Welcome

Richard Crawford-Small

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 improvementof key processes through the use of technology.

Think – Plan – Do

Today WE think and plan,

tomorrow you do.

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?

The Beginning

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

What do the best do well?

What do the worst do well?

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

the beginning

Consumers vs Clients vs Patients

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?

The Interpersonal Diagnosis of Personality. Leary, Timothy. 1957.

The Leary Circumplex

HATE LOVE

DOMINANCE

SUBMISSION

4. Dismissive,

narcisstic,

antisocial

Self absorbed, confident in

own opinion. Little interest

in the opinion of others

I know best, I decide

3. Fearful,

avoidant

Prefers own company

and lacks confidence

into their own

decisions.

1. Outgoing

leader, assertive

Secure attachment

Loves company

of others. Assertive

I am confident and competent

2. Anxious,

preoccupied

Likes people, easily led –

a follower. Behaviour is

passive.

My friends say

you are good

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

The Alpha Female

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 surgicaltreatments

The Aging Lady

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

The only way is Chessex

Not very opinionated about appearance or aesthetic procedures

Spends money on beauty but doesn’t have strong feelingsabout it

More likely than other women to take care of appearance for other peoplerather than self

The Vanity Fair

Very shy and unhappy with her appearance

Wants to change many thingsabout her face and body

Unhappy with her weight

Not focused on materialpossessions or social recognition

The Good Housekeeper

The Interpersonal Diagnosis of Personality. Leary, Timothy. 1957.

HATE LOVE

DOMINANCE

SUBMISSION

•Leader•Dominant •Assertive

•Follower•Submissive

•Passive

•Prefers own company

•Not people focused

•Withdrawn

•Prefers the company of others•Warm

•Collaborative

The Leary Circumplex

Buyer PersonasA 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

Your Consumer

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?

Use your Buyer Personas to answer these questions

Your Client

Exercise II – Your Value Proposition

What do you do for a living?

your answer determined your value

1. CommoditiesThe material is the

offering

2. GoodsThe product is

the offering

3. ServicesThe operation is the

offering

4. ExperiencesThe event is the

offering

5. Transformations The individual is the

offering

New substances are

discovered

New inventions

are discovered

New procedures are

created

New themes are

depicted

New paradigms are

determined

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

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

Client/Consumer Exit

• Initiates interaction

• Generates interest

• Focus Loyalty

• Generate advocacy

pause for thought

Moving your customers mindset

You must CONCSIOUSLY transition people from Consumer to Client to Patient

Think about a positive personal buying experience

Now think about a negative personal buying experience

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

Transition 3 – Client to Patient

Exercise IV - What can we do to create the BEST transition possible?

Transition 3 – Patient to Client

You are preparing the Patient to pay – they MUST know the VALUE.

Exercise V – How can you reinforce value?.

Transition 4 – Client to Consumer

What is likely to be the main mechanism for this transition?

Exercise III – Create your patient follow up plan

pause for thought

Technology in your business

How to stand out in crowded market

The language of a consultation

The Interpersonal Diagnosis of Personality. Leary, Timothy. 1957.

HATE LOVE

DOMINANCE

SUBMISSION

•Leader•Dominant •Assertive

•Follower•Submissive

•Passive

•Prefers own company

•Not people focused

•Withdrawn

•Prefers the company of others•Warm

•Collaborative

The Leary Circumplex

Business development from within

Social Media & Advertising

Putting it together

• Targeting your c