#2 4 ps of marketing

ProductPricePlacePromotionBroad Overview of the Essentials needed for successful marketing

Marketing Perspective

• Offer a complete aesthetic offering for less than $7,000

• Offer services for over 75% of your practice • Understand basic principles in business and marketing

to give you a greater advantage over competitors.

Product/ServicesWhat are the most profitable and popular aesthetic proceduresCapital Cost to perform each of these procedures.

General Rules (Services)

• Concepts– Everyone has a laundry list of things

they would like to change about themselves. For example, if you are not happy about your body image why would you care about other aesthetic issues (i.e. Botox/Wrinkles)

– Just like everyone is different so is their list of things they do not like about themselves.

– Many people would do something about these things, however they are unaware or ignorant as it relates to the various treatment options available.

– Therefore, the greater number of services you offer the better chance of being able to service these needs.

Lose WeightFacial ComplexionExercise (loose skin)Get rid of celluliteBotox (Facial Wrinkles)Ugly Leg VeinsFacial Contrast (Fillers)

#1 Aesthetic Procedure: Weight Loss

• Weight Market Size– #1 Aesthetic Procedure Performed in the

United States ($50B Annually).– Potential market is (2) of (3) individuals in the

United States.– Average price for an office visit is $130.00.– Average profit for offering a (25)-day hCG per

cycle is $300-400.– Offering prescription weight loss (i.e.

phentermine) allows for possible markup of services.

– MIC injections/B-12 injections can add $75.00 per patient per week.

– Very little capital cost involved (see attached).– Allows an outlet for nutriceuticals and meal

replacements (retail) for added revenue streams.

– Still able to offer approved bariatric solutions for patients unable to go onto a ketosis diet.

• Capital Cost– Bio-impedance, segmental Fat Scale

• www.alibaba.com = $900.00– Calorimeter

• www.alibaba.com = $400.00

------------------------------------------Total Cost (Capital Equipment)

= $1,300.00 (approx.)

http://www.alibaba.com/


#2 Aesthetic Procedure: Acne Treatment incl. Acne Scars

• Acne Treatment Market– Acne is the #1 diagnosis for Dermatologists– 80 Million Americans have active acne.– Average price for an office visit is $130.00,

but average profit per patient is +/- $1,300.00– Allows for demand of cosmeceuticals (retail)

and allows for new markets with lasers.– 20% of adults have active acne. – Of the 85% of teenagers who suffer from

acne, 25% will have permanent scars.– Breakdown of Treatments:

• 11% will see a physician (8.8M)• 20% will go to a skincare center (16M)• 30% will use OTC medications (24M)• 40% will do nothing (OPPORTUNITY)

– Education is key, people are uninformed of their options, Physicians can treat acne better than Dermatologists.

• Capital Cost– *Cosmo Pen 3

• www.cosmofrance.com = $ 1999.00

– Red Light / Blue Light Combo (5-Panel)• www.alibaba.com = $800.00

------------------------------------------Total Cost (Capital Equipment) = $800.00 - $2,799.00(approx.)


#3 Aesthetic Procedure: Medical Hair Loss Therapies

• Medical Hair Loss Therapies– Over 56 million men and women suffer in the

United States (1 out of 3 adults)– Over 40% of the total market are women who

suffer from thinning hair or medical hair loss.– 77% of men and women do not know there

are scientifically proven and medically approved hair loss treatments.

– Average price for an office visit is $130.00.– New pharmaceuticals allow for physician

markup (i.e. 82-M) allowing for monthly revenue streams per patient (+/- $40/mo.)

– Offering services like PRP, PRP with A-Cell, and/or PRP (Platelet Rich Plasma) with Matri-Cell can be from $1200 -2400 per treatment.

– Minimal investment cost, PRP system, Red light (LLT), and optional hair check system is all that is needed.

• Capital Cost– Red Light / Blue Light Combo (5-Panel)

• www.alibaba.com = $800.00– PRP System

• Harvest System (Used) = $2000.00• Single Spin Centriguge (Used) = $800.00

– Optional Hair Check System= $600.00

------------------------------------------Total Cost (Capital Equipment) = $1600 - $3400.00 (approx.)


#4 & #5 Aesthetic Procedure: Botox & Filler Treatments

• Botox & Dermal Filler Market Size– Expected to grow 14.2% through 2018.– Over 8 million procedures performed

annually.– Average Price for procedures is +/-

$480.00 - $500.00.– Average Price for Dermal Fillers is

$550.00 - $625.00– Average Revenue Annually for Physician

= $50,000 - $125,000– Approximately 6-8% of U.S. women

between 35 – 60 years receive treatments.

– Men and hispanic segments of the marketplace are the fastest growing

• Capital CostThere is no capital cost, all supplies associated with Botox and Fillers are consumables as it relates to the treatment.

---------------------------------------Total Cost (Capital Equipment) = $0.00

#6 Aesthetic Procedure: Sclerotherapy

• Sclerotherapy Market Size– 80M Americans have some kind of venous

disorder (80% is cosmetic not medical)– Procedure can be delegated to other

licensed healthcare professionals (RN, PA, NP). Creates a profit center from a cost center within your practice.

– High rate of patient satisfaction and needs few treatments (3) typically.

– Average Price for Sclerotherapy is $200 – 15 minutes, $300 – 30 minutes, and $500 – 60 minutes.

– Affects women almost 3x more than men (target market for aesthetics)

– Most people want treatment but are unaware of the safety, effectiveness and lack of discomfort of sclerotherapy.

• Capital CostThere is no capital cost, all supplies associated with Botox and Fillers are consumables as it relates to the treatment.


#7 Aesthetic Procedure: Medical Grade Chemical Peels

• Chemical Peels Market Size– Exfoliation treatments are 3x greater than the

number of Botox treatments (includes day salon peels).

– Medical Grade Chemical Peels are still the “gold standard” amongst Dermatologists for hyperpigmentation (#2 Diagnosis of Dermatologists)

– AHA acids can remodel collagen and eliminate pigmentation, BHA is used for adult acne, Caustic Acids is the new favorite (VIPeel) as it requires only 1-2 treatments and is safe for all skin types.

– Average price for AHA acid treatments are $150/treatment and for Caustic Acid (TCA) = $300.00

– Still the best way to treat poor skin, you are never to young or old to start. Excellent procedure to promote cosmeceuticals (retail) in your practice.

• Capital Cost– AHA Acid Peals (6)

• 360 Therapeutics (Bionet) = $210.00

– Caustic Acid Peels• VIP Peel (4) = $320.00

– Microdermabrasion Machine = $1000.00– Miscellaneous (cups, brushes)

= $100.00


#8 Aesthetic Procedure: Cosmetic Laser Treatments

• Cosmetic Laser Market Size– Expected to grow 12.2% through 2018.– Over 8 million procedures performed annually.– Average Price for procedures is +/- $225.00.– Average Revenue Annually for Physician =

$75,000.– Approximately 6-8% of U.S. women between

35 – 60 years receive treatments.– Men and hispanic segments of the

marketplace are the fastest growing– Average ROI on a new cosmetic laser is

approximately 2.2 years.– Average ROI on a used cosmetic laser

purchase is approx 13 months. – Procedures are becoming more of a

commodity item as competition and supply/demand require marketing.

– Most Popular Procedures Performed with Cosmetic Lasers:

• 1. Photofacial• 2. Spot & Total Hair Reduction• 3. Skin Tightening• 4. Acne Treatments• 5. Body Contouring (ie Cellulite)• 6. Ablative Procedures• 7. Other

• Capital Cost– Not Part of this Analysis ($60k - $100k)

= TBD

Total Cost (Capital Equipment) = TBD

#9 Aesthetic Procedure: PRP (Platelet Rich Plasma)

• Platelet Rich Plasma Market Size– Exploding growth in the past (2) years.– Average Price for procedures is +/-

$1000.00 for aesthetics and +/- $600.00 medically.

– Relative low capital cost in relation to cost per treatment.

– Multi-functional in that these units can harvest messenchymal cells, fat (adipose) cells, and blood platelets with stem cell markers for attraction.

– Multi-use for• Pain Management (Soft Tissue/Tendonopothies)• Pain Management (Joints)• Alopecia Treatments (Men and Women)• Facial and Skin Rejuvenation• Sexual Dysfunction• Harvesting Opportunities

• Capital Cost– PRP System

• Harvest System (Used) = $2000.00• Harvest System (New) = $3900.00• Single Spin Centriguge (Used)= $800.00

Total Cost (Capital Equipment) = $800.00 - $3900.00

#10 Aesthetic Procedure: Mesotherapy

• Mesotherapy Market Size– Small fat pocket reduction, also used

for cellulite treatments but now uses dermal rollers for Grade 3 – 4 cellulite.

– Average Price for procedures is +/- $200.00 to $300.00 per treatment. Dermal Roller treatments average $500.00 per treatment.

– Remember roughly 1/3 of all lipo-surgeries are sub-mental – works well under the chin and jowels. No capital cost

– Indications for use include:• Small Fat Pocket reduction• Areas of asymmetry• Reduction of scars/cellulite (dermal rollers)

• Capital CostThere is no capital cost, all supplies associated with mesotherapy are consumables as it relates to the treatments.


#10 Aesthetic Procedure: Mesotherapy

• Autologous Fat Transfer Market Size– Safely aspirate fat from gluteal folds

of thighs and buttocks.– Average Price for procedures is +/-

$2,000.00 and touch ups are $500.00 treatment.

– Fat can be fro– Indications for use include:

• Small Fat Pocket reduction• Areas of asymmetry• Reduction of scars/cellulite (dermal rollers)

• Capital Cost– *Used Power Aspirator = $1,000.00

---------------------------------------Total Cost (Capital Equipment) = $1,000.00

*Optional: Manual Aspiration or In-Office Vacuum can be used as well.

Retail Products: Cosmeceuticals & Nutriceuticals

• Cosmeceuticals– Average markup is 100%– Typically, an average practice

should sell $7k to $10k per month.

– Physician grade only• Make sure it is not available

on the internet• Sell systems

– Cleanse, Tone, Exfoliate, Protect• Do not get into stocking

arrangements, try and keep your capital cost of inventory down!

• Nutriceuticals– Xymogen, Pure Encapsulations,

ProThera etc.– Given the right presentation and

correct practice you can achieve $5-10k per month in a normal practice.

– Passive sale: allow literature and front office to sell.

– Physician Grade Only• Absorption Rates• Condition Specific Supplements• Best Company is the one with the best

brochures.

Offering more services, being able to reach out to more people you do not need to maximize a couple services!

Becomes a pretty big piece of pie!

So what did we spend (capital cost)?

Description ($) Value IndicationsBio-impedance, segmental Fat Scale

$900 Weight Loss

Calorimeter $400 Weight Loss*Cosmo Pen 3 $1,995 Facial Rejuvenation, Scar Revision (Acne), Alopecia

Treatments, PRPRed Light / Blue Light Combo (5-Panel)

$800 Alopecia Treatments, Acne (Inflammatory & Photodynamic Therapies)

Harvest Prep2 (New/Used) / 1x Spin Unit

$800-$3,900 PRP (Medical/Aesth), Alopecia Tx, Scar Revision, Sexual Dysfunction

*Hair Check System $600 Medical Hair Loss TherapiesChemical Peels (AHA/BHA/TCA) $630 Facial rejuventation, Hyperpigmentation, Collagen

Remodeling, AcneMicrodermabrasion $1,000 Facial Rejuvenation, MicroPeel*Power Aspirator (PAL) – dotmed.com

$1,000 Autologous Fat Transfer

Cosmeceuticals (dependant) $1,000 Facial Aesthetics (dependent upon vendor selected)Nutriceuticals $500 General Health (dependent upon vendor selected)

Totals $6,030 - $12,725

General Health (dependent upon company)

Pricing

Pearls on Pricing

• You do not want to be the most expensive or the least expensive on any of these aesthetic services

• Pricing is geographic specific, competitor pricing should be within a (10) mile radius of your facility.

• Referral program (discussed later) will need to be accounted for in your published pricing to get to net pricing.

• Be flexible, there are always going to be those individuals looking for a greater discount (look at opportunity cost and incremental sales).

Where to get Pricing & Packaging (National Averages)

www.empiremedicaltraining.com/public/other_information

http://www.empiremedicaltraining.com/public/other_information


Promotion

Aesthetics is a Business

• Only (1) out of (7) consumers are impulse buyers, the other (6) out of (7) need further information (education) to make a decision.

• This is not an extension of your medical practice• Aesthetics is highly competitive• People that receive injectables most likely are presently receiving these services

from someone else. So why would they come to you?• Your first set of customers are your present patient base.• If you offer more aesthetic services other than Botox and dermal fillers you will

be able to service a greater percentage of your present patient base.• Whether you integrate aesthetics within your present patient base or create a

“stand-alone” aesthetic practice you need to be prepared to market your business.

Common Mistakes in Marketing

• Integrating procedures without a marketing plan• Spending large dollar amounts for ineffective marketing such as

direct mailings etc.• Not training your staff for these newly acquired procedures.• Prematurely releasing these newly acquired procedures without

having the needed promotional materials and administrative forms.• Not having a web presence or internet marketing plan.• Not offering enough or a limited amount of aesthetic offerings. • Failure to Plan is Planning to Fail!

Sample Letter to Present PatientsYour new first set of patients

If you have 3,000 active charts how long would it take you to see 3,000 patients?

Your present patients are already receiving aesthetic treatments

Your patients trust you with their health, they will trust you with their aesthetic treatments.

Your present patients are a great way to start a referral program

You will receive immediate results and not be solely reliant on new marketing efforts.

Email blast can also be used in place of letter.

Sample Referral CardPatient Referral Program

Referral cards double as a facility brochure and allows for both your patient and friends to be able to receive 15-20% discount off published prices without a time limitation or limitation as to what services they can use.

When your present patients give their friends the referral card they will undoubtedly give you a very good recommendation at the same time. This is very important concerning aesthetic services as this is a commodity and there needs to be a reason for these new potential patients to switch.

Consultation ProcessTraining your Front Office Personnel

Consultations are acquired by many various means such as direct advertising, internet marketing, referrals or by questions from your present patients.

It is imperative to train your staff to not only be able to answer questions about your new aesthetic services but to be able to create relationships and thus new consultations.

Your front office personnel is one of the most important pieces of putting your aesthetic services into practice. It is also very important if you are planning to incorporate retail into your aesthetic product offerings.www.empiremedicaltraining.com/public/other_infor

mation



Consultation ProcessLearn to provide the best consultations for your patients

Patient Consultation by Dr. Rebecca Gelber - Empire Medical Training (15:35)http://www.youtube.com/watch?v=lEZUmjLL4Hc

Patient Consultation by Dr. Rebecca Gelber – Empire Medical Training (19:33)http://www.youtube.com/watch?v=Ir6rUqUtRL0

The need for a practice websiteRx Medical Web

• The internet is going away. If you do not have a website at this time what are you waiting for?

• Any long-term marketing effort in regards to aesthetics require a website so that people can find out who you are as well as gain more information about yourself and these aesthetic services.

• A website allows you to not only market your new services but your present medical services as well. The internet is the modern “business card”, if you do not have one then patients and potential patients (referral program) will perceive you as less qualified or not someone they feel comfortable going to for your new services.

• Don’t be a statistic…

The need for a practice websiteWho is using the Internet? Your patients are!!

• 96% of Internet users searched for a local business online in 2010

• This amount to over 260 million people

90%

80%

70%

60%

50%

40%

30%

20%

10% 2003 2005 2007 2010

The need for a practice websiteWho is using the Internet? Your patients are!!

• 30% of all searches contain a city, state, or zip code

• More than 50% of all local searches are done with the intentions of buying!

The need for a practice websiteIt is not that difficult!

Have Website

Don’t Have Website

If you have a website, and you understand and follow these principles your website can appear on page 1 of Google and be an effective website

Warning- If you don’t have a website, you must understand that it requires a monthly commitment to achieve optimal results. Having a website without maintaining it (search engine optimization) will be a waste of your initial investment in the website.

The need for a practice websiteWhat we offer!

Choose any template website for $999.00 (Empire Medical Training Attendees – Only)

The need for a practice websiteWebsite Basics: Search Engine Optimization (SEO)

Website must be built Correctly. (coding….)

Relevant Content Content matches the Search

Prominent website (SEO) Press ReleasesBack LinksStatic vs. Dynamic website Social NetworkingOngoing SEO

Internet MarketingThe need for social media

Social marketing has now become an absolute must for effective marketing

In 2013, small businesses could still conduct effective marketing campaigns without Social Media

We are at a point now that Social Media Marketing represents more than 50% of Internet Marketing

Internet MarketingThe need for social media

Social media is the most effective customer acquisition channel available.

Source: Website Magazine 2011

Internet MarketingExample: Social Media – Facebook Customization

Completely custom fan page:

• Profile Picture• Welcome Sign• Video Testimonials• Easy Contact Information

Other Conventional CampaignsInternet Directories

• Internet Directories– Business directory listings of your business on internet listing sites (i.e. merchant circle, google places, google maps,

mapquest, yahoo etc.).– You can pay companies (Yext) to list you in directories and these can add as many as (10) pages to your search results

and are a good form of backlinks.– Costs a couple of hundred dollars in total but is well worth it and typically is a one-time charge to be listed in these

directories.• Google Adwords, Paid Advertising in Bing/Yahoo and Facebook

– Can be expensive if not setup correctly but if used judiciously can ad leads, consultations, and sales to these procedures.

– Google is most expensive, Yahoo and Bing Paid Advertising is less, Facebook is getting expensive but is still reasonable.

– Remember, Google is losing market share to Bing at a rapid pace, Bing is now the default browser for I-Phones and I-Pads. Yahoo and Facebook have their own following and Facebook can target your customers as part of the advertising.

Other Conventional CampaignsExample: Pay per click

Conventional CampaignsE-Mail Marketing

• E-Mail Marketing– Unless you have an e-mail

database it doesn’t make much sense at the beginning.

– Once you have an e-mail database it costs very little and is an effective form of promotion (special events, special pricing, announcements).

– Costs pennies but can lead to thousands of dollars of sales.

Internet Promotional CampaignsGroupon and Living Social

• Though you may associate these (2) names with negative thoughts, these (2) services allow for you to go outside your practice and acquire new clients at a large number. The key is how you use group-on and leverage these offering so that in the future you do not need these services and can grow your practice and other offerings through more conventional ways.

Internet Promotional CampaignsGroupon and Living Social

• Before you start– You must have a website– You need to negotiate the split (60/40 ideal)– You need to offer services that require a number of treatments (i.e. vascular, body

circumference/cellulite, photofacial, hair removal, or skin tightening procedures).Differences between GroupOn and Living Social

• Differences between GroupOn and Living Social– Premise is the same, however GroupOn has more followers and will create newer

clients even though the demographic of customers is from all age groups.– Living Social tends to be older individuals (over 30) so the demographic is better

but you will probably not get as many new clients.– There is no problem or competition between the companies if you decide to do

both.

Internet Promotional CampaignsHow it works!

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Search Engine OptimizationHow we do it!

Onsite Optimization

Medical Directory Listings

Local Maps Advertising

Local Directory Listings

Authority Backlinks

Changes to Website

Your Site

Email Marketing

Dedicated Account Manager

Keyword Results Modifications

Competition Analysis

Facebook Management

Twitter Marketing

Social Bookmarking

Facebook Pay Per Clicks

Press Releases / Blogging / Articles

Monthly Marketing Social Media

Google PPC

Conclusion

• Aesthetics and other procedural training is an opportunity to create new revenue streams within your practice with very little risk and great reward to physicians.

• Conventional marketing and “word of mouth” is important but will not allow you to expand beyond your patient base.

• A website and proper internet marketing will allow for expansion of your service offerings to the greatest number of people as well as credentialing your practice in these procedures.

• Internet marketing is ongoing and complex, it requires an understanding of the relationship of social media, search engines, proper encoding of your website, sales campaigns, and relevance as it relates to commonly searched terms within your area.

• Remember only (1) out of (7) consumers are impulse buyers, the other (6) out of (7) consumers need to be educated. The internet allows you to educate patients as to their options and will be able to promote not only these procedures but your practice.

• Your website will soon become the greatest asset as it relates to your practice in value and in importance, at RX Medical Web we are here to help…

(954) 358-2856