Transcript RegionalBuildingPractice05 - Dr. Moulton

BUILDING ON
SUCCESS
BUILDING
ON
SUCCESS
WHERE IS THE BUSINESS
• As long as I’ve been an esthetician I’ve realized that I can
physically only see 35-40 patients per week. I wasn’t going to get
anywhere by simply doing service after service. The real money
lies in the sale of products.
• This may instill fear and apprehension in the physician, but the
reality is, without product sales, the profitability of this venture will
fail.”
Susanne S. Warfield, Medical Esthetician
Reference: Warfield, S. “Guide to Building a Medical Esthetic Practice”. Paramedical Consultants, Inc. 2001
BUILDING
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WHERE IS THE BUSINESS
• Defining the Skin Care Patient
– Consumer Demand-The “Boomers”
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76 million baby boomers want to defy aging–major force in
aggressive cosmetic technology development and
“anti-aging medicine.”
Baby boomers and older comprise 51.2% of
US population
Paradigm shift with increase in patients seeking “desire
dermatology” and cosmetic surgery
Less demand for aggressive surgical procedures and
significant post-operative recovery
Patients focused on wellness model of skin health
Reference: Werschler, W.P. Skin & Aging, October, 2000, pp. 24-29
BUILDING
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WHERE IS THE BUSINESS
Chronology of the Skin Care Patient: Age 20-30’s
– 20’s: Prevention, photo-protection, acne and hyperpigmentation
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Treatment: skincare products; sunscreens; peels; glycolic acids
– 30’s: Photo-protection and minimizing of photoaging
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Treatment: skincare products; Botox injections; filler injections;
breast augmentation; liposuction; peels
Reference: AAFPRS Newsletter, Fourth Quarter 2001
BUILDING
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WHERE IS THE BUSINESS
Chronology of the Skin Care Patient: Age 40-50+
– 40’s: Correction of photoaging
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Treatment: skincare products with more exfoliation;
chemical peel; blepharoplasty; microdermabrasion; IPL
– 50’s+: Reverse
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the damage - photoaging
Treatment: skin care products, facelift; tummy tuck; laser
resurfacing
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The Four Cornerstones of a Practice
• Every patient who walks in the door should be given
the opportunity to learn about:
– Obagi Systems (Product or 1st Cornerstone)
– Non-ablative Procedures (2nd Cornerstone)
– Elective Surgeries (3rd Cornerstone)
– Disease/Trauma (4th Cornerstone)
The Four Cornerstones of a Practice
BUILDING
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BUILDING YOUR PRACTICE
Where is the BASE business? Right in your current
practice!
– 36% of cosmetic patients are repeat patients – Ask your staff
to look through their existing files for potential patients
– 34% of cosmetic patients have multiple procedures at the
same time – investigate all option – teach your staff to include
skincare products with the procedure
– 51% of procedures are performed in the office
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Offer combination of therapies in tiered fashion
Offer both “disease” and “desire” therapies
Patients can begin with simple cosmetic procedures/products
and build up to more sophisticated ones
BUILDING
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BUILDING YOUR PRACTICE
• Where is your NEW business? Look for . . .
– Patient Referrals. Do a “Bring a friend mailing or
patient appreciation event.”
– Nearby corporate buildings or large companies
– Hook-up with health clubs (Curves, LA Fitness, The
Spectrum, 24-Hour Fitness)
– Hook-up with bridal stores
– Hook-up with community associations/societies
(churches, Women’s clubs, political organizations, etc.)
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The Role of the Receptionist
– Who do you have saying “Hello”?
 Maintain a neat reception area. Make sure brochures are neatly
displayed in reception area/procedure rooms/bathrooms
 Reduce the clutter
th
 “Seasonalize” product display area. Valentines, Spring, 4 of
July, Summer, Fall, Halloween, Thanksgiving, Winter Holiday,
etc.
– The Receptionist and entire staff should have a fundamental
understanding of skincare products sold in the office
– Receptionist should be able to refer existing or potential patient to
appropriate person in office for more detailed consultation
– Train your receptionist to cross-sell; it can be indirect
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The Role of the Aesthetician and/or Nurse
• According to industry surveys, estheticians can generate an average of
50% of their gross daily revenue in product sales
• Always set up next patient visits
– Walk skincare patient to front desk to re-book
– Put a system together to follow-up with patients
• Track referral sources and send “thank you” letters to referring individual
– Ask your patients to send in a friend and then send a “thank
you” note or small gift for the referral
– Have a referral card for the patient to give to the friend to
bring in
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The Role of the Aesthetician and/or Nurse
• Listen to the patient’s needs
– Review patient questionnaire
• LAER to fully understand patient concerns
– Educate patient on the Obagi Systems Skin Transformation Process
• Utilize Obagi Systems Brochures, Before and After Pictures
– Be creative - create your own educational guide to Skin
Transformation
– Share one Obagi Success Story!
– Utilize Obagi Guide to Skin Transformation
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Schedule Follow Up
– Let your patient know that you are committed to helping them
achieve transformed skin
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The Role of the Office Manager
•
Oversee and aid staff in implementing a skin care program
– Develop office protocols that allow all patients, current and
new, to learn about skin care
– Give every patient who walks in the door the opportunity
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Implement quarterly in office promotions
– Featured product of the month specials
• Gift with purchase promotions
– Utilize your Obagi Sales Representative to plan your yearly
Obagi Marketing Program
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The Role of the Office Manager
• Establish Practice Goals for Skin Care Sales
– Brainstorm with staff on how to reach these goals
– Set goals or programs for growth of skin care sales
– Measure, monitor and motivate the staff
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Establish Employee Incentives
– Percent of product sales
– Percentage of sales for new patients
– Quarterly commission plans
– Yearly bonus plans
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Role of the Physician
• Be friendly; the staff will follow your lead
– Create a teamwork environment; your patients will
“pick-up” on the feel of the office
• Support Staff Incentive Programs to help build Skin Care Business
– Create staff incentives within practice to grow the business
(individual and/or team orientated)
– Set monthly goals or objectives and support staff to achieve those
goals
• Participate in new and existing Patient Events, open houses, etc.
• Inform patient of the benefits of Obagi Systems
– Reassure the patient that they are receiving the best in Rx Skin
Care treatment
– Reinforce the treatment programs prescribed by Nurse/Aesthetician
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BUILDING YOUR PRACTICE
In-office marketing ideas:
Replace magazines in waiting areas with your
before and after cosmetic surgery books –
patient and staff photos
 Discount products two times a year to increase
business in slower months
 Feature a product or service for the month
 Video with infomercial in waiting areas and exam
rooms
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BUILDING YOUR PRACTICE
In-office marketing ideas, cont.:
Patient Surveys so you get to know your patient’s needs
• Develop 5 different success stories to share with patients
on a rotating basis and then ask for the referral if patient
knows someone in that same situation who could benefit
from cosmetic services
• Website updated on regular basis
 Create a service menu professionally displayed in
reception area and procedure rooms
– One for the office
– One for the aesthetician
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BUILDING YOUR PRACTICE
In-office marketing ideas, cont.:
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Offer free skin care consultation on first visit
Offer discount package – mix the cornerstones
Monthly or quarterly newsletters – e-mail
Have a Loyal Patient Reward Program that encourages existing
patients to try new cosmetic services and directs new cosmetic
patients to practice
– Remember special days for key patients to build loyalty – great for
the aesthetician or receptionist to manage
 Example: birth date, anniversary, referrals, hobbies, etc.
 Have a set of Birthday/Anniversary/General cards in your office
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Transform Your Practice
• Obagi Practice-Building System
• If you take advantage of all four Obagi System
opportunities, you are sure to grow your business
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Transform your Practice
It’s been proven that participating in any of the
Obagi Practice-Building System Programs
can grow your business
But
Participating in all four can
Transform your Practice!
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New Patient Additions
• The number of
new patients
added to practice
• Obagi will help
you put a plan
together to
succeed
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The Growth Planner
• Most skin care lines say they work to
help improve skin condition
• At Obagi, we help you transform your
patient’s skin, while simultaneously
building your patient base
How much do
you want to grow?
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Growth Planner Worksheet
• Use this worksheet to
start a custom Obagi
Practice-Building
System for your office
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Top 12 Practice Builders
1.
Maintain existing patient base and identify new patient on a monthly basis by
participating in the Four Obagi System Practice-Builder Programs
2.
Maintain a neat reception area that supports your practice’s services
3.
Make sure your first impression is a good one!
4.
Implement LAER – Objection Handling
5.
Referrals – ask patients for referrals
6.
Make sure every staff member knows the skincare products you sell in the
office.
7.
Share patient success stories and refresh/rotate them on a frequent basis
8.
Implement/rotate one or two in-office marketing programs every quarter
9.
Set monthly expectations/goals for your staff and support them in achieving
them
10. Walk skincare patients to front desk to re-book
11. Make use of patient’s waiting time in the reception area and procedure rooms
12. Have a product inventory system in place
BUILDING
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The Obagi Systems
Give every patient the opportunity to have
transformed skin:
Obagi Nu-Derm
Obagi-C Rx
Obagi Professional-C
& Cffectives
BUILDING
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Obagi Systems
Thank you for
joining us today!
BUILDING
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SUCCESS
BUILDING
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SUCCESS