Dr Harvey Marketing Class Marketing Plan

1. Exclusive, safe treatments to enhance your natural self Executive Summary Will I receive the results I want? When is the right time to do this? How will I go home after treatment? How will I recover? How do I prepare for this? Am I safe ? A Marketing Plan for Doctor Harvey’s Plastic Surgery Practice Jeff Dobkins - Kim Laur - Robert Harvey - Christina Caamano

2. Current Marketing Situation

3. Mission Statement: It is our goal to provide the highest quality, safest, most artistic plastic surgical care to our patients Our aim is to produce results which are natural and unoperated in appearance We work with our patients to make them the best possible version of themselves

4. Product and Service Offerings: Head and Neck Face and neck lift procedures (Rhytidectomy) Upper and lower eyelid surgery (Blepharoplasty) Nasal surgery (Rhynoplasty) Forehead surgery Lip surgery Breast & Torso Breast augmentation, reduction, and lifting Abdominal surgery (Abdominoplasty, Tummy Tuck) Liposuction of the torso Injectables Treatment with injectable medications Botox to weaken local muscle action Soft Tissue or dermal fillers such as Collagen, Restylane, Juvederm, Radiesse Skin Care Dermabrasion and Microdermabrasion Chemical peals Dispensing of skin care products Face and body surgeries

8. SWOT Analysis: Strengths Weaknesses Experienced, long time in practice High surgical fees Name recognition Negative connotation of plastic surgery Established patient following Web site is outdated Word of mouth referrals Limited scope of operations offered Good reputation All surgery done in hospital Great staff Attractive office Chairman, Department of Surgery Opportunities Threats Increase face and neck procedures Competition from “old guard” plastic surgeons Increased injectable treatments Competition from new plastic surgeons Expand staff help with injectables Competition from other medical specialists Expand sale of products Current recession Technology and product changes

9. Marketing Objectives

14. Target Market Customer Analysis Positioning

16. Target Markets Target Skin care Injectable Surgery #1 Women 30-45 unmarried X X X #2 Women 45+ X #3 Women 20-30 X X #4 Men 35-55 unmarried X X X

18. Target Market Scoring Segment Growth Competitive Superior Fit with current resources Economic Factors Environmental Score Women 5 5 5 4 5 24 30-45 unmarried Women 4 5 5 4 5 23 45 + Women 4 4 4 3 4 19 20-30 Men 35-55 unmarried 3 4 4 3 4 18

19. Marketing Strategy

24. Marketing Programs

30. Price Top tier price range for both services and products National Average Price Dr. Rob Range Eyelid Lift $2,921 $3,000-$4,000 Facelift $6,728 $7,000-$8,000 Rhinoplasty $4,369 $5,000-$6,000 Chin Augmentation $2,280 $3,000-$4,000

31. Financial Plans

32. Marketing Budget One-Time Cost Monthly Cost Total Year 1 Investment Website Development $5,000 $5,000 SEO (Search Engine Optimization) $713 $8,550 Website Video $2,000 $2,000 Social Media Management $250 $3,000 Retrain Staff $1,500 $1,500 Increase Product Inventory $22,680 $22,680 Mailer to Previous Patients $400 $400 TOTAL INVESTMENT $43,130

33. Revenue Analysis actual estimate actual estimate 2009 2010 2009 2010 # # $ $ Revenue Increase / (Decrease) Abdominoplasty $5,470 9 0 $49,230 $0 -$49,230 Eyelid Lift $2,921 8 17 $23,368 $49,657 $26,289 Breast augmentation $3,603 9 0 $32,427 $0 -$32,427 Facelift $6,728 11 14 $74,008 $94,192 $20,184 Liposuction $2,933 15 0 $43,995 $0 -$43,995 Rhinoplasty $4,369 3 23 $13,107 $100,487 $87,380 Chin Augmentation $2,280 2 15 $4,560 $34,200 $29,640 Totals 57 69 $240,695 $278,536 $37,841

34. Implementation & Controls

38. Implementation Timeline 2010 months 1 2 3 4 5 6 7 8 9 10 11 12 Website Development Retrain Staff Increase Product Inventory Mailer to Previous Patients Review Marketing Plan Focus on Head & Neck Surgeries

39. Questions