JUL-AUG 2017

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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the website becomes busier, we may need to outsource this or work with manufacturers for drop shipping." Online retailers must also collect—and pay—sales tax. Amaral recommends a service called TaxJar that not only calculates the appropriate tax depending on where an item is being shipped, but also helps the merchant fi le and pay the taxes. Advanced Features In addition to the standard features that all e-commerce sites need—CMS, shipping fees, tax calculator, discount codes and reporting capabilities—there are several ad- vanced features to consider. WooCommerce offers Social Rebate, a plug-in that gives customers a discount if they share their purchases on social media. Some platforms allow retailers to offer subscription-based ordering, so patients can authorize pay- ment for and get re-orders shipped on a regular basis. Other options include: "Wish list," which lets shop- pers save a product to consider later; live chat features so customers can ask questions—and get a quick response— as they shop; and instant search applications that provide "You may also like this product" recommendations based on shopper's searches and product selections. Testimonials and reviews are another important add- on. "Most online buyers at least look at a few reviews before committing to a purchase," says Dr. Mauricio. Each of these features will increase the cost, so it's important to consider your target customer base as you design your site. SkinCare Physicians opted for a simple, basic site because it offers everything the practice needs. "Customers are mainly our patients who want to easily and conveniently re-order what their physician or estheti- cian has recommended," says Foley. "The site is mobile- friendly, easy-to-use and allows patients to create a profi le which saves them time when they return to order more. It does include a 'related-items' feature that entices patients to browse through complementary products." "There are a number of options and features to consid- er before getting started, but ultimately the success of your online store will hinge not on the technology you choose, but on your plan's execution," says Amaral. "Map out what success means to you and how you will get there; then look for solutions to accomplish it." Karen Appold is a medical writer based in Pennsylvania. | JULY/AUGUST 2017 43 New Marks through fluids! VisFlow ™ Ultra Pressurized Surgical Mar er 1.800.221.0658 • see demo: w w w . b i t . l y / v i s f l o w - d e m o

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