about the medical spa’s newest deals via the Web, and oftentimes, the e-mails generate quite a response. “The e-blast that was sent for our most recent medical event was extremely successful,” she explains. “We hosted an event to launch Sculptra Aesthetic, which had just gotten FDA approval. We had about 30 women join us for a featured presentation by our medical director and our aesthetic director. Five of the attendees brought five new patients, and we prebooked approximately $11,000 in treatments, which were then administered over the next week. We also booked two cosmetic surgery procedures with Dr. Daniel Morello and sold approximately $1,000 in retail at the event.”

Additionally, by utilizing Twitter and Facebook as part of an integrated marketing campaign, practices and medical spas can generate buzz for their facility and increase the uptake on special offers. There is no denying the reach that social media has anymore. Every day there are more practices offering last-minute deals on open appointments and treatments, promoting discounts for gift certificates and product promotions via posts on Twitter and through Facebook ads, pages and groups.

But these kinds of promotions have to be compelling to resonate with this audience. For example, free shipping is probably not exciting enough to generate interest. However, 15–20% discounts on products or services, free samples, seminars and open house events tend to create the greatest pick-up.

Listen to customers

Good customer service is the lifeblood of any business. Promoting special offers to bring in new patients is not enough to grow a thriving aesthetic practice unless you can get some of those patients to come back to you. Aesthetic medicine is a repetitive service business, and without a loyal clientele, your facility might not be profitable for very long. If you’re not seeing patients coming back, you may have a service disconnect.

The impression patients have about your practice may begin when they click on your Web site, flip past an advertisement in the local paper, or when they call in to book an appointment. Many practices are understaffed, especially in light of overhead reductions, and that means the team on board may be overburdened. The end result of not having enough staff is not serving patients appropriately, including long waiting times and inconsistent care. Make sure that a well-trained staffer is picking up the phone when new customers call to inquire about a treatment or make an appointment, as well as to greet them when they come to your business.

A steady flow