This document appears to be an agenda for a presentation or training on optimizing practices in medical aesthetics. It includes sections on understanding different types of customers, moving customers between consumer and patient mindsets, using technology in business, standing out in competitive markets, consultation language, internal and external marketing. The goal is to provide tools to improve average client spend, messaging, cross-selling, patient experience and opportunities.

1. Welcome
Richard Crawford-Small

2. Richard Crawford-Small
Director of RCS Consulting
Director of iConsult Software Ltd
9 Years in Medical Aesthetics, mainly with Allergan as Corporate Account Manager
I specialise in helping organisations maximise their profits, by the rapid improvement
of key processes through the use of technology.
Think – Plan – Do
Today WE think and plan,
tomorrow you do.

3. My goal today is to provide you with the tools to enable you to;
– Optimise your Average Client Spend
– Improve your key messages
– Generate a consistent approach to cross-selling
– Improve the patient experience
– Improve cross selling opportunities
What are your goals for today?

4. The Beginning

5. Agenda & Timings
• Introduction to Practice Transformations -15 mins
• What do the best do well? - 15 mins
• The difference between Consumers, Clients and Patients. 30 mins
• Move your customers mindset - 1hr
• Technology in your business - 30 mins
• How to stand out in crowded market - 1hr
• The language of a consultation - 30mins
• Internal Marketing - Business development from within - 45mins
• External Marketing - Social Media & Advertising - 45mins
• Putting it together 1 hr

6. What do the best do well?

7. What do the worst do well?

9. The 7 Habits of Highly Effective People
• Be proactive
• Begin with the end in mind
• Put first things first
• Think Win - Win
• Seek first to understand then seek to be understood
• Synergise
• Sharpen the saw

10. the beginning

11. Consumers vs Clients vs Patients

12. Your Consumer
A consumer is a person or group of people that are the final users of
products and or services generated within a social system.
Consumers are looking for information that achieves one or more of
the following;
• Initiates interaction
• Generates interest
• Focus Loyalty
• Generate advocacy
How do we know what information to provide?

13. The Leary Circumplex
DOMINANCE
4. Dismissive, 1. Outgoing
narcisstic, leader, assertive
antisocial
Self absorbed, confident in Secure attachment
own opinion. Little interest Loves company
in the opinion of others of others. Assertive
I know best, I decide I am confident and competent
HATE LOVE
3. Fearful, 2. Anxious,
avoidant preoccupied
Prefers own company Likes people, easily led –
and lacks confidence a follower. Behaviour is
into their own passive.
decisions.
My friends say
you are good
SUBMISSION
The Interpersonal Diagnosis of Personality. Leary, Timothy. 1957.

14. The Alpha Female
Highly confident in her appearance
and with weight
Deserves to feel satisfied with her
looks
Facial changes over the last several
years have led to consideration to
have facial aesthetics
Not focused on pure appearance or
material possessions
Not bothered by social pressures

15. The Aging Lady
Doesn’t believe in growing old
“gracefully”…
Most likely to spend money on
beauty regimen
Enjoys keeping up with the latest
trends
Likely to seek out expertise of well
known nurses or doctors & have
several consults
Interested in looking younger
Also interested in surgical
treatments

16. The only way is Chessex
Feeling beautiful & sexy are high
priority
Enjoys shopping & pampering
Has always been unhappy with
her looks
Confident in appearance and
with weight
Social & influenced by celebrities

17. The Vanity Fair
Not very opinionated about
appearance or aesthetic
procedures
Spends money on beauty but
doesn’t have strong feelings
about it
More likely than other
women to take care of
appearance for other people
rather than self

18. The Good Housekeeper
Very shy and unhappy with her
appearance
Wants to change many things
about her face and body
Unhappy with her weight
Not focused on material
possessions or social
recognition

19. The Leary Circumplex
DOMINANCE
•Leader
•Dominant
•Assertive
•Prefers own •Prefers the company
company of others
HATE •Not people •Warm
LOVE
focused •Collaborative
•Withdrawn
•Follower
•Submissive
•Passive
SUBMISSION
The Interpersonal Diagnosis of Personality. Leary, Timothy. 1957.

20. Buyer Personas
A buyer persona is a description of a specific person for whom your
services are intended. It goes beyond statistics and demographics, and
defines behaviours, motivations, likes/dislikes, traits, etc.
Its intent is to help you reach your customers on a human level.
Exercise I – Create your Consumers Persona
Name Age Marital Kids Job Want Need

21. Your Consumer
Use your Buyer Personas to answer these questions
What is the main goal of information?
What information will you provide?
Where will you put it?
How do it get them to read it?

22. Your Client
Exercise II – Your Value Proposition
What do you do for a living?

23. your answer determined
your value

24. 1. Commodities 2. Goods 3. Services 4. Experiences 5. Transformations
The material is the The product is The operation is the The event is the The individual is the
offering the offering offering offering offering
New substances are New inventions New procedures are New themes are New paradigms are
discovered are discovered created depicted determined

25. Your Client
A recipient of your services in return for monetary considerations
What are the key topics that should be discussed?
• Initiates interaction
• Generates interest
• Focus Loyalty
• Generate advocacy

26. Your Patient
From Latin patiens (“to suffer, endure”)
Outcome is the key
How can you provide the best outcome?
• Initiates interaction
• Generates interest
• Focus Loyalty
• Generate advocacy

27. Client/Consumer Exit
• Initiates interaction
• Generates interest
• Focus Loyalty
• Generate advocacy

28. pause for thought

29. Moving your customers mindset
Think about a positive personal buying experience
Now think about a negative personal buying experience
You must CONCSIOUSLY transition people from Consumer to Client to Patient

30. Transition 1 – Consumer to Client
1st contact point - what is likely to be the main mechanism for this transition?
Exercise III – Create the WORST Transition you can

32. Transition 3 – Client to Patient
Exercise IV - What can we do to create the BEST transition possible?

34. Transition 3 – Patient to Client
You are preparing the Patient to pay – they
MUST know the VALUE.
Exercise V – How can you reinforce value?.

36. Transition 4 – Client to Consumer
What is likely to be the main mechanism for this transition?
Exercise III – Create your patient follow up plan

37. pause for thought

38. Technology in your business

39. How to stand out in crowded market

40. The language of a consultation

41. The Leary Circumplex
DOMINANCE
•Leader
•Dominant
•Assertive
•Prefers own •Prefers the company
company of others
HATE •Not people •Warm
LOVE
focused •Collaborative
•Withdrawn
•Follower
•Submissive
•Passive
SUBMISSION
The Interpersonal Diagnosis of Personality. Leary, Timothy. 1957.

42. Business development from within

43. Social Media & Advertising

44. Putting it together
• Targeting your c