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Power Point Anne Cohen Presentation at Vegas Conference May 08

Power Point Anne Cohen Presentation at Vegas Conference May 08

Published in: Business, News & Politics

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  • 1. Presented by: Anne Cohen A Cohen Marketing and Public Relations New York
  • 2.  
  • 3.
    • There’s no such thing as foolproof
    • What works in Boise may not fly in Vegas
    • However, marketing, when well executed,
    • should return an ROI of 4 x or more.
  • 4.
    • #1, what is marketing?
    • Marketing is every activity that creates and reinforces your practice as the Obvious Choice to your targeted demographic.
    • What does Marketing include?
    • Branding
    • Advertising
    • Community Participation
    • Events
    • Internal Marketing
    • Internet & Viral Marketing
    • Cross Channel Affiliations
    • Media Coverage
    • Referral Exchanges
    • Staff Behaviors
    • Your Behaviors
    • Office Condition & Location
  • 5. People don't "buy“ cosmetic improvements . They "buy" the concept of what the improvements will do for them. Therefore, do not market cosmetic improvements . Market the concept of what cosmetic improvements will do for your prospective patients. Rule #1: People Buy Concepts
  • 6. Rule #2: Marketing Must Follow a Plan
    • Without a plan you are at the mercy of every skillful sales rep.
    • Without a plan you market the wrong things to the right people or the right things to the wrong people.
    • Without a plan you will spend too much money and waste time.
    • Without a plan you will be disorganized, which leads to frustration, which leads to disillusionment that marketing can build your business.
  • 7. Rule #3: Marketing must be consistent
    • Marketing is like every other discipline:
    • Moderate efforts executed on a consistent basis are more effective
    • than huge efforts executed sporadically.
    • Marketing is like any other discipline
      • Example: If you show up at the gym regularly, you will ultimately become a fit person, assuming you are choosing the right activities.
    • If you market sporadically, you will waste time and money and ultimately stop marketing because it’s painful and fruitless.
  • 8. Rule #4: Marketing is Research-Based
    • Know your Customer Demographic and Your Competitors
    • Identify what makes you & your practice unique: SWOT
    • Evaluate your marketing bridges
    • Research local media orientation
    • Research opportunities for practice exposure
  • 9. Know Your Customer & Your Competitors
    • How do age, gender distribution and economic realities of your local demographics affect the likelihood of marketing success?
      • Research is key here!
        • What does your demographic watch on TV?
        • What do they read?
        • What radio station do they listen to?
        • Where do they shop, work out, etc
        • What do they believe about aesthetics?
    • How does your local competition affect your choice of offerings?
  • 10. Know Your Personal SWOT
    • Strengths
    • Weaknesses
    • Opportunities
    • Threats
    • Communication Skills
    • Personal Appearance
    • Training & Education
    • Length of time in practice
    • Special skills or expertise
    • Reputation
  • 11.
    • Strengths
    • Weaknesses
    • Opportunities
    • Threats
    Know your Practice SWOT
    • Location
    • Office Appearance
    • Equipment
    • Staff
    • Economy
    • Insurance
    • Cash Flow
    • Practice Debt
    • Competitors
    • Changes in social or economic patterns
    • Patient Mgmt System
    • Referral System
    • Patient Retention
    • Practice Reputation
    • Trends
  • 12.
    • There is no point in attracting prospective patients to your practice unless you can convert them.
    • Unaddressed Marketing Bridges will turn patients away before you even have a chance to meet them!
  • 13.
    • Awareness of your practice (front of mind)
      • Branding
      • 3 customer types
    • Internet presence
    • Behaviors of Staff: Front Desk, Pt Coordinator, You
    • Office Location & Condition
    • Patient Readiness to Proceed
    • The Consultation Process
    • The Close
  • 14.
    • Your Brand is your Icon to the Public
      • A “nutshell” representation of your business
    • Brands you know
      • Kleenex
      • Playboy Magazine
        • You recognize them immediately because their brand remains consistent
        • You understand what they do whether you want one or not
          • Branding is based on Consistency
            • Consistent Message
            • Consistent look and feel
            • Logo and Fonts
            • Colors and Style
          • Behaviors of the company (the brand)
  • 15.
    • All Collateral Must Tie Together
      • Color Palette
      • Style
      • Fonts
      • Message
    • Collateral includes
      • Logo
      • Photography
      • Letterhead
      • Folders
      • Business Cards
      • Everything a patient sees in your office
  • 16.
    • Three Customer Types
      • You Must Create “Front of Mind” with All 3 Types
        • Buy Now
        • Buy Later
        • Never Buy—The Referrer
          • Friends and Family of Former Patients
          • Community Connectors
          • Information Recipients
  • 17.
    • Basic Awareness Options
      • Advertising
        • Print
        • Radio
        • TV: local and cable
        • Mall Boards and other public boards
        • Internet
      • Public Relations
        • Events
        • Seminars
        • Sponsorships/Involvements with Charitable Events
        • Internal Marketing
      • Media Coverage
        • Local versus national press (articles, interviews, columns)
        • Local versus national media (TV, radio interviews)
        • Becoming the “go to” person
  • 18.
    • Print Advertising
      • Confirm that your demographic reads it!
      • Check ratio of editorial vs advertising
      • Frequency is key along with location of ad
      • Is there an internet component?
      • Ad Design
        • Ads must evoke emotion to be remembered
          • Dare To Be Different!
        • Never fear white space
          • Leave them wanting information to promote contact
  • 19.  
  • 20.  
  • 21.  
  • 22.  
  • 23.  
  • 24.  
  • 25.  
  • 26.  
  • 27.  
  • 28.
    • 15 and 30-second spots
    • Know what your demographic listens to
      • Ask patients & staff what they listen to!
      • Don’t depend on the sales rep to guide you
    • Expensive ! Price is market and time-dependent
      • AM Drive Time,
      • Midday,
      • PM Drive Time,
      • Late Night
  • 29.
    • Demographic Specific!
      • Insist on demographic numbers
    • Cable is often a good bet
      • PS Before/After coming back online September
      • Dr 90210
      • Matt Archer: www.arconadvertising.com
      • or call him at 916-543-1195
    • Ask your patients what they watch!
    • Check local affiliates for remnants & short ads
      • 8 seconds within the 6 PM news, etc.
  • 30.  
  • 31.  
  • 32.
    • Portals
      • Insist on statistics
        • New visitor and return visitor stats
        • City-specific stats
      • How can you differentiate yourself?
      • What’s the real ROI on these sites?
      • Should these sites do your website SEO?
    • Viral Marketing on Cosmetic Improvement Sites
      • MakeMeHeal.com
      • Others: Obesity Help, Mom Sites, College Sites
  • 33.
    • Failure to track results leads to a waste of $$
    • Phone tracking
      • You can purchase phone numbers singly or in bundles
      • Attach to a specific ads
      • Calls can be recorded for staff evaluation
    • Website tracking
      • All portals should send you stats monthly
      • You need website statistics tracking both for portals and your own SEO tracking
      • Patient queries are often inaccurate!
  • 34.
    • Public Relations is, by definition, “unpaid” marketing, ie, you aren’t buying an ad.
    • You will “spend” time (=money) getting PR
    • PR consists of
      • Involvement in Community Events
      • Cross Channel Affiliates
      • Seminars
      • Sponsorships/Silent Auctions
      • Internal Marketing
      • Media Coverage
  • 35.
    • Community events can offer great visibility
    • Women’s Expos, Bridal Shows
      • Have a booth
      • Give samples
      • Attend during specific advertised hours
      • Take a Visia or other participatory equipment
      • Have raffles and get names & emails
      • Continuous slide show of before/afters (get permission from patients of those before/afters)
    • Think twice about business expos
  • 36.
    • What’s a cross-channel affiliate?
      • Anyone who serves your demographic
        • Image Consultant
        • Personal Trainer
        • Personal Chef
        • Upscale Nail and Hair Stylist
        • Bridal Salons and upscale clothing boutiques
        • Concierge service
        • Massage Therapist
        • Cosmetic Dentist
    • What can you do with CCAs?
      • Run ads, hold events, share brochures, participate in their database marketing (newsletters, etc)
  • 37.
    • Aim toward quarterly seminars
      • Invite all past & current patients
      • Advertise!
      • Don’t forget your local businesses and those in your own building!
    • Involve cross-channel partners
      • Ask them to invite their top 20 clients & add you to their newsletter
      • Take invitations to their location 2 weeks in advance
      • Involve them in the event: show their stuff, participate in Grand Prize
    • Involve all your reps
      • Food & beverage $$
      • Postcards and advertising support
      • Presentations: give them each a space for discussion & demos
      • One raffle each
      • Grand Prize Makeover involvement
  • 38.
    • Call the United Way for a list of nonprofits
    • Find out when they have fundraising events
      • Highest price per seat are the best
      • Avoid political or controversial events
      • Find out if they have a raffle or silent auction
      • Participate as a speaker whenever possible
      • You need not attend if you send a silent auction item
        • Silent Auctions hit the right demographic repeatedly
        • You are viewed as a community member and a philanthropist
    • Don’t forget the clubs & sororities!
      • Jr League, Women’s Clubs, Moms Groups, etc always need speakers!
      • This is the perfect time of year to get on the schedule!
  • 39.
    • It costs 6 times as much to bring in a new patient than to use internal marketing to build your practice
      • Consider Referral Marketing in your own life
    • Creating Community with past patients is key to successful internal marketing
      • Americans lack community.
      • Provide a sense of community with your practice and you will grow like crazy!
  • 40.
    • Customer Appreciation Programs
      • Referral Thank you Cards
      • Frequent Flyer Programs
      • Holiday party: New Year’s is safest and results in the highest attendance
      • Fall Beauty Kick-Off: Second highest attendance
      • Holiday Cards & Birthday Cards
      • Quarterly Events with Friend Special Pricing
    • Newsletter
      • Monthly via email (get permission!)
      • Have this professionally created for a turnkey solution
      • Avoid mass-produced newsletters
  • 41.
    • Sending Press Releases into cyberspace is an ineffective method.
    • You must get to know your local media—
      • Media works by “beat”. Your “beat” can be
        • Lifestyle
        • Health and Beauty
        • Medical
        • Current Events
        • Breaking news
      • Mass e-mails are not read and can eliminate you!
  • 42.
    • How to find them:
      • Internet is best for radio/TV contacts
      • Inside banner of the publication
      • Create a database so you can consistently track them
    • This cannot be a selfish endeavor: You must get to know your contacts and offer them information that helps them do their job!
      • Take them to breakfast or out for coffee
        • What are you working on?
        • Would you like someone in my business to consistently send you helpful information about our industry?
        • Invite them to your events
        • When news breaks, be the first to call and offer help!
  • 43.
    • National Coverage is Great IF
      • You are in a very large metropolitan area
      • You perform very unique procedure(s)
        • ICI in Dallas
        • Syd Coleman in NYC
    • Local Coverage is Generally Best because
      • It focuses on YOUR market specifically
      • It’s more thoroughly read & watched by the locals
      • It allows for more frequent media placement
        • You can become the “go to doc”
    • Don’t Avoid the local weekly paper
      • It might not have the cache of Vogue but people in your market are reading it from cover to cover
      • Push for a monthly column in your local weekly
  • 44.
    • Human Interest Stories Get the Highest Coverage
    • Some of the most successful physicians in the country have used Marketing and PR to brand themselves.
      • The ones who become (and remain) successful are the ones who know how to keep their personal brand consistent and treat their press relationships like gold.
      • Determine what you want to be known for, build your contacts and attack it every day.
      • One major press piece can be the difference between $1 Million and $5 Million in business over the next 12 months.
  • 45.
      • If consumers cannot find you, your beautiful website is a waste of money.
        • Search Engine Optimization(SEO) is imperative if you wish to compete on the web
        • All Keywords are not created equal
        • Duplicated Content kills optimization
        • At this time, video is not indexed by the search engines
      • Both design and SEO must be done by the SAME FIRM to avoid wasting time and money!
      • Are your competitors optimizing your site?
  • 46.
    • The goal of your website is to build trust
      • Get them to call you before they call your competitors
      • Get them to call sooner rather than later: trust
    • Once they find your site, you must offer them a reason to stay (“site stickiness”)
      • Information easily found with 1 click
      • Before/afters are the #1 viewed web page
      • Financing information is the #2 viewed web page
      • Video builds trust
      • Contact Us on Every Page
      • Phone Number on the top right of every single page
      • Address on every page
  • 47.
    • Do you ever listen to what she says to callers?
      • Tone of Voice, communication skills
      • Ability to convert callers to consults
        • Can she elicit timing, desire, and ability?
        • Does she need a bullet-point script?
    • Do you know how many callers are put on hold and how long they are on hold?
      • What do they hear while on hold?
        • The importance of the on-hold message
    • Who takes inquiry calls?
        • Instill Trust-Building from the start!
    • What % of callers book a consultation? Do you know?
  • 48.
    • Location, location, location
      • Parking
      • Neighborhood
      • Maximize contacts near you when marketing
        • Other businesses’ employees—invite/involve
        • Cross Channel Opportunities
        • Condition of your office
          • Clean, clean, clean
          • Coffee, tea, soda, biscotti, etc ; offered, not just available
          • TV: Marketing tool vs employee entertainment
          • Hide messes! Close doors if necessary
          • Employee interaction, voice levels, etc all impact conversion!
  • 49.
    • Primary consumer fears:
      • Exposing their bodies and wallets to strangers
    • Every transaction sits on a 4-legged stool
      • Timing
      • Desire
      • Funds
      • Trust
    • You must identify the first 3
    • You only affect the 4 th one: instilling trust
    • No transaction will occur without all 4 legs!
      • Push for second buyer/influencer to attend consultation
  • 50.
    • She needs someone to bond with: a guide, mentor
      • Maintain that connection throughout the process
    • Minimize movement between rooms
      • Movement disrupts thought process and creates a new fear
    • Elicit timing, desire, ability to buy
      • These are “breadcrumbs” that are used at the close
      • Elicit financing concerns early on
    • Be sincerely interested in patient’s story
      • Find the emotion that motivates desire
      • Tie the emotion to timing, desire and ability
      • Help patient visualize results and tie to emotion
      • We purchase emotionally and justify rationally
  • 51.
    • The patient came to you to get what she wants
      • She may need help to justify getting what she wants
      • Your staff’s goal is to help her be OK with her desire and pave the way to the conversion
    • She needs to process information and justify the information to align with her desires (emotion)
    • Interfering with that process kills conversion
      • Do not fear silence
      • Permit the “inner struggle” when presenting the financial close
      • ABC: Always Be Closing
        • You do this in every facet of your life!
  • 52.
    • Assumptive Close
      • You must assume the patient wants this
      • Confirm date availability, time from work, trust in surgeon
      • Confirm support is available
        • At the procedure: who will be coming with you?
        • After the procedure: home help, childcare, etc.
    • Ask patient if she knows approx cost of the procedure(s) and if she’d like to put part of it on financing, credit card, etc. “Many of our patients”…
    • Explain pieces of pricing before showing figures
    • Assume the close and get the signature & the check
  • 53.  
  • 54.
    • Consistent, client-demographic-focused marketing and public relations can build your practice and brand from a “No Name” to the Big Name in your area.