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Acne Through the Ages

By Steven H. Dayan, MD, FACS; Tracy L. Drumm; and Terri A. Wojak
Posted: April 27, 2012, from the May 2012 issue of Skin Inc. magazine.
teen professional skin care client with acne

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Client profiles are a powerful and effective way to help tell the journey and evolution of happy clients. Start by identifying a few of your client advocates—loyal clients who regularly refer and visit you are the perfect fit. Next, partner their before-and-after pictures with a photograph they provide of themselves that exemplifies how great they feel. Women will often send in a picture of themselves on vacation, or at a party or a wedding. A picture that captures the way they feel after your treatments is the key element to feature the power of your peels or your facials. Have the client provide a testimonial, and combine all these elements to create profiles that serve as engaging methods to reach a new audience.

The key to segmenting your market is to divide and conquer. Focus your marketing efforts on the goals of each group and create campaigns that address their needs. Remember that there is no one-size-fits-all answer to growing your clientele, but tracking what works will help you thrive. Analyze which new marketing ideas truly get the phones to ring, and remember to speak with your clients on a regular basis.

Steven H. Dayan, MD, FACS, is a recognized expert in the field of facial plastic surgery and is a member of the American Academy of Facial Plastic and Reconstructive Surgery. His passion for education led him to open True University in Chicago, a training center that teaches estheticians how to appropriately work with physicians. Dayan is a 2011–2012 member of the Skin Inc. magazine editorial advisory board.

Tracy L. Drumm manages the day-to-day operations of IF Marketing, a Chicago firm specializing in aesthetic medicine. Drumm co-authored Keys to Success: Marketing & Practice Management (College of Cosmetic Medicine Press, 2007) and Thrive: Pearls to Prosper in Any Economy (College of Cosmetic Medicine Press, 2009).