Medical Spa Marketing: Calling All Clients!
Most clinicians in attendance were looking for the next great technology to add to their practice to bring in new patients. I think a sobering message, at least for me, was Dr. Stephen Mulholland’s lunchtime motivational speech on how to cut the fat in your practice and how to capitalize on internal marketing of your existing patient population which is something we’re all probably not doing to the fullest of our potential.
His point was right on when he said we spend more time and money trying to solicit new patients that we aren’t capitalizing on the patients we already have. While we may be sending our patients birthday cards with incentive coupons, or monthly newsletters, how many of you are conducting an active outbound marketing campaign? Botox follow-up reminder calls, “thank you for the referral” call, how about “we know you've tried filler A in the past and we have filler B on special this month”?
If your practice management software is not engineered to be able to pull out these clients for follow-up calls, it’s time to change software programs. Now more than ever you need to be able to query on a certain group of patients who are ready for a follow-up treatment and have not yet scheduled their appointment. Dr. Mulholland’s point was that you have already gained the trust of that client so why let them slip through your fingertips? Current clients should be treated as VIPs as their positive experiences are going to bring in new clients via “word of mouth”.
So, if you’re experiencing more downtime in your practice, now is the time to appoint a staff member to begin an active “client rejuvenation” campaign.
2 Comments | by Paula D. Young RN: Medical Spa MD | Filed in : Medical Spa Mentor, Medical Spa Advertising & Marketing | Tagged Med Spa Marketing | Email Article Medical Spa Special: Botox, Hemorrhoids & White Teeth
As patients are tightening their belts and technology is delivering newer procedures that require less time off of work and less money out of a patient’s pocket, more cost-effective solutions are overtaking the once considered gold standard practices, such as liposuction and facelifts.
We’re all aware of the turf wars among plastic surgeons and dermatologists versus the “non-cores”. But a new turf war is spreading into other areas of what is deemed cosmetic practices. As dentists begin using Botox to subsidize their practice’s income, “non-dentists” are dipping into their area of teeth whitening.
Teeth whitening franchises can be seen available at almost every aesthetic trade show. Not only are other physicians adding teeth whitening to their practices, but day spas and beauty salons are also getting into the action!
While dentists are claiming that teeth whitening practices require specialized training in the anatomy of the tooth, trade show vendors will tell you that’s nonsense. They state it is not a dental procedure, but a cosmetic procedure which are more commonly preferred in salons and spas. At a trade show, I was told by a booth vendor that my receptionist could perform the teeth whitening with no medical supervision necessary.
Spas are advertising teeth whitening as “why have it done in a sterile office when you can relax in a soothing spa setting?”. Hmmm. In fact, they boast “why not have other spa services performed at the same time” so they can “take care of all of your aesthetic needs in just one visit”? Here’s a quote I found online from one day spa offering teeth whitening: “quell your fears and anxieties by relaxing in a massage chair, listening to soothing music or enjoying the aromas of scented oils wafting around the rooms. You might even hear the trickling of water from a fountain”.
Are you kidding me? Teeth whitening is hardly a procedure to get anxious about. In fact, the procedures take a maximum of 15 minutes to perform. By the time the aromas start wafting, you’re done!
Is this a procedure that is necessary for financial survival of a medical spa or laser clinic? Where will it end? Will we also be performing hemorrhoidectomies which only require a local anesthetic? Or, perhaps removal of an ingrown toenail?
Call me a cynical nurse, but I say leave the Botox to the cosmetic physicians, the hemorrhoids to the proctologists, the toenails to the podiatrists, and the teeth whitening to the dentists.
4 Comments | by Paula D. Young RN: Medical Spa MD | Filed in Plastic Surgeons vs. Dermatolgists | Tagged Botox | Email Article Plastic Surgery Statistics: What's in a Number?
The American Society for Plastic Surgery released their 2008 statistics on cosmetic procedures performed in the U.S. and stated there is a 12% decline in the number of surgical and non-surgical procedures.
The ASAPS reports the top five non-surgical cosmetic procedures are:
- Botox Cosmetic - 2.46 million procedures, down 11%
- Laser Hair Removal - 1.28 million procedures, down 9%
- Hyaluronic Acid Fillers (including Restylane, Perlane, Juvederm, Hylaform) - 1.26 million procedures, down 13% (is Radiesse and other fillers included in this research as well?)
- Chemical Peels - 591,808 procedures, up 3%
- Laser Skin Resurfacing - 570,880 procedures, up 12%
According to the ASAPS, breast augmentation has now taken the number 1 spot over liposuction. Here’s the top 5 surgical rankings for 2008 as compared to 2007:
- Breast Augmentation - 355,671 procedures, down 11%
- Liposuction - 341,144 procedures, down 25%
- Eyelid Surgery - 195,104 procedures, down 19%
- Rhinoplasty - 152,434 procedures, not much change
- Abdominoplasty - 147,392 procedures, down 20%
It’s no surprise this decline is directly related to our economical status, but to what extent? Is the economy actually discouraging people from having procedures performed, or, are they simply making more financially sound choices? There have been major technological advancements in the arena that is aesthetic medicine and I found it interesting that the research did not mention these newer procedures performed by plastic surgeons, as well as non-core physicians.
While liposuction numbers are down; it appears as though the number of body shaping and sculpting procedures in the U.S. is on the rise as evidenced by all of the new devices at ASLMS and THE Aesthetic Show, our own data in our practice, and the new laser lipo centers popping up all over the place.
As patients become more educated about the newer procedures available, they now have the advantage of making an educated choice to forego general anesthesia, the lengthy time off of work for recovery, and the high price tag that comes with liposuction and tummy tucks, and are choosing to have minimally invasive procedures instead.
Maybe these newer procedures are so far down on the list that they weren't worth mentioning? Or, maybe the ASAPS’s data is not truly reflective of the current practices of aesthetic medicine in the U.S. as performed by all aesthetic physicians? I’d like to see the ASAPS, along with their “independent research firm”, realize that other physicians besides plastic surgeons perform a variety of aesthetic services that are continually evolving into more cost-effective, efficacious and safe procedures for today’s savvy consumers.
2 Comments | by Paula D. Young RN: Medical Spa MD | Filed in Plastic Surgery | Tagged Plastic Surgery, pl | Email Article Medical Spa Marketing & Advertising... What works?
Medical spa advertising that works... and doesn't, from the discussion thread; What is the best advertising & marketing for your medical spa?
From EC
Our most successful marketing efforts for our Cosmetic Dermatology practice from most successful to least successful are:
Med spa advertising that works:
1. Staff and physician interaction in the clinic with existing patients. When patients are happy with the results they have already experienced, trust you to do what is best for them, and you don't upsell in an high pressure manner they are very receptive to asking about and hearing suggestions about additional treatments. It's free and works for us.
2. In office brochures, posters, videos. I do most of the brochures myself (we do use some provided by Allergan etc) and all of the posters in Photoshop. We have a 24 x 36 framed color poster in each room promoting a different procedure with the procedure and our tag line. (Love Your Legs--Spider Vein Removal etc) You would be surprised at how many patients point at it and ask "tell me about that"? Very low cost and good return.
3. Newsletters sent twice a year to all patients by mail and by email to those who have requested it by email or who have registed online. Again we design it ourselves on Adobe InDesign have it printed professionally which keeps costs down and allows us to personalize it for our particular practice. We encourage all patients to provide their email. Initially we sent all out by mail now about half email half snail mail. Obviously email is much cheaper.
3. SEO optimized web site with a page for our Current Cosmetic Procedure Specials with specific pages optimized for local organic search. I manage and write all copy for our site myself and use a web design firm for the site design. More expensive but well worth it. We get many new patients who have found us on organic or paid search and many of our current patients research a procedure they are interested on our site and then come in ready to do it. A good website is essential.
5. Paid search with Google AdWords. Again I manage this myself (can you say "type A"). Once it is set up it takes me about 2 hours a week to manage. We tried using a Search management company and it was a disaster. They didn't really understand our business or the terms actual prospective patients would use to search online.
6. TV. We have 2 different 30 second TV ads that we purchase the local rights to use through Spot Runner (I am not associated with them just a customer). They are about $500 each and are high quality. We run half of our spend on "The Doctors"--very successful for us, and the other half on cable mainly HGTV, A&E, Bravo, Lifetime. It is expensive but successful, especially "The Doctos" segment.
7. Charity sponsorship with Susan B Komen for the Cure local affiliate. We have been the local presenting sponsor for years. Last year we did a "Botox Benefit Day" where we gave patients 20 units free with the purchase of 50 units. We advertised in local paper, by an email blast and on local online newspaper and I appeared on the morning TV shows. Very successful for us. We got a lot of publicity, made a profit, donated a large amount to the local charity and got new patients out of the deal. Win-win for all. It generates a lot of good will in the community, motivates staff and positions the practice as a part of the community. I believe in doing only one charity and doing it big to get prime sponsorship levels rather than small amount to a lot of charities where no one notices your sponsorship.
8. Monthly Local magazine--large ad. More for awareness rather than for direct response. Kind of works but is expensive.
Med spa advertising that doesn't work for us:
1. Print Yellow Pages. Used to work 10 years ago not now. We have small business listings only.
2. Radio--has never worked for us. We haven't done it in years.
3. Online Yellow Pages (yellowpages.com etc). People use Google or Yahoo. We do some but not really effective.
4. Newspaper--again worked even 3 years ago. We have decreased our ad spend a lot and put it into the local newspaper online banner ads.
5. Local shared mailers. In our community these are too "downscale" for our practice.
Last year we spent 6.7% of revenues on advertising. We are a mature practice (14 years). In the early years we spent around 15% on advertising. Unfortunately a fair amount of it was worthless. Live and learn. And track.
8 Comments | by Jeff, Medical Spa MD | Filed in Medical Spa Advertising & Marketing | Tagged Med Spa Marketing | Email Article Laurie Peterson, Medical Spa MD's New Marketing & Sales Director
Medical Spa MD is proud to announce the addition of Laurie Peterson as our new Marketing Director.
With the escalating growth of Medical Spa MDs physician membership and the introduction of new services, from SEO and online marketing to group discounts for Botox and Restylane, we've had trouble keeping ahead of the demand. Laurie, as the newest member of the Medical Spa MD team will be heading up a number of our initives with both Members and Partners.
Here's an excerpt from the press release.
“The priority for the site has always been and will continue to be bringing the latest news, ideas and opportunities to our members”, says Jeff Barson, Medical Spa MD’s founder and publisher. “Laurie brings with her a passion for marketing that will allow our site to continue growing, which will benefit the entire member community.”
“I’m really excited to join the Medical Spa MD team and be a part of this exciting, growing community”, says Peterson. “I see lots of potential to expand on the information flow to members in addition to bringing special member discounts to everyone through our growing “Advertisers and Partners” section.”
Laurie brings 15 years of Fortune 100 sales and marketing experience with her to this new position. She lives in California with her husband, 2 kids and a very spoiled dog.
Post a Comment | by Jeff, Medical Spa MD | Filed in + Medical Spa MD Members, About Med Spa MD | Email Article Beware of the Botox Bandit
Botox, Restylane, Juvederm, Thermage... We all have probably had our fair share of clients addicted to aesthetic treatments.
While the patients we deal with daily are probably not addicted to cosmetic medicine to the caliber of the “Cat Lady”, but close enough where you begin to wonder if they are suffering from body dysmorphic disorder. Especially in the category of injectable dermal fillers or laser resurfacing, you probably had to turn one or two clients away who you felt, as a professional, were pushing the boundaries of what is considered aesthetic enhancement versus disfigurement.
Many times these clients will shop amongst a variety of aesthetic physicians in and out of their area often having multiple services performed in a fashion deemed possibly dangerous. The cost of multiple procedures during our current economic status have forced some to turn to the unsavory practice of shoplifting. These thieves are very clever in their tactics, cunning in their role playing, and are worthy of the tile “Botox Bandit”.
I’m sure you have read news articles about Botox Bandits and, unfortunately, the number of Botox Bandits in the U.S. is on the rise! I have had several conversations with clinic owners across the Country who have been a victim of these cunning criminals. One clinic owner in California told me of a client who came into his practice, had her treatments and, while at the checkout counter, stated she forgot her credit card in her car. In good faith, she left her designer purse at the counter for the staff to hold while she quickly ran outside. Well, you don’t have to be a rocket scientist to figure out what happened next! After the client failed to return, the staff looked inside her so-called “designer” purse and found it to be empty. That, and it also was a counterfeit purse. Score one for the Botox Bandit.
Theft comes in many forms. Blatant like the case described above and more subtle in the form of complaints. Some clients have mastered the art of complaining to the point where they know they will end up with free services to appease them. Some even push the boundaries so far that they demand their money back after they have had all of their treatments, and then some. They will even be arrogant enough to post an undesirable posting about you on the web.
So, which form of theft is worse? The "Botox Bandit" or the "Scheming Thief"?
Do you have the right to discharge a patient from your practice only to suffer the undeserving web postings from your anonymous spurned patient? I do know this, it has caused us, and many practices like ours, to ask for payment before services for new clients we don’t have a relationship with.
Post a Comment | by Paula D. Young RN: Medical Spa MD | Filed in Medical Spa Problems | Tagged Botox | Email Article NY Times & Medical Spa MD
There's an interesting article in the Times about housing listings in manhattan that are being commented on. There's a direct correlation between that story and Medical Spa MD's community commenting on laser clinics, med spas and laser treatments.
“What’s happening now is the numbers aren’t enough,” Ms. Doherty said, referring to the information published by StreetEasy. “People are asking questions they can’t ask their broker, and they’re really interested in the qualitative perspective, in getting opinions of people.”
There is certainly no shortage of opinions to be found online. Drawing on reams of publicly available data on sales prices, comparable listings, creditors’ liens and even mortgage amounts (in the case of condominiums), commenters debate what an apartment is worth and how much a seller might be desperate enough to accept. They also pinpoint flaws ranging from imminent construction of a garbage facility nearby to crimes of linoleum.
For their part, sellers and their brokers are seething over what they perceive as a lack of accountability, hidden or misanthropic motives, and the fact that defending one’s property — even correcting a factual error — can prolong or aggravate its turn under the collective microscope. Sellers also object to being typecast as Marie Antoinette in the French Revolution-style discourse.
That accusation is not exactly refuted by the commenters themselves.
“All of us who were renters have endured a fair amount of ridicule from owners for our caution,” said Michael Waxenberg, 46, an information technology director and renter who is shopping for a three-bedroom apartment on the Upper West Side. “There is an element of vindication in what’s happening now — maybe we were right in trying to play it safe.
Medical Spa MD has now been around for almost 4 years and has the largest community of nonsurgical cosmetic medical practitioners that I'm aware of. The laser companies have noticed and there are some that already interact on the site. There are others who monitor Medical Spa MD but are sitting on the fence since they don't want to put themselves in a situation where they become a target. Nasty comments on the web live forever.
The number of times that Medical Spa MD has been contacted by named individuals and laser companies with requests to edit or remove comments has grown considerably. (I have yet to hear from any laser company or individual that they feel that Medical Spa MD has not been fair with them.) There are growing pains with any community and Medical Spa MD has had it's share. In looking at how to best address companies and individuals legitimate concerns there are some potential changes we're looking at. I'm not interested in Medical Spa MD becomming an attack site for individuals with a grudge. (If I wanted that we wouldn't remove the comments we do.)
As Medical Spa MD moves forward we're adding increasing capabilites and functionaily, from the ability to buy Botox, Restylane and Perlane in bulk or with group purchasing power, to offering targeted SEO & SEM for your web site, to building out a companion site that targets potential patients for your cosmetic practice. All of these additions are scheduled to be up within the next 30 days.
That being said, Medical Spa MD should continue to grow as the most trusted cosmetic physician community on the web... even if there are some changes needed.
2 Comments | by Jeff, Medical Spa MD | Filed in About Med Spa MD, Medical Blogs | Tagged Medical Blog | Email Article Lumenis Ultrapulse Treatments
Lumenis Ultrapulse Recommended Treatment Parameters PDF
Use the download link below to access a PDF that Lumenis just released on the recommeneded treatment parameters for the Lumenis Ultrapulse. Including:
Download
Lumenis Ultrapulse pre-treament guidelines
Physicians may want to consider a skin care regimen prior to treatment including broad spectrum sun block SPF 30+
Topical analgesic may be used according to manufacturer’s guidelines and should be removed prior to treatment
Skin surface shall be thoroughly clean and dry prior to and during treatment
Do not conduct FX treatment if active herpes simplex virus or facial bacterial infections are present
Prescription Medications which may be considered:
- Anti-viral
- Anti-anxiety
- Narcotic analgesic
- TotalFX treatments may consider:
- Antibiotic
- Antifungal
- Facial blocks
Eye Shields shall be wore by the patient
Metallic intraocular eye shields should always be used when treating within the orbital rim
Medications to avoid two weeks prior to FX treatment:
- Acetylsalicylic acid
- All anticoagulants, including nutritional supplements, such as vitamin C and E, flaxseed, fish oil and herbal tea.
Combination therapies considerations:
- Botulinum Toxin Type A may be used to suppress dynamic lines prior to FX treatment
- IPL Photofacial may be conducted prior to FX treatment
- Exfoliate with microdermabrasion may be performed prior to FX treatment to increase absorption of topical anesthetics
- Dermal filler can be injected prior to FX treatments
Lumenis Ultrapulse post-treament guidelines
Patients should apply a bland occlusive ointment to prevent direct contact between the treated tissue and the air during the healing process. The use of an occlusive ointment improves patient comfort, and reduces the sensation of pain and burning by preventing air from contacting the treated region. After healing is completed an intense moisturizer may be used.
- Patient may apply cool compresses immediately after treatment. Some patients report a “hot” feeling which lasts a few hours to a few days.
- They can gently wash area with tepid water and a gentle cleanser 3 times a day starting the morning after your treatment. Then immediately re-apply occlusive ointment for at least 4 days.
- Patient may shower, but avoid hot water/steam on treated area.
- Avoid “picking at” and aggressive scrubbing of the exfoliating skin—allow it to gently exfoliate with the washing process.
- Sleeping with head elevated on pillows (head above heart) the first few nights post treatment can help minimize swelling.
- Avoid direct sun exposure. Apply sun block SPF 30+, after the fourth or fifth day. Sunscreen with titanium oxide, zinc oxide provides broader protection.
- Wear a protective hat the first 2 weeks while outdoors.
- Avoid dirty, dusty environments, hairsprays, perfumes etc. while skin is healing
- May use mineral make-up usually 3 or 4 days after treatment, when skin is healed.
1 Comment | by Jeff, Medical Spa MD | Filed in Free Medical Spa Studies + Reports, IPL & Laser Treatments, Medical Spa MD Resources | Tagged Lumenis, Lumenis Ultrapulse | Email Article Dysport FDA Approval
The neurotoxin wars got a couple of new wrinkles this morning with the FDA’s approval of Medicis/Ipsen’s Dysport for treatment of glabellar lines, along with the edict that all botulinum toxin manufacturers add a box warning to their products.
This box, the Agency’s most strict safety communication, is the result of the Agency’s ongoing safety review of such products, particularly in instances in which they migrate beyond the injection site. The FDA also expressed concern about the interchangeable use of the available neurotoxins and is asking for a risk-to-benefit strategy from each firm as part of a broader communications plan.
Well, the competitive landscape was bound to sprout a few dandelions along the way.
In the meantime, mark your calendars: Medicis announced it would ship Dysport for aesthetic use in the next 30 to 60 days.
Read the Press Release Below
Post a Comment | by Jeff, Medical Spa MD | Filed in Botox & Filler Injections, Botox vs Reloxin | Tagged Botox, Dysport | Email Article 
