NOV-DEC 2018

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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BUSINESS CONSULT | By Cheryl Whitman Many aesthetic practices and medspas have already em- braced video as an effective marketing tool. Videos posted on your YouTube channel and website allow you to intro- duce prospective patients to your staff, services and facility. They are also valuable patient-education tools. But you can take video one step further and offer virtual events that al- low you to both educate and create a personal connection with attendees. Virtual events, such as live-streaming videos and webinars, combine the power of video and open house events. Patients in a wide geographic range can learn about new procedures and interact with the presenter through text chats or post-presentation Q&A sessions. Even better, once the live event has ended, the video or webinar fi les can be uploaded and shared for continued exposure. There are a variety of platforms that can be used to host your virtual event, including GoToWebinar, Facebook Live, Zoom, iMeetLive, Google+ Hangouts and many more. Before choosing a platform and planning an event, gain ex- perience by attending a couple of online events. Have your staff also familiarize themselves with virtual events. Then, set up a meeting to analyze as a team the good and bad points of the virtual events you have attended to make your own event the best it can be. Planning Your Event The fi rst step is to decide what type of event you want to host. Typically, virtual events are most effective when they focus on a single procedure or type of equipment or a specifi c aesthetic concern. Next, you will need to choose your platform and set a date. I recommend that you start planning at least four to eight weeks prior to the date of the event. This will give you enough time to plan and market your event so that it looks professional and attracts a good number of attendees. Once you have a date set, developing a timeline is very important. Make sure to include the smallest details. Most events are live, so you'll need to create a script and rehearse your performance in front of your iPhone or camera. Not everyone is comfortable in front of a camera. Practice can help increase your comfort level or you may decide that 22 NOVEMBER/DECEMBER 2018 | MedEsthetics © GETTY IMAGES Virtual events are a budget-friendly way to reach and interact with your target audience. VIRTUAL MARKETING

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