What Your Personal Brand Says About You
February 11, 2008
Have you thought of yourself as the “Top Doc” to the stars? Or the best anti-aging physician of all time? Or even the best cosmetic dermatologist in your hometown? Is that how your patients see you as well? If not, you need to build a more cohesive image using branding. Branding is the art of attracting your preferred patient using very specific messaging that will get their attention.
What is Branding?
Branding is everything you do to attract and maintain quality patients. Branding is not sales. Branding is emotionally attracting the type of patient you want in your practice who chooses you over your competition. Your personal brand is who you are, what you do, and your leading attribute in the eyes of your preferred target market. Read more
Buy Services That You Do Not Know
January 24, 2008
Write your Marketing and Promotion Plan for 2008
December 6, 2007
The holiday season is in full swing. Our clients are dashing in for last minute Botox and fillers to look their best at holiday parties. Our staff is burning the midnight oil trying to “get it all done” by the magic day. The year end is a great time to look back upon the success and short comings of the year and plan how we can have a more successful cosmetic medical business in 2008.
Ask yourself these questions: Did our advertising work? Did the vehicles that we spent thousands of dollars in advertising produce sales that exceeded the cost of the ads? Did our staff convert the client consultations that the ads did bring in into sales? Which months were our busy and high revenue months? What new procedures might I consider for the new year? Based upon this year’s experience, how can I plan my marketing efforts to increase revenues next year? Do I need help with staff training or marketing?
Look at the answers to all of these questions, put them down in writing and make a Marketing and Promotion Plan for 2008 so that you have a blueprint to follow in the coming year. This Marketing Plan should include a procedure, product and injectable promotion by the month that blends with the time of year. By doing this simple task, you will save yourself dollars, stress and set yourself up for a financially successful 2008!
If you would like a worksheet to help you plan your Marketing Plan for 2008, email me at cgraf@wi.rr.com. Enjoy the beauty of the season!
Cindy Graf ~ Cindy Graf Consulting
Does Direct Mail Work?
November 10, 2007
If your marketing plan consists of sending out 3,000 direct mail postcards and waiting for the phone to ring…. “Houston, we have a problem!”
While sending out direct mail postcards is a great way to build your brand, it’s not the best way to get immediate consultations. Your marketing program should also consist of getting client e-mail addresses, giving out referral cards, small display advertising in (local) weekly newspapers, providing procedural informational events, and visiting your fellow business neighbors (who can be a great source of referrals).
Jeff Russell
Physician Advertising
July 10, 2007
Physicians are certainly at a disadvantage when advertising compared to non-physician MedSpa owners. Many State medical boards severely restrict physician advertising. For example in California, physicians cannot “disseminate or cause to be disseminated any form of public communication containing a false, fraudulent, misleading, or deceptive statement, claim, or image for the purpose of or likely to induce, directly or indirectly, the rendering of professional services or furnishing of products in connection with the professional practice or business for which he or she is licensed.” This often means using anyone else’s “before & after” photos, discounts, coupons, etc..
If you are a physician, it is best to contact your own attorney for legal advice whenever you have questions about any aspect of your business especially advertising. For more information, contact the IAPAM.
Jeff Russell
www.IAPAM.com
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December 31, 1969
IAPAM Aesthetic Medicine Resources
