B U I L D I N G O N S U C C E S S B U I L D I N G O N S U C C E S S.

B U I L D I N G O N S U C C E S S

B U I L D I N G O N

S U C C E S S


WHERE IS THE BUSINESS

• As long as I’ve been an esthetician I’ve realized that I can physically only see 35-40 patients per week. I wasn’t going to get anywhere by simply doing service after service. The real money lies in the sale of products.

• This may instill fear and apprehension in the physician, but the reality is, without product sales, the profitability of this venture will fail.”

Susanne S. Warfield, Medical Esthetician

Reference: Warfield, S. “Guide to Building a Medical Esthetic Practice”. Paramedical Consultants, Inc. 2001



• Defining the Skin Care Patient– Consumer Demand-The “Boomers”

76 million baby boomers want to defy aging–major force in aggressive cosmetic technology development and “anti-aging medicine.”

Baby boomers and older comprise 51.2% of US population

Paradigm shift with increase in patients seeking “desire dermatology” and cosmetic surgery

Less demand for aggressive surgical procedures and significant post-operative recovery

Patients focused on wellness model of skin health

Reference: Werschler, W.P. Skin & Aging, October, 2000, pp. 24-29



Chronology of the Skin Care Patient: Age 20-30’s

– 20’s: Prevention, photo-protection, acne and hyperpigmentation Treatment: skincare products; sunscreens; peels; glycolic acids

– 30’s: Photo-protection and minimizing of photoaging Treatment: skincare products; Botox injections; filler injections;

breast augmentation; liposuction; peels

Reference: AAFPRS Newsletter, Fourth Quarter 2001



Chronology of the Skin Care Patient: Age 40-50+

– 40’s: Correction of photoaging Treatment: skincare products with more exfoliation;

chemical peel; blepharoplasty; microdermabrasion; IPL

– 50’s+: Reverse the damage - photoaging Treatment: skin care products, facelift; tummy tuck; laser

resurfacing


The Four Cornerstones of a Practice

• Every patient who walks in the door should be given the opportunity to learn about:– Obagi Systems (Product or 1st Cornerstone)

– Non-ablative Procedures (2nd Cornerstone)

– Elective Surgeries (3rd Cornerstone)

– Disease/Trauma (4th Cornerstone)

The Four Cornerstones of a Practice


BUILDING YOUR PRACTICE

Where is the BASE business? Right in your current practice!

– 36% of cosmetic patients are repeat patients – Ask your staff to look through their existing files for potential patients

– 34% of cosmetic patients have multiple procedures at the same time – investigate all option – teach your staff to include skincare products with the procedure

– 51% of procedures are performed in the office Offer combination of therapies in tiered fashion Offer both “disease” and “desire” therapies Patients can begin with simple cosmetic procedures/products

and build up to more sophisticated ones



• Where is your NEW business? Look for . . .– Patient Referrals. Do a “Bring a friend mailing or

patient appreciation event.”

– Nearby corporate buildings or large companies

– Hook-up with health clubs (Curves, LA Fitness, The Spectrum, 24-Hour Fitness)

– Hook-up with bridal stores

– Hook-up with community associations/societies (churches, Women’s clubs, political organizations, etc.)


The Role of the Receptionist

– Who do you have saying “Hello”? Maintain a neat reception area. Make sure brochures are neatly

displayed in reception area/procedure rooms/bathrooms Reduce the clutter “Seasonalize” product display area. Valentines, Spring, 4th of

July, Summer, Fall, Halloween, Thanksgiving, Winter Holiday, etc.

– The Receptionist and entire staff should have a fundamental understanding of skincare products sold in the office

– Receptionist should be able to refer existing or potential patient to appropriate person in office for more detailed consultation

– Train your receptionist to cross-sell; it can be indirect


The Role of the Aesthetician and/or Nurse

• According to industry surveys, estheticians can generate an average of 50% of their gross daily revenue in product sales

• Always set up next patient visits

– Walk skincare patient to front desk to re-book

– Put a system together to follow-up with patients

• Track referral sources and send “thank you” letters to referring individual

– Ask your patients to send in a friend and then send a “thank you” note or small gift for the referral

– Have a referral card for the patient to give to the friend to bring in


The Role of the Aesthetician and/or Nurse

• Listen to the patient’s needs– Review patient questionnaire

• LAER to fully understand patient concerns– Educate patient on the Obagi Systems Skin Transformation Process

• Utilize Obagi Systems Brochures, Before and After Pictures– Be creative - create your own educational guide to Skin

Transformation– Share one Obagi Success Story!– Utilize Obagi Guide to Skin Transformation

• Schedule Follow Up– Let your patient know that you are committed to helping them

achieve transformed skin


The Role of the Office Manager

• Oversee and aid staff in implementing a skin care program– Develop office protocols that allow all patients, current and

new, to learn about skin care

– Give every patient who walks in the door the opportunity

• Implement quarterly in office promotions– Featured product of the month specials

• Gift with purchase promotions– Utilize your Obagi Sales Representative to plan your yearly

Obagi Marketing Program


• Establish Practice Goals for Skin Care Sales– Brainstorm with staff on how to reach these goals

– Set goals or programs for growth of skin care sales

– Measure, monitor and motivate the staff

• Establish Employee Incentives– Percent of product sales

– Percentage of sales for new patients

– Quarterly commission plans

– Yearly bonus plans

The Role of the Office Manager


Role of the Physician

• Be friendly; the staff will follow your lead– Create a teamwork environment; your patients will

“pick-up” on the feel of the office

• Support Staff Incentive Programs to help build Skin Care Business– Create staff incentives within practice to grow the business

(individual and/or team orientated)– Set monthly goals or objectives and support staff to achieve those

goals

• Participate in new and existing Patient Events, open houses, etc.

• Inform patient of the benefits of Obagi Systems– Reassure the patient that they are receiving the best in Rx Skin Care

treatment– Reinforce the treatment programs prescribed by Nurse/Aesthetician



In-office marketing ideas: Replace magazines in waiting areas with your

before and after cosmetic surgery books – patient and staff photos

Discount products two times a year to increase business in slower months

Feature a product or service for the month Video with infomercial in waiting areas and exam

rooms



In-office marketing ideas, cont.: Patient Surveys so you get to know your patient’s needs• Develop 5 different success stories to share with patients

on a rotating basis and then ask for the referral if patient knows someone in that same situation who could benefit from cosmetic services

• Website updated on regular basis Create a service menu professionally displayed in

reception area and procedure rooms

– One for the office– One for the aesthetician



In-office marketing ideas, cont.:– Offer free skin care consultation on first visit

– Offer discount package – mix the cornerstones

– Monthly or quarterly newsletters – e-mail

– Have a Loyal Patient Reward Program that encourages existing patients to try new cosmetic services and directs new cosmetic patients to practice

– Remember special days for key patients to build loyalty – great for the aesthetician or receptionist to manage

Example: birth date, anniversary, referrals, hobbies, etc. Have a set of Birthday/Anniversary/General cards in your office


Transform Your Practice

• Obagi Practice-Building System

• If you take advantage of all four Obagi System opportunities, you are sure to grow your business


Transform your Practice

It’s been proven that participating in any of the

Obagi Practice-Building System Programs

can grow your business

But

Participating in all four can

Transform your Practice!


New Patient Additions

• The number of new patients added to practice

• Obagi will help you put a plan together to succeed


The Growth Planner

• Most skin care lines say they work to help improve skin condition

• At Obagi, we help you transform your patient’s skin, while simultaneously building your patient base

How much do

you want to grow?


Growth Planner Worksheet

• Use this worksheet to start a custom Obagi Practice-Building System for your office


Top 12 Practice Builders

1. Maintain existing patient base and identify new patient on a monthly basis by participating in the Four Obagi System Practice-Builder Programs

2. Maintain a neat reception area that supports your practice’s services

3. Make sure your first impression is a good one!

4. Implement LAER – Objection Handling

5. Referrals – ask patients for referrals

6. Make sure every staff member knows the skincare products you sell in the office.

7. Share patient success stories and refresh/rotate them on a frequent basis

8. Implement/rotate one or two in-office marketing programs every quarter

9. Set monthly expectations/goals for your staff and support them in achieving them

10. Walk skincare patients to front desk to re-book

11. Make use of patient’s waiting time in the reception area and procedure rooms

12. Have a product inventory system in place


The Obagi Systems

Give every patient the opportunity to have

transformed skin:

Obagi Nu-Derm Obagi-C Rx Obagi Professional-C

& Cffectives


Obagi Systems

Thank you for

joining us today!


B U I L D I N G O N S U C C E S S B U I L D I N G O N S U C C E S S.

Documents

skincare patient

patient questionnaire

boomers w

practice slide

patient visits

patient referrals

cosmetic patients

desire therapies w patients