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.
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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.