Tactical Marketing Information
You Need Right Now
April 2, 2020

Risa Luksa
PUBLICATIONS & LECTURES
40+ Publications in Medical Journals
● Currents by the American Society for Dermatologic Surgery
● Surge by American Academy of Cosmetic Surgery
● Journal of Drugs in Dermatology
● Skin & Allergy News
● Medical Association of Georgia Journal
● Family Practice News
● Dermatology News
● Vein Magazine
● Clinical Psychiatry News
20+ Lectures at Medical Conferences Around The World
● American Academy of Cosmetic Surgery
● Maui Dermatology
● Scale - Tennessee Laser & Medicine Dermatologic Society
● American Academy of Facial Aesthetics
● Virgin Dermatology
● American Society for Dermatologic Surgery
● New Dermatology
CLIENTS
● Galderma Laboratories
● Evolus, Inc
● KOLs in private & group practice
● PE-backed healthcare groups
● 100% in healthcare space
EXPERIENCE
● 10 years Founder & President of Goldman Marketing Group
● 4 years National Sales Manager for JDD & Assistant Editor
for The Derm Directory
● 2 years marketing for DUSA Pharmaceuticals
● 2 years pharmaceutical sales for DUSA Pharmaceuticals
18 years experience in
healthcare marketing

One day we’ll look back and say,
While the media highlights the losses, I’d like to talk about the opportunity that also exists.
“We Lived Through
The Coronavirus Outbreak Of 2020”
Although healthcare is one of the ‘exempt‘ sectors nationwide, everything has changed and we are all
taking a hit. Therefore it is important that we all innovate our service and business as quickly as
possible. And if we do it well, the innovations may become a permanent aspect of the business and
may even open up new revenue streams.

Start by doing what’s necessary;
Then do what’s possible…
Suddenly you’re doing the impossible!
- St Francis of Assisi
“

Marketing 3-Part Webinar Series
Tactical Information You Need Right Now, Throughout, and As You Emerge From COVID-19
Part 1: Marketing Tactical Information Your Need RIGHT NOW
Implement a communication plan with patients, update your online presence, and set up
a crisis team today
Today
April 9
April 16
Part 2: Marketing Tactical Information Your Need TO SUSTAIN
Innovate new revenue streams such as telemedicine and ecommerce, as well as
work-from-home projects for your team
Part 3: Marketing Tactical Information Your Need TO RECOVER
Return to 'business as usual' stronger and more profitable than ever by leveraging and
creating opportunity

Agenda
1. At A Glance
2. Develop a Crisis Communication Plan
3. Reconsider All Advertising Spend
4. Update Your Online Presence
5. Pause Or Modify All Patient Automated Communications
6. Set up remote working environment
7. Carefully watch cash flow
8. Employee/HR considerations

In An Instant
● The market has shifted
● Duration is unknown
● Uncharted territory
● Daily changes
● Online search down 25-50%

Your Practice
● Shift to only essential visits
● Telemedicine
● Major revenue decline

Crisis can lead to opportunity
● Education
● Leadership
● Goodwill
● Improve technology
● Mix up staffing

Develop A Crisis Communication Plan
For Patients
Nothing salesy, all educational,
supportive, and informative.
High-touch
Genuine
For Employees
Internally: Strong leadership, trust,
transparency, and daily
communication
Externally: Script new key
messaging for staff to use on the
phone/email

3413

Consider Pausing or Refining All Advertising
CASH FLOW IS KEY RIGHT NOW!
Especially any sort of promotion or something completely unrelated to our current reality!
Local
PPC
Print

Update Your Online Presence
Online
Scheduling
Website

Update Your Online Presence
● Create a sitewide banner on your
website that can be quickly and easily
updated
● Update CTA buttons to scheduling a
virtual consult or ordering skincare
online
● Ensure any online scheduling/ordering
options are highlighted
Website

Update Your Online Presence
● Ensure posts are only covid-19 related or
messaging is appropriate
● Update CTA in bio
● Post ideas will be explained more in webinar #2

Update Your Online Presence
● Update hours of operation
● Remove any promotions
● Consider pausing advertising *Yelp is offering
$350 back in credit if you pause vs cancel (ie
put in a start back up date)
● Add COVID-19 graphic with information as the
primary/1st image
● Add virtual offerings to bio/description

Update Your Online Presence
● Update hours of operation
● Remove any promotions
● Add COVID-19 graphic with information as the primary/1st image
● Add virtual offerings to bio/description
● Changing some information and leaving or responding to online reviews are services
that are currently unavailable

Update Your Online Presence
● Update hours of operation
● Remove any promotions
● Consider pausing /stopping spotlight advertising
● Add COVID-19 graphic with information as the primary/1st image
● Add virtual offerings to bio/description (Realself has a special icon to add if you are
offering virtual consultations)

Update Your Online Presence
● Update hours of operation
● Consider pausing /stopping advertising
● Add COVID-19 graphic with information as the primary/1st image
● Add virtual offerings to bio/description

Update Your Online Presence
● Update hours of operation (likely synced with
EMR/PM software)
● Add virtual offerings to bio/description and
explain how they will work
● If charging for virtual consultations consider
setting up an online payment system
● Implement online scheduling if not already in
place (more to come in webinar #2)
● Create a video and easy to follow instructions
guiding people how the process will work
Online
Scheduling

Pause Or Modify All Patient Automated Communications
Appt Reminders
Recall Review InvitationsOnline Scheduling
Prescheduled Emails Prescheduled Social
Voicemail /
Answering

Pause Or Modify All Patient Automated Communications
Appt
Reminders
● Automated reminders such as 12 month annual skin check or botox is due consider
pausing, then start up again once you are open again for regular business
● Otherwise update the communications to highlight telemedicine and current office status
● Review auto emails sent after a new appointment is made
Recall
Review
Invitations
Online
Scheduling

Pause Or Modify All Patient
Automated Communications
● Review email marketing software to ensure any
pre-scheduled email campaigns are paused
● Same concept for social media software/posts!
Prescheduled
Emails
Prescheduled
Social

Pause Or Modify All Patient
Automated Communications
● Review and consider updating with new
office status, telemedicine and other
virtual offerings and FAQs
Voicemail / Answering
Service Message

Set Up Remote Working
Environment
● Re-route phone systems as needed
● Forward mail
● Ensure HIPAA compliant remote login for EMR/PM
● Update answering service with current status and
instructions
● Online messaging service such as Slack or Klara
● Create a shared digital folder to store all
documents/assets related to COVID-19 for internal
and external use

Carefully watch cash flow
● Suspend any scheduled service vendors (laundry, housekeeping, parking passes,
shredding)
● Request discount or postponement for rent/mortgage payments
● Apply for SBA and Cares act loans
● Do 8 and 12 week cash flow projection models for various scenarios, including best
and worst case
● Request extended terms for AP large vendors
● Increase line of credit
● Request interest deferment for line of credit
● Focus on aging AR report by payer and patient
● Review expiration dates for inventory, work with companies for replacement
product
● Pause office kitchen deliveries
● Consider incentive for pre/advance payment (be careful with messaging)

Employee Considerations
● Determine required staffing levels
● Consider furlough or reduced hours
● Develop new ‘job description’ (roles and
responsibilities) for modified (at-home) roles
● Daily and weekly communications
● Daily and weekly individual and group goals
● Home internet/technology support

Example New Roles & Responsibilities
● Answer incoming calls
● Respond to incoming email inquiries and follow up emails
● Outbound calls
○ Personally call / email____ leads per day (people who are close to or considering booking)
○ Call /email past patients who purchased retail/skincare products to offer direct and safe
shipping
● Answer ____ questions on Realself per day
● Review website content and come up with _____ edits for text and areas to improve (ideally
you will give each person a set number of specific pages/links)

Example New Roles &
Responsibilities
● Create 1 new piece of video content we can share
on social media (short 1-5 minute videos, can also
go LIVE)
● Drive 1 new patient to actually leave a positive
review on Google, Yelp, and/or Realself, goal for 1
new review from each staff member per week
● Write a blog to post on our website in the future!
800+ words ideally.
● Updating pre/post treatment handouts
● Revisit your practice mission, values, and WHY

Chaos and disruption can lead to innovation.
Not only does it help to focus on positives instead
of only negatives, but it will likely also improve
your business for the long run.
“

Marketing 3-Part Webinar Series
Tactical Information You Need Right Now, Throughout, and As You Emerge From COVID-19
Part 1: Marketing Tactical Information Your Need RIGHT NOW
Implement a communication plan with patients, update your online presence, and set up
a crisis team today
Part 2: Marketing Tactical Information Your Need TO SUSTAIN
Innovate new revenue streams such as telemedicine and ecommerce, as well as
work-from-home projects for your team
Part 3: Marketing Tactical Information Your Need TO RECOVER
Return to 'business as usual' stronger and more profitable than ever by leveraging and
creating opportunity
Today
April 9
April 16

THANK YOU
Risa Goldman Luksa
Risa@goldman-marketing.com
Webinar #2
Next Thursday April 9, 2020 at 1pm

Open Q&A

THANK YOU
Risa Goldman Luksa
Risa@goldman-marketing.com
Webinar #2
Next Thursday April 9, 2020 at 1pm