5 Elements of Successful Advertisements

Elements of good TV adYou spend time and money on your TV and print marketing, but does it have the necessary elements to be successful? According to a post on AdSavvy.org,

“The best advertisements, whether TV Commercials or Print Ads, create desire within the potential customer. The goal of an advertisement is to motivate action. Nothing motivates action like desire.

There are many strategies for creating desire in the customer. An ad usually has about 10-30 seconds to accomplish the goal. During that time, here are 5 things that all good ads have in common: attention grabbing, trust development, positive associations, the desire hook and action motivator.

So, let’s look at an ad produced by Total Body Contouring for one of our Platinum Marketing customers, Artisan Aesthetics in Tampa, and compare it to the “5 elements”. Take a look at the ad:

1. Attention Grabbing
Sexy music, a sultry voice admonishing you to “take control of your curves”, and a visual of someone appearing to disrobe, are all designed to catch your eye.

2. Trust Development
The practice offering this ad is obviously qualified to offer the GPSLipo service and they show a picture of the doctor to further show their sincerity.

3. Positive Associations
AdSavvy.org asks, “Have you ever wondered why little babies, cute animals, beautiful women, comedy, celebrities and nostalgia are often found in commercials?” Because all these images tend to evoke positive feelings in the people watching. This ad features a unquestionably beautiful physique but in an inspirational way.

4. The Desire Hook
AdSavvy.org reminds us, “All good advertisements tell a story about a product and why the consumer would be better off with the product.” Here the ad needs less than 30-seconds to remind you that there is a “sleeker, sexier you just waiting to emerge”… doesn’t everyone want that?

5. Action Motivator
Once the ad has hooked you into thinking about how to unleash a “sexier you”, it them quickly tells you there is a qualified doctor, in your area, who can help you do it! “Call today!” is the call to action message and the contact information is displayed for your convenience.

commentSeems simple but simple isn’t always easy! Leave us a comment below about your successful TV ad, and be sure to include a link so we can take a look. Also, let us know your advertising questions. Total Body Contouring customers receive a customized TV ad for their device and market when they purchase a qualifying device. Learn more about our Platinum Marketing program and how you can expand your practice.

Male plastic surgery and skincare trends [INFOGRAPHIC]

Male cosmetic surgery cartoonThink guys aren’t interested in how they look? Enjoy this infographic outlining the trends in male aesthetic treatments from The American Society for Aesthetic Plastic Surgery (ASAPS). According to the article published by the ASAPS:

“Statistics from the American Society for Aesthetic Plastic Surgery show that men account for nearly 10% of plastic surgery procedures, a 121% increase from 15 years ago. Three out of the top five procedures deal with facial aesthetic surgery (rhinoplasty, eyelid surgery and facelift), while the rest focus on taking away excess fat (liposuction and male breast reduction).

A recent survey by NPD Group, shows that men account for 47% of the health and beauty products bought in 2011 and that number is up 6% so far in the first half of 2012. For men who want good skin, but might not know what to buy, BeautyStat.com discovered that they tend to “borrow” it from their wives and girlfriends – straight out of the medicine cabinet.”

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See the full article at American Society for Aesthetic Plastic Surgery (ASAPS)

Billion-dollar Nonsurgical Market Fuels Growth of Physician-directed Spas

The following excerpt from an article originally published in “Medical Economics” offers some great food for thought on how to expand your current practice to include high-demand aesthetic treatments and procedures:

  • “Offering cosmetic services could help you be part of a growing market.
  • Many PCPs are starting with onabotulinumtoxinA, temporary fillers, dermabrasion, chemical peels, and photorejuvenation. You might consider the Vampire Facelift or the EndyMed PRO for non-invasive skin rejuvenation, skin tightening and anti-aging treatments.
  • Consider all the costs including equipment, office space, scheduling, and patient demand.”
“Americans spent $4.1 billion on nearly 8 million nonsurgical cosmetic procedures 2 years ago, according to the American Society for Aesthetic Plastic Surgery (ASAPS). Not only is the market believed to be growing, it’s doing so outside traditional dermatology and plastic surgery specialty areas.
In fact, an increasing number of physician-directed spas are opening in an effort to reshape practice profitability and expand the service mix.Consider that about 5 million nonsurgical cosmetic procedures were performed by aestheticians last year, frequently in a spa setting, says Jeff Russell, executive director of the International Association for Physicians in Aesthetic Medicine (IAPAM), based in Las Vegas, Nevada. Many primary care physicians (PCPs) have decided to meet demand for these services by actively controlling the “med” part of these “medspas.” According to Russell, internists, family physicians, and obstetrician/gynecologists dominate the IAPAM’s training classes.Their interest in the field makes sense when you consider that the bulk of cosmetic procedure clients

are the very people who dominate the patient panels of internists and family physicians. Women aged 35 to 50 years have 44% of these procedures, whereas women between the ages of 51 and 65 have an additional 20%.

As Houston, Texas-based consultant Reed Tinsley, CPA, says, “If you have a fairly young patient base, why let patients go to a dermatologist for basic cosmetic work?” Keith Borglum, CHBC, of Professional Management and Marketing in Santa Rosa, California, adds that PCPs are simply responding to patient demand, especially in areas underserved by dermatologists.

Both consultants agree that having a physician’s credentials tied to a medspa’s service mix adds credibility even if the procedures are not required to be performed by a physician.

Interestingly enough, an IAPAM survey found that 78% of women aged 21 to 60 consider medical credentials important when choosing an aesthetic treatment provider, and most of them would prefer to receive injections and fillers in a medical environment. Although all spas offer these treatments, most of them are not owned by doctors, and physicians often do not provide most treatments themselves.
How can you determine whether adding aesthetic procedures will work for you? Start slowly.

“We recommend that physicians gradually integrate these services into their practices, perhaps seeing aesthetic patients from 4 p.m. to 6 p.m. on Wednesdays to start,” Russell says. “They can leverage their existing overhead that way and see if they enjoy it.”

The beauty, Russell adds, is that you could start offering these procedures with relatively little upfront capital and potentially reap the benefits of a new cash-based service.”

If you do not have a big enough facility to separate Aesthetic patients from sick patients, adapt the schedule, says Alberto Carro, MD (left). By keeping costs down, he was able to make a profit his first year offering cosmetic services.”

Thanks to Medical Economics for this helpful article.  Read more in Medical Economics about a few considerations to help you evaluate how you might expand your practice.

Low Cost, No Cost Ways to Get More Patients!

low cost marketing for new patientsKevin Simons (@kstotal) with Total Body Contouring (@tbcontouring) recently hosted the webinar, “Low Cost, No Cost Ways to Get More Patients, NOW!” with guest speaker, Catherine Maley, author and consultant, with Cosmetic Image Marketing (@catherinemaley).  Listen now!

On the webinar, Kevin discussed the newest technology for laser lipo, the GPSLipo procedure, and then Catherine followed-up with strategies for how a practice could market any new technology they acquire.

Here are just a couple of the marketing tips  Catherine shared during the webinar:

Low cost way to get more patients

Receptionist Ad/On Hold Message:  Although you don’t want to keep your cash-paying aesthetic patients on hold, take advantage of these idle moments with your patient to tell them about your new services and procedures.  Also, your receptionist can change her welcome comments to include, “Thank you for calling, Dr. Smith’s office, now offering GPSLipo.  This is Cindy, how may I help you?”

 

Using "Ask Me About" tools to spark new patients

“Ask Me About Tools”:  Catherine suggested that practices can use “ask me about…” tools to get patients to inquire about new or featured services.  Staff can wear buttons that say, “Ask Me About… GPSLipo” or lobby collateral can invite the patient to “Ask Us About…Body Contouring” making it easier for the curious patient to feel confident in asking their question.   Staff just needs to be prepped to give a quick, informative answer designed to lead to a consult or an appointment.

Listen to the webinar recording and watch the slide show to hear all of Catherine’s suggestions and how Total Body Contouring’s multidisciplinary training and television and internet marketing programs can help your practice to not only acquire new technology, but to also successfully market your practice. Learn more about Catherine Maley’s marketing strategies and published words by visiting cosmeticimagemarketing.com.