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All Posts in Category: Practice Marketing

9 Ways to Boost Your Retail Sales

9 Ways to Boost Spa Retail Sales: Original Article Contributed by Universal Companies

Consumers (especially millennials) are spending increasing amounts of time and money on wellness experiences, driving overall growth in the spa industry. Despite this, many aesthetic medical practices are missing an opportunity to translate this into increased retail sales.Practice owners are uniquely poised to drive this growth by virtue of their position as wellness experts, helping clients cut through the white noise to find real solutions to their problems. To help you maximize your revenue potential, we’ve put together 9 fail-proof ways to boost your retail sales.

1. Samples, Samples, Samples

Providing product samples is one of the easiest, most effective actions you can take to increase total retail sales in your spa. One study shows that offering samples not only increases sales in the short term, but that it also impacts sales long after they’ve been given out. The same researchers found that in-store product sampling increases total category sales, not just the products being sampled. This means that offering clients samples of one skin care product can drive sales of other skin care products, even those of a different brand!

2. Educate & Upsell

How will your clients know what to buy if they’re never made aware of the products and brands you’re selling?

Training your team is the only way they will be able to effectively suggest products to customers without coming across as a salesperson. When your employees understand and believe in your products, making recommendations on the specific needs of their clients becomes an organic and unobtrusive process.

3. Make Your Retail Items Available Online

Making your retail products available online adds simplicity to your clients’ lives. Instead of having to commute for their favorite products, they can conveniently restock from the comfort of their living room. Moreover, research has shown that people want to shop at local businesses, so allowing them the opportunity to support their local spa/practice via an online channel is an easy way to scratch that itch without sacrificing convenience.

4. Incentivize Online Reviews

Online reviews are one of the first things customers look at before buying a product, and they want them to be transparent and authentic. Offering clients a discount on services or a free product if they write a review can make a tremendous difference. While it may seem counterintuitive, make sure your clients know you want to know what they think—regardless of if it’s positive or negative. Having some negative reviews lends credibility to your business and responding to negative reviews in a positive way shows customers that you care. It’s a win-win.

5. Develop a Referral Program

Clients are much more trusting of their friends and family when it comes to product and brand referrals. Offering a referral program with incentives allows for advocates of your spa to share their favorite treatments and products with the people they know, who are more likely to make a purchase.

6. Create Personalized Coupons

One of the best things in the world is getting coupons for things you actually want to buy. Creating customized coupons based on the actions / purchases of your customers is a great way to show clients that you care about what they want, while also incentivizing retention.

7. Reward Your Sales Teams

Employees that aren’t motivated are less likely to sell more than they have to. Try putting a commission strategy in place or offering the leading salesperson a cash reward or extra day off. The sales team is the backbone of any business. Making sure that they’re appreciated is very important.

8. Keep Your Retail Area Clean & Attractive

First impressions matter. If your retail area is dusty and disorganized, chances are your customers are going to think you don’t care about what you’re selling and will be turned off from buying from you in the future.

9. Targeted Marketing

Knowing who you’re selling to is extremely important. Take some time every couple of months to research trends in your geographic area and analyze what your customers are actually buying. Using this data will help you effectively suggest products to specific demographics and allow your staff to take a more personalized, professional approach when dealing with clients.


Universal Companies is a preferred vendor partner of the MedResults Network. MRN Members have access to two-tiered premium pricing on all UCo products & equipment.

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5 Things That Make or Break a Brand

Although traditional medical providers don’t want to believe it, along with their medical practice, THEY themselves have a unique brand.  Perhaps this doesn’t apply to many of the savvy aesthetic medical providers in our industry who’ve already chosen to take advantage of that concept and build astounding brands and reputations based on specific treatments, ostentatious ‘personas’ or expert marketing.  However, as the majority of business people and patients, like myself, can attest, a physician or medical spa’s perceived brand or lack thereof can be the deciding factor as to whether we choose them for an aesthetic treatment.

If every aesthetic practice has a ‘brand’ and every brand has a perceived promise, what is your ‘promise’ to your patients? 

As an aesthetic provider, what does your “promise” convey to your patients and prospective patients? What about your promise of your expertise or experience?  Do you promise high-quality service and luxury?  Or do you promise easy booking, great prices, fast service?  Each of these “promises” communicates a very UNIQUE brand to your prospective customers.

Assuming you want to maintain your brand, your reputation, and the positive opinions of your patients, it’s critical to consider all of the things that can keep you teetering on the brink of success or distress!

Appearance Matters.

Have you ever walked into a restaurant where the floors were dirty, the tables were unclean, and nobody seemed to do anything about it?  If so, did it make you want to eat at that restaurant again?  I think we know the answer to that riddle…Absolutely NOT!  An aesthetic medical practice is similar in that your appearance (i.e. the condition of your practice, the reception or waiting area, and the overall aesthetics) matters to existing and prospective patients. While it’s not necessary to have a professional design team re-do your office space, it is important to remember that your patients visit you to enhance their appearances.  If you can’t maintain your own…and this includes your practice AND office staff, you’ll slowly drive patients away.

Service. Service. Service.

This is NOT a new concept.  A little customer service goes a long way.  Treat your patients like they’re unique…they’re special to you and your business.  If they have a question that you can’t answer, find the answer and get back to them.  If they have an anniversary as a patient (or are perhaps celebrating one), acknowledge it. Go out of your way to provide exactly what your customers want and what they don’t KNOW they want, but will eventually need.  This is the key to gaining lifetime loyalty.

Quality Over Quantity.

Customer service is one thing, but quality service is entirely different. If you want to be known as the best, the quality of your work MUST be the best (or at least pretty incredible).  You won’t do this by cutting corners.  I’ve met dozens of aesthetic business owners who think it’s okay to use injectables that aren’t ‘fresh’ and a few who’ve diluted their product to save margins.  I’ve also met some who’ve skipped important aspects of a patient consultation (like setting up expectations and discussing post-treatment protocols) to increase the quantity of patients they could see that day.  This type of quality of service is doing a disservice to the patient and the practice, and it screams poor quality! 

Expecting Patients to Have the Right Expectations

Before you became a medical provider or entered the aesthetic medical business, did you know what to expect from every treatment or procedure?  Probably not. This type of information comes from an advanced education and years of experience.  Manage a patient’s expectations so that you can ensure they’ll feel satisfied with the results of a treatment.  Sometimes the best you can do for you brand and a patient is to say ‘No’ to a patient who expects a result that is unrealistic.  Not only will you avoid creating and unhappy patient, but statistically speaking, you’ll avoid the loss of 30 others who are reading their bad reviews online!

Staff: Hire for Personality, Train for Skills!

It takes only seven seconds for us to judge another person when we first meet them.  Your employees are no exception. They can MAKE or BREAK your brand.  Their appearance (#1 on my list), the customer service and quality of service they provide (#2 & #3), and their ability to provide realistic expectations to patients (#4) are all included in your patients’ experience and perception of your business. If your newest employee rarely smiles, rushes through treatments, and never engages with patients, do you think you’d want someone to judge YOU based on their impression of that employee?  Treat your staff as an extension of you, your business, and your brand…and choose wisely! 

Jamie Parrott, Vice President & Chief Operating Officer of MedResults Network

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Price Shopping

Consumers Believe In Price Transparency. So Should You!

While some core specialists worry about losing patients to less expensive competitors, one expert sees price transparency as a benefit.

By: Jonathan Kaplan, MD, MPH

As physicians pursuing cosmetic patients, we’ve become more marketing director than healthcare provider in some instances. It feels like we’re in a hamster wheel of marketing; spending money in an effort to get more traffic and more clicks to our website. So what do we have to show for it?

Are you having any luck following up on those “clicks?” Probably not. Why? Because a click is just that: a nameless push of a mouse button. A click has no identifiable information. Without contact information, we’ve accomplished nothing.

More on that in a bit.

I moved to San Francisco a little under three years ago. I was new in town; no one knew me and I had no discernable marketing budget. I knew if I were going to build a practice in this market, I would need more than just clicks. With six other plastic surgeons in the building, I knew I needed leads that contained contact information.

However, contact information from random consumers would not be adequate. I needed a lead that simultaneously gave me legitimate contact information from a qualified individual. So what makes someone qualified? They need to be a good candidate for the services I provide and they need to understand their out-of-pocket responsibility for their cosmetic procedure of choice.

From a philosophical standpoint, I believe the true, ultimate pain point for any patient considering a cosmetic procedure to be that of cost and cost alone. Certainly they need to be a good candidate for the services we provide but this isn’t the 20th century where every concern was treated with surgery. If surgery was the only option, then it’s true, not everyone would be a candidate due to health or some other comorbid condition.

But in the 21st century, we have so many surgical and non-surgical options that everyone is a candidate for something. Quite frankly, determining whether they’re a good candidate for a service or procedure is a moot point. If they aren’t a liposuction candidate, then they’re a candidate for non-surgical fat reduction. Or fat melting injections. If they aren’t a candidate for a neck lift, then they’re a candidate for a non-surgical energy-based lift. The pain point for these cosmetic patients is not their candidacy for a procedure, but their ability to pay. Cost is the only absolute pain point. All other pain points —time off work, preference of doctor—are relative inconveniences.

So I set out to provide a service on my website that didn’t rely on clicks but rather, the consumer’s pain point: cost. With a simple digital transaction, the consumer could check pricing on my website by submitting a “wishlist” along with their contact info. They received instant gratification in the form of an automated email with a cost estimate and I received the same email with their name, email address and phone number. Legitimate contact information and a qualified lead. Check and mate!

Still to this day, my office staff follows up with every single wishlist. If you’re committed to building a cosmetic practice, this follow-up time is well spent. By helping the consumer with the cost issue, you also help them make the decision of whether coming in for a consultation is a waste of their time as well as yours.

Sure there are other ways for consumers to check pricing, but those usually involve US averages that may or may not include OR and anesthesia fees (the annual American Society of Plastic Surgeon’s procedural statistics don’t include OR fees that may reflect up to half of the overall cost!). The pricing estimates consumers receive elsewhere aren’t accurate or complete, and the consumer knows that.

The only way to provide the consumer with accurate pricing information without tying up your office staff in tabulating one pricing request after another, is to upload all of your pricing to the cloud. That way, when the consumer submits a “wishlist” through a pricing tab on your site (see example on my site here), that pricing is automatically tabulated in the cloud and sent to the patient in an email. Again, this level of automaticity is second to none in streamlining front office processes.

By providing pricing on your website, you’re giving the consumer a level of information they cannot obtain anywhere else. They can’t find your specific pricing for specific services anywhere other than your website. And when you provide that level of personalized information, consumers reward you with their contact info.

KaplanSiteDoes Online Price Transparency Work?

After my first year in practice in this new locale without paid marketing, I reviewed my results. I received 412 wishlists from 208 consumers. Of those 208 consumers, 17.8 percent came in for a consultation. While it’s easy to focus on the 82.2 percent that did not come in for a consultation, that’s not a loss. I still received the contact information for those consumers who submitted wishlists and who also determined my fees were out of their budget. With their email address added to my database, I still had the option of reaching them with 12 “touch points” over the subsequent year with each of my monthly e-newsletters.

Of the 17.8 percent that came in for a consultation, 62 percent of those patients booked. When compared to patients that came in for a consultation that were not price-aware, the price-aware patients were 41 percent more likely to book a procedure. This shows the effectiveness of online price transparency combined with lead generation, even in the absence of paid marketing.

What happened when I committed a marketing budget to my price transparency efforts?

During my second year, I began paying for two channels of marketing: TV and print. By specifically promoting that I had pricing information on my website, consumers flocked to my site and started submitting wishlists to check pricing. They received price quotes and I received their contact info…to the tune of 4,156 wishlists from 2,134 consumers! Interestingly, the price-aware consumers that subsequently came in for a consultation booked a procedure 75 percent of the time as opposed to 62.2 percent of the time during the first year, prior to my paid marketing efforts.

One last statistically significant nugget: Because of my lead collection in my first year, I found that 2.8 percent of those that submitted a wishlist in the first year didn’t come in until the second year I was in practice. Maybe it was because of my monthly e-newsletters or paid marketing during that second year. Regardless, all 100 percent of those that submitted a wishlist in the first year and came in for a consultation in a delayed fashion, booked surgery. Now those are the committed, serious qualified leads I’m looking for!

Do It Right

Is online price transparency for you? It only works if done in the right way. That means that consumers only get pricing after submitting their contact info. A simple menu of procedures and prices on your site just won’t do. By combining lead generation with price transparency, you can build an email database of patients that are interested in your services when their budget intersects with the services you provide. After all, I built my database from 200 email addresses to over 5,000 in three years!

Original Article Published in Modern Aesthetics, HERE


To set up your free account on MedResults Network’s newest partner BuildMyBod Health, founded by Dr. Jonathan Kaplan, CLICK HERE.  After signing up, enter promo code MRN on the Subscription Plan page to take advantage of your exclusive MedResults Network 10% discount after logging into BuildMyBod Health Provider Portal.

YOU’RE INVITED!  Don’t forget to attend our upcoming webinar with Dr. Jonathan Kaplan and MedResults Network on Febnruary 2nd, 2017: “How to Separate Price Shoppers from Serious Patients and Generate Leads In the Process”

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Elevate Your Email Marketing to Get Results

7 Tips to Get Your Emails Opened and Read

Email marketing can be intimidating, but it doesn’t need to be. By following a few simple guidelines, you can be communicating with your patients quickly and efficiently. Keep good marketing practices in mind when creating your emails. Here’s a list to help you get started:

  1. Subject lines: The best emails will never get read if a reader doesn’t open them. Subject lines should be compelling and brief. Tell your reader what they’re going to find when they open your email.
    TIP: be careful using grammar and punctuation in your subject lines. Multiple exclamation points, for example, can make your email seem untrustworthy.
  2. Specific call-to-action: Newsletters and promotional emails should include a clear call-to-action. If the goal is drive appointment requests, then make that really clear with a call-to-action such as “Request an Appointment.”
    TIP: limit the number of calls-to-action you include. The more you ask them to do, the less likely the reader is to do anything.
  3. Visual appearance: Paying attention to the layout of your email is important. Does your image load correctly? Would your call-to-action stand out better on a button? Make sure your email looks professional and like something you would read.
    TIP: use a pre-built template with images and layouts already designed for you.
  4. Email copy: Everyone is busy these days, including your patients. By writing short, concise emails, you ensure that even when someone scans your message, they’re getting the main point.
    TIP: have someone else read your message when it’s done. Ask him or her to scan it first to ensure it makes sense when read quickly. Plus, it’s always a good idea to have someone check your work.
  5. Be relevant: Send emails that are timely and appropriate for your audience. Relevant messages could include specials on services they’ve had before, appointment reminders, and articles about your providers.
    TIP: is there a story in the news that relates to your specialties? Tell your readers about it! They’d like to know they can trust you for up-to-date information.
  6. Design for mobile devices: More and more people are opening email on their smartphones and tablets and there’s nothing more frustrating than not being able to read an email because it’s designed for a desktop computer.
    TIP: Use an email delivery service that creates emails to be mobile-ready; that’s one less thing for you to worry about!
  7. Save time with marketing automation: Effective email marketing is not only achievable–it’s easier than ever with the abundance of email automation tools available. Choose a tool with a variety of premade, ready-to-send emails on topics specific to your business, with the option to customize promotions or specific offers as you like.
    TIP: Work with an expert to help refine a targeted strategy to bring repeat business and fill appointments.

Combining these guidelines with your business-knowledge will help make your email marketing effective. Learn how Demandforce can help you implement these best practices and more, leaving you more time to run your practice! [Learn More]

Contributed by: Demandforce, a valued MedResults Network partner

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You Can’t Afford To Not Market Your Reputation

REPUTATION MARKETING VS. REPUTATION MANAGEMENT?

All business owners need to ask themselves the following question, “On a scale from 1 to 10, what rating would your customers give your company?”

If your answer is 8 – 10, then congratulations!

  • But now you have to ask yourself, “Are you proactively marketing that experience and letting other potential customers know about your reputation and attract them to your business?”

 If your answer is 7 or below:

  • You need to ask yourself, “Would you like to improve that to a 9 or 10 rating and what would then mean to your business?”

The bottom line is that your aesthetic medical practice is online everywhere whether you like it or not. Google, Yelp, RealSelf, RealPatientRatings, Healthgrades, Reddit, Yahoo, Amazon, and Social Media reviews and the list goes on and on. Add to that word-of-mouth and social media, and you’ve got a cocktail for powerful marketing—good or bad.

With this being said, nearly all businesses today are going to have an online reputation and it is in their 100% control to build and foster that reputation and then MARKET that reputation with a proactive platform vs. reactive platform.

Here are some amazing facts to consider:

  • 91% of consumers look or consider online reviews before making a purchasing decision
  • 84% of consumers today treat online reviews the same as they do personal referrals
  • 1 negative review (defined as 3 stars or less) can cost a business as many as 30 new customer opportunities

Many Reputation Management platforms address these by reacting to reviews if and when they are posted.

Reputation Marketing is different.  Reputation marketing is more than just managing reputation. It’s about establishing, guarding, and marketing that reputation to become more competitive and profitable.

It is amazing to see the amount of negative reviews as a percentage of total reviews for many businesses.  What does this really mean?  It means that there is no process in place to get all customers to write a review.  It means that given no process, customers will write a negative review before they will write a positive review.

Why do all businesses need to fix this?  Based on a Convergys study, 1 negative review can cost a company as much as 30 potential new customer opportunities. How much does your average patient spend with you per year?  Now multiply that by 30 for every review you have that is 3 stars or less?  That is the true cost of negative reviews to your aesthetic medical practice.

Digital Media Nation has a proprietary platform that helps companies maximize their online reputation and market the positive results to the 9 out of 10 consumers that are currently looking for your products and services. When combined with our Social Media Marketing and Video Marketing, the outcome is outstanding!

Schedule your demo today with Digital Media Nation.

Contributed by: Cary Greenberg, Digital Media Nation

To learn more, listen to our webinar presentation with Digital Media Nation and MedResults Network which aired on January 19th: “Reputation Marketing vs Reputation Management? Knowing the difference is key to growing your business.”

*Digital Media Nation is one of MedResults Network’s newest vendor partners providing advanced reputation marketing services to MedResults members.

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Digital Media Nation Announces Marketing Partnership to Benefit MedResults Network Members

FOR IMMEDIATE RELEASE

December 23, 2016 – Peachtree Corners, GA

Atlanta-based national agency Digital Media Nation will offer its suite of digital reputation marketing products and services to members of MedResults Network starting in 2017 under a two-year agreement, the two organizations announced today.

Under the terms of their agreement, members of MedResults Network, the nation’s largest buying group for aesthetic providers, will offer Digital Media Nation’s reputation marketing programs at exclusive discounted rates to its 2,700 members throughout the United States. Founded in 2008, MedResults Network is the largest and oldest aesthetic buying group in the USA. Members have access to deep discounts and rebates on thousands of products and services including injectables, skincare, and more.

The marketing and sales plan will be multi-channel over the two-year term of the agreement.

“We are very excited to be working with MedResults Network in this strategic partnership,” said Cary Greenberg, National Director of Sales and Operations. “They are the ideal type of business we strive to partner with. We are thrilled to be able to offer this incredible value to all their members. Our platform combines reputation management and brand marketing to provide our Reputation Marketing product that allows our clients to be loud and proud about the client experience they provide. Companies must market their online reputation and client experience and we help them do just that.”

Jeff Routledge, MedResults Network’s president and CEO said:

“It is well documented that over 90% of aesthetic patients read online reviews and ratings when considering an aesthetic treatment, we continually get calls from our members about how to handle patient reviews and ratings. By far, Digital Media Nation offers the best online rating/reviews marketing system that allows practices and medical spas to market their patient ratings and reviews to a much wider digital audience. We really see it as a necessity and invaluable asset to the practice or medical spa in this ever changing online reviews and ratings environment. Our members can no longer ignore the fact that online ratings and reviews, if properly marketed, can significantly increase the patient experience and traffic. Many of our members work with rating and review sites. Now our members will be able to market those ratings and reviews to their patients and prospective patients while taking advantage of their marketing programs at incredible savings to help them grow their business and improve their client experience.”

Digital Media Nation is a full service marketing agency in Atlanta suburb Peachtree Corners, specializing in Reputation, Social Media, and Video Marketing. Their flagship product combines reputation management with brand marketing to create reputation marketing. The result is a proprietary program to help businesses build a 5-star reputation to attract new clients; connect them with their true client experience; help the spas build trust to increase referrals; protect them from potential negative online reviews; and most importantly, market their customer experience to search results, their website, and social media channels to attract new clients.

MedResults Network is an organization based on saving its members time and money. Based on the buying power of their 2,700-plus members, MedResults Network negotiates with more than 50 national vendors to offer discounts and rebates on the products and services members use daily. With more than 20 years of combined experience in the aesthetic industry, the MedResults Network team helps its members achieve their aesthetic business goals through a range of cost-saving benefits. Team MRN works diligently to connect its members with honest and reliable vendor partners and continues to provide personal assistance to its members to ensure their growth and success.

FOR MORE INFORMATION ABOUT DIGITAL MEDIA NATION, CLICK HERE!

 Original Press Release at: http://www.releasewire.com/press-releases/digital-media-nation-announces-marketing-partnership-to-benefit-medresults-network-members-755322.htm

Media Contacts:

Digital Media Nation                                                                                         MedResults Network
Cary Greenberg                                                                                                 Jamie Parrott

National Director of Sales and Operations                                                   Chief Operating Officer
404-386-2500                                                                                                     562-296-5655
c.greenberg@digitalmedianation.com                                                           jamie@medresultsnetwork.com

www.digitalmedianation.com                                                                          www.medresultsnetwork.com

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