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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Remember, in order to succeed, you need to set realistic, achievable goals. So be sure to solicit your team's input. This will help you identify potential roadblocks to implementation and ensure that everyone understands the goals and is on board with your plan. 2. Set Your Annual Marketing Budget Without adequate marketing dollars, you will not reach the clients you need to achieve your goals. I recommend allocat- ing 20 percent of your projected annual income for market- ing in the fi rst and second years of your practice. As your client base grows, you can taper the marketing budget to 10 percent to 15 percent. Is money tight? Rather than big, costly open houses, con- sider hosting small, intimate events for VIP clients or infl uenc- ers in your community—and invite them to bring a friend. 3. Confirm Your Target Audience Review your current product and procedure offerings to de- termine whether or not they appeal to your target audience. Review the success (profi tability) of specials and events held in 2018 to determine if any should be replaced. Also, review your practice's market positioning. Has anything changed? If new competitors have entered the market, it may be neces- sary to make adjustments to your positioning, offerings or marketing message. 4. Review Your Current Efforts Review last year's marketing efforts to determine what worked well and what didn't. Plan to repeat the events and specials that worked and replace those that didn't. Ask your- self why certain efforts were not successful. Was it the idea that failed or was it a failure in messaging or reaching your target market? 5. Develop Your Marketing Calendar Brainstorm a list of potential new campaigns, events and specials. Monthly holidays are an easy place to start. For example, promote a special on lip fi llers for February using a Valentine's Day theme or a Mother-Daughter promotion in May for Mother's Day. Also compile the list of current marketing efforts that have been successful for your practice. Then, build a monthly calendar that includes all events, digi- tal and print media campaigns, as well as monthly specials and promotions. Once you have narrowed down the efforts you feel will achieve your monthly, quarterly and annual goals, create a timeline for each effort with your team. "As you prepare to develop your marketing calendar, it is helpful to have a strategy session with your team where you set your key performance indicators (KPIs) or goals, so that they can be tracked against the hard data. This way, you can assess the effectiveness of your marketing initiatives and bet- ter identify the ROI," says Sheri Stillie Tremmel, executive consultant for Beautiful Forever. 6. Leverage Your Branding When developing materials and planning events, use consis- tent messaging, colors and graphics in all marketing collateral, including your social media pages. Pick a consistent date each month to send out your specials and a list of upcoming events. By communicating this information at the same time each month, your clients will look forward to receiving the information and are more likely to book appointments to take advantage of upcoming specials and in-house events. Over time, you will see a trend with regard to the ap- pointments made following the release of the monthly calendar. Monitoring this trend will give you an early indica- tion of the popularity of specifi c efforts allowing you to make corrections as needed. 7. Update Your Social Media and Web Content Keep your social media accounts and web content fresh, current and interesting by promoting new treatments and seasonal offerings often. It is also wise to shop your competi- tion locally via social media so you know what similar prac- tices are offering. "Friending" other practices both locally and nationally is a great way to fi nd new ideas and stay abreast of how others use social media to reach out to new and exist- ing clients. Practice growth requires effort and attention. By creating an annual marketing plan with pre-scheduled monthly and quarterly review, you can keep your business on track for continued growth year after year. Cheryl Whitman is founder and CEO of Beautiful For- ever, an aesthetic business consulting fi rm. Contact her at, 561.299.3909. 20 JANUARY/FEBRUARY 2019 | Med Esthetics © GETTY IMAGES BUSINESS CONSULT Review last year's marketing efforts to determine what worked well and what didn't.

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