b u i l d i n g o n s u c c e s s b u i l d i n g o n s u c c e s s
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B U I L D I N G O N S U C C E S S
B U I L D I N G O N
S U C C E S S
B U I L D I N G O N S U C C E S S
WHERE IS THE BUSINESS
• As long as I’ve been an esthetician I’ve realized that I can physically only see 35-40 patients per week. I wasn’t going to get anywhere by simply doing service after service. The real money lies in the sale of products.
• This may instill fear and apprehension in the physician, but the reality is, without product sales, the profitability of this venture will fail.”
Susanne S. Warfield, Medical Esthetician
Reference: Warfield, S. “Guide to Building a Medical Esthetic Practice”. Paramedical Consultants, Inc. 2001
B U I L D I N G O N S U C C E S S
WHERE IS THE BUSINESS
• Defining the Skin Care Patient– Consumer Demand-The “Boomers”
76 million baby boomers want to defy aging–major force in aggressive cosmetic technology development and “anti-aging medicine.”
Baby boomers and older comprise 51.2% of US population
Paradigm shift with increase in patients seeking “desire dermatology” and cosmetic surgery
Less demand for aggressive surgical procedures and significant post-operative recovery
Patients focused on wellness model of skin health
Reference: Werschler, W.P. Skin & Aging, October, 2000, pp. 24-29
B U I L D I N G O N S U C C E S S
WHERE IS THE BUSINESS
Chronology of the Skin Care Patient: Age 20-30’s
– 20’s: Prevention, photo-protection, acne and hyperpigmentation Treatment: skincare products; sunscreens; peels; glycolic acids
– 30’s: Photo-protection and minimizing of photoaging Treatment: skincare products; Botox injections; filler injections;
breast augmentation; liposuction; peels
Reference: AAFPRS Newsletter, Fourth Quarter 2001
B U I L D I N G O N S U C C E S S
WHERE IS THE BUSINESS
Chronology of the Skin Care Patient: Age 40-50+
– 40’s: Correction of photoaging Treatment: skincare products with more exfoliation;
chemical peel; blepharoplasty; microdermabrasion; IPL
– 50’s+: Reverse the damage - photoaging Treatment: skin care products, facelift; tummy tuck; laser
resurfacing
B U I L D I N G O N S U C C E S S
The Four Cornerstones of a Practice
• Every patient who walks in the door should be given the opportunity to learn about:– Obagi Systems (Product or 1st Cornerstone)
– Non-ablative Procedures (2nd Cornerstone)
– Elective Surgeries (3rd Cornerstone)
– Disease/Trauma (4th Cornerstone)
The Four Cornerstones of a Practice
B U I L D I N G O N S U C C E S S
BUILDING YOUR PRACTICE
Where is the BASE business? Right in your current practice!
– 36% of cosmetic patients are repeat patients – Ask your staff to look through their existing files for potential patients
– 34% of cosmetic patients have multiple procedures at the same time – investigate all option – teach your staff to include skincare products with the procedure
– 51% of procedures are performed in the office Offer combination of therapies in tiered fashion Offer both “disease” and “desire” therapies Patients can begin with simple cosmetic procedures/products
and build up to more sophisticated ones
B U I L D I N G O N S U C C E S S
BUILDING YOUR PRACTICE
• Where is your NEW business? Look for . . .– Patient Referrals. Do a “Bring a friend mailing or
patient appreciation event.”
– Nearby corporate buildings or large companies
– Hook-up with health clubs (Curves, LA Fitness, The Spectrum, 24-Hour Fitness)
– Hook-up with bridal stores
– Hook-up with community associations/societies (churches, Women’s clubs, political organizations, etc.)
B U I L D I N G O N S U C C E S S
The Role of the Receptionist
– Who do you have saying “Hello”? Maintain a neat reception area. Make sure brochures are neatly
displayed in reception area/procedure rooms/bathrooms Reduce the clutter “Seasonalize” product display area. Valentines, Spring, 4th of
July, Summer, Fall, Halloween, Thanksgiving, Winter Holiday, etc.
– The Receptionist and entire staff should have a fundamental understanding of skincare products sold in the office
– Receptionist should be able to refer existing or potential patient to appropriate person in office for more detailed consultation
– Train your receptionist to cross-sell; it can be indirect
B U I L D I N G O N S U C C E S S
The Role of the Aesthetician and/or Nurse
• According to industry surveys, estheticians can generate an average of 50% of their gross daily revenue in product sales
• Always set up next patient visits
– Walk skincare patient to front desk to re-book
– Put a system together to follow-up with patients
• Track referral sources and send “thank you” letters to referring individual
– Ask your patients to send in a friend and then send a “thank you” note or small gift for the referral
– Have a referral card for the patient to give to the friend to bring in
B U I L D I N G O N S U C C E S S
The Role of the Aesthetician and/or Nurse
• Listen to the patient’s needs– Review patient questionnaire
• LAER to fully understand patient concerns– Educate patient on the Obagi Systems Skin Transformation Process
• Utilize Obagi Systems Brochures, Before and After Pictures– Be creative - create your own educational guide to Skin
Transformation– Share one Obagi Success Story!– Utilize Obagi Guide to Skin Transformation
• Schedule Follow Up– Let your patient know that you are committed to helping them
achieve transformed skin
B U I L D I N G O N S U C C E S S
The Role of the Office Manager
• Oversee and aid staff in implementing a skin care program– Develop office protocols that allow all patients, current and
new, to learn about skin care
– Give every patient who walks in the door the opportunity
• Implement quarterly in office promotions– Featured product of the month specials
• Gift with purchase promotions– Utilize your Obagi Sales Representative to plan your yearly
Obagi Marketing Program
B U I L D I N G O N S U C C E S S
• Establish Practice Goals for Skin Care Sales– Brainstorm with staff on how to reach these goals
– Set goals or programs for growth of skin care sales
– Measure, monitor and motivate the staff
• Establish Employee Incentives– Percent of product sales
– Percentage of sales for new patients
– Quarterly commission plans
– Yearly bonus plans
The Role of the Office Manager
B U I L D I N G O N S U C C E S S
Role of the Physician
• Be friendly; the staff will follow your lead– Create a teamwork environment; your patients will
“pick-up” on the feel of the office
• Support Staff Incentive Programs to help build Skin Care Business– Create staff incentives within practice to grow the business
(individual and/or team orientated)– Set monthly goals or objectives and support staff to achieve those
goals
• Participate in new and existing Patient Events, open houses, etc.
• Inform patient of the benefits of Obagi Systems– Reassure the patient that they are receiving the best in Rx Skin Care
treatment– Reinforce the treatment programs prescribed by Nurse/Aesthetician
B U I L D I N G O N S U C C E S S
BUILDING YOUR PRACTICE
In-office marketing ideas: Replace magazines in waiting areas with your
before and after cosmetic surgery books – patient and staff photos
Discount products two times a year to increase business in slower months
Feature a product or service for the month Video with infomercial in waiting areas and exam
rooms
B U I L D I N G O N S U C C E S S
BUILDING YOUR PRACTICE
In-office marketing ideas, cont.: Patient Surveys so you get to know your patient’s needs• Develop 5 different success stories to share with patients
on a rotating basis and then ask for the referral if patient knows someone in that same situation who could benefit from cosmetic services
• Website updated on regular basis Create a service menu professionally displayed in
reception area and procedure rooms
– One for the office– One for the aesthetician
B U I L D I N G O N S U C C E S S
BUILDING YOUR PRACTICE
In-office marketing ideas, cont.:– Offer free skin care consultation on first visit
– Offer discount package – mix the cornerstones
– Monthly or quarterly newsletters – e-mail
– Have a Loyal Patient Reward Program that encourages existing patients to try new cosmetic services and directs new cosmetic patients to practice
– Remember special days for key patients to build loyalty – great for the aesthetician or receptionist to manage
Example: birth date, anniversary, referrals, hobbies, etc. Have a set of Birthday/Anniversary/General cards in your office
B U I L D I N G O N S U C C E S S
Transform Your Practice
• Obagi Practice-Building System
• If you take advantage of all four Obagi System opportunities, you are sure to grow your business
B U I L D I N G O N S U C C E S S
Transform your Practice
It’s been proven that participating in any of the
Obagi Practice-Building System Programs
can grow your business
But
Participating in all four can
Transform your Practice!
B U I L D I N G O N S U C C E S S
New Patient Additions
• The number of new patients added to practice
• Obagi will help you put a plan together to succeed
B U I L D I N G O N S U C C E S S
The Growth Planner
• Most skin care lines say they work to help improve skin condition
• At Obagi, we help you transform your patient’s skin, while simultaneously building your patient base
How much do
you want to grow?
B U I L D I N G O N S U C C E S S
Growth Planner Worksheet
• Use this worksheet to start a custom Obagi Practice-Building System for your office
B U I L D I N G O N S U C C E S S
Top 12 Practice Builders
1. Maintain existing patient base and identify new patient on a monthly basis by participating in the Four Obagi System Practice-Builder Programs
2. Maintain a neat reception area that supports your practice’s services
3. Make sure your first impression is a good one!
4. Implement LAER – Objection Handling
5. Referrals – ask patients for referrals
6. Make sure every staff member knows the skincare products you sell in the office.
7. Share patient success stories and refresh/rotate them on a frequent basis
8. Implement/rotate one or two in-office marketing programs every quarter
9. Set monthly expectations/goals for your staff and support them in achieving them
10. Walk skincare patients to front desk to re-book
11. Make use of patient’s waiting time in the reception area and procedure rooms
12. Have a product inventory system in place
B U I L D I N G O N S U C C E S S
The Obagi Systems
Give every patient the opportunity to have
transformed skin:
Obagi Nu-Derm Obagi-C Rx Obagi Professional-C
& Cffectives
B U I L D I N G O N S U C C E S S
Obagi Systems
Thank you for
joining us today!
B U I L D I N G O N S U C C E S S
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