PRACTICE MANAGEMENT | GROWING YOUR AESTHETIC PRACTICE |
What has given you the best ROI for growing your aesthetic practice?
Dr. Youn The best investment I have made is in Internet based advertising,
specifically sponsored search advertising. This strategy is essential to drive traffic to your website and attract new patients. Google analytics allows you to stay on top of how your ads are performing. Another helpful strategy for us has been using the
ConstantContact.com platform to send email newsletters to patients and keep them informed about news in the practice. The platform is very user-friendly so we can do it ourselves and it allows us to track open rates, click-through rates, bounces, and patients who have opted out. It is ideal tool to manage your database and is extremely cost effective. Hiring a nurse injector in my practice has proven to be
a great investment. I now have one full time and one part time aesthetician, one part time RN injector, and one part time PA injector, and will consider adding more in the future. Our physician extenders are instrumental in keeping patients in my office and make a small profit. In my practice, I don't have enough time to personally treat all the patients I would like to, and the extenders keep patients in my practice and keep them happy. In order to make it worth the patients' while, I charge less for my extenders' time than I do for my own. My aestheticians perform skin care consultations and chemical peels ranging from superficial to moderate depth, including the range of ZO® Medical Peels, as well as laser, IPL, and radiofrequency treatments. Our physician extenders perform all the energy-based treatments, except fractionated resurfacing, which I do myself.
Recently finding that
Dr. Taub In my practice, superior technology bought at the proper time has been very rewarding. generation
Second Fraxel®
using acne surgery codes for microdermabrasion has made our aesthetician swamped with new patients.
Amy Taub, MD
Re:Store, Coolsculpting®, and Ulthera® are good examples of technology that have been successful for us. Surprisingly,
laser
treatment for psoriasis turns out to have a great ROI. For IPL, I particularly
68 ❚
like Syneron's ELOS for superior consistency of results. There are no disposables and this continues to be a mainstay in the practice even though the device has been paid off many years ago. Among the staffing choices we have made, hiring and training physician assistants has been a great addition.
March 2015 |
prime-journal.com
We also added dedicated cosmetic coordinators, which has worked out very well for scheduling procedures. Recently finding that using acne surgery codes for
microdermabrasion has made our aesthetician swamped with new patients.
Dr. Schlessinger:
Solutionreach.com is an automated service (known as Smile Reminder in the dental community) that reminds patients of appointments via text or email, has been very worthwhile. The best thing they offer is to recall older patients who haven't been in lately. In the past year I had over 700 patients who were 'saved' by this system. Often they come in and say, 'You texted me and that's why I made an appointment'. It also has a 'review' email that is sent to all patients and generates a review section for our website. Getting on top of patient
Ranking highly for
relevant keywords on major search engines is critical in the digital age of consumer research.
David W. Kim, MD, FACS
reviews is also very important in today’s world. One of my staff members is using the reviews to ask patients to go to sites such as RateMD and others to review us. That has been instrumental in raising our scores. Before I asked for reviews via Solutionreach, I wondered if my patients really liked me or not, as we had some negative reviews on various sites. Once I checked Solutionreach results I realized that about 99% of my reviews were 'Excellent' or 'Very Good'. If I do see a review that has an issue, by and large we are able to make the patient happy. TouchMD® (Alphaeon)
also allows us to market to patients via a touch screen in the office. It has generated quite a bit of interest so far. I am not sure it has done everything it will
eventually do, as it is new and we are still working out how to present everything on it (some customization is necessary), but it has saved my staff quite a bit of time so far and that is always welcome.
Dr. Kim: Internal marketing is a must. It's inexpensive and targeted to a group who already knows and trusts you. Events and promotions always work better to a known group of customers. Search engine optimization is another key factor. Ranking highly for relevant keywords on major search engines is critical in the digital age of consumer research. There are many facets to optimizing search placement, which is why support by a professional team can help immensely. Partnerships are also important. Aligning with other
organizations within health, wellness, and beauty can create opportunities for cross marketing and education.
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