Most Popular in:

Medical Esthetics Treatments

Email This Item! Print This Item!

Combination Services for Optimal Results

By: Steven H. Dayan, MD, FACS; Tracy L. Drumm; and Terri A. Wojak
Posted: October 31, 2012, from the November 2012 issue of Skin Inc. magazine.
Taking the extra time to show a client highlighting and contouring makeup techniques, as well as how to conceal blemishes or accentuate the eyes, will provide them with a remarkable service.

Taking the extra time to show a client highlighting and contouring makeup techniques, as well as how to conceal blemishes or accentuate the eyes, will provide them with a remarkable service.

page 3 of 4

Brand. Your advertisement is your real estate. Your logo, name, colors, contact information and overall message should be visible on everything, especially direct mail pieces or advertisements. Your clients will recognize and even look for your image to have a presence. By putting your logo on your ads, you are creating value for your brand and, ultimately, enhancing your business.

Every time consumers open a marketing piece, see a commercial or read a piece of mail, their first thought is “What’s in it for me?” They don’t care if you say you opened a new 40,000-square-foot building. They want to know exactly how what you are telling them makes their life better. Now, if you tell them that your new building means they will get treated faster and has an on-site day care to watch their kids—bingo! That is going to appeal to their concerns. It clearly defines what is in it for them.

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. She 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).