HOW TO USE EVENTS TO RAISE AWARENESS OF YOUR CLINIC
Open house events are a valuable marketing tactic for successful aesthetic clinics. When positioned as educational seminars, events are a great way for current or prospect patients to learn about the procedures and products your clinic offers. They can range from intimate gatherings of motivated patients, to larger groups including their entourage.
Venues chosen should offer convenient access. Ideally, events are best held within your clinic, space permitting. This helps keep costs down and fosters a more personal atmosphere. Tuesdays through Thursdays tend to work best, and evening hours are popular timeslots to invite patients over snacks and drinks.
Plan your events around seasonal or targeted themes, such as “Brighten up your skin for Spring” or “Learn how to take ten years off your face without surgery.” This generates better attendance than vague or overly broad themes. Seminar topics that specifically feature your offered benefits are useful to introduce new treatments and products, or complementary procedures such as toxins and fillers or peels and skincare.
A brief slide kit presentation, live demonstration and/or video are helpful for guests to learn more about procedures you promote. They should also have the opportunity to see photographs of actual patients’ results, ask questions and schedule a consultation for more information.
Successful seminars require careful planning and follow up. Start promoting your event 3 to 6 weeks in advance. Post seminar invitations in the clinic, on your website, blog and social media, and hand out printed invitations at checkout.
Take-away gift bags with samples and brochures, and ‘Thank you for attending’ follow up emails will also encourage guests to schedule a consultation.
Seminars raise awareness of your clinic, generate appointments and referrals, and position your clinic as a leader in medical aesthetics in your community. They attract new patients and also get existing ones interested in more treatments, which can make a significant impact on clinic revenue and growth.
Ms. Wendy Lewis is the author of a recent volume on Digital Marketing in Aesthetic Medicine. This easy-to-use practical guide offers hands-on advice and tailored strategies to health care professionals in need of an in-depth introduction and actionable program for digital marketing, social media, and aesthetic clinic management. With a modern understanding of the new challenges of a digital world, W. Lewis explains, with detailed examples, charts and forms, the best practices for building an effective clinic website and blog, email programs and newsletters. A
must-read for practitioners willing to differentiate and grow their aesthetic clinic.
Lewis, W. 2017. Aesthetic Clinic Marketing in the Digital Age. 1ST Ed: CRC Press. 125p, ISBN 9781498726726.
Ms. Wendy Lewis,
President of Wendy Lewis & Co Ltd,
New York , NY, USA
- Founder (1997) of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, a marketing communications boutique
- Founder and editor in chief of Beautyinthebag.com
- International guest lecturer
- Member of the editorial board of PRIME International Anti-Ageing Journal
- Contributor to Modern Aesthetics, Body Language, Practical Dermatology, Zwivel.com, Healthnewsdigest.com
- Author of 11 books
- Marketing blog at wendylewisco.com