This page contains a Flash digital edition of a book.
PRACTICE MANAGEMENT | MARKETING 101 | Developing a solid email


database of your patients who have opted in is one of the most valuable marketing assets of any clinic.


specifics of their internal marketing programme is, ‘We tried that but it didn’t work’. On further investigation, it is often revealed that they once tried something a long time ago and never tracked the actual results. That perception is flawed because they do not have the information to make a judgment as to whether the tactic used delivered results. Research has shown that


consumers need to see an advert at least three times to recall the product and brand. Therefore, communicating with patients must be done consistently to keep your clinic top of mind for when they are ready to make a purchasing decision. However, there is a fine line between not communicating enough and communicating or promoting your clinic so often that patients opt out of your mailing list. Developing a solid


email database of patients who have opted in is one of the most valuable marketing assets of any clinic. Although the ideal frequency of


to these conditions later in the process,


usually once they have determined what treatment they may need or want. The goal is to drive traffic first, then


convert the clicks and calls into patients, and then to retain them as patients. The final accomplishment is to encourage these patients to refer their friends and family.


Conversion goals


n Drive traffic to your website, clinic, Facebook page, blog


n Convert clicks, calls and Likes into real patients


n Retain them as patients n Earn their referrals


66 ❚


Not communicating with patients consistently Communicating with patients is a vital factor in the success of an aesthetic clinic. Why is this so important? If you do not remain visible and relevant to consumers who already know you and (hopefully) think highly of you, the chances of them returning for more services considerably decreases. Consumers are bombarded with mixed messages from a myriad of sources — online, television, magazines, newspapers, radio,


friends, and


celebrities. They have a short attention span and tend to forget the names of products they have used or treatments they have had done, and even where they had them if too much time has passed. A common lament from aesthetic practitioners when asked about the


November/December 2012 | prime-journal.com


communicating differs from clinic to clinic and geographic area, Table 1 provides a general guideline.


Maximum capacity: marketing freeze Before you enhance your marketing budget, make sure that you have sufficient staff and infrastructure to handle more phone calls, inquiries, and patient flow. If your clinic is not prepared to manage the increased volume correctly, this can damage your brand indelibly. If your clinic is maxed-out with regard


to staff, waiting room space, consulting rooms, and long lead times for appointments, it is time to take a step back and analyse the reasons; a number of things may be causing such issues. For example, you may simply need more staff, or you may need better staff who can work harder, faster and more efficiently. If your waiting room is full most days, you may be keeping patients


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76