HOW TO BUILD YOUR KICKASS AESTHETIC CLINIC BRAND by DRDANIELCHANG

DR DANIEL CHANG AESTHETIC PHYSICAN | REGIONAL TRAINER | KICKASS ATHLETE DRDANIELCHANG.COM 2017 THE ULTIMATE GUIDE TO BUILDING YOUR KICKASS AESTHETIC CLINIC BRAND

ULTIMATE GUIDE TO YOUR KICKASS AESTHETIC CLINIC BRAND

DR DANIEL CHANG AESTHETIC PHYSICAN | REGIONAL TRAINER | KICKASS ATHLETE DRDANIELCHANG.COM 2017 THE ULTIMATE GUIDE TO BUILDING YOUR KICKASS AESTHETIC CLINIC BRAND

Rules to help new clinicians setup and work towards running a successful, ethical and professional aesthetic practice.

Abstract What makes an effective, ethical and professional practice? From a medical perspective, it is one which conveys proficient and safe treatments, and from a business perspective, one with a sound reputation and consistent, predictable income. i

There is right now no universally agreed upon definition of Aesthetic Medicine. The American Board of Cosmetic Surgery has characterized corrective surgery as "a subspecialty of medicine and surgery that exceptionally limits itself to the upgrading of visual appearance through surgical and non surgical techniques. It is particularly concerned with keeping up oneâ&#x20AC;&#x2122;s physical appearance, enhancing it, progressing toward an artistic level. Aesthetic work is becoming "need felt" and consequently, this paper means to guide clinicians how to setup a professional ethical and successful aesthetic practice.

Introduction Aesthetic Medicine is a rapidly developing and advancing branch of medicine.

Being

concerned with cosmesis and appearance, it naturally ought to comprise clinical dermatology, 3

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dermatosurgery and corrective dermatology.

Ethical practice is quality medicine, and

clinicians ought to abstain from doing more procedures than necessary. First and foremost comes the patients' concerns. Next comes individualising evidence based treatments to address these concerns, while proposing a treatment programme in the patientâ&#x20AC;&#x2122;s best interest, building a long term relationship in the process. To date, Google research seek yields no published papers on this subject. Subsequently making this a fascinating and valuable subject to look into. My Vision Being an Aesthetic Doctor, I seek to beautify people, to guide men and women achieve awesome dreams. Helping them to look and feel their very best. My vision is to make Asia more beautiful, one face at a time. And by beautiful, I do not mean just looking your very best. My wish is for you to feel your very best. My Mission To serve the needs of men and women who are seek aesthetic rejuvenation, providing them with useful educational information, helping them look and feel their very best, fulfilling their highest, truest, purest expression of themselves.ii

In society today, I find that 3 groups of people are at risk. With the rise of social media, and the use of gadgets to communicate, the generation today is faced with a new set of challenges.

Social media portrays people in the most positive light. Seeing your peers posting beautiful pictures and participating in awesome events creates a notion that â&#x20AC;&#x2DC;the grass is ALWAYS 4

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greener on the other side’. This creates the false impression that other people’s lives are so cushy and impressive, while you yourself may be struggling in many ways.

The 3 at risk groups

The youth: Youths today are under massive pressure to excel in school. They have less face time with parents, and miss the nurturing and guidance that a fully attentive parent can give. Schools today place too much emphasis on academic performance and rote learning and very little on problem solving life-skills. Parents in our current generation tend to be too busy with work, leaving the care of their kids to the school or grandparents. Where kids feel that they can only get their parent’s approval if they get good grades, become a school prefect, break into the national team etc… This creates feelings of poor self esteem in youth, and this follows them through life. They have difficulty coping with stress, and find it tough to handle failures. A study shows that a kid aged between 3 to 6 years of age is at a key developmental stage. Lifeskills learnt during this time sets the foundation for healthy personal development in later years. Hence, please do not neglect your children.

The working adult: Adults are very social media savvy these days. And as mentioned earlier, social media creates the false perception that your neighbour is having ‘the time of their lives’, while we ourselves are struggling with work, bosses, career progression, insecurities etc… Inevitably, there will be comparison with peers and adults often find themselves caught up in the rat race. This creates feelings of anxiety, low self esteem and depression.

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The elderly: Elderly face the major challenge of loneliness, either because they are single, or their children are too busy with their work or family. Being physically handicapped, many need help for daily activities, and this inevitably creates a dent on their emotional well-being. They need connection,

With this in mind, it is my hope that this book will help you my dear reader, create a Kickass Aesthetic Clinic brand that would help people to not just look their very best, but feel their very best too!

CONTENTS PAGE: This paper will be divided into the following chapters. CHAPTER 1

AESTHETIC

MARKET

TREND CHAPTER 2

BRANDING

CHAPTER 3

OPERATIONS

CHAPTER 4

SUSTAINABLE GROWTH â&#x20AC;&#x201C; LOCALLY AND GLOBALLY

CHAPTER 5.

CONCLUSION

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OUTLINE: CHAPTER 1: AESTHETIC MARKET TREND 1. Global medical aesthetics market 2016-2020 2. Aesthetic lasers and energy based devices market 2016-2020 3. Global facial injectables market 2016 – 2020 4. Global research report

CHAPTER 2: BRANDING: 1. Social Media: How to use social media to optimise aesthetic clinic marketing 2. How to create a high end aesthetic clinic brand 3. how to raise brand awareness 4. Understand your clients 5. Building a sustainable brand

CHAPTER 3: OPERATIONS: 1. Medico-legal and ethical responsibilities and challenges of a clinician 2. How to create a wellness ‘wow’ experience for patients and keep them returning

CHAPTER 4: GROWTH: LOCALLY AND ABROAD

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1. Collaboration with beauty salons to tap on their existing pool of clients, creating synergy and a win-win partnership 2. Globally, through joint ventures with clinics in developing countries.

CHAPTER 5: CONCLUSION

CHAPTER 1: MARKET TREND: “Nobody

comes

here

anymore,

its

too

crowded”

― Yogi Berra This humourous quote tells us one simple fact. =) Don’t worry about the crowd. Go where there is huge competition, because that means the Total Addressable Market is massive. – Dr Daniel Chang

I will start this chapter by sharing with you precious maket data. To comprehend the aesthetic market inclination, research reports were obtained from Euromonitor database and from a report from QYR Pharma. The key search phrase on Euromonitor ‘aesthetic market trend’, and the accompanying articles selected were the most pertinent to this paper.

1. Global medical aesthetics market 2016-2020 8

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2. Aesthetic lasers and energy based devices market 2016-2020 3. Global facial injectables market 2016-2020 4. Research report from QYR Pharma and Research Center For the section on Branding, Operations, Sustainable Growth, a look for important papers was attempted utilizing Google scholar. Furthermore, business management books and key articles from aesthetic advertising advisors were incorporated. Contextual investigations of leading brands were analysed, and the advice from leading business CEOs were factored in. This rundown was drawn from Forbes report of the main 50 wealthiest individuals. For the section on Clinical Services, this was written based on research from Pubmed, looking for evidence based medicine articles relating to common aesthetic and skin worries of patients.

Objective:

To audit the best evidence for individualized treatment to the

accompanying skin concerns. 2)

Data Sources: Search on MEDLINE, EMBASE, and the Cochrane database to

identify relevant articles from 1995 to 2016., 3)

Study Selection: Well-run randomized controlled trials, meta-analysis, and audits

were the focus of this paper.

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The growth pattern of the aesthetic market was then derived from the paper. We will now talk about them in detail. iii

1.1 GLOBAL MEDICAL AESTHETICS MARKET 2016-2020iv

Technavios statistical analysis predicts the worldwide aestheticmarket to advance at a CAGR of around 7% by 2020. Compound yearly development rate (CAGR) is a business term for the geometric progression that gives a consistent rate of return over time.

Elements affecting development in this market include an ageing population, greater openness towards aesthetic treatments, and greater income growth.

Various advancements, particularly in the aesthetic laser treatments, are trendsetters in this field. Non-invasive fat reduction techniques, for example, high intensity focussed ultrasound, cryolipolysis, and others are also quickly picking up prominence.

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Product based division of the medical aesthetics market 1.

Laser-based

Facial aesthetics

Breast and Dental implants

Analysts have evaluated the dental implants industry to occupy the largest market share of the above. This will keep on growing with more noteworthy consideration paid to oral wellbeing intricacies.

Geographical division of the medical aesthetics market. Technavio statistical analysts have assessed the Americas to represent over 54% of the pie. The proximity of clinics that perform both surgical and non-surgical treatments was instrumental in pushing market development in this area.

Competitive scene and key industry players

This industry is quickly changing, and is probably going to see enormous development in the developing markets. Competition will increase amidst technological demands and

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advancements. In this industry, the top enterprises acquire small and medium sized ones as it helps them to consolidate revenue.

1.2 AESTHETIC LASERS AND ENERGY DEVICES MARKET IN THE US 20162020 v

Laser-based rejuvenation devices

are growing quickly with new indications. Laser fat

reduction is a quickly developing application because of the interest for a more youthful and leaner look among both men and ladies. The number of non-surgical laser treatments in 2013 were 455,559. It included laser procedures for hair removal and facial rejuvenation. Laser hair removal systems represented the most elevated number in the rejuvenation sector, and third leading among non-surgical treatments in the US. Technavio's investigators gauge the cosmetic laser market in the US to develop at a CAGR of 11.58% amid the period 2016-2020.

1.3 GLOBAL FACIAL INJECTABLES MARKET 2016-2020vi Injectables are a blend of dermal fillers and Botox utilized as part of facial rejuvenation, helping decrease wrinkles and restoring facial skin for a smoother and more youthful look. These are placed under the skin to fill tissues and lift it to replace lost collagen from ageing.

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Collagen and HA give basic support to skin and preserve its elasticity. The glabellar lines, wrinkles, and laugh lines for example can be improved with aesthetic treatment. Technavio's experts estimate the worldwide facial injectables market to develop at a CAGR of 9.75% within the period 2016-2020. The driver is the developing interest for facial injectables among the matured population , the diffculty is the high cost of items. The in-thing now is the development of combination treatment.

1.4 â&#x20AC;&#x153;Global Medical Aesthetics Industry: Injectables, Energy-Based Devices, Cosmeceuticals, Cosmetic Surgery, Facial Aesthetics, Implants, Cosmetic Tourism. Market Analysis & Forecast to 2021â&#x20AC;?.vii

New information from the American Society of Plastic Surgeons (ASPS) demonstrated growth in the cosmetic industry, with specifically a focus from consumers on treatments which are MINIMALLY invasive and have short downtime. As per the yearly plastic surgery procedural insights, there were 15.9 million surgical and non surgical treatments performed in the United States in 2015, a 2 percent expansion more than 2014.

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Since 2000, procedures have risen 115 percent, however the treatments patients are choosing is evolving.

Among the 14.2 million corrective minimally invasive techniques performed in 2015, the big 3 were: 1. Botulinum Toxin Type A (6.7 million, up 1 percent from 2014 and 759 percent since 2000) 2. Soft Tissue Fillers (2.4 million, up 6 percent from 2014 and 274 percent since 2000) 3. Medical grade Chemical Peel (1.3 million, up 5 percent from 2014 and 14 percent since 2000)

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CHAPTER 2: BRANDING: ‘A brand is about the way a company resonates with people emotionally.’ Steve Jobs Hence, I feel it is important to draw on your life story and highlight key areas where people can identify with. Build a brand vision and develop a mission that seeks to make the world a better place. Making Asia more beautiful, one face at a time. – Dr Daniel Chang

1. Social Media: How to use social media to optimise aesthetic clinic marketing 2. How to create a high end aesthetic clinic brand 3. How to raise a brand 4. Understand your clients 5. Building a sustainable brand 6. Boosting profits in an aesthetic clinic

This chapter covers material from the following sources. •

Market trend of social networks

•

Advice from Aesthetic Business Consultants

•

Google scholar search

•

Dermatology times

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We begin this part by comprehension of the impact of social media on clients. Social media is massive, but like a double edged sword, it can be both good and bad. 2.1 SOCIAL MEDIA As indicated from information pulled together by Digital Insights, here's the breakdown for platforms with the highest average monthly active clients, which is a significant metric when deciding your choice of network. Networks ranked by average monthly clients 1.

Facebook: 1.28 billion

Google+: 540 million

Twitter: 255 million

Instagram: 200 million

LinkedIn: 187 million

6. Pinterest: 40 million

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Ref: https://blog.bufferapp.com/how-to-pick an informal organization 24

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The Pew Research Internet Project has been gathering web-based social networking insights and socioeconomics for years, providing new data all the time. Their most recent statistic studyâ&#x20AC;&#x201D;a survey of 1,801 adults from August and September 2013â&#x20AC;&#x201D;demonstrates the client bases for five noteworthy social media platforms.

It appears that most organizations falsely believe online networking is only an approach to post information for their supporters. Notwithstanding, it is far beyond that and this article clarifies why. It demonstrates that it is critical to tune in, react and draw in your clients by utilizing online networking. It is a channel for communicating with clients and accepting input. viii

Insights from experts ix ACT remains for Attract, Convert, Transform; it fundamentally diagrams the move from a buyer to a client. Body, which remains for Brand, Outcome, and Differentiator, is the thing that you use with a specific end goal to draw in buyers. Author Shama Kabani states that online networking promotion is a phenomenal approach to draw in buyers. Regardless of the possibility that they don't turn into a client, they get to be distinctly mindful of your services. In addition, they may share this awareness of services with their social circle, which could prompt to other individuals getting to be your clients. As it were, drawing in buyers can be similarly as critical as acquiring clients. In any case, before you begin utilizing online 25

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networking, you should must have a decent website. She recommends that you rotate the majority of your online networking endeavors around your site and to incorporate these endeavors. What's more, with regards to utilizing online networking, she suggests the accompanying:

Strategize first

Be human

Consistent work on website improvement (SEO)

Brands ought to tap on new media's potential outcomes to convey on four rudiments: offering and sharing a succint client experience; building trust by conveying on it; consistently enhancing the experience; and innovating .

As they adopt different measures with web-based social networking, organizations ought to pick up client feedback as opposed to merely increasing revenue, tap on the media's speed and reach while ensuring the brand's name, and complying with the unwritten principles of client engagement on the web.

Hence, the strong significance of online networking is a fact. No doubt, the appropriation of web-based social networking for B2B ( business to business) associations has been 26

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extensively slower contrasted with their B2C ( business to consumer) peers, their advantages for markets is growing.

xi xii xiii

Applying this to an aesthetic clinic, our immediate business counterparts would be the machine distributors, product (skincare, filler, threadlift) distributors etc. A social media engagement would be the joint promotion of the clinic services online via the distributors’ online marketing campaign, and the roping in of influencers to provide positive testimonies of the treatments, thereby aiding both the clinic and the distributor. In synopsis, in spite of the growing positive acknowledgement of online networking in B2B, themes encompassing web-based social networking, engagement techniques require more effort by market experts. xiv xv Ventures to lift online network marketing for aesthetic practices xvi 1. Pick platforms that bolster your image branding. As indicated by Convince and Convert, 22 percent of Americans utilize online networking numerous times daily, making it one of the best platforms to create your brand image. There are actually many social networks available, yet the vast majority of them do not merit sacrificing your time and energy. •

Facebook is by the far the best stage for advancing brand image, as almost 75% of

adult Americans utilize the site. Facebook is an incredible stage for advancing any brand, because of its extremely varied client base. •

Instagram is an incredible alternative for brands that depend intensely on pictures, for

example, aesthetic clinics who wish to target youths and young adults. 27

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•

While Google+ is still developing, it can be a useful platform to connect with men, as

66% of the system's clients are men, the vast majority of whom are technical professionals. •

Pinterest is an amazing interpersonal organization to connect with ladies, particularly

for brands offering retail services, so for aesthetic clinics, this would include skincare products. •

LinkedIn is a suitable for advancing business-related work and interfacing with other

corporate influencers.

2. Provide important and shareable information. There’s a bigger impact from writing beneficial educational articles that readers will like to share, rather than pure promotional pieces. •

Figure out which subject matter would attract greater interest on your social platforms.

•

Use images. Articles with pictures get 94 percent more perspectives. Twitter content

with pictures gets about twice the same number of views as content posts. One of the most straightforward approaches to build brand specific content for web-based networking media profiles is to identify successful posts from competitors and further improve on it.

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3. Use bloggers. •

Mention their names or refer to their sites in yourarticles. Influencers with Google

Alerts or different notices set up on their names will see your articles after it's posted. •

Tag any bloggers you've referenced when sharing articles to your online networking

profiles. •

Email bloggers after you've posted your articles to tell them they've been referenced

in your work.

The objective of all these distinctive activities is to encourage bloggers to share your articles with their supporters. It can require investment to develop the sort of connection that prompts influencer sharing, yet in the long run, this pays off handsomely.

4. Utilize social campaigns to advance articles. Paid campaigns enhance your reach on social networks. Sharing articles regularly and using web-based social networking influencers, your image building endeavors will undoubtedly pay off over the long haul.

NEXT, we will discuss the following topics pertaining to an aesthetic clinic branding.

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2.2 HOW TO CREATE A TOP OF THE LINE AESTHETIC CLINIC BRAND Wendy Lewis clarifies why huge brand systems don't have any significant bearing to private ventures.

xvii xviii xix

Customer oriented approach is essential to branding. It is fused into

regular operations. xx Individuals are controlled by their feelings. That is the reason a brand technique that concentrates on building a brand from feelings is fundamental. No doubt, this is difficult. Here are ordinarily utilized feelings in branding techniques: FEAR

Fear: Fear of being forgotten, being illequipped, passing up a great opportunity, et cetera.

GUILT

Guilt: Guilt from not turning out the way you wanted to. Examples include unhealthy lifestyle, poor diet and lack of exercise, not spending enough time with your family, not connecting with loved ones etc.

TRUST

Trust: Trust that a brand is straightforward with its promises and will live up to your goals.

SECURITY

Feelings of serenity that you and your family will be well, that your anxiety level will go down, that your life is wonderful.

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COMPETITION

Competition: Competing to remain in front of your co-workers.

LOVE AND RESONANCE

Love and a feeling of commonality: Most individuals need to feel love and a feeling of commonality with a group.

AUTONOMY

Autonomy: A feeling of control over your life.

Moreover, the accompanying cravings can be utilized as a part of emotive branding: INDEPENDENCE

Desire for independence: A craving to feel like you can settle on your own choices.

FIRST

Desire to be the initial: A craving to be the first to attempt new items, be an early adopter, be bleeding edge.

INSTANT GRATIFICATION

Desire for INSTANT delight: A yearning to get what you need quickly.

TRENDSETTER

Desire to be cool: A craving to stay aware of patterns.

BEST DEAL

Desire to get the best arrangement:

craving to identify the best arrangement to feel a sense of fulfillment and achievement.

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This feeling ties in with a yearning to not feel exploited. TIME

Desire for more extra time: A longing to finish errands rapidly so you have more opportunity for your family, your leisure activities, et cetera. xxi

3.3 HOW TO RAISE A BRAND Industry watchers propose that online groups value-add in a couple of measures : 1)

building brand mindfulness and vision,

providing a channel to faithful clients,

growing support from suppliers, and

generating income from new and existing clients.

One review built up a structure that investigates the procedure of how a company's online following improves customer brand support. They studied how online groups impact brand support and resulting client conduct in a field investigation of more than 1,500 individuals from a current online network for home grown produce. In their study, they affirm that online group support is a key driver for brand support. They found that online group members have more brand loyalty than on members. Lastly, their 32

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outcomes uncover that among online group members, brand loyalty was improved for both active and inactive ones.

xxii

Brand fan pages on online communities have been well-received, albeit still at the initial stages. Hence, in another review, the intention was to examine the impact of fan pages on the customer‐brand relationship and what rouses clients to take an interest. For this a structure was created in view of traditional ideas of utilization and gratification hypothesis, client engagement, and inclusion hypothesis. The model is examined utilizing a multi‐step approach of subjective and quantitative strategies. The paper demonstrates a huge impact from online utilization on the fan page and the customer‐brand relationship. xxiii

One article breaks down the impact of brands' online networking campaigns and members' web-based social networking activity on the shoppers’ decision making. Their results show that good engagement with a Facebook fanpage improves shoppers' image mindfulness, and buying mentality. The converse is true. In conclusion, demonstrates that social media campaigns do influence consumer’s buying decision. xxiv

In another review, a system was given that amplifies our comprehension of online brand groups (OBCs) and shopper engagement. Four key OBC measurements (brand introduction, internet‐use, financing and administration) are recognized and three forerunners (brand‐related, social and utility) are proposed of consumer‐OBC engagement. 33

xxv

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One review dealt with business to business (B2B) digital marketing. This is an inbound promoting method, working through the site webpage, online networking and quality content, and is seen to be a helpful for accomplishing and managing a trusted brand status. Making quality content to B2B groups of onlookers necessitates brands to take a "distributing" approach, which includes knowing what your target clientbase needs, and their decision making cycle. Quality content is valuable, applicable, convincing and need-focussed. Content advertising requires a mindset shift from "offering" to "helping", which necessitates alternative marketing aims, strategies, and abilities to those related with more customary promoting approaches. In essence, quality digital content plays a huge role in marketing. xxvi

Group engagement activities are those that strengthen individuals' rising engagement with the brand group. These include: 1) staking, 2) milestoning, 3) badging, and 4) recording. This arrangement of practices highlights and preserves brand group heterogeneity, or the uniqueness among brand group individuals and subsets of individuals. These practices are aggressive and furnish individuals with social capital. Here, shared engagement comes out tops. For instance, in staking, group individuals depict their particular space of investment: "The Lomo people group is immeasurable, however I work for the most part inside the gatherings keen on compositional lomography and inside that gathering I invest most energy with the Scandinavian gathering and some time with the German lomographers" (Hans talk with 11/18/08). Hans painstakingly stakes his space of engagement. This echoes Martin,

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Schouten and McAlexander (2006) where female Harley people group individuals recognized the shapes of their engagement from that of the male Harley people group individuals. Mark utilize practices are particularly identified with enhanced or improved utilization of the central brand. These include: 1) preparing, 2) tweaking and 3) commoditizing. Dissimilar to toolbox models that may assume all practices of intrigue identify with brand utilize straightforwardly, it is however one arrangement of the practices purchasers take part in as a major aspect of a brand based group. A few cases of preparing include: MINI purchasers sharing custom made instruments and counsel (Q-tips in air vents) to better clean their autos and show their aggregate pride; StriVectin clients who support wiping the tip of the tube with a perfect tissue and putting away it in the cooler; techniques for dealing with and putting away unique TPATH collections on LP; care and upkeep of Xena outfits; and home created "snugglies" (delicate cases) for the Garmin, Lomos and Holgas. Cases of tweaking include: a TPATH fan makes a custom visit notice from her first show; a StriVectin client precisely blends StriVectin with her establishment cosmetics; a Newton client adjusts her Newton so it can perform works other than those foreseen by the maker; and a Lomo fan redoes his camera 13 focal point to accomplish more guileful contortion. Cases of commoditizing are: Newton, Xena and TPATH people group screen and confine the cost of group made assets to energize dispersion of advancements and things considered to be group building; Jones Soda consumers rage about corporate conveyance or Pepsi and Coke items, yet advocate offering Jones in Target, Walgreens and Starbucks; Garmin clients extend the valuable existence of firm-offered maps with neighborhood patches given as freewear, yet restlessly expect firmupgraded delineate; and Lomo and Holga clients chasten the computerized camera offerings

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as expensive, yet empower the resale of these "toy" cameras on eBay for upwards of $100. xxvii

The expanded focus on branding by advertisers provides a demand for market analysts to guide and direct. Specifically, in profoundly tight market segments, advertisers

should

affiliate their brands to different ideas, for instance, individuals, spots, things, or alternative brands, as a way to enhance their image value. Understanding this requires understanding buyer mentality and how it changes from such affiliations. .xxviii

3.4 UNDERSTAND YOUR CLIENTS AND IMPROVE COMMUNICATION A number of experimental reviews from different populaces and settings associate patient treatment adherence to doctor- patient communication . Meta-analysis permits studying the general effects both in correlational research and in studies on the upgrading of doctors' communication skills. Good communication in medicine is associated with better patient adherence,

hence

educating doctors to connect better improves their patients' adherence. This supports the notion that communication is essential and carries good value. xxix The vast majority of the reviews showed a link between effective doctor- patient communication and enhanced patient well-being. xxx xxxi xxxii

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3.5 BUILDING SUSTAINABLE BRAND 1.

Launching the brand;

Growing the brand;

Sustaining a brand long haul xxxiii

As indicated by Aesthetic Medicine News, today's patients gain the majority of their undestanding about aesthetic procedures from the web. Here are six ways to boost your aesthetic practice profile. xxxiv 1.Share anecdotes, and your personal life story and vision Compose a blog and share stories about the business, practice, individuals and occasions. Every story ought to be unique to draw new groups of onlookers on Facebook, Twitter etc. Sharing of first-hand experiences tend to generate good interest via web-based networking media. Aesthetic practices are lucky to have the capacity to use "show and tell". Utilizing pictures and patient stories you can demonstrate how the practice is influencing individuals' lives, by enhancing their appearance, and making them feel great about themselves. 2. Blog regularly, and if you can, write a book Build a schedule to help you plan and update your blog with fresh and new articles. At times, it is good to include other media (photographs, video, podcasts, and so forth) to connect with wider groups of people. Writing a book makes you a thought leader in your field. 3. Execute well

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Different media require different techniques. On Facebook and Pinterest,

beautiful

photographs will convey better outcomes. On Twitter the key is to deliver an eye-catching tweet with 140 characters, tapping on good hashtags to make it simple for individuals to locate your article. 4. Incorporate address The main objective is to draw in more patients to your practice. Update your Facebook page, Twitter profile and Pinterest account with your physical address and your contact details. At the point when patients come in for their treatment, urge them to "check-in" to your Facebook Page. When a Facebook client sees (on her Newsfeed) that her companion (your patient) has registered with your page, she'll be interested to find out more about your practice. 5. Improve your "About me" segment The "About me" area of your Facebook page ought to be highlighted with catchphrase words, classifications and illustrations. The words you use to depict your practice ought to mirror the choice of words commonly used by your target crowd. This will improve the probability of showing up on Facebook's Graph Search function. In addition, the segment should provide information to frequently asked questions.

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3.6 STEP BY STEP INSTRUCTIONS TO BOOST PROFITS

xxxv

Decrease the Number of Patients You Loose

Create a Compelling Patient Experience

Take Great Care of Your Platinum Patients

Increase the Number of Times a Patient Returns or Refers

Increase the Average Spend of Each Patient

Increase Your Authority and Credibility

Build an Iconic Brand

Decrease Your Costs

Run a Tight Ship

10.

BONUS – Build Your Dream Team

11.

BONUS - Increase Your Number of New Patients (without burning up all available

resources)

1 – Decrease the Number of Patients You Lose Studies demonstrate that it is 7x less costly to keep a current patient than it is to attract another one. Thus the key is to keep your existing clients. -

Speed of change Go huge ( everyday deals, with an eye on a joint venture, introduction of new services) 39

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Build your image and become a specialist

Statistics to guide you

Be a gamechanger in the market

2-Create a wellness experience -

Welcome patients PERSONALLY

Educational media to share with them a) Recordings of the treatment b) Recordings of any seminars, talks you have given c) Computerized photograph outlines displaying your work d) Photograph Album of before/after photographs of the treatments that suit them e) DVD of you, your staff, your practice and patient tributes f) Quality organizer to hold the above materials g) Study the enchantment minutes where the "visitor" feels and appriases your practice. h) Personal touch. i) Schedule a 'conceptualizing' session with your group to talk about the above and find what else you could all do to ensure patients have an "amazing" experience.

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3-TAKE GREAT CARE OF YOUR LOYAL PATIENTS For new patients, we may inform them â&#x20AC;&#x153; Thanks for coming to see me today. My aim is to help you by: Identifying the issue you are trying to solve, then suggesting the best solution for you, sharing with you how it works and what to expect. For patients undecided, we may stress " I simply want to get you the information you require so you can make an educated choice. Then, when you have decided, we hope you can consider us." It would be ideal if you spend a moment from your bustling day to: Thank your patients for their steadfastness. Thank your referrers for guiding new patients to you. Thank your staff for being your professional spokesmen. Thank your providers for taking great care of you. Thankfulness and appreciation creates solid enduring bonds.

4-INCREASE THE NUMBER OF TIMES YOUR PATIENTS RETURN AND REFER Buyers need to feel satisfied, and certain that they are seeing the appropriate medical expert.

5-Increase the Average Spend of Each Patient Upselling can occur, and is successful once a trust dependent relationship has been built up.

6 - Increase Your Authority and Credibility

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This can be accomplished through patient testimonies, working towards being a global mentor for medical specialists, sharing research papers at conferences. Writing a book is another great way. Highlight your qualities, what makes you special, your capabilities, experience and skillsets – display your qualifications, use an organiser with patient tributes and before and after photographs – set aside time to share this with new patients. Showcase your experience about your in-house signature treatments.Being a published author helps you stand out from your competitors as a true expert, assuring patients you are the best in your field. In summary, a standout approach to show your expertise is to author papers, articles, reports and write a book.

-Build an Iconic Brand

This works best through word of mouth. The biggest brands have a strong service culture. Here are a few cases. Disney – To make individuals cheerful. Sony – To share the delight of progressing and applying innovation for the advantage of the general population. Nike – To share the feeling of rivalry, winning and overcoming contenders. Google got to be distinctly famous as they wanted to reshape how individuals utilize the web. They succeeded. 42

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First Direct reshaped banking for the benefit of customers, providing a 24/7 banking service for the welfare of their customers. Understand the needs of your patients, and their desired result. An objective result is the softening of wrinkle lines, creating more glowing, brighter skin. The subjective result is what truly matters. Patients must feel great and have a ‘wow experience’. Charles Revson, the Founder of Revlon Cosmetics aptly stated in the 1930's: " In the factory we make cosmetics; in the drugstore we sell hope.”

-Decrease Your Costs

Through mass buys, pooling assets with other clinics. When it comes to medical equipment, ensure you purchase proven INCOME GENERATORS with demonstrated track records and marketing support. When consulting for hardware buys or rentals, there is frequently not a great deal of negotiation. Check for alternative financing choices. In addition, do keep the following in mind.

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Always make a request for a trial period with the equipment at your premise, as every

machine is different. 2.

Is the maker's warranty sufficient or is there a need to request for an extension?

If the machine was sold during the warranty period, can it go to the new owner?

Is there a warranty for spare parts?

Is there a delivery charge?

Who bears the cost of machine transport in the event repairs are needed?

Will you get a replacement set when your machine is being serviced?

Can consumables be included complimentary in the deal?

-Run a Tight Ship

Step by step instructions to close a deal â&#x20AC;&#x201C;urgency, trust, need 1.

What would you like to be known for? A doctor with gifted skills, a heart of gold?

What are you attempting to reshape?

What would you like to be TRUSTED for? How would you like your patients to feel? (Delight, certainty, satisfaction)

What will make your life worth living? What 44

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legacy would you like to leave behind? 5.

What work culture would you like to share with your staff?

What is the result of your branding?

10 Build Your Clinical Dream Team A strong management team is the key to a successful group. Ideas are secondary, execution is primary and hence, having the best people pays. Choose wisely the staff to undergo further training. Some staff enjoy learning new things; some are more used to doing what they are familiar with. Inquire if they are keen for skills upgrade. Understand what drives them, be it sales, marketing, service, technology etc. Equipping staff with wide skills to make the practice smoother and more proficient, enabling each patient to have a positive outcome.

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11 Increase Your Number of New Patients in a cost effective way a. Welcome note with handwritten remarks b. Description of the consultation process , the more time spent, translates to increased value. c. Information on the treatment they are keen on d. Patient tributes in story-shape e. Before/after photographs with great outcomes f. Practice Brochure g. Meet the specialist:- Career highlights h. Bring in new patients i. Improve and get existing patients to purchase more j. Introduce another treatment k. Increase your reach in your locality l. Establish and grow your image brand m. Launch a promoting effort , encourage referrals and proposals n. Retain big spending patients o. Make patients feel special by sharing exclusive offers p. Ensure your business constantly grow

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CHAPTER 3: OPERATIONS ‘Our business is about technology yes. But it’s also about operations and customer relationships. ‘ Michael Dell Hence, to me, the key to good operations lies in building strong connections. You have to be connected to your staff and your clients. And you have to stay connected to them, growing a long term relationship based on mutual trust and support.

OPERATION: Abiding legal, ethical and training guidelines Medicine is about helping people. So the bottomline is to bring benefit to your patients. With this patient centred focused, everything else will fall into place.

Abiding by legal, ethical and training guidelines 1.

Professional registration and practice

Clinical negligence and reimbursement protection

Consent taking

Patient confidentiality

Reporting of adverse events

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3.1 LEGAL GUIDELINES Professional registration It is required for all healthcare practitioners to be registered with their regulatory body. For doctors, this would be the Medical Council. Clinicians must be prepared to clarify their activities and take ownership of their work. Courts give careful consideration to Medical Council and related regulatory bodies to identify the requirements set for a doctor. Clinical Negligence and indemnity protection It is vital to maintain the right reimbursement protection to guarantee patients get the appropriate remuneration. Perpetually in instances of clinical negligence, the litigant will owe an obligation of care to the patient.

3.3 Consent taking Standard of care, when not adhered to, moves on to potential litigation and medical negligence. Hence our behaviour must be in accordance with a well-regarded medical body and be both intelligent and sensible. consent

xxxvi xxxvii

Prior to a treatment being carried out, a valid

is foremost. Valid consent addresses competence, voluntariness and ample

accessible information in effecting an educated decision. .xxxviii xxxix xl Botox is prescription only, and is licensed for glabellar rhytides only. Other areas are offlabel and clinicians have a responsibility to obtain consent for this.

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Privacy Clinicians have an obligation to safeguard patient privacy. Maintain a high caliber of record keeping, kept privately and safely as per NHS models and the Data Protection Act 1998 xli

Clinical Application: Suppose a patient consults the practitioner together with her friend, and fills up a medical history form and photos taken. Now this patientâ&#x20AC;&#x2122;s friend does not know about her medical history. The practitioner cannot and should not at any time, mention this medical history in the presence of her friend. Posting before and after images of patients on social media without prior consent is another aspect of breach of confidentiality.

Announcing of adverse medication responses Clinicians are responsible to keep track the safe use of medication and to report adverse drug events to the Health Science Authority 3.2 ETHICAL COMMITMENTS: 1.

Relationship with patients

Relationship with associates

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Probity

Beneficence, non malevolence, autonomy and justice.

Clinical application: Clinically, lack of professionalism include: faking qualifications; misleading claims about quality of services; preying on patients’ fears to entice them to use your private services, and providing inaccurate information about procedure fees. For example, advertising aesthetic services with terms like permanent face-lifting, offering financial incentives and using laudatory terms like ‘UK’s number 1 doctor, 100% money back guarantee.’ Standard of beneficience, non malignance, self-governance and equity: GMC Doctors have a primary role to do no harm, act to the benefit of patients, and be responsible for their actions.

3.3 TRAINING COMMITMENTS xlii xliii xliv

Preparation ought to be in agreement to local regulatory bodies, and in the UK, it is the GMC for doctors.This involves keeping our insight and skillsets all through our working life. In addition, we should complete life skills training in compliance with the UK resuscitation Council guidelines and ensure patients have access to help at all times. This empowers us to manage crises adequately. xlv

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All practitioners must keep up to date with continuing professional development (CPD), and not undertake procedures outside their competence. Treatments must be best practice and evidence based.xlvi Reviews Cosmetic practitioners should participate in audits to identify areas for professional development and product auditing of toxins, dermal fillers as part of quality assessment. One of the common challenges for clinicians is that being in the field of aesthetics, we end up not keeping abreast with general medical conferences, as thereâ&#x20AC;&#x2122;s just too many Aesthetic Dermatology and Antiageing conferences to attend.

Clinical application: Follow- up visits with clinical assessment must be arranged, and good aftercare provided as part of the treatment course. Modifications to the treatment may be needed and this should be addressed at the first consultation. The practitioner must handle medical emergencies appropriately with the right training and support.

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Service - A patient focused approach:

xlvii

Here are some proven techniques. 1. Ensure no longer than a 15min waiting time, especially if your rivals cannot meet this aspect. 2. Keep a timeslot on your journal open for same day arrangements, especially if your rivals donâ&#x20AC;&#x2122;t exercise this flexibility. 3. Ensure you have warm, agreeable service staff. 4.When it comes to filling up registration forms, auto-complete as much as you can to spare them the time and inconvenience. 5. Offer free WI-FI, refreshments, comfortable footwear, gown, make-up remover etc. 6. Offer a conducive, relaxing environment, pampering the 5 senses. 7. Share three key points that separate you from your rivals. 8. Show updated before/after photographs of your patients 9. Request that your clients watch patient testimonies 10. Perform digital face imaging and skin type analysis 11. Show patients treatment videos 12. Give your patients a chance to feel dermal fillers, skin care products etc 13. Share with your patients information about the treatments

Most aesthetic practices are similar from a patientâ&#x20AC;&#x2122;s viewpoint. So spruce up your practice for a superior patient experience. Teach your staff consistently so they advance you professionally. Build better connections with your patients so they return and refer. 52

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By taking the time and exertion now to pull in the correct patient to your practice and build a long term relationship, it will encourage them to return over and over for medicines and treatments that will help them look and can feel good. A focus on regular improvement in treatments and patient care will go a long way to building a successful practice.

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CHAPTER 4

SUSTAINABLE GROWTH – LOCALLY AND BEYOND

‘If there’s one thing you need to take home from this MBA course, it is networking.’ An MBA professor. Hence, the key to a successful business lies in establishing your network. So make it a point to keep in touch with old friends, and meet new people on a regular basis. – Dr Daniel Chang

1. Collaboration with healthcare practices, beauty salons to tap on their existing pool of clients, creating synergy and a win-win partnership 2. Globally, through joint ventures with clinics in developing countries. 3. Building a one stop medical healthcare portal.

How to create a database – Referral system from salon to clinic. Thereby a win win situation for all.

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Authorized Clinic 批准诊所

Agent 5%

Salon 美容院 25%

Leveraging Research reveals that to stay relevant and continue to progress, it is essential to look for partnerships and joint projects. This is the idea of leveraging on each other's strong points to ascend to the next level. This can be both locally and abroad.

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To quote an example, traditionally spas have a large client pool. Most of these patients are on maintainence treatments with non medical grade machines. Should they require more advanced treatments, for example threadlifting, botox, fillers, lasers, they would need to consult a doctor. This is where doctors can work with spas to offer value added services to their clients. When it comes to local ventures, a geographical distance would be helpful to ensure a wider reach. Some level of political separation can be useful. This is with reference to global joint ventures. On a global scale, venturing into developing countries offers a wealth of opportunities. Competition is smaller, and there is plenty of room for growth. Learning about how the capital markets respond upon the declaration of JVs is financially informative. It gives a signal to how speculators see individual focused measures in the light of past events, thereby serving as a benchmark for decision making. Most importantly, the decision ought to bring to the greatest benefit to stockholders when building up a joint venture. There are 3 critical factors when selecting a JV partnership. Ideally, find one with medium geographical separation, high absorptive potential and high knowledge separation will probably get a positive market response while picking an accomplice where medium administrative separation is not recommended. xlviii Outsourcing Outsourcing needs to be considered. This can be in the form having a factory in Indonesia to manufacture your practicesâ&#x20AC;&#x2122; skincare products, having an India based Google Search Engine Optimisation agency to handle your digital marketing etc. Similarly imperative, the 57

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outsourced operation must not later be regulated by a manager who has a personal stake in the way things were done before. Further outsourcing will be a characteristic outgrowth of a clinic as it keeps on globalizing and moves to advanced services. Carefully overseeing learning, enhancing, and outsourcing will be among the best and most satisfying.xlix Dynamic capabilities Dynamic capacities are a list of specific and identifiable procedures, for example, product enhancement, decision making and partnerships. They are more prominently named 'best practices'. In medium dynamic markets, these best practices are definite, scientific, stable procedures with fixed results. Conversely, in high-speed markets, they are straightforward, profoundly experiential and delicate procedures with unpredictable results. From a growth point of view, in medium dynamic markets, the focus is on variety. In high-speed markets, it is on selection. l

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CHAPTER 5 CONCLUSION: li "Success is not final; failure is not fatal: It is the courage to continue that counts." -- Winston S. Churchill So press on and keep moving forward. Dr Daniel Chang

The following are a summary of key concepts for a successful, ethical and professional aesthetic practice. Location: One of the most imperative components of a succesful practice is the area. You ought to examine the geographic area that you might want to setup in to understand the socioeconomics of your patients. Be familiar with all hospitals, dermatology centres and aesthetic clinics around. Focus: The bottomline is, patients come first. Clinicans must follow the principle of do no harm and seek to do treatments that bring benefit to patients. We must never fall into the trap of treating patients as mere numbers in a database. Maintain a focal point of expertise in all disciplines. One ought to have a coordinated centre for clinical dermatology, dermatosurgery and aesthetic dermatology. For instance if a patient with acne goes to the center, you would be required to mange the acne,and plan to treat the acne scarring and post inflammatory hyperpigmentation Stay updated with the latest advances. Keep in mind, aesthetic treatment is about appearance as well as about patients' well-being. Hence, every case must be treated with expert skill and care. 59

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Practice and staff: Physicians ought to see their practices from the viewpoint of the patient. Survey your facility, and immerse in the role of a patient. Time is precious, so ensure patients are not waiting excessively. Front line staff ought to be presentable, and be experts at telephone courtesy, appointment bookings and service. Assign adequate time for the treatments booked. For example, doing a dermal filler injection will require pre treatment cleansing and numbing. This should be taken into account. Patients: Be a good listener. Have a non-judgmental state of mind and watch out for any indications of body dysmorphic condition. It is better to refrain from performing treatment at the initial consultation with the patient, as this would give them time to make an informed choice. Discuss the patientâ&#x20AC;&#x2122;s concerns adequately. This will build trust in the patient. And followup your patients regularly. Methods: Before any treatment, ensure you have shared sufficiently to the patient the treatment details, available options , side effects, potential complications, result expected, length of treatment and cost involved. When starting out, it is always better to master basic skills before moving onto more complicated ones. Likewise with lasers, it is frequently logical to lease or share a laser on a month to month basis with a group of doctors so that intial capital outlay is reduced and one can take time to grow a pool of patients before buying a laser machine. Photography: Good photos help document the treatment progress, which allows an objective assessment of outcome.

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Prerequisites: a. DSLR/SLR cameras (Digital Single Lens Reflex and Single Lens Reflex) with tripod, photographic frames and software, and shoot with high resolution. c. Standard positioning: Photograph the patient in a uniform way. d. Black background is ideal to absorb incoming light. e. Lighting: Use two primary lights at 45Â° edge to the subject on a parallel plane to the frontal plane of the subject.

Professional training: This would include a combination of hands on workshops, conferences and training courses. Doing an attachment with an aesthetic dermatologist will help you gain valuable experience.

Evaluation trials: Always test new machines over a period of time to evaluate its safety and efficacy before offering to patients. Equipment: Key is to identify the main vendors. Then shortlist based on efficacy and cost of machine and spare parts, training provided, reliability of the company, servicing, warranty and extended service contracts. Patient records: It is basic to keep up a database of patient records. An online cloud system can help with appointment bookings, SMS reminders and remote access of patient records.

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Marketing: This need not be costly. Social media and mobile phone promotions are the trend now. An educational and enlightening website is vital, while ensuring all information is honest and updated. All these has to be in accordance with publicity and ethical guidelines. Educate: Tell your audience what's new in aesthetic dermatology and your practice. Encourage them to sign up on your blog, online newsletter in order to touchbase with them and keep them updated regularly. Challenges: Have a balanced approach. It is safer to undertreat the patient. Additionally, ensure the patients are realistic. When complications happen, treat the patient thoughtfully and delicately, instead of overlooking the patient. Offer to see the patient more often, to reassure and to offer complimentary treatments as needed. Insurance: It is vital to have fire, theft insurance to cover for the premise. Indemnity insurance protects the doctor against financial claims due to clinical negligence or errors of judgement. Having open honest communication ensures trust is built reduces litigation risk. Aesthetic dermatology is turning into a key branch of medicine. To meet and exceed expectations, it is important to use machines approved by the relevant regulatory bodies, validated for their safety and efficacy. Doctors must abide by the rule of Hippocrates "Primum non nocere" â&#x20AC;&#x201C; First do no harm. Keep treatments progressive.

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References: i

sachdev, mukta, and gillian r. britto. "essential requirements to setting up an aesthetic practice." journal of cutaneous and aesthetic surgery 7.3 (2014): 167. ii iii iv

source: euromonitor international beauty survey 2016 source: euromonitor global medical aesthetics market 2016-2020

source: euromonitor aesthetic lasers and energy devices market in the us 2016-2020

source: euromonitor global facial injectables market 2016-2020

qyr pharma: â&#x20AC;&#x153;global medical aesthetics industry: injectables, energy-based devices, cosmeceuticals, cosmetic surgery, facial aesthetics, implants, cosmetic tourism. Market analysis & forecast to 2021 viii kerpen, dave. Likeable social media: how to delight your customers, create an irresistible brand, and be generally amazing on facebook (& other social networks). Mcgraw hill professional, 2011. vii

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kabani, shama. The zen of social media marketing: an easier way to build credibility, generate buzz, and increase revenue. Benbella books, 2013. x

barwise, patrick, and sean meehan. "the one thing you must get right when building a brand." harvard business review 88.12 (2010): 80-84. chari, simos, christodoulides, george, presi, caterina, wenhold, jil and casaletto, john (in press) “consumer trust in user-generated brand recommendations on facebook” psychology & marketing issn 0742-6046 xi

chatzipanagiotou, kalliopi, veloutsou, cleopatra, and christodoulides, george (2016) “decoding the complexity of the consumer-based brand equity process”, journal of business research vol.69, iss:11, pp.5479-5486 available at doi: 10.1016/j.jbusres.2016.04.159 xii

schivinski, bruno, christodoulides, george and dabrowski, dariusz (2016) “developing and validating a scale to measure consumers’ engagement with social media brand-related content”, journal of advertising research, vol. 56 iss: 1, pp. 64-80. xiii

xiv

siamagka, nikoletta-theofania, christodoulides, george, michaelidou, nina and valvi, aikaterini (in press) “determinants of social media adoption by b2b organizations”, industrial marketing management, vol. 51, pp.89-99 . Available at: doi:10.1016/j.indmarman.2015.05.005 xv

michaelidou, nina, nikolettatheofaniasiamagka, and george christodoulides. "usage, barriers and measurement of social media marketing: an exploratory investigation of small and medium b2b brands."industrial marketing management 40.7 (2011): 1153-1159. xvi

the 4 essentials to building your brand on social media - entrepreneur

xvii

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