Tactical Marketing Information You Need To Sustain

Tactical Marketing Information
You Need To Sustain
April 9, 2020

Risa@goldman-marketing.com
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 You Need RIGHT NOW
Implement a communication plan with patients, update your online presence, and set up
a crisis team today
April 2
Today
April 16
Part 2: Marketing Tactical Information You Need TO SUSTAIN
Innovate new revenue streams such as telemedicine and e-commerce, as well as
work-from-home projects for your team
Part 3: Marketing Tactical Information You 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. Innovate New Revenue Streams
3. Telemedicine
4. E-Commerce / Online Skincare Sales
5. Webinar Series
6. Subscription / Membership Services
7. Website Updates

At A Glance

Decisions
● Is the initiative only temporary or
could it be used for the long run?
● “Spend money to make money”
● Focus on retention/loyalty vs. short
term revenue?
● Bottom line

Crisis can lead to opportunity
● New revenue streams
● Improved technology
● Expand scope of service
● Diversiﬁcation

Innovate New
Revenue Streams

Innovate New Revenue Streams
Short Term
Telemedicine
eCommerce Skincare Sales
Webinar Series
Website Updates
Prepayment for Future Services /
Gift cards
Long Term
Subscription Service
Afﬁliate Marketing
Content Creation
Website Improvements

Telemedicine
3412

Telemedicine - Prep
Ensure You Are Set Up For Success
● Review with medical malpractice carrier
● Review with insurance contractual agreements
● Confer with HIPAA advisor

Telemedicine - Software
Will this be something you may consider keeping for the long run?
● Start with your PM/EMR software to ﬁnd options that are synced
● Consider insurance reimbursement (planning, training/coding, etc.)
● Work with your billing/RCM team
If cosmetic / cash, will cost be applied towards a future treatment? Expiration date?

Telemedicine - Training
Goal is to make it as simple and streamlined as possible!
● Create cheat sheet/training tools for ofﬁce/staff
● Ensure each staff member does a ‘mock’ visit themselves - from scheduling through
execution
● Create cheat sheet/overview for patients
● Consider including video or screenshot images for patients
Technology can be frustrating for some, so prepare to be patient!

Telemedicine - Marketing
Get the word out as quick as possible!
● Update CTA buttons on website
● Add education/information to website
● Add to social media bios/links
● Add as ‘features’ on Yelp, Google, and
Realself

Telemedicine - Monitor
Track, learn, adjust
● Daily/weekly reports on virtual visits (and essential in-ofﬁce visits)
● Review cancellations
● Review no shows
● Review new vs. existing patient breakdown
● Track long run to see if they return to the ofﬁce for treatment at a later date

eCommerce
Online Skincare Sales

eCommerce / Online Skincare Sales
Ship From
Manufacturer
3rd Party Seller
Ship From Ofﬁce

Ship From The Office
● Website forms for email requests
● Take credit card information over the phone
● Ship product from the ofﬁce
PROS
● Can control entire process
● Highly personalized (include personal
handwritten card with each shipment)
● Easily offer practice promotions
● Any combination of products can be ordered
CONS
● House inventory
● Deal with fulﬁllment (packing/shipping)
● Returns
● High touch (credit card on the phone,
processing, etc)
● Not scalable

Ship From The Manufacturer
● Skincare manufacturer sets up
a custom e-commerce website
● Patients order online
● Product ships direct from the
manufacturer to the patient

Ship From The Manufacturer
PROS
● Little to no setup needed
● Less touchpoints for patients
● No hassle for ofﬁce
CONS
● Exclusive to one brand (or using multiple
stores)
● No personalization
● Possible reduction in product proﬁt margin

3rd Party Seller
● External seller sets up a custom
e-commerce website
● Patients order online
● Product ships direct from the
manufacturer to the patient

3rd Party Seller
PROS
● Minimal setup needed
● Less touchpoints for patients
● No hassle for ofﬁce
CONS
● Exclusive to brands offered by seller (200+ but
still not all)
● Unable to do private label
● Very minimal personalization
● Possible reduction in product proﬁt margin

Special Considerations
● Is skincare an ‘essential’ service?
● Special handling for products from your ofﬁce
● How to ‘advertise’ appropriately
● Include selling gift cards?
● Prepayment for future treatments?

Webinar Series

Webinar Series High Level Strategy
Plan Set Up Advertise
Execute Follow Through
→ Think of it almost as an in-ofﬁce event or lunch ‘n’ learn

Webinar Series
● Strategy: Topics, presentation format, Q&A
● Scheduling: Daily / Weekly / Bi-Weekly
● Best Time Of Day?
● Speakers: own providers, outside experts
● Launch date and full timeline
● Practice a run through
Plan

Webinar Series
● Set up professional account with Zoom
● Add ‘webinar’ add-on
● Add branding elements (logo/banner)
● Add description
● Set up auto reminders/follow up
● Customize registration page
● Review settings
● Add polls
● Add post webinar survey
● Practice run through to ensure you learn all features
Set Up

Webinar Series
● Email blast campaign (series launch, individual
webinar, ﬁnal reminder)
● Text campaign
● Social media marketing
● FB/IG advertising
● Talking points for phones/staff
● Outbound calls to patients with postponed
appointments
● Highlight on website (homepage/pop-up)
Advertise

Webinar Series
● Practice run
● Perfect lighting/sound/background/video
● Go live
● Provide quick tutorial/user guide for participants
● Stream live on Facebook and Youtube
● Host to welcome, moderate, and ﬁlter Q&A
● ½ for presentation, ½ for Q&A
● Run polls during webinar for engagement
● Actively monitor and respond in Chat
Execute

Webinar Series
● Share recordings via email/social
● Add recordings to website
● Call/email each attendee
● Track ROI
Follow Through

Special Considerations
● Focus on providing education, information,
and support only
● Do not push sales or products
● Consider if content/subject matter will be
relevant post-COVID-19
● Consider sales rep support

Subscription /
Membership Service

Subscription / Membership Service
→ Monthly fee for a valuable service
● Unique content (video/written)
● Checklists
● Cheat sheets
● Discounts on products and/or services
● Special access to practitioners
● Access to private online group (private FB group)
● Removed or reduced fees (parking, shipping, etc.)
● Priority scheduling (same day?)
● Reduced wait time
● Special webinars / podcasts
● Anything else of extra value you can offer!

Subscription / Membership Service
Possible scenarios
● $40/month x 500 patients = $20k/month or $240k/year
● $99/month x 500 patients = $50k/month or $600k/year
Considerations
● How to track inside your PM/EMR software
● Automated monthly payment processing system
● Continued creation and distribution of new content
● Free trial period? Cancellation? Discount to pay for a year
in advance?

Next Level - Affiliate Marketing
● Patients to resell skincare (own teams,
home/virtual parties)
● Membership referrals
● Inﬂuencers

Website Updates

Website Updates
● New services and
offerings are highlighted
● Verbiage updated
● CTA buttons
● Pop-up / sitewide banner

Website Updates -
Online Scheduling
● Sync with PM software
● Can collect payment up front
● Branding and customization
● Auto reply / conﬁrmation messaging
● ROI / analytics tracking

Website Updates - Pro Tips
Pro tips →
Have your staff:
● Write new blogs
● Update / expand existing website content
● Record new videos
All to help support SEO / lead generation

Website Updates - Get The
Word Out
And don’t forget...
To send out mass emails/texts to inform
patients of the updates as well and direct
them to your website for more information!

Chaos and disruption can lead to innovation.
Not only is it refreshing to focus on the positives,
but it will likely 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 You 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 You Need TO SUSTAIN
Innovate new revenue streams such as telemedicine and e-commerce, as well as
work-from-home projects for your team
Part 3: Marketing Tactical Information You Need TO RECOVER
Return to 'business as usual' stronger and more proﬁtable than ever by leveraging and
creating opportunity
April 2
Today
April 16

THANK YOU
Risa Goldman Luksa
Webinar #3
Next Thursday April 16, 2020 at 2pm PST

Tactical Marketing Information You Need To Sustain

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