MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.
Issue link: https://medesthetics.epubxp.com/i/437591
medestheticsmagazine.com | JANUARY/FEBRUARY 2015 7 Internet marketing is integral to new patient acquisitions, but it can seem overwhelmingly complicated. To help practices build their own website success—or more proactively work with outside agencies—Ali Husayni of Internet marketing company Millionairium has authored Internet Marketing Simplifi ed. The book, which was written specifi cally for cosmetic practices and their staff, explains the different aspects of Internet marketing and gives readers the basic understanding they need to start growing their own web presence and to make the right decisions when working with Internet marketing fi rms. Topics include: • Search engine optimization (SEO) • Search engine marketing (SEM) • Website design and development • Conversion rate monitoring (CRM) • Public relations • and more To order Internet Marketing Simplifi ed, contact millionairium.com, 888.896.9702. Understanding Cosmeceutical Ingredients Strategies that Build Patient Trust Internet Marketing Help Leslie Bau ma n n, M D—author of Cosmetic Dermatology: Principles and Practice (Mc- Graw H ill) a nd T e Skin Type Solution—has released a new book, Cosmeceuticals and Cosmetic Ingredients, based on 15 yea rs of resea rch study ing sk inca re a nd topica l active ingred ients. T e book, wh ich focuses on the science beh ind active ingred ients fou nd in cosme- ceutica l formu lations a nd the role they play in sk inca re regimens as well as d iff erent sk in ty pes, was w ritten for med ica l a nd sk inca re students a nd professiona ls. It ad- d resses the ma ny my ths a nd m isconceptions a bout specifi c ingred ients a nd clea rly outlines what each ca n a nd ca n not do. Topics covered include: • Clea nsing agents • Moistu rizing agents • Ba rrier repa ir ingred ients • Sk in lightening ingred ients • A ntiox ida nts • Vita m ins • Other ingred ients (Coenzy me Q10, ginger, honey, etc.) • Anti-infl a m matory agents • Anti-acne ingred ients • Antiaging ingred ients How do most Americans choose a physician for their aesthetic procedures? It may begin with word of mouth or an online search, but the fi nal decision is based on trust, says Cheryl Whitman, CEO of Beautiful Forever Aesthetic Consulting. She offers the following three steps that practices can take to instill a sense of trust and loyalty among aesthetic patients: Provide education. Newsletters are valuable patient communication tools, but they must include content that is of interest to patients. Rather than focus solely on selling new procedures or offering special deals, make sure your newsletter includes educational content on the services you provide. This helps patients view you as both knowledgeable and honest. Showcase your expertise. When communicating with patients, be sure to highlight your personal areas of expertise, including any topics on which you have spoken or published. This helps patients view you as the "go-to" expert and trusted resource for that procedure. Build loyalty. When patients hear from you regu- larly—especially when they are receiving relevant content—they become more loyal to your practice. Thus, newsletters should be scheduled to go out on at least a weekly basis. This builds an intimate, one-to-one relationship with your patients, so they feel comfortable with you and your practice. Cosmeceuticals and Cosmetic Ingredients is available at amazon.com.