Medesthetics

OCT 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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SUCCEEDING IN RETAIL 48 OCTOBER 2017 | Med Esthetics © GETTY IMAGES DISPLAYING AND MARKETING MERCHANDISE Don't underestimate the power of a beautiful display, says Diane Locher, director of medical professional sales, Neostrata, Princeton, New Jersey. Keep shelves clean, clutter- and dust-free. "Use before-and-after photos," she advises. "Pictures tell a story, and are much more impactful than brochures and product pictures. Don't over-clutter shelves with signage, and keep displays fresh by updating visuals monthly or seasonally." Make your retail area bright and inviting, with lots of light to draw attention, suggests Carol Trow. Along with her husband Rob, she owns Dermaconcepts in Mashpee, Mas- sachussets. "Place higher-margin items at eye level, keeping in mind that the average client is 5 feet 5 inches tall. Have at least four deep of each item because no one wants to buy the last, lonely soldier. Consider a space with drinks or snacks to garner attention, or create a small, attractive retail promotional area in each treatment room. Put your name everywhere to bolster your brand." Monthly and seasonal specials will create an urgency to purchase, says Rob Trow. Also consider coupons or gift cards at a discount (e.g., buy a $50 card and get a $10 card free, or coupons good on the next visit). VENDOR SUPPORT Dr. Grossman expects great support from vendors, includ- ing displays, handouts, samples and most importantly staff education. "If your staff doesn't understand a product, they won't be able to explain it to a patient," she says. "We ask vendors to visit for lunches and do refresher courses every few months." Other reasonable expectations you should seek from vendors include limited distribution (i.e., Is this product available online and at what cost? Is it offered at other locations in your region?), a willingness to fund specials (this allows you to pass on savings to clients without hurting the practice's bottom line), a sales incentives program for employees, and free product for staff members to try. Rob Trow suggests asking vendors if they offer buyback or trade out programs for slow sellers or existing lines you wish to discontinue. Also ask if there is a minimum opening order and/or minimum reorder quantities. "Make your retail area bright and inviting, with lots of light to draw a ention."

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