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Medical Spa Point of View: Educating Clients on Proper Skin Care
By Steven H. Dayan, MD, FACS, Tracy L. Drumm and Terri A. Wojak
Posted: March 28, 2011, from the April 2011 issue of Skin Inc. magazine.
By providing carefully worded brochures to all clients and retail consumers who come through your doors, you can continue the relationship after they leave your facility.
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Strong marketing or client education follows the same laws as skin care: Regular maintenance is essential to producing results. Fortunately, there are marketing tools and strategies that can be put in place to assist in educating clients about purchases. Product recommendation forms or “prescription pads” are essential. The esthetician can fill out a recommendation on the sheet, giving the clients a take-away of the products recommended with a detailed description of how to use them. It is also beneficial because clients may forget how to use something after they leave the office.
Before-and-after pictures are also essential for any medical practice or medical spa. It is an aesthetic world out there where visuals are key. Ask the skin care company that you are working with to provide pictures, or you can start a library of your own. Display the photos throughout the practice wherever potential clients will be waiting to showcase the type of results past clients have enjoyed. These can be an effective way to introduce new services.
Brochures should be available in all of the treatment rooms, as well as at the reception desk. For any take-away, add a line encouraging clients to share the brochure with friends when they are done reading it. This is a subtle way to encourage clients to refer their friends and family. Be sure to add links to your website and, ideally, have before-and-after photos displayed there, as well.
Appeal to your clients’ inner child, and put out samples and testers for them to touch, feel and smell. In addition to engaging clients’ senses, you are getting them excited about the products you have. Placing testers in the reception areas, treatment rooms and checkout areas is a strong way to ensure clients have time to play with the products.
Just as you follow a daily skin care regimen and teach your clients to do so, adopt a daily marketing routine that involves making sure you are providing your current and prospective clients with a chance to learn about your products and services. By using strong visuals, take-away forms and interactive learning, you will stay current in clients’ minds and enjoy a blemish-free schedule.