| SERVICE ENHANCEMENT | PRACTICE MANAGEMENT
costs. If you are forced to charge more for
the treatment, you should be armed with a series of key messages to defend why it is worth the extra spend to a patient. Some of these messages may include: it is faster, better results, less pain, less downtime, more precise outcomes, single versus multiple treatment sessions, works on all skin types, safer, longer duration of results, or celebrity endorsement.. Similarly, if you do not already have the
customer base to which to market the new technology you want to bring in, you will need to factor in the costs of targeting a whole new segment of consumers, which can be substantial. In this market, adopting the theory of Ôif you buy it, they will comeÕ can be a precarious way to think about adding new products. Neither new patients nor existing patients will come unless they know about it; therefore, marketing a new technology takes on new importance.
New technology under a time crunch Non-invasive facial rejuvenation and body contouring treatments are clearly all the rage. Everyone wants to be thinner, look
younger, and feel prettier without surgery, with no downtime and with limited expense and effort. In some cases, consumers are willing to pay more to avoid going under the knife or going into hospital. Consumers also want to feel that they are getting value for money, and above all, they want good service. Another question to ask yourself is,
when is it time for your clinic to buy in? If every other clinic in your region has an expanded offering of treatments that shrink skin, melt fat, resurface wrinkles, tighten collagen and plump lips, and you are only offering wrinkle relaxing injections and hair removal, you may essentially be shooting yourself in the proverbial foot by not offering enough services to keep patients from seeking out another clinic to meet their needs. You can see how short a shelf life Ôstate-of-
the-artÕ technology has when yesterdayÕs breakthrough product is rapidly replaced by todayÕs new launch. Unlike commodities that offer stable value over time, the value of cutting-edge technology often depreciates more quickly than you might realise. The flip-side is that there are some
tried and true technologies that have stood the test of time and are staples in aesthetic clinics, such as IPLs, pulse dye lasers, radiofrequency devices, hyaluronic acid gel fillers, and neurotoxins. When considering what treatments to
add, make sure you already have the basics on board to treat the most common areas and conditions that consumers desire. For example, your clinic should be able to effectively treat lines and wrinkles, brown spots, redness and veins, hair removal, sun damage, acne, and slack skin to start. Once you have these conditions adequately covered, think about expanding to the next level, which may include off-face applications, deep resurfacing, body shaping, acne scars, cellulite and hair loss. From the moment you have validated
your clinicÕs need for a new device or system, you should be aggressive about developing an inbound as well as outbound marketing programme that reaches your target audience to spread the word. You only have a short time period to leverage the first mover advantage. If you are Ôthe firstÕ practitioner to offer a new technology, or the ÔonlyÕ practitioner, the
prime-journal.com | July/August 2012 ❚ 69
Source: Amanda Cameron, Nordson Micromedics
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