Building the Bridge Between Skin Care and Cosmetic Medicine. Terri Wojak

Transcription

1 24TH Annual Meeting Building the Bridge Between Skin Care and Cosmetic Medicine Terri Wojak Upon completion of this presentation, the participants will self-report an increase in knowledge about: A. Incorporating skin care to build their cosmetic medical practice and its use as a retention tool. Disclosure: Nothing to Disclose

2 Slide 1 Building the Bridge: Skincare & Cosmetic Medicine Terri A. Wojak Slide 2 Cosmetic Medicine Ultimate Skin Rejuvenation Home Care Products Skincare Treatments Slide 3 What Does Skincare Do for a Medical Practice? 0 Profit Retention Patient Satisfaction Patient Satisfaction Retention Profit

3 Slide 4 The Skincare Market Patients are buying skincare worldwide skin care product market forecasted to reach about $ Billion dollars a year by 2021 *businesswire.com Slide 5 Three Must Haves: Good Product Patient Satisfaction Retention Slide 6 Services to Offer Treatments to benefit cosmetic medicine Dermaplaning Chemical peels Hot-topics in industry Micro-needling Standards Facials Microdermabrasion

4 Slide 7 Choosing a Product Line Covers all patient needs Look for clinical studies Company reputation Support Marketing Education Slide 8 Staff Must be Educated Every employee from receptionist to marketing Varying levels dependent on role Slide 9 Education through Experience Shadowing providers Staff should treat each other Educational in-services

5 Slide 10 Reception/Concierge First impression Introduce skincare Book consultation Last contact Finalize retail sales Pre-book appointments Slide 11 Benefits of Adding Skin Care Enhance in-office treatments Maintain results with homecare Slide 12 Skincare Conversions

6 Slide 13 Skincare Conversions Many clients start with skincare for prevention Many seek medical practice Safer Results driven Slide 14 Escalating Revenue Products Chemical Peels Injectables Lasers $1410 $620 $376 $140 $75 Product Purchase Chemical Peel Neurotoxin HA Filler Skin Resurfacing Slide 15 Patient Pathway One Patient s 12 Month Plan: $6,273 in Revenue 7 Products = $525 4 Chemical Peels = $560 3 Neurotoxin Treatments: $1,128 2 HA Filler Treatments: $1,240 2 Skin Resurfacing Treatment: $2,820

7 Slide 16 Retail = Retention 0 products purchased = 10% chance of return 1 product purchased = 30% chance of return 2 products purchased = 60% chance of return Source: Festoon Salon, Berkeley, CA Slide 17 Bottom Line Retail alone can yield up to 40% profit Profit on services is typically 10% Slide 18 Benefits to Physicians Most valuable asset is physician s time

8 Slide 19 Conversions Each department benefits the other Makes sure the baton is being passed Credentialing is important Slide 20 Credentialing This is Kaitlin, our trusted skin care specialist, she will go over the recommended products to support your treatment. Slide 21 Esthetician Conversions Prep the skin prior to treatment Assist during procedures Review post-treatment care Follow-up phone calls 68% of customers leave because they think that you do not care about them Rockefeller Corporation

9 Slide 22 In-office Case Study 50 patients- pre-cleansed by esthetician 50 patients- control group $75 increase in retail sales per patient $75 x 100 patients a week = $7500 $390,000 a year = $195,000 profit Slide 23 Meet Patient Needs Sue comes to Dr. Smith s office for filler and plans to return when she is next due She was excited about the results and asked about skincare but no one was available to help her Slide 24 6 Now Months add Later monthly treatments Your filler looks great! I also got filler with Dr. Jones- she is right down the street and Thinking. That sounds like a good charges $100 less. Let s go offer but I m happy with Dr. together next time, it will be Smith. It would I feel be comfortable nice to save with fun! some his staff money and they and all I ve work only together been there to ensure once-that Dr. Jones I get is the probably best overall just as results. good.

10 Slide 25 Patient Advocate The patient will likely feel a stronger connection to the office when they have interaction with several staff members Slide 26 Monthly Treatments Relationships are built with staff Gives patients opportunity to see in-office marketing and promotions Slide 27 Value-add Loyal patient appreciation Do not discount! Add value Practice should not lose steady revenue Introduction to other services

11 Slide 28 Primary Integration Maintain Antioxidant Sunscreen Enhance Dermaplaning, Microderm, or Peel Value: $362, Cost: $110, Time: 1 hour Slide 29 Ultimate Integration Prime Pre-treatment Chemical Peel Maintain Antioxidant Corrective Product Sunscreen Recovery Facial Value: $585, Cost: $160, Time: 2 hours Slide 30

12 Slide 31 Slide 32 Package Options Buy 3 IPL get Primary Package Buy 5 IPL get Ultimate Package 1 Filler + Neurotoxin get Primary Package 2 Filler + Neurotoxin get Ultimate Package or Upgrade Charge to cover costs and generate immediate revenue Slide 33 Skincare Packages 1. Introduction to skincare services Retention 2. Reiterates importance of home care Increased retail sales Patient compliance 3. Sets practice apart from competition Focus is on overall appearance

13 Slide 34 Nurture Results Information RETAIN Experience Approach Trust Slide 35 Loyal Patients *Repeat customers spend, on average, 67% more than new customers *A 5% increase in customer retention can increase profits by 25 to 125% Source: Bain & Company Slide 36 It All Comes Down to Patient Satisfaction!

14 Slide 37 Thank You Terri Wojak True U Education terri@trueuesthetics.com