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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.
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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
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
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
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
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
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
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.)
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
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
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
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
The Role of the Office Manager • 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
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
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
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
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
Transform Your Practice • Obagi Practice-Building System • If you take advantage of all four Obagi System opportunities, you are sure to grow your business
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!
New Patient Additions • The number of new patients added to practice • Obagi will help you put a plan together to succeed
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?
Growth Planner Worksheet • Use this worksheet to start a custom Obagi Practice-Building System for your office
Top 12 Practice Builders • Maintain existing patient base and identify new patient on a monthly basis by participating in the Four Obagi System Practice-Builder Programs • Maintain a neat reception area that supports your practice’s services • Make sure your first impression is a good one! • Implement LAER – Objection Handling • Referrals – ask patients for referrals • Make sure every staff member knows the skincare products you sell in the office. • Share patient success stories and refresh/rotate them on a frequent basis • Implement/rotate one or two in-office marketing programs every quarter • Set monthly expectations/goals for your staff and support them in achieving them • Walk skincare patients to front desk to re-book • Make use of patient’s waiting time in the reception area and procedure rooms • Have a product inventory system in place
The Obagi Systems Give every patient the opportunity to have transformed skin: Obagi Nu-Derm Obagi-C Rx Obagi Professional-C & Cffectives
Obagi Systems Thank you for joining us today!