Practice Success

A Comprehensive Marketing Seminar for Your Medical Practice

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It is important to understand basic marketing principles and vital to have marketing plans in place to operate and grow any business. Marketing is the process of making people aware of products or services you are offering through several creative techniques. It is fundamental to any business operation and essential to it’s success.

That is why we have created Practice Success, a marketing program that is tailored to the medical professional. We will assist you and your practice with marketing guidance to help introduce, establish and grow, not only your Cutera Laser Services but your practice as well.

Before we start our seminar we will discuss:

Hosted by

Eric Madigan

9:30 am -  Your Road Map

Titan® XL

In this full day intensive marketing seminar we will address overall marketing plans and strategies for your practice. By the end of this class, you will have a basic marketing plan and calendar in place, including the Practice Success Marketing Manual, a copy of our Direct Mail Marketing Crash Course, DVD programs on The Likeability Factor and Email Etiquette, and a custom Digital Picture Frame along with contact names and numbers for all the services discussed.

    Previous marketing plans:

  1. •What worked and what did not work? 

  2. •What we liked and what we did not?

  3. •What was the response from previous marketing efforts?

  4. •Was it worth it?

    Often asked questions:

  1. •What is marketing and how does related to my practice?

  2. •What are the most basic marketing materials my practice requires?

  3. •Am I spending enough or not enough on marketing and advertising?

  4. •How is medical marketing different from retail or other types of marketing?

  5. •Am I attracting the right people with my marketing?

      What message are you conveying to your:

  1. •Patients?

  2. •Vendors?

  3. •Potential patients and clients?

  4. •The community at large?

These are just a few questions we will address and more importantly Answer.

10:30 am - Direct Mail Marketing Crash Course

Direct Mail Marketing is the foundation of your marketing plan. It is the process of communicating directly to customers or patients with a specific “call-to-action” that includes a trackable and measurable response.

The goals and strategies of direct mail marketing

  1. •Successfully targeting your message

  2. •When and how to expanding your client list

  3. •Creating a constant creative message and call-to-action

  4. •Analyzing your return on investment

  5. •Review vendors and postage requirements

  6. •Testing and refining your message

If you perform no other form of marketing, you can dramatically expand your medical services and bottom line with direct mail marketing.

12:00 pm - Your Newsletter

How to implement a newsletter into your practice without creating a deadline stress for yourself.

Did you know that a doctor is 50% less likely to be sued by a patient that likes them?

Included with our marketing course are the DVD leadership programs of Email Etiquette and the Likeability Factor presented by Tim Sanders, the former Chief Solutions Officer of Yahoo! and New York Times Bestseller.

The professionalism and “Likeability” of a practice goes into the decision making process for patients to continue to use your services. The insights of this program will help you and your staff actually measure and increase your likeability.

As we become a more digital-centric environment and with more and more business communications being performed through email, it is imperative that your staff has the basic fundamentals of email etiquette. This DVD program outlines the 12 rules that, if followed, will insure that your staff communicates efficiently and responsibly over email.

12:45 pm - Email Etiquette and the Likeability Factor

LUNCH

1:30 pm - Cutera Laser in Your Practice

How to go about introducing Cutera Laser into your practice and to your current and future patients.

  1. •Marketing tips for nurse-to-patient interactions

  2. •Introductory laser seminars

  3. •Upselling of laser services

  4. •Laser room décor and inner office marketing

  5. •Creating Laser packages and clinics

  6. •Esthetician services. Are they right for your practice?

  7. •Utilizing laser services for pro-bono and charity purposes.

  8. •Scheduling strategies for more efficient and profitable booking

  9. •Combining Laser Services with medical skin care products, Botox and Dermal Fillers

  10. •Office protocols for laser operators, customized patient charts and more

3:30 pm - Public Relations and Outside Sales 

The importance of public relations and outside advertising related to your practice.

  1. •What is Public Relations?

  2. •How to handle P.R. without hiring a firm?

  3. •How, when, and why should you participate in charity work?

  4. •How to leverage your services into reduced media spending

  5. •Attending trade shows

  6. •Practice ambassadorships - How to convert fans of your practice into spokespeople

  7. •Engaging outside sale representative for your practice

  8. •Where and when should I purchase outside advertising?

  9. •Is local print and cable media buying right for us?

4:15 pm - Online Marketing, Advertising and Web Sites

  1. •Web site costs and what function should it serve

  2. •What services should you showcase on your web site?

  3. •Online blogging. What is it? Is it right for my practice?

  4. •Online advertising. How much money should I put into online marketing?

  5. •How to combine your real-world marketing and online plans

4:45 pm – Retail Sales

  1. •Appropriate product lines to carry

  2. •Commission structures for staff

  3. •The importance of customer service

  4. •Private labeling of products: Is it right for your practice?

  5. •Incentive selling for staff

  6. •Protocols for patient product sales

  7. •Reception desk cheat sheet to sell products

  8. •How to combine laser services and product sales

  9. •Online product sales - is it profitable?

  10. •Offering monthly specials

  11. •How to get $$ and other marketing assistance from vendors

5:30 pm – Digital Frame Marketing and Emerging Technologies 

  1. •How to use a digital picture frame for marketing in your waiting room.

  2. •How often to update your marketing message

  3. •Outside locations you can utilize this marketing tool

About Eric Madigan

Eric Madigan works as the manager and marketing agent for some of the top medical professionals in Los Angeles, including Dr. Jason Diamond of Dr. 90210, Dr. Mark Mani of Discovery Channel’s Beverly Hills Plastic Surgery, Dr. David Butler, the Medical Director of St. John’s and many more.  As a Cutera Laser owner himself and manager of several medical facilities, Eric will assist your practice with practical marketing plans that have real world impact. By the end of this class you will have not only marketing calendars and plans established, but the names and contact information for companies to make it happen. Prior to becoming the Creative Director of Zen Aesthetics, Eric worked in the  traditional advertising and marketing world where he consulted for numerous Fortune 500 Brands including Nokia, Disney and Sony and served as the Marketing Director for Rockefeller Center in New York City. “I’ve talked to numerous so called marketing “experts” who simply do not understand the dynamics of how a practice operates and the time constraints involved. I spent years creating real-world, cost effective and actionable advice to help build and grow your practice.”

phone: 818.415.1687

email: eric [at] zenaesthetics.com

Contact me directly by the information below or

contact your Cutera Representative.

The realities of online marketing and your web presence

The importance and profitability of retail sales in your practice.

We are excited to announce we have teamed up with Kodak to implement digital marketing picture frames into your practice.

  1. •Do it yourself or outsource?

  2. •What content do you feel comfortable presenting to your patients and customers?

  3. •How to leverage your newsletter for co-op marketing with outside medical professionals and vendors?

  4. •What specials should you offer and when?

  5. •How often should a newsletter be sent out?

  6. •How to utilize original material for different forms of marketing?

  7. •What should the newsletter look like?

  8. •Where do I get creative material for my newsletter?

  1. •Are you maximizing your Botox and Dermal Filler sales?

  2. •Using Botox’s success as your own

  3. •Working with Botox and Dermal Filler representatives

Botox™ and Dermal Fillers

  1. •What is the marketing message?

  2. •What makes you stand out from the crowd?

  3. •Why should someone come see you as opposed to someone else?

  4. •How many times did you revisit or revise your marketing plan in the last year?

  1. •Is your current marketing material clearly explaining your practice and your services?

  2. •Is there a consistent creative vision with your current marketing material?

  3. •Where do want your practice to be in 2, 3, 5 years?

Questions: