JAN-FEB 2019

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 New Year's resolutions are made with the best of inten- tions. We begin with determination, but get distracted or busy and gradually revert to our old familiar ways. Next thing you know, the resolution is long forgotten. In the world of business, New Year's resolutions translate into the objectives or goals you wish your medical practice to accomplish in the coming year. Perhaps it is seeing your profi ts grow by 20 percent or increasing your client base by 10 percent. But without a written plan, these goals will fall by the wayside, and your practice will gradually revert to the old, familiar way of conducting business. Don't let this happen. Instead, take the time now to develop your 2019 marketing blueprint. Following are seven steps that will help you create a year- long marketing plan that will carry you to your goals in 2019. 1. Identify Your Goals As American author Fitzhugh Dodson said, "Without goals and plans to reach them, you are like a ship that has set sail with no destination." In order for a marketing plan to be successful, you must establish goals and methods for track- ing your monthly, quarterly and annual progress. For example, your goal may be to increase your client base by 30 clients per quarter (10 new clients per month). This kind of measurable goal allows you to track your progress monthly rather than waiting until the end of the quarter—or year—to see if you were successful or not. If monthly results are lagging, you can make a course correc- tion immediately. An example of a tactic to help achieve this goal would be to create a "New Year, New You" promotion that allows clients who book a procedure to get an accompanying gift card that they can use themselves or share with a friend. Following each effort, it is critical that you measure your success. "I suggest holding regular meetings with your marketing team to make sure they're hitting all of their milestones and deadlines. If marketing is outsourced to an agency, have the agency send monthly reports that provide an easy-to-understand breakdown of what marketing ac- tivities were done and how each is performing," says Vahe Tirakyan, president of practice management consultancy MDLogica. "The reports should include information on what the fi nal cost was versus what was budgeted for each activity and the ROI (return on investment) of that activity." 18 JANUARY/FEBRUARY 2019 | Med Esthetics © GETTY IMAGES An annual marketing plan is key to achieving your practice growth goals: Here's how to create one. BLUEPRINT FOR SUCCESS

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