Internal Marketing Key to Gaining New Patients

LAS VEGAS – It is not uncommon for cosmetic dermatologists to follow their competitors when it comes to external marketing efforts, according to Tracy L. Drumm, an aesthetic medical marketing expert.

"Maybe it’s print advertising, pay-per-click online advertising, or maybe it’s social media," Ms. Drumm said at the annual meeting of the American Academy of Cosmetic Surgery. "The problem is external marketing – marketing to patients who don’t already know you – is the most expensive form of marketing."

According to Ms. Drumm, vice president of Chicago-based IF Marketing, a more effective way to generate new patients is through internal marketing, which she described as "talking to people who are already coming through the door, who already know you, who come to you every 3-4 months for their Botox treatments."

The best way to do this is to provide tools to patients that "empower them to talk to their friends about you." This may be in the form of business cards that contain practice information, such as how many neurotoxin treatments or specific cosmetic surgeries were performed last year, or a list of the procedures offered with corresponding columns for before and after photos. "Highlight what makes you special and unique," advised Ms. Drumm.

Another strategy is to have a dedicated space in the waiting room for a "referral station" stocked with business cards customized for each of the procedures offered, with a corresponding sign that reads: "The greatest compliment you can give us is a referral." One practice that adopted the referral station now replenishes the cards weekly. "People take the cards," she said. "They’re portable, small, and discreet to pass on."

Creating a "patient passport" card for existing patients is another way to advertise. This is a laminated business card–size tool that contains a before and after photo of the patient, along with office contact information. This strategy "reminds patients of how they looked before their procedure and provides a visual reminder of their improvement," Ms. Drumm said. "It’s also something they can share with their friends."

Profiling patients who consent to advertise their "transformation" on postcards, brochures, handouts, posters, or in a newsletter is another effective way to promote a practice. "The nice thing is that you can send these profiles to your existing patients to help keep them coming back," she said. "But you can also purchase data and have this sent out to people who match the demographics of your current patients."

In today’s business climate, relationship building is more important than ever, Ms. Drumm said, so she recommends mailing cards to mark patient birthdays, Mother’s Day, and other special holidays. Consider inserting a $50 gift certificate for patients in each card, as well as a $50 gift certificate for a friend. In 2 years of tracking results of this tactic at one practice, 17 new patients referred from friends spent about $35,000. "A qualified referral from a friend is a very powerful source," she said. "You want to keep encouraging these referrals."

For direct mail promotions, Ms. Drumm recommended the acronym TOIB for teaser, offer, immediacy, and brand.

The teaser should consist of a catchy phrase to get people’s attention, she said, such as "four ways to look younger overnight" or "four steps to a summer bikini." The offer, paired with the teaser, should be of perceived value, such as a free consultation or free microdermabrasion.

"Then, offer immediacy to make sure you are at the top of someone’s to-do list," Ms. Drumm said. "Maybe it’s something like, ‘the first 15 people to RSVP get a complimentary swag bag.’ Offer something to make that person want to take action."

The fourth component is brand. "Everything you do should be stamped with the logo and name of your practice," she said.

Ms. Drumm said that she had no relevant financial conflicts to disclose.

LAS VEGAS – It is not uncommon for cosmetic dermatologists to follow their competitors when it comes to external marketing efforts, according to Tracy L. Drumm, an aesthetic medical marketing expert.

"Maybe it’s print advertising, pay-per-click online advertising, or maybe it’s social media," Ms. Drumm said at the annual meeting of the American Academy of Cosmetic Surgery. "The problem is external marketing – marketing to patients who don’t already know you – is the most expensive form of marketing."

According to Ms. Drumm, vice president of Chicago-based IF Marketing, a more effective way to generate new patients is through internal marketing, which she described as "talking to people who are already coming through the door, who already know you, who come to you every 3-4 months for their Botox treatments."

The best way to do this is to provide tools to patients that "empower them to talk to their friends about you." This may be in the form of business cards that contain practice information, such as how many neurotoxin treatments or specific cosmetic surgeries were performed last year, or a list of the procedures offered with corresponding columns for before and after photos. "Highlight what makes you special and unique," advised Ms. Drumm.

Another strategy is to have a dedicated space in the waiting room for a "referral station" stocked with business cards customized for each of the procedures offered, with a corresponding sign that reads: "The greatest compliment you can give us is a referral." One practice that adopted the referral station now replenishes the cards weekly. "People take the cards," she said. "They’re portable, small, and discreet to pass on."

Creating a "patient passport" card for existing patients is another way to advertise. This is a laminated business card–size tool that contains a before and after photo of the patient, along with office contact information. This strategy "reminds patients of how they looked before their procedure and provides a visual reminder of their improvement," Ms. Drumm said. "It’s also something they can share with their friends."

Profiling patients who consent to advertise their "transformation" on postcards, brochures, handouts, posters, or in a newsletter is another effective way to promote a practice. "The nice thing is that you can send these profiles to your existing patients to help keep them coming back," she said. "But you can also purchase data and have this sent out to people who match the demographics of your current patients."

In today’s business climate, relationship building is more important than ever, Ms. Drumm said, so she recommends mailing cards to mark patient birthdays, Mother’s Day, and other special holidays. Consider inserting a $50 gift certificate for patients in each card, as well as a $50 gift certificate for a friend. In 2 years of tracking results of this tactic at one practice, 17 new patients referred from friends spent about $35,000. "A qualified referral from a friend is a very powerful source," she said. "You want to keep encouraging these referrals."

For direct mail promotions, Ms. Drumm recommended the acronym TOIB for teaser, offer, immediacy, and brand.

The teaser should consist of a catchy phrase to get people’s attention, she said, such as "four ways to look younger overnight" or "four steps to a summer bikini." The offer, paired with the teaser, should be of perceived value, such as a free consultation or free microdermabrasion.

"Then, offer immediacy to make sure you are at the top of someone’s to-do list," Ms. Drumm said. "Maybe it’s something like, ‘the first 15 people to RSVP get a complimentary swag bag.’ Offer something to make that person want to take action."

The fourth component is brand. "Everything you do should be stamped with the logo and name of your practice," she said.

Ms. Drumm said that she had no relevant financial conflicts to disclose.

LAS VEGAS – It is not uncommon for cosmetic dermatologists to follow their competitors when it comes to external marketing efforts, according to Tracy L. Drumm, an aesthetic medical marketing expert.

"Maybe it’s print advertising, pay-per-click online advertising, or maybe it’s social media," Ms. Drumm said at the annual meeting of the American Academy of Cosmetic Surgery. "The problem is external marketing – marketing to patients who don’t already know you – is the most expensive form of marketing."

According to Ms. Drumm, vice president of Chicago-based IF Marketing, a more effective way to generate new patients is through internal marketing, which she described as "talking to people who are already coming through the door, who already know you, who come to you every 3-4 months for their Botox treatments."

The best way to do this is to provide tools to patients that "empower them to talk to their friends about you." This may be in the form of business cards that contain practice information, such as how many neurotoxin treatments or specific cosmetic surgeries were performed last year, or a list of the procedures offered with corresponding columns for before and after photos. "Highlight what makes you special and unique," advised Ms. Drumm.

Another strategy is to have a dedicated space in the waiting room for a "referral station" stocked with business cards customized for each of the procedures offered, with a corresponding sign that reads: "The greatest compliment you can give us is a referral." One practice that adopted the referral station now replenishes the cards weekly. "People take the cards," she said. "They’re portable, small, and discreet to pass on."

Creating a "patient passport" card for existing patients is another way to advertise. This is a laminated business card–size tool that contains a before and after photo of the patient, along with office contact information. This strategy "reminds patients of how they looked before their procedure and provides a visual reminder of their improvement," Ms. Drumm said. "It’s also something they can share with their friends."

Profiling patients who consent to advertise their "transformation" on postcards, brochures, handouts, posters, or in a newsletter is another effective way to promote a practice. "The nice thing is that you can send these profiles to your existing patients to help keep them coming back," she said. "But you can also purchase data and have this sent out to people who match the demographics of your current patients."

In today’s business climate, relationship building is more important than ever, Ms. Drumm said, so she recommends mailing cards to mark patient birthdays, Mother’s Day, and other special holidays. Consider inserting a $50 gift certificate for patients in each card, as well as a $50 gift certificate for a friend. In 2 years of tracking results of this tactic at one practice, 17 new patients referred from friends spent about $35,000. "A qualified referral from a friend is a very powerful source," she said. "You want to keep encouraging these referrals."

For direct mail promotions, Ms. Drumm recommended the acronym TOIB for teaser, offer, immediacy, and brand.

The teaser should consist of a catchy phrase to get people’s attention, she said, such as "four ways to look younger overnight" or "four steps to a summer bikini." The offer, paired with the teaser, should be of perceived value, such as a free consultation or free microdermabrasion.

"Then, offer immediacy to make sure you are at the top of someone’s to-do list," Ms. Drumm said. "Maybe it’s something like, ‘the first 15 people to RSVP get a complimentary swag bag.’ Offer something to make that person want to take action."

The fourth component is brand. "Everything you do should be stamped with the logo and name of your practice," she said.

Ms. Drumm said that she had no relevant financial conflicts to disclose.