Medesthetics

MAR 2015

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 64 MARCH 2015 | Surgical Aesthetics SURGICAL AESTHETICS Hosting Your Event The night of the open house, have your friendliest staff member at the door to greet guests. The greeter's responsibility is to welcome attendees, make them feel comfortable, explain how the event is organized (e.g., where to fi nd food and drinks, and when product demos or educational presentations will begin), and make sure the practice has their contact information for future communications. Providing a program outlining the evening's agenda and special pricing is a nice touch. It is important that guests understand that you have some fantastic offers available on this night only, no exceptions. This will encourage at- tendees to book appointments and stock up on products before they leave. Since your open house is an evening of fun and education about what's new in the world of cosmetic enhancement, give short talks throughout the evening. Include before- and-after photos, explain the procedures and then allow for questions and answers. You don't want to provide a full consultation, just the basics. That way, guests will visit with you or the vendors for more information after the presenta- tion, or they will book a consultation to learn more. In between the mini-presentations, you can keep the guests busy by offering skin analyses, encouraging them to speak with the vendors and displaying before-and-after photo albums for guests to peruse. Of course, providers and other staff members should also be mingling with at- tendees and introducing them to other patients willing to share their experiences. To make the event even more memorable, put up a backdrop and have a photographer take pictures (and videos) that are posted throughout the evening. Encour- age guests to share these images—or their own—on their social media channels to help increase your name recognition. These photos and videos should be added to your website and social media pages as well. They can also be included in a post-event press release with a link to your website. The Morning After In addition to the immediate revenue gained during an open house, these events can continue to generate in- come and referrals for months—and even years to come. Therefore, follow-up is a crucial part of overall success. Send a nice email message to everyone who attended. Invite them to visit your website or call the offi ce to book a personalized consultation. Send a handwritten note to those who booked an appointment during the open house saying that you look forward to seeing them again soon. Call anyone who had more questions now that you have time to answer in more detail. You also want to track your return on investment (ROI) by looking at the number of attendees and total revenue generated. Also look at the number of current patients vs. new patients who booked procedures and break down your total revenue by service and product sales. This information can help you fi ne-tune future promotions and events. You will get out of an open house what you put into it, so be sure you and your staff are committed to having a wonderful evening of fun and education that attendees will talk about for months to come. Catherine Maley, MBA, is the author of Your Aesthetic Practice: What Your Patients Are Saying and president of Cosmetic Image Marketing, a consultancy that provides ready-made marketing tools, staff training products and business coaching services. Contact her at 877.339.8833, cosmeticimagemarketing.com. © GETTY IMAGES

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