Expand Your Aesthetics Practice

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Category: Marketing

Take Better Before/After Pictures

No matter how effective your medical aesthetic treatments, you must have pictures that accurately depict the results in order to market to new patients. Take pictures of every patient at…

endymed photographerNo matter how effective your medical aesthetic treatments, you must have pictures that accurately depict the results in order to market to new patients.

Take pictures of every patient at every step of their treatment plan in order to best tell the story of their results.   Think of the pictures as just as important as proper procedure technique!

Patient Positioning: Seat the patient on a stool which is adjusted to a comfortable height and placed in front of the camera. The patient should sit up straight. When turning for angled and side views, the patient should rotate the entire body, including shoulders and feet.

Framing Your Subject: Center the ears vertically in all views. For front and angled views, center the entire head horizontally. For lateral views, place the front of the face 1/4 frame from edge.

Standardizing Your Photography:  In general, photographs should be taken without makeup, at standardized distances, using standard camera height, position and lighting:

1. To provide an accurate record, the relative positions of patient and camera must be kept constant.

2. Maintain constant lighting every time you photograph. Use the same lighting (overhead or side lamps) and have patients stand in the same position relative to the lighting to maintain similar shadows from photo to photo.

3. If possible, always take the photographs using the same background. A dark wall or a dark (blue or black) cloth background will bring greater attention to the body you are photographing.

4. Remove all distracting items from the photo area, such as office furniture, body jewelry, and clothing (other than undergarments). Also, if not taking pictures of the face, have patients stand with their hands on their heads to reduce distraction from the arms, and to ensure the position can be redone easily for the “after” shots.

5. Ideally, draw a circle on the floor for patient positioning. It should be divided into eight 45° angles. From the circle, draw a straight line on the floor to the position of the camera. This is the axis of the camera. The patient should rotate on the outer edge of each of the 45° axes, while the camera move forwards and backwards, instead of side to side, to get the best shots at distances and angles relevant to the body area of interest.

6. While holding the camera, sit, stand, or kneel at one of the positions marked
 along the camera axis. For greater stability, the camera may be mounted on a tripod. Camera height is adjusted to match the height of the target area, with the lens barrel always parallel to the floor. It is important not to tilt the camera up or down.

Endyed Intensif RF Micro NeedlingBottom line:

It is essential to have good pictures that don’t appear to be exaggerated. By keeping the photo setup the same for every picture, it is possible to bring more consistency and accuracy to the photographs.

See the photo array taken during a series of EndyMed RF Micro Needling treatments. You can see more treatment images at http://www.endymedtraining.com/rf-microneedling.html

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5 Elements of Successful Advertisements

You 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,…

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.

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Male plastic surgery and skincare trends [INFOGRAPHIC]

Think 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…

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)

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Hmm… Latte or Lipo? Patients Say They Would Give Up Daily Starbucks to Get Lipo.

How do liposuction products like GPSLipo compare with Starbucks when marketing to women? In a recent study Lippe Taylor and SheSpeaks asked women if they would give up their daily…

Choice between laser lipo and latteHow do liposuction products like GPSLipo compare with Starbucks when marketing to women? In a recent study Lippe Taylor and SheSpeaks asked women if they would give up their daily Starbucks or Dunkin Donuts for Liposuction:

“64% (of women surveyed) would choose something related to their personal appearance over their daily coffee. “

What would they choose over that skinny-low fat-soy-one sugar-vanilla latte?

  • Fitness classes (34%)
  • Liposuction (16%)
  • Breast implants/reduction (10%)
  • Botox cosmetic (4%)
  • Stick with the coffee! (15%)

Women who are willing to give up their daily coffee are looking for more advanced procedures like GPSLipo which features an on-screen monitor for mapping cannula movement and energy distribution. In a study, 25 patients were treated in the abdomen, thigh and buttocks using a traditional laser liposuction method on one side and the GPSLipo procedure on the other.

  • In the traditional laser liposuction area it was discovered that 22% of the area was not treated, 15% was under treated, 31% of the area was over treated. This causes asymmetries and risk of burns, ultimately leading to unwanted outcomes for the patient.
  • On the side where the GPSLipo was used, the energy was applied evenly and the procedure was faster. The surgeon can visually monitor cannula movement at all times and track how much energy has been applied. The GPSLipo signals the doctor, through a visual mapping system, when clinical endpoint has been reached.

See GPSLipo before and after results and watch videos of the procedure featured on The Doctors.

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Top Aesthetic Medicine Trends for 2013: Stem Cells for Skin Rejuvenation

According to the International Association for Physcians in Aesthetic Medicine (IAPAM), “…with the Affordable Healthcare Act now moving forward, successful physicians will need to incorporate synergistic non-insurance based modalities into…

According to the International Association for Physcians in Aesthetic Medicine (IAPAM), “…with the Affordable Healthcare Act now moving forward, successful physicians will need to incorporate synergistic non-insurance based modalities into their practices, from advanced acne treatments to hCG for weight loss. Also, price will be a factor in 2013.  While the economy is improving, more and more patients are using social media to seek out aesthetic services in their area, at the best price.”  

Introduction

As our population ages and more Baby Boomers find themselves working past traditional retirement age, more professionals are turning to aesthetic medicine to help them be more comfortable as they try to stay competitive.  The IAPAM published an article listing the treatments it sees as increasing in popularity for 2013, as driven by this baby-boomer market.  In a short blog series, we will look at IAPAM’s list of the top treatments.

Stem Cells for Skin Rejuvenation

We start our blog series on the top trends by looking at Stem Cells used for Skin Rejuvenation.  According to the IAPAM article,

“Platelet Rich Plasma (PRP) therapy and stem cells enriched treatments are evolving.  In 2013, PRP therapy will become more mainstream as: its popularity grows, physicians become more aware of this therapy as being used by competitors and colleagues, and the cost of the therapy declines so that it is comparable to botox and dermal filler treatments.

PRP therapy has been widely used in sports medicine and wound management since the late 1990’s.  However, in the early 2000’s, it was found that the topical application of the growth factors contained in PRP “stimulated the rejuvenation of photoaged facial skin, improving its clinical appearance and inducing new collagen synthesis.” Further, the injection of PRP has gained popularity in the last decade, “since it secretes various growth factors with roles in skin regeneration and may induce the synthesis of collagen and other matrix components by stimulating the activation of fibroblasts, thus, rejuvenating the skin.” (Source:  Dae Hun Kim MD et al. Annals of Dermatology. 2011 November; 23(4): 424–431.)”

The Vampire Facelift

Step into 2013 by offering your patients the very best in PRP procedures:  The Vampire Facelift developed by  Dr. Charles Runels.   The Non-surgical Vampire Facelift® Procedure using Platelet Rich Plasma (PRP) from RegenLab has been found, in recent studies, to be effective in the rejuvenation of photo-aged skin and wrinkle reduction when used as a dermal filler.  In his comments about the Vampire Facelift, Dr. Alan Gondinet is quoted as commenting, “This treatment, which has also been titled in the press as ‘Dracula therapy,’ is designed for patients that are looking for a natural treatment without the risk of allergic reactions or rejections like there is with (other filler substances like botox) .  The patient acceptance is superior to most other aesthetic treatments and it is facinating to see what results our own biological material can achieve…”  

The Vampire Facilift can expect to grow in popularity as the trend towards “organic” treatments continue, as expected by the IAPAM.  Learn more about Vampire Facelift.

Vampire Facelift featured on The Doctors.

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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…

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.

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How Important is it to Grow Your Aesthetics Practice?

There are literally tens of thousands of people searching Google every day doing their own research on the aesthetic procedures they want, like laser lipo, hair removal or cellulite treatments. …

social media for aestheticsThere are literally tens of thousands of people searching Google every day doing their own research on the aesthetic procedures they want, like laser lipo, hair removal or cellulite treatments.   There were 12,100 global monthly searches for the term “laser lipo” alone. (source: Hubspot keyword analytics)  Patients, including your current patients, are actively using Google and social media outlets like Facebook, Twitter, and Yelp looking for reviews on you, your practice, and outcomes of the aesthetic procedures you’ve performed.

No longer are patients waiting for marketing and advertising to tell them what they need and where to find it.  Today, your success depends on you placing useful, educational information about yourself, your practice, and your services in front of patients in the places where they hang out on the internet.

Too often your best patient candidates are left feeling frustrated because their search results aren’t yielding enough social proof and meaningful information to help them feel prepared to make a decision.   What patients want to find is sound medical information from a doctor they can trust with their health.  What they really want to find is YOU. 

aesthetic blog imageBlogging is one of the best ways to build trust, rapport, and credibility with your target audience. A study from HubSpot shows that business blogging leads to 55% more website visitors.

5 Reasons You Should Start Blogging Today

  1. Get Found on Google – Blogging is one of the best ways to get more visitors to your website. For the low, low price of a few minutes of your time each week, you can add your voice of reason and experience to all the web chatter, become a though leader in the eyes of Google, and raise your website ranking all at once!  (Be sure to include a keyword strategy to optimize your ranking)
  2. Patients Want to Get Educational Information from Their Doctor – Concerned that your blog will look like a self-serving marketing ploy?  In her book “Your Aesthetic Practice,” Catherine Maley sites that patients  “were interested in hearing from their physician periodically…. They saw this more as education than as marketing when the correspondence was informative.”  Provide quality educational content, and your readers will thank you!
  3. Patients Want to Hear from Other Patients – On his blog about social media and healthcare, Dr. Howard J. Luks sited that “80% of consumers trust the recommendation of a friend or colleague.” Can you afford to ignore a number like that? Invite your happy patients to comment on your blog and recognize them when they do.  Send a note thanking them for their input, and perhaps include a gift card they can apply to try a new service… thereby inviting them to continue being a happy patient!
  4. Patients Want to Know You Can Help Them – Write a few articles using anecdotes of aesthetic procedures and treatments from your practice.  Did your lipo procedure change someone’s life?  Did a vein treatment make someone feel more confident?  The goal is to help patients to see themselves in the stories.  Let patients know that you understand how they feel, that many of your patients felt the same way, but that most happy with their decision to have a procedure. (Refer to HIPPA regulations; keep it anonymous and change personal information.)
  5. Patients Want to Know More about You and Your Practice – Did you just attend a really cool conference?  Planning an event in your office?  Add a new person to your team?  You can write about events in the life of your practice in a way that helps patients to feel connected to you.  This is good for attracting new patients, but also is a great retention tool for your current patients.

If you make blogging a weekly exercise, you can build meaningful, long-lasting relationships with your patients and at the same time, rank higher in Google search results. Increasing your rank on Google means more visitors to your website.

In the coming weeks, we will talk about how to convert those visitors into qualified leads, and then how to convert those leads into new clients.

comment on our aesthetic blogWe would love to hear how you are using social media to grow your business. What trials and tribulations, and successes can you share? Please add them, as well as any questions, in the comments section below.

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Low Cost, No Cost Ways to Get More Patients!

Kevin 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,…

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.

 

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