PHYSICIANS
MUST MASTER CLINICAL CROSS SELLING FOR
SUCCESS IN MEDICAL SPAS
Allured by the
growth and demand of the aesthetic market,
many physicians are opening med spas to
expand their practices. But this move isn't
as easy as it seems. In fact, it will
challenge you in many ways. Physicians, not
necessarily known for their business skills,
will have to take on the role of a sales
person--a position few doctors envy and
enjoy.
Nevertheless,
creating a successful med spa will depend on
your ability to sell multiple aesthetic
procedures. So if you're considering this
move, you need to embrace the role of
physician-retailer and master the art of
clinical cross selling.
A New Role
Clinical cross
selling is using the sale of one clinical
service to lead to the sale of other
clinical services. For example, I may advise
a patient who comes in for a photofacial to
buy sunblock and anti-aging creams from my
product line.
"Selling"
clinical services and products is unfamiliar
and contrary to historical medical practice.
Could you imagine seeing your cardiologist
for a check-up and being asked if you'd like
to buy a cardiac angiogram to go with a new
anti-hypertensive medicine? Or what would
you do if your family doctor gave your
routine blood results with a solicitation to
buy an abdominal CT scan? Physicians in
these specialties would never cross sell.
But that's
exactly what you have to do in a medical spa
setting. Your patients, who may just know
about fillers, also may benefit from laser
treatment and photodynamic therapies.1 It's
your job to present them with all these
options. For many physicians, this is
uncomfortable territory. But with practice
and an open mind, you can master these sales
skills, while keeping your patients looking
their best.
The Value of
Consultation
It's important
to understand the power of the aesthetic
consultation. This exchange offers the
greatest potential for generating revenue.
At this point, you uncover the patient's
true desires and your place in fulfilling
them.
Connecting on
a personal level requires actively listening
to your patients to learn what they want and
need. I usually spend 10 minutes taking a
medical, cosmetic and social history.
Answers to my questions not only guide my
medical therapy, but they also help me form
a connection between cosmetic therapy and
the important personal issues in my
patients' lives.
If a patient
has concerns about her wrinkles, I will ask
what she doesn't like about them. I may have
her take a stylus and show me exactly what
she sees in the mirror. As she wrinkles her
forehead, I can point out the difference
between the dynamic and static components of
the wrinkle. Then, while she's still
observing her face in the mirror, I can ask
her if there are other things she'd like to
change about her appearance.
During this
part of the consultation, I listen and note
everything the patient has mentioned to
create a strategy for meeting her needs.
Roadmap for
Success
After you've
noted all her aesthetic concerns, you should
be ready to construct a wish list. For this
part of the process, I may take a picture of
her face, print it out and circle the areas
of concern. Then I number each "problem"
area. On the back of the paper, I fill in
the procedure for the corresponding number.
Next to the number, I write down the date of
the consultation and the timeframe for
treatment.
At this point,
I have four columns: One column represents
the numbers of circled areas. Another
represents the aesthetic procedure. The
other shows the price, and the fourth
represents the dates for the procedures I
recommend. I also add the total price at the
end of the third column. I hand the paper
back to her and continue to build rapport. A
wish list cuts through the confusion and a
timeline allows patients to set clear goals.
In addition, it provides a clear map for
return business.
Many
physicians, fearing a reaction of sticker
shock, drop the ball and even apologize
about the price of their procedures. Realize
that it's natural for most patients to ask
for a discount. Be prepared with standard
responses. Perhaps you can suggest paying
upfront and saving 10 percent.
Alternatively, you can divide procedures
over time. That way, a $3,500 procedure is
divided into three payments of approximately
$1,200.
If money is
still a concern, you can offer easier
payment plans through a patient financing
company. These plans allow people to spread
payments over the long-term, which cuts
their monthly payment significantly.
To effectively
cross sell procedures, clinicians must
reject their traditional medicine biases.
Patients want to look good. And we have the
skills and knowledge to deliver these
results. First, though, we have to sell it.
BREAKING
NEWS!
Reach
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opportunities in front of the target
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information, contact
info@medicalspaconsultant.com.
PALOMAR MOVES
FORWARD TO NEXT PHASE WITH GILLETTE FOR HOME
USE LIGHT-BASED HAIR REMOVAL DEVICE
10/1/2006
Palomar
Medical Technologies, Inc., a leading
researcher and developer of light-based
systems for cosmetic treatments, today
announced that it will move forward to the
next phase with The Gillette Company, part
of The Procter & Gamble Company, under the
Development and License Agreement executed
by Palomar and Gillette in February 2003.
With this decision, the development of a
new, patented, home use, light-based hair
removal device for women moves into the next
phase.
Commenting on
the achievement, Palomar Chief Executive
Officer Joseph P. Caruso said, "After three
years of successful development, we are
extremely pleased to receive this decision
from Gillette. This is a significant
milestone in our agreement with Gillette and
is in line with our targeted timeframe.
Professional light-based hair removal
treatments are among the most popular
cosmetic treatments offered today with
millions of treatments performed each year.
However, years ago, we recognized that if
light-based hair removal could be brought
into the home, the market opportunity would
be vastly larger and would further increase
professional system sales by increasing
consumer awareness. With that in mind, we
invested significant resources in research,
development and patent protection to make
this a reality and ensure that Palomar would
be both the first to the marketplace and the
leader with this innovative technology. Our
relationship with Gillette provides us with
the world class manufacturing, marketing,
and distribution expertise to address this
high-potential market. We are fortunate to
have developed this technology in close
cooperation with Gillette."
Within thirty
days of Palomar receiving a 510(k)
over-the-counter (OTC) clearance from the
United States Food and Drug Administration
(FDA), Gillette will make a development
completion payment to Palomar of $2.5
million. OTC clearance allows products to be
marketed and sold directly to consumers
without a prescription in the United States.
For more
information, please see the Development and
License Agreement filed as Exhibit 10-1 to a
Current Report on Form 8-K filed February
19, 2003.
NOEVIR
DISCOVERS LEAF EXTRACT EFFECTIVE FOR
WRINKLES
10/1/06
Noevir Co.,
Ltd., in collaboration with Kyushu
University and Chigan Mai University in
Thailand, has discovered that extract of
Duabanga (scientific name: Duabanga
grandiflora), a tropical leaf, induces the
production of type III collagen and as a
result improves wrinkles.
A significant improvement in the growth of
type III collagen was noted during the
study. Thorough research unveiled Eugeniin,
a component of tannin, as the core
stimulator.
Going forward, the company plans to release
anti-wrinkle cosmetics. Noevir is filing
patent application for the finding, which
will be reported at the 53rd meeting of the
Japanese Society of Pharmacognosy from
September 29-30.
