PRACTICE MANAGEMENT | GROWING YOUR AESTHETIC PRACTICE |
We have co-sponsored seminars and educational events with salons, health clubs, and aestheticians, sometimes with several groups at once. These collaborations have set a foundation for patterns of cross referral and building.
What has not worked for you or has been a waste of time and money?
good work in your office, then word will spread only within your office. Buy new technology very judiciously. Don't believe
Dr. Youn Most types of advertising (other than internet), such as yellow pages, radio, TV, magazine
ads, have not worked out well and were not worth the spend. Purchasing expensive technology in hopes that 'if you buy it they will come', has also not worked out well for us.
Dr. Taub Light treatments for acne, and for that matter, anything out of pocket for acne has not proved worthwhile in our practice.
Similarly,
every word sales people say since they just want the commission. Ask your colleagues what has or has not worked for them, and talk to physicians who have purchased the system before you buy. Setting up a good website with
superior quality before-and-after photographs is an essential marketing tool for all aesthetic practices, especially when you are just starting out.
laser
liposuction was not really embraced by patients. Although I loved the experience and miss it dearly, I lost a considerable amount of money trying to scale up our clinical research division.
Purchasing expensive
technology in hopes that 'if you buy it they will come', has not worked out well for us.
Anthony S. Youn, MD, FACS
Dr. Schlessinger My Coolsculpting® machine has not led to any significant increase in business over the past year. Initially it was a reasonable money-maker, but we now have about seven of them in my small town and it hasn't been doing well. I worry that the company has put it in too many installations.
Dr. Kim In general, non- targeted
(promotional
campaigns mailers,
general newspaper ads, etc.) are expensive and yield
relatively low-return. We have found that marketing campaigns are more successful when targeted towards a group that is more likely to be interested in your services.
What advice do you have for new practitioners starting out in private practice today?
70 ❚ Don't listen to all the
companies without reaching out to your friends and colleagues to make sure they agree. The average sales person isn't your friend. They have a job and want to sell. Be careful.
Joel Schlessinger, MD
Dr. Taub A big priority for us has been the continual attendance at multiple meetings and discussion with colleagues of best practices and procedures. This educational process and evaluation of what is in the marketplace never ends, and it is a critical part of what makes practices successful. For younger physicians in particular, learning, listening, and making alliances will prove to be invaluable.
Dr. Schlessinger Don't listen to all the companies without reaching out to your friends and colleagues to make sure they agree. Companies will sell you anything and lead you to
believe that you are the problem if it isn't working. Sadly, this is a common tactic. While you can trust some individuals, the average sales person isn't your friend. They have a job and want to sell. Be careful.
Dr. Kim Above all, master your craft, do good work, and care about your patients. It is futile to pour time and money into marketing or promotion unless you have a quality product to promote!
Dr. Youn New physicians should focus on word-of- mouth by doing good work first. It
may be more beneficial to work in a hospital, rather than in a private center. If they see you perform good work, then word will spread throughout the hospital. If you do
March 2015 |
prime-journal.com
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