Practice marketing

Getting the Guys

Interest in cosmetic procedures among men offers potential for practice growth, but bringing them in the door takes time.
Attracting Male Aesthetic Patients

American men are more aware of their appearance than ever—and also more open to the idea of cosmetic enhancement. A recent survey by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) found that nearly one-third (31%) of men are extremely likely to consider aesthetic treatment. Yet they account for only 9.3% of surgery patients and 8.9% of those seeking minimally invasive procedures, according to 2016 statistics from the American Society of Plastic Surgeons (ASPS).

Guidelines for the Use of Patient Videos on Social Media

Guidelines for sharing patient videos on social media

Members of Northwestern Memorial Hospital’s Division of Plastic Surgery have developed a proposed set of guidelines for plastic surgeons relating to the use of patient videos on social media. For “The Ethics of Sharing Plastic Surgery Videos on Social Media: Systematic Literature Review, Ethical Analysis, and Proposed Guidelines,”, published in the October 2017 issue of Plastic & Reconstructive Surgery, Robert G. Dorfman, MSc; Elbert E.

Practice Management: Unique Selling Points

Help your practice stand out by recognizing what makes it unique in the marketplace.
Business Consult October 2017

“The doctor is board certified.” This is the answer I hear most often when I ask a new practice manager what makes her practice unique or special. While being board certified is an important credential that potential patients are wise to verify and value, there are thousands of board certified plastic surgeons and dermatologists nationwide, so it’s not that “unique.” In fact, in some urban areas it’s common to have 12 or more board certified aesthetic specialists in a three-block radius—and five or more in the same high-rise building.

Practice Marketing: Missed Opportunities

Practices and medspas often overlook these effective and easy-to-implement marketing strategies.
Business Consult

It is very common for medical aesthetic practices to vacillate between one of two extremes when it comes to marketing their products and services. They either try to do a little bit of everything or they eschew marketing campaigns entirely; after all, shouldn’t their skills be enough to bring in patients and keep them coming back? The reality is, neither approach is going to get you where you want to go in terms of long-term growth and success. It takes strategic planning to ensure that you are using your marketing resources wisely.

Tracking Numbers

Tracking Numbers

Why You Need to Be Tracking Numbers on Your Marketing Efforts

By Mara L. Shorr, BS, CAC II-VIII and Jay A. Shorr, BA, MBM-C, CAC I-VIII

We’re going to fully admit it: We love data. And you should too, because tracking both the time and the dollars that are consuming your annual marketing budget is key to any business’s growth efforts.

Legal Issues: Medical Ethics and Daily Deal Sites

Discount programs, such as Groupon and Living Social, can be ethically problematic for medical aesthetic providers.
Medical Ethics and Daily Deal Sites

The astounding, initial success of daily deal site Groupon spawned numerous competitors, including Amazon Local, Living Social and LocalZoo. These sites bring together consumers and businesses in the form of deeply discounted services offered for a very limited time. They have become both popular and controversial within the medical aesthetics industry.

Alma Launches Regional Practice Management Seminars

Practices that are seeking education on practice marketing can take advantage of a new seminar series from medical aesthetic device manufacturer Alma Lasers. The company is hitting the road this fall with its Practice for Success seminars, which are led by aesthetic professionals and focus on marketing strategies to grow aesthetic practices. Topics include:

• Targeting higher-value patients through online marketing;
• Increasing patient-to-patient referrals with social media marketing;
• Building an active internet presence to enhance reputation;

Generational Marketing

When reaching out to patients in multiple age groups, one size does not fit all.
Generational Marketing

Growing up in the 1950s was different than growing up in the 1980s. Gen Xers tend to embrace individuality and are comfortable with technology, using it to communicate and take in new information. Baby boomers, on the other hand, often appreciate letter writing and embrace a strong sense of community. The aesthetic industry is now a multi-generational market, encompassing everyone from the 20-year-old interested in breast enhancement to the 70-year-old seeking a facelift.

Leveraging Social Media

A basic understanding of social media is vital to the continued growth of your medical aesthetic practice.

Practices that are questioning the value of social media marketing may want to consider the following numbers. In October 2012, Facebook topped 1 billion users with 600 million mobile users. Twitter has 140 million users with an average of 125 followers each. Pinterest, now the third largest social media channel in the United States, boasts a membership that is 60% female.

Team Up For Total Image Care

Team Up For Total Image Care

Cross promotions between local businesses that share similar clienteles can boost new patient referrals for physicians in the short-term and build relationships that support a cosmetic practice for years to come. In Newport Beach, California, facial plastic surgeon Rami K. Batniji, MD, FACS, has joined forces with the five-star Cristophe Salon to offer cosmetic patients a “Total Makeover Package.”