| SERVICE ENHANCEMENT | PRACTICE MANAGEMENT
Table 2 Choosing vendors: benefits to look for
■ Clinical studies ■ Literature racks ■ Patients instructions ■ Before/after [hotos ■ Merchandising stands/cases ■ Public relations support ■ Social media campaign ■ Staff training ■ Sales support ■ Customer service ■ Sampling/trial sizes
assortment for your clinic, which allows you to personalise a product range at an affordable cost. Each lab will have a minimum requirement per SKU for an initial order and shipping costs can add up, but the margins can be very attractive. Investing in a quality label
and/or
customised packaging with the look and feel of your branding will make the products more unique. Avoid the trap of using peel and stick labels that slide off jars or get smudged when wet. Selling a branded range with common packaging, generic product names, and pumps that get clogged, will detract from the overall image of your clinic. If you are considering developing your
own unique formula, be aware that the start-up costs are substantial. You will need to enlist the services of a contract manufacturer who can handle the project from formulation to finished product. . Forget about
Inventory management As your clinicÕs skincare practice expands, you will need to allocate more space for secure product storage. Products set out in treatment rooms, bathrooms, and patient areas may disappear. Storage spaces should be enclosed to protect your products from dust, dirt, humidity, and exposure to light. They should also be climate controlled to preserve product consistency and limit spoilage. It is wise to allow only key staff members to have full access to the inventory supply to prevent pilferage. A number of computer programmes
Vendors that
marketing your c lini c - b r an d ed cosmeceutical line as a road to riches. The days of creating a brand with a doctorÕs name on it, and selling it to LÕOreal for huge profits are long gone. DoctorsÕ brands are not selling at retail as they did in the 1990s, mainly due to the proliferation of medically-oriented skincare. Launching the product line outside of your clinic takes a considerable investment for research and development, packaging, marketing and sales, and ultimately may leave you in a financial hole.
offer samples or have travel sizes of key
products available are a big plus.
are available for inventory control, including dedicated tabletop checkout systems that will keep track of exactly what has been sold and what is in stock. Ubiquitous barcodes that appear on nearly every consumer product will also help simplify this task. Consistent inventory management will also help to avoid running out of products. Outdated, damaged, or unsalable inventory should be regularly checked, debrided and returned for credit if possible. Check with vendors in advance
about their return policies for products that are not selling or have passed a reasonable expiration date.
Success factors As the clinic staff will be responsible for marketing the skincare business and selling products, it is essential to have everyone on board with product selection from the outset. Staff members should
prime-journal.com | April/May 2012
also become knowledgeable about all of the products that the clinic offers, including benefits, key ingredients, and how the products work. They should be prepared to answer questions about usage, possible irritants, fragrance and pH. The more involved and familiar that the staff becomes with the products, the more interested they will be in talking with patients about them.
Conclusions Developing a product-dispensing business in an aesthetic clinic takes time, money and effort to set it up in a professional manner, but the rewards can be substantial. Growing a cosmeceuticals vertical in your aesthetic clinic can enhance your bottom line, complement the services you offer, and increase patient satisfaction exponentially. ItÕs a winÐ win situation.
In our next issue Building treatments with services and products to enhance your clinic revenue and meet consumer demand
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