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.
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BE OUR GUEST 62 MARCH 2015 | Surgical Aesthetics SURGICAL AESTHETICS Planning the Event Coordinating a successful and profi table open house event requires signifi cant planning and organization. The following steps will help you get started. Step 1: Pick a coordinator and a date . Assign one staff member the responsibility of overseeing all details of the event so nothing falls between the cracks. Thursday, Wednesday and Tuesday are the best nights (in that order) to hold an event. Set the start time between 5 p.m. and 6 p.m., so people can come straight from work. Send out invitations at least three weeks in advance so invitees can pen it into their busy schedules. Step 2: Involve your vendors . Vendors want to help you promote their products and services, and they are valuable partners in open house events. They can help by providing sales reps or trainers to explain procedures and offer demos. Vendors may also assist in shouldering the costs of food and printing through co-op advertis- ing efforts. They can provide samples or free products for gift baskets and raffl es as well. In return for their support, give your vendors a promotional mention in your marketing efforts for the event. Step 3: Choose a caterer . When select- ing a menu for your event, consider both your brand and the procedures to be highlighted. The more you spend on these details, the better the results—patients will remember and talk about a beautifully catered event that ran smoothly. Be sure to put a staff member in charge of keeping food and drink areas clean and well stocked the night of the open house. Step 4: Get buy-in from your staff . Have a meeting with your entire staff. Tell them what you are planning and ask for their input. You may want to consider offering them a piece of the action, like 5% of procedures booked during the event to be split evenly among all staff members. This added bonus could make the difference between employees standing around looking bored to employees proactively schmoozing and promoting your practice. At the meeting, assign duties for the night of the event: You will need one person at the front door greeting guests, and someone at the front desk to ring up product sales and make appointments. They should understand the special pricing offered that evening. All staff should wear lab coats or at least nametags during the open house, so guests know who to turn to for help. Step 5: Promote your open house . Once the date, menu and services are settled, it's time to spread the word about your event. Your goal is to get a full house—invite your current patients as well as prospec- tive patients who came in for a consultation but never booked. Also invite any colleagues or non-competing specialists who could become good referral sources for your practice. Print extra invitations to pass out to neigh- boring businesses that share your customer demograph- ics, such as salons, spas, retail shops and gyms. Blow up your invitation poster size and display it in your reception area and lobby. Mention the event in your telephone on- hold message and promote it on your social media pages. Running ads in the local newspaper and sending out a press release—including details of the event, the doctor's CV, and an invitation to local print, radio and television media—will help expand your reach. Step 6: Avoid no-shows . Half the battle of fi lling your open house is getting attendees to RSVP; the other half is getting them to actually show up the night of the event. You can reduce the number of no-shows by requesting contact information, including name, email address and cell phone number, when invitees RSVP. Ask how many friends they are bringing as well (the more, the merrier). Let those who RSVP know that you will be calling to remind them 24 to 48 hours ahead of the event. Send email reminders a few days prior to and the morn- ing of the event. Let them know how excited you are to see them and include photos of staff prepping for the event. During the event reminder call, add another bit of compelling news to help ensure they attend, e.g., your local newscaster will be on hand to take photos or guests will get a free raffl e ticket for every friend they bring with them. © GETTY IMAGES