BUSINESS CONSULT
medestheticsmagazine.com | MAY/JUNE 2014 79
When you market to any niche group, you are tell-
ing them, "you belong here, and you are welcome here."
Markets that are traditionally underserved by the medical
aesthetic industry respond with loyalty and word-of-mouth
referrals to providers who reach out to them and treat them
with respect and sensitivity.
MARKETING TO NICHE MARKETS
To successfully market your practice to a niche market, you
fi rst need to understand what defi nes this market. You do
not want to seem like an outsider. If you are a member of the
niche market you are targeting, you are at a distinct advantage.
If you are not a member of the niche market you are targeting,
seek out community members to get a sense of what makes
this group feel respected and special when it comes to cus-
tomer care. Create pre-tested, culturally sensitive messages to
avoid unseen cultural landmines.
When it comes to choosing your marketing avenues, two
tactics can be used. Niche markets often have their own
local media, allowing practices to deliver messages directly to
the target group. You can also expand your current market-
ing—both in-house and external—to refl ect a broader patient
base by featuring models or patients from a variety of ethnic
backgrounds and lifestyles.
Create distinct websites and collateral marketing materials
that target niche groups through relevant images. If your target
market does not speak English, translate the site and your
brochures into their language.
Also make sure that your receptionist and patient care
staff can speak the language and understand the culture. For
example, if you run ads in Spanish, Russian or Arabic, your
receptionist and staff must speak the language. If you don't
speak the language, run your ads in English in the ethnic media
so prospective patients know what to expect.
There are real opportunities in reaching out to niche mar-
kets. If you take the time to understand these patients and their
specifi c concerns, they will reward you with repeat visits and
positive word-of-mouth referrals.
Cheryl Whitman is the CEO of Beautiful Forever,
a national aesthetic business consulting fi rm that helps
physicians develop new profi t centers for practice growth.
Contact her at cheryl@beautifulforever.com.
Niche markets often have their
own local media, allowing
practices to deliver messages
directly to the target group.
Air-Tite Products Co., Inc. ........................ 43
800.231.7762 air-tite.com
Allergan Inc./BOTOX Cosmetic............14-17
800.268.6963 botoxcosmetic.com.com
Alma Lasers, Ltd. ....................................... 33
866.414.2562 almalasers.com
Amiea Med ................................................. 25
877.628.7201 amieamed.com
Canfi eld Imaging Systems ...........................19
800.815.4330 canfi eldsci.com
Clinical Cosmetic and Reconstructive........71
ccr-expo.com/medest1
Clinicians Complex .....................................31
800.826.4480 clinicianscomplex.com
Cutera, Inc. ................................................ 35
888.428.8372 cutera.com
DCL Skincare ..............................................41
800.552.5060 dclskincare.com
Edge Systems .............................................. 11
800.603.4996 edgesystem.net
Ellman International, Inc. .......................... 2-3
516.267.6420 ellman.com
EltaMD/Swiss-American Products, Inc. .... 57
800.633.8872 eltamd.com
Environ/Dermaconcepts .............................. 9
877.337.6227 dermaconcepts.com
Envy Medical .............................................. 27
888.848.3633 envymedical.com
FotoFinder Systems, Inc. ....Inside Back Cover
888.501.0805 fotofi nder-systems.com
GMC Medical ..............................................51
844.789.1802 gmcmedicalskincare.com
Hale Cosmeceuticals ................................. 39
800.951.7005 halecosmeceuticals.com
HydroPeptide ............................................. 55
800.932.9873 hydropeptide.com
Illuminare Cosmetics ..................................76
800.476.0226 illuminarecosmetics.com
Jane Iredale-The Skin Care Makeup .......... 59
800.762.1132 janeiredale.com
Lumenis ...................................................... 45
877.586.3647 aesthetic.lumenis.com
Medi-Weightloss Clinics .............................21
866.551.6334 mediweightlossfranchising.com
Merz Pharmaceuticals/Xeomin ................ 3-7
336.217.2300 xeominaesthetic.com
NeoStrata Company, Inc. .............Back Cover
800.628.9904 neostratapro.com
Nouveau Contour USA, Inc. ......................24
877.628.7201 nouveaucontourusa.com
Onyx Medical ............................................. 63
800.333.5773 onyxmedical.com
PhytoCeuticals ........................................... 49
877.474.9862 myphyto-c.us
Premiere Beauty Show .............................. 69
800.335.7469 premieredayspa.biz
Revitalash/Athena Cosmetics .....................61
877.909.5274 revitalash.com
Sciton.......................................................... 53
888.646.6999 sciton.com
Skinprint ......................................................13
800.234.1308 skinprint.com
Syneron, Inc. ......................................... 28-29
949.716.6670 syneron.com
Viscot Medical ............................................ 47
800.221.0658 viscot.com
Young Pharmaceuticals .............................. 23
800.874.9686 youngpharm.com
ZO Skin Health ..................Inside Front Cover
949.988.7524 zoskinhealth.com
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