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Florida Patient Coordinator Builds Salon Relationship
As you plan your marketing strategies this year, don't forget how valuable local salons can be. According to Patient Care Coordinator Linda Morgan, "building a relationship with a local day spa has been lucrative both for our surgeons and the salon."
Morgan works for Bosshardt and Marzek Plastic Surgery Associates, in Tavares, Florida. About an hour outside of Orlando, Tavares is one of three cities in what's called the "Golden Triangle," an area with a population of about 70,000-80,000. "Our area isn't as competitive as larger markets," observes Morgan, "but building a practice here is more challenging because there are fewer patients to draw from."
So Morgan got creative. After attending one of KZA's Patient Coordinator Workshops, Morgan decided to focus on something Karen Zupko suggested: build relationships with salons and spas. She became a client at a local day spa and began experiencing the spa's services." After a while, I became friendly with the owner and told her what I did. I brought up the subject of dong seminars at the day spa, and she was thrilled about the idea."
Morgan quickly got to work organizing and promoting. She had posters professionally designed and printed, and hung them in the lobby of the spa to announce upcoming seminars. She also created print ads which the spa offered to expense-share.
At the seminars, Morgan provided participants a number of materials. "I think it's important that things look professional, so I created a formal agenda," she says. "We also provided everyone with a folder filled with information about the practice, a Fact Sheet with FAQs and before and after photos about the procedure being focused on (for example, Botox), a coupon for a complimentary consultation, and other incentives." One of these was 10% off surgery if the attendee schedules and has a procedure within 60 days of the seminar. Another was the promise of a spa certificate for those who scheduled surgery. The certificate has been successful for the spa, because patients often become spa clients after their first visit. "People aren't looking for something for nothing," Morgan reasons, "but they are looking for added value. The coupons and incentives provide this." The seminar also includes presentations by the physicians, live model demonstrations, patient testimonials, and a prize drawing.
The seminars have been well received, and it's not uncommon for Morgan to have 8-9 messages the next day from participants who want to schedule consultations. She was even able to get a local television station to film the live demonstrations, which have been broadcast several times on local stations. The financial results of Morgan's salon seminar strategy are even more impressive. "We track the patients we get from these seminars," she says. "After only two seminars, we generated $35,000 in surgical fees alone." With expenses of about $1,000 per seminar, that's an incredible return.
"These seminars are the most valuable thing we've done reach out into the community," Morgan says. "The salon continues to generate new clients, and Drs. Bosshardt and Marzek are considering its offer to lease a room once a week to see cosmetic consultations. We think this partnership is destined to blossom."
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