Marketing Fee compensation Photography

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1 Marketing Fee compensation Photography Constantinos Laskarides DMD, DDS, PharmD, FICD O R A L & MAXILLOFACIAL S URGERY A s s o c i a t e P r o f e s s o r, T U F T S U N I V E R S I T Y A t t e n d i n g S u r g e o n, T U F T S M E D I C A L C E N T E R D i p l o m a t e, A m e r i c a n B o a r d o f O r a l & M a x i l l o f a c i a l S u r g e r y F e l l o w, A m e r i c a n A s s o c i a t i o n o f O r a l & M a x i l l o f a c i a l S u r g e o n s F e l l o w, A m e r i c a n C o l l e g e o f O r a l & M a x i l l o f a c i a l S u r g e o n s

2 Marketing Basics Strategy development Articulate goals Define target audience Study tactics of competitors Branding Consistent unique image Practice logo Avoid web design templates

3 Marketing Basics Staff training Information on services Handling online inquiries Phone inquiry Start of selling process, not the consultation Handle basic questions Keep caller engaged Handling consents, before and after photos Portray the practice (most important sales agent) Doctor should never discuss / negotiate fees Finance options

4 What are Best Practices 1. Optimal product knowledge our lecture material Keep updated 2. Optimal patient knowledge How to identify patients How to recruit, convert, and retain patients 3. Optimal office management Staff training Aesthetic office environment 4. Optimal practice success factors Direct Marketing Tools

5 The 3 Tenets of Best Practices Recruiting Patients so that they make an initial appointment Converting Potential patients into actual scheduled patients that accept treatment plans Retaining Patients for ongoing treatment

6 Recruiting Patients: AID Assess interest level and areas of concern Inform patients about functional + esthetic treatment options available Decide when they can come for an appointment and personal assessment

7 Converting Patients: CARE Communicate with patients Acknowledge patient concerns Respond to patient s need for information Educate and obtain

8 Retaining Patients: STAY Set realistic expectations for treatment lines may not be completely eliminated Treatment assessments, if necessary First-time patients may return for a treatment assessment after a few weeks Always make a follow-up appointment You (the doctor) is the reason patients return

9 The Telephone is usually the patient s first contact 15-second rule People decide if they like you or not in the first 15 seconds The majority of patients who decide to seek care elsewhere did so because of staff discourtesy

10 First Thing First: Handling the Patient s Inquiry PEERS Positive Contact Well, thank you so much for calling us because it is really important to understand how BOTOX works and how that relates to patient satisfaction Explore Educate Respond Schedule First, it is important for you to understand BOTOX is administrated in units. BOTOX has been used safely to treat millions of people wordwide. The most common side effects are Is there a reason you are interested in BOTOX? BOTOX is a simple, non surgical procedure that, within days, relaxes muscles in adults for up to 4 months Does that all make sense to you? Important: Keep it conversational (if objection is present go to LAER) What day could you come in for a consultation?

11 Using the LAER Method for Objections: Listen, Acknowledge, Explore, Respond Listen to the Objection: If I use BOTOX will I lose facial expressions? Acknowledge: I can understand your concern with losing your facial expressions Explore May I ask you where you heard about changes in facial expressions with BOTOX? Respond For most patients it is a natural appearance. Your wrinkles between your brows may improve, but BOTOX will not radically change your facial appearance.

12 BOTOX Consumer Language USE Purified Protein WHY Helps alleviate concerns about what BOTOX is Body friendly Comforts patients, helping them realize that the treatment is reversible and does not effect the rest of the body Minimal Discomfort Eases concerns that treatment may be too painful

13 How to discuss Botox with patients how much do I need Nobody needs it How much does the patient require to get the desired result and How much money are they prepared to budget to maintain this result Relatively conservative the first time Pt should expect a touch up Help the pt decide on a realistic and affordable plan for a sustainable result

14 How to discuss Botox with patients STAFF Answer a question with a question Engage in conversation vs answer questions Credential your injector Educate, Educate, Educate Knowledge translates to power, loyalty and trust Be able to comfortable talk about BTA and the benefits to the patient Ask to schedule the consultation Make them feel important

15 Patient reservations Cost: it s just not inexpensive Pain: EMLA, other topicals, ice Injecting poison / botulism: trace amounts, no permanent untoward effects in over 10 years

16 Pricing Per unit The fairest pricing structure Best way to compare treatments Each pt will require different amounts Some pts will wish to be more or less aggressive More efficient way to run office expenses Less free Botox for disgruntled pts

17 Marketing Internal Office brochures Displays hard copy video External Print Radio TV Internet Social media The Latest Trend is Media Fragmentation Patient education seminars

18 Social Media Networks Facebook, Twitter, LinkedIn Only for social discussion, not giving advice or soliciting patients Must monitor them Sharing YouTube, Flickr Content not monitored, fairly unregulated Blogs Must always keep up to date Wikis No control of where and to what your info is linked

19 Common advertising mistakes 1. Not being different 2. Not targeting your audience with the right media outlets target patient base: know where they live, their age, their income, and their life style. 3. Not using a strong headline Has to hit immediately the right note. If the headline grabs them, they want to know more. 4. Not using strong emotional component Use emotions to generate interested Don t just advertise your skills Emotional hot buttons Look good, be approved of by others, Be recognized as someone special, Still matter, Get revenge, Make someone jealous, Continue to win in the sibling rivalry, and so on.

20 Common advertising mistakes 5. Not offering proof Clues against skepticism Credentials Testimonials Logos of associations Special certifications Photographs (before & after) Check with the Federal Trade Commission (FTC) and State regulations 6. Not including an irresistible reason to respond (call to action) Offer a free book, e-book, or special report Educating readers about solutions to their particular concerns (collect their contact information so you can follow up) Offer a free gift with purchase or free patient financing 7. No sense of urgency Patient acts immediately (life gets in the way) Stating when your special offer expires Limiting the offer until supplies last Limiting the offer to the first 10 respondents.

21 Common advertising mistakes 8. Not tracking your results How many inquiries did you get Of those inquiries, how many were you able to book for appointments Of those appointments, how many actually came in for a consultation Of those consultations, how many signed up for procedures What did the advertising cost What were the revenues collected Did you make money, lose money, or break even

22 Documentation Consent forms Detailed treatment mapping Photography Video clips Keep track of Botox follow-up Send reminders (have pt determine the way)

23

24 Photography (standardized) Documentation (medical records, insurance carrier, legal needs) Planning Self assessment and modification of technique Presentations, publications Marketing & advertizing Lighting Camera Exposure Variables Focal length White balance Patient positioning

25 Camera Digital single-lens-reflex (DSLR) 5 megapixels or higher

26 Exposure Avoid auto Aperture: f/16. (series of test shots to select your aperture for a given set-up) Shutter speed: 1/60 seconds (standard flash sync speed) ISO setting: 200 Aperture: controls the amount of light that passes through the lens Shutter speed: determines the length of time the light is hitting the sensor ISO setting: controls sensitivity of the camera sensor to light

27 studio Dedicated space Medium blue background Non-reflective material Patient sits 2-3 feet from it Minimize ambient light Patient: no hats, eyeglasses, jewelry, scarves dark shade clothing hair pulled away make-up light Frankfort horizontal

28 Lighting

29 Lighting White Balance Tells the camera which combination of red, green and blue should be perceived as pure white Set to auto or flash

30 standard views Keep everything uniform and consistent between pre-op and post-op

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