About a decade ago, I worked for a national magazine which loved to talk about its “core values”. As you walked through the door, there was an immense ‘tablet’ listing these guiding principles – worthy ideas like respecting all people, inclusion, encouraging excellence and so on. You couldn’t miss it. The company instinctively and…
A few years ago, one of our clients wanted to run a big marketing campaign between Christmas and New Year’s. I was reluctant. I was sure that all their patients would all be on vacation, and that the campaign would be a big flop. So you can imagine my trepidation when we sent out that…
One thing I dislike in this industry? The clinic owners who focus their social media around their glitzy lifestyles. You’ve seen the photos. The doctors at the wheels of fast cars… Or at the helm of a boat… Dressed up in tuxedos or ball gowns (in better times)… It’s supposed…
Since the COVID crisis started, every major aesthetic conference or seminar has had to be cancelled, postponed or moved online. It sounds like a catastrophe for the industry. Not so, says Dr Michael Gold, who is president or founder of three major conferences, including the 5 Continent Congress (5CC) in Europe and Asia, and…
How much do you tell your staff about what’s really going on in your business? Dr Benji Dhillon, co-founder of Define Clinic in the UK, goes the whole 9 yards. He shares his financials with his whole team: “Our clinic revenue and targets… how much we’ve made in a…
Recently, there has been a surge of practices offering both medical aesthetics and cosmetic dentistry. Often, this involves dentists choosing to add facial aesthetics to their offering. But what happens when an aesthetic doctor and cosmetic dentist combine forces – and build a joint practice, in which both sides of the business are exactly equal?…
If we both stood by a table, and I asked you to tap out a well-known tune… …What are the odds that I’d be able to identify your melody? 30 years ago, scientists at Stanford University put it to the test… They gave a group of “tappers” 25 tunes like “Happy birthday” to communicate, just…
There are two aesthetic clinics, in the same area… …And this week, they’re both making a “special offer” on CoolSculpting. One advertises everywhere that until the end of the month, you can get a 25% discount on fat freezing. The other advertises “a 25% discount to welcome our new CoolSculpting technician, Lucy, to…
“So, what shall we offer as a bonus?” I was talking to the marketing manager at one of the clinics we work with… We were planning an Instagram Live to promote one of their facials, as part of an email campaign we were running about the treatment. (‘Live’ events are working really well right now……
In my previous article, I introduced you to the idea of “preselling”… The idea is that before you launch a new treatment, you start promoting it several weeks or even months ahead… …Creating awareness and buzz, helping patients understand the problems it will solve for them, answering your patients’ objections and questions – and generally…
