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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you're more comfortable with a PowerPoint presentation where you can share slides and prerecorded procedure videos. Attendees can still ask questions and interact dur- ing the event. If you are hosting a live stream video event, you will need a tripod and you may need to invest in additional lighting. Check the sound quality of your recording de- vice—many practitioners use their smart phones, tablets or computers to fi lm and broadcast. If you will be working with a script on the day of the event, there is a free teleprompter app called SmartPrompt that uses smart voice recognition scrolling. This means that it listens to your voice as it scrolls through your script, paus- ing when you pause and continuing when you continue. If you feel uncomfortable—and/or fi nd that it looks unnatural—to speak directly into a camera, have a staff member stand behind the camera. This allows you to speak to the other person and get live visual feedback, which can make your performance look more natural. Marketing Your Event Start marketing your event as soon and as often as pos- sible. Most virtual event registrants come from a business' internal database, so market fi rst to your patients. Call your VIP patients fi rst and then send out an email blast to your database. If you are a startup practice, you can buy email lists and mailing lists to help jumpstart your database. Post and distribute fl yers promoting the event in your practice and share it on your social media pages and prac- tice website. If the virtual event platform you are using doesn't track registrants, you can send invites through online services, such as Evites, Minted, Paperless Post, Punchbowl or Greenvelope, that offer trackable RSVPs. Incentivize invitees to respond by offering a value-added gift such as a product sample at their next visit or a discount on their next procedure. You can also offer a raffl e prize that will be awarded to one attendee during or the day following the event. As the day of the event approaches, follow a formal re- minder schedule. Reminders should be sent out a week before the event, the day before and one hour before the event. Remember to include a link to join your event on all reminders. Event Follow-Up Following the event, it is important to capture leads to maxi- mize ROI. Create a post-event email blast for attendees and registrants before the event so it's ready to go immediately after. Thank them for coming and include any promised val- ue-added specials as well as a post-event survey. This helps you determine the success of the event, gather testimoni- als and identify areas for improvement. Sample questions you can ask in the survey are: "Would you attend another event?" and "Would you share this event with a friend?" Virtual events can be very effective and profi table market- ing tools. They allow you to interact with patients in the comfort of their own homes and are much more afford- able than open house events. In addition, they can live on through your YouTube channel and practice website, where they continue to attract and educate prospective patients about your services. Virtual events require picking up new skills and investigating new technologies, but the payoff makes it well worth the effort. Cheryl Whitman is founder and CEO of Beautiful Forever, an aesthetic business consulting fi rm. Contact her at 877.772.6334, BUSINESS CONSULT 24 NOVEMBER/DECEMBER 2018 | MedEsthetics © GETTY IMAGES Most virtual event registrants come from a business' internal database, so market fi rst to your patients.

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