Featured in the May 2015 Edition of Independent Practitioner Today

If you are just starting out or trying to break into the medical aesthetic industry, please make sure you minimise or avoid ‘traditional advertising’. You are not an established brand yet, so concentrate your marketing efforts and budget on ‘laser-focused’ marketing, rather than the ‘spray and pray’ approach.

Think about it. Traditional advertising methods are likely to be the most expensive part of any marketing budget, so anyone considering this should research very carefully, before they decide on, or get talked into, anything.

I know many new businesses who waste money on radio, print advertising in local papers and magazines and even billboards and it still amazes me to this day. Let’s face it, if any aesthetic patient happens to actually see or hear the advert at the time it is placed, are you really going to convert them if they are happy with their current practitioner? If it was you, would an advert on the radio or a billboard with a pretty face convince you to stop and take a chance on someone new? Probably not.

One of my business coaches once told me, ‘If you want to be really successful, take a step back, look at the marketplace and ask how you can positively disrupt it.’

This is a principle I pass on to my own clients today; why should patients choose YOU instead of Dr X? It all starts with a compelling and unique experience, one that makes your patients feel listened to, valued and special, one they will remember, one that gives results and value for money. Remember, people will forget what you said or did, but they will never forget how you made them feel.

In the second of my new series for Independent Practitioner Today, I inject some solid advice into how you should prepare a marketing plan that ensures your unique offering cuts through the noise of traditional advertising towards the very people you want to attract in droves.

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