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

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