Medesthetics

MAY-JUN 2014

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 medestheticsmagazine.com | MAY/JUNE 2014 79 When you market to any niche group, you are tell- ing them, "you belong here, and you are welcome here." Markets that are traditionally underserved by the medical aesthetic industry respond with loyalty and word-of-mouth referrals to providers who reach out to them and treat them with respect and sensitivity. MARKETING TO NICHE MARKETS To successfully market your practice to a niche market, you fi rst need to understand what defi nes this market. You do not want to seem like an outsider. If you are a member of the niche market you are targeting, you are at a distinct advantage. If you are not a member of the niche market you are targeting, seek out community members to get a sense of what makes this group feel respected and special when it comes to cus- tomer care. Create pre-tested, culturally sensitive messages to avoid unseen cultural landmines. When it comes to choosing your marketing avenues, two tactics can be used. Niche markets often have their own local media, allowing practices to deliver messages directly to the target group. You can also expand your current market- ing—both in-house and external—to refl ect a broader patient base by featuring models or patients from a variety of ethnic backgrounds and lifestyles. Create distinct websites and collateral marketing materials that target niche groups through relevant images. If your target market does not speak English, translate the site and your brochures into their language. Also make sure that your receptionist and patient care staff can speak the language and understand the culture. For example, if you run ads in Spanish, Russian or Arabic, your receptionist and staff must speak the language. If you don't speak the language, run your ads in English in the ethnic media so prospective patients know what to expect. There are real opportunities in reaching out to niche mar- kets. If you take the time to understand these patients and their specifi c concerns, they will reward you with repeat visits and positive word-of-mouth referrals. Cheryl Whitman is the CEO of Beautiful Forever, a national aesthetic business consulting fi rm that helps physicians develop new profi t centers for practice growth. Contact her at cheryl@beautifulforever.com. Niche markets often have their own local media, allowing practices to deliver messages directly to the target group. Air-Tite Products Co., Inc. ........................ 43 800.231.7762 air-tite.com Allergan Inc./BOTOX Cosmetic............14-17 800.268.6963 botoxcosmetic.com.com Alma Lasers, Ltd. ....................................... 33 866.414.2562 almalasers.com Amiea Med ................................................. 25 877.628.7201 amieamed.com Canfi eld Imaging Systems ...........................19 800.815.4330 canfi eldsci.com Clinical Cosmetic and Reconstructive........71 ccr-expo.com/medest1 Clinicians Complex .....................................31 800.826.4480 clinicianscomplex.com Cutera, Inc. ................................................ 35 888.428.8372 cutera.com DCL Skincare ..............................................41 800.552.5060 dclskincare.com Edge Systems .............................................. 11 800.603.4996 edgesystem.net Ellman International, Inc. .......................... 2-3 516.267.6420 ellman.com EltaMD/Swiss-American Products, Inc. .... 57 800.633.8872 eltamd.com Environ/Dermaconcepts .............................. 9 877.337.6227 dermaconcepts.com Envy Medical .............................................. 27 888.848.3633 envymedical.com FotoFinder Systems, Inc. ....Inside Back Cover 888.501.0805 fotofi nder-systems.com GMC Medical ..............................................51 844.789.1802 gmcmedicalskincare.com Hale Cosmeceuticals ................................. 39 800.951.7005 halecosmeceuticals.com HydroPeptide ............................................. 55 800.932.9873 hydropeptide.com Illuminare Cosmetics ..................................76 800.476.0226 illuminarecosmetics.com Jane Iredale-The Skin Care Makeup .......... 59 800.762.1132 janeiredale.com Lumenis ...................................................... 45 877.586.3647 aesthetic.lumenis.com Medi-Weightloss Clinics .............................21 866.551.6334 mediweightlossfranchising.com Merz Pharmaceuticals/Xeomin ................ 3-7 336.217.2300 xeominaesthetic.com NeoStrata Company, Inc. .............Back Cover 800.628.9904 neostratapro.com Nouveau Contour USA, Inc. ......................24 877.628.7201 nouveaucontourusa.com Onyx Medical ............................................. 63 800.333.5773 onyxmedical.com PhytoCeuticals ........................................... 49 877.474.9862 myphyto-c.us Premiere Beauty Show .............................. 69 800.335.7469 premieredayspa.biz Revitalash/Athena Cosmetics .....................61 877.909.5274 revitalash.com Sciton.......................................................... 53 888.646.6999 sciton.com Skinprint ......................................................13 800.234.1308 skinprint.com Syneron, Inc. ......................................... 28-29 949.716.6670 syneron.com Viscot Medical ............................................ 47 800.221.0658 viscot.com Young Pharmaceuticals .............................. 23 800.874.9686 youngpharm.com ZO Skin Health ..................Inside Front Cover 949.988.7524 zoskinhealth.com continued from page 26 B u s i n e s s C o n s u l t / A d I n d e x M E D 5 - 6 1 4 . i n d d 7 9 Business Consult/Ad Index MED5-614.indd 79 4 / 1 7 / 1 4 2 : 3 6 P M 4/17/14 2:36 PM

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