SOLUTIONS
IF Marketing Catalog of Products & Services
HELLO...A PHRASE WE WANT YOU TO BE SAYING TO YOUR PATIENTS, OVER AND OVER AGAIN. BY PROVIDING PRACTICE SOLUTIONS THAT INCREASE CROSS-PROMOTIONS AND IMPROVE CONVERSION RATES, IF MARKETING NOT ONLY HELPS RAISE RETENTION RATES BUT ALSO MAXIMIZES PRACTICE REVENUE. WE WANT TO EMPOWER YOU TO SAY HELLO...AGAIN.
Dear Aesthetic Colleague, We are excited to introduce the latest edition of our Solutions Catalog, a guide filled with tools that were developed and tested within an aesthetic practice. IF Marketing and our experienced team of Practice Development Specialists have created this resource to simplify your marketing efforts. Designed to strategically and seamlessly help your business thrive, this catalog offers a room-by-room “solutions approach” for increasing crosspromotions, conversion rates and patient retention. Featuring custom and classic tools and dozens of take away ideas, our unique and tested promotions will help maximize the return on all your marketing efforts. Whether you have a long established brand or are just starting your business, a fresh marketing campaign can bring new life to your practice and to your profits. By asking “what if” together we can plan steps to getting there. Our solutions were created in a practice, for a practice, and we look forward to sharing them with you. Warm Regards, Your IF Marketing Team
SOLUTIONS FOR YOUR PRACTICE THROUGH A METHOD WE LIKE TO CALL: SIMPLE
WHILE THEY WAIT .......................................................................................................................................................................................................... 4
S TAFF EDUCATION
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Staff Training Flip Pack
DURING TREATMENT ................................................................................................................................................................................................... 8
I MAGE & BRANDING
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Logo Development Trifold Brochure Storybook Brochure Letterhead & Envelopes
UTILIZING RETAIL .......................................................................................................................................................................................................... 12
M EDICAL CREDENTIALS
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Top Procedures Chart Patient Tip Binder Provider Credentialing Campaign
CROSS-PROMOTING OPPORTUNITY ................................................................................................................................................ 16
P ATIENT EDUCATION
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Sushi Menu Patient Education Guide Photo Book Informational Campaign Digital Video Loop Beauty at Every Age Campaign Seasonal Campaign
DURING THE CONSULT .........................................................................................................................................................................................24
L OYALTY & RETENTION
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Trivia Card Conversion Card Next Appointment Card Loyalty Card Holiday Card Set Skincare Essentials Guide Gift Certificate Patient Testimonials
AT THE CHECKOUT ....................................................................................................................................................................................................... 31
E XTERNAL MARKETING
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VIP Referral Card Referral Station Postcard Mailing Newspaper and Magazine Advertising Social Media
Products and services are subject to change. Please visit ifmark.com for the most up-to-date information.
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DIGITAL PHOTO LOOP pg. 21
SEASONAL WALL CLING pg. 22
PATIENT EDUCATION GUIDE pg. 18
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STORYBOOK BROCHURES pg. 11
WHILE THEY WAIT Use this valuable time to educate patients through informational materials
BEAUTY AT EVERY AGE WALL CLING pg. 21
SEASONAL CAMPAIGN FLYERS pg. 22
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STAFF EDUCATION
Your staff is a direct reflection of your practice. IF Marketing believes in guiding & empowering them. By utilizing the tool shown here, IF Marketing offers training that will help your aesthetic practice thrive.
STAFF TRAINING FLIP PACK IFMT005
Give your staff a way to deliver unified messaging to your patients through custom copy written for your practice. Through credentialing statements, frequently asked questions, telephone strategies and more, this training manual helps your staff easily convert calls into appointments. The flip pack is conveniently designed for the front desk and will serve as a go-to training tool for new staff. INCLUDES: • 4 coil-bound booklets • Phone tips, up to 5 nonsurgical FAQs, and credentialing for 1 provider
- B.B./L.L., ACCENT ON YOU
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We love the staff training flip packs and have been utilizing that service along with sushi menus. The practice has absolutely seen an increase in procedure conversions. The staff is able to talk more easily about lasers and all of the treatments. It makes them feel professional.
Staff training flip pack: • Empower your staff with the information they need to succeed • Train a new team member or temporary staff • Reacquaint your current staff with everyday procedures • Strengthen every team member’s abilities • Cover new topics and treatments in one easy-to-use tool
Sample topics: • Dealing with price shoppers • Top questions on dermal fillers, etc. (pages are customized to your treatment checklist) • Making the right impression in 15 seconds or less
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SIMPLE STAFF EDUCATION
DURING TREATMENTS Engage with patients by providing information on specific procedures throughout their entire appointment
TRIVIA CARDS pg. 26
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SEASONAL WALL CLINGS pg. 22
SUSHI MENUS pg. 18
INFORMATIONAL WALL CLING pg. 20
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IMAGE & BRANDING
Your branding is the environment you set for the patients in your practice, and encompasses your marketing materials’ look and feel. Branding should be consistent across all mediums: from your logo to your clinic rooms.
LOGO DEVELOPMENT
IFMT013
An aesthetic practice’s brand goes far beyond just its logo. A strong and well thought out logo can help improve growth and boost stability. Regardless of your needs, IF Marketing’s graphic designers are attuned to the demands of the medical provider. An aestheticallytrained branding team will bring your vision to life. INCLUDES: • Custom designed logo and brand standards guide • 3 design options • 2 rounds of revisions • Print/web ready files of logo
Brand Standards Guide
TRIFOLD BROCHURE IFMT010
Whether you want to have a place to share your mission statement with your patients or you want to have a tool that complements the information on your website, a trifold brochure is the perfect take-home tool for patients. From a description of your approach to patient care, to a listing of all surgical and nonsurgical treatments offered, trifold brochures effectively summarize information into one manageable form. INCLUDES: • 1000 trifold brochures
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We’ve definitely noticed an increase in revenue after implementing IF Marketing’s materials. They have helped to define our brand and have added extra enthusiasm with our service providers. It not only makes our practice look more professional, it is proving to attract more clientele. - M.L., ACADIAN ENT
STORYBOOK BROCHURE IFMT011
Every practice should have a marketing tool that does more than explain services offered, it should also tell your story. The storybook brochure sets the standard for the image you wish to portray to any prospective patients. Send home with current patients or use as a mailer for external marketing efforts. INCLUDES: • 1000 storybook brochures
cross st
1234 Cr reet derm at os 232-55 s Street • Sp ology cent 5-1212 ringfiel d, New er Mexico 01200
LETTERHEAD AND ENVELOPES IFMT007
An aesthetic practice’s brand goes far beyond a logo. Using custom letterhead and envelopes, designed to match a practice’s brand and identity, are an easy way to create recognition with patients before they even enter your door. Something as simple as branded letterhead and envelopes help create consistency in which a patient can easily identify. center cross street dermatology New Mexico 01200 1234 Cross Street • Springfield, 232-555-1212
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INCLUDES: • 1000 letterhead • 1000 #10 envelopes
SIMPLE IMAGE & BRANDING
INFORMATIONAL WALL CLING pg. 20
TRIVIA CARDS pg. 26
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UTILIZING RETAIL Turn one appointment into many with conversion tools
SEASONAL WALL CLING pg. 22
CONVERSION CARD pg. 26
CREDENTIALING CAMPAIGN FLYER SKINCARE ESSENTIALS GUIDE
pg. 15
pg. 29
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MEDICAL CREDENTIALS
Discount offers have saturated the aesthetic industry in recent years. To combat, show what makes your practice worth the expense. Credentialing materials will build your patients’ trust and encourage their purchasing decision.
TOP PROCEDURES CHART IFMT020
For those patients who are new to injectable, surgical or laser treatments, ease their fears with a custom chart of top procedures. This large format, easy-to-read visual presents accurate, statistical information on the procedures available at your practice. Not only does it credential the treatments, it can also credential the practice by showcasing the average number of treatments that the provider performs in a year. INCLUDES: • Set of 4 large format wall clings • Customization to practice procedures
PATIENT TIP BINDER IFMT016
Allow your patients to market for you. The Patient Tip Binder begins as a custom designed binder with branded note cards and ends with handwritten sentiments from dozens of happy patients posttreatment. The result is a powerful and personal marketing piece that pre-commits patients to a treatment before the consult even begins. INCLUDES: • 1 binder • 100 cards
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*View full case study information on ifmark.com
CASE STUDY CREDENTIALING CAMPAIGN
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Over the course of one year of utilizing a medical credentialing campaign, one provider’s revenue generation increased by a total of 476%. - S.G., CHICAGO CENTER FOR FACIAL PLASTIC SURGERY
PROVIDER CREDENTIALING CAMPAIGN IFMT017
Displaying a lengthy CV or medical background can often seem overwhelming to a patient. The credentialing campaign is a more visual representation of the provider’s CV, made with the patient in mind. It effectively educates prospective patients of a provider’s skills and accomplishments. INCLUDES: • 2 easel back boards • 500 full sheet flyers • Digital files for web use (additional fee)
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SIMPLE
MEDICAL CREDENTIALS
INFORMATIONAL WALL CLING pg. 20
TRIVIA CARDS pg. 26
CROSS-PROMOTING OPPORTUNITIES Guide patients from one area of the practice to the next through cross-promotion
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SEASONAL CAMPAIGN FLYER pg. 22
TRIFOLD BROCHURES
SUSHI MENUS pg. 18
pg. 10
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PATIENT EDUCATION
Follow the “Tell, Don’t Sell” philosophy. IF Marketing will help you use every opportunity to educate your current patients on your services in creative ways that are branded to your practice.
SUSHI MENU IFMT034
For a visual industry, IF Marketing created an intake questionnaire that speaks to patients in a language they understand – effective before and after photos. The sushi menu is a powerful visual menu of services that can highlight up to 12 unique treatments and is customized to your brand. Before and after photos are from our extensive library or you may supply your own. INCLUDES: • 500 sushi menus
PATIENT EDUCATION GUIDE IFMT033
Speak to your detail-oriented patients who want in-depth information on each procedure. The Patient Education Guide is a great alternative for generic brochures and magazine clutter in your waiting room. It is a compilation of detailed and informative articles on the procedures you offer, branded to your practice. Before and after photos are from our extensive library or you may supply your own. INCLUDES: • One Patient Education Guide • Up to 20 article pages
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*View full case study information on ifmark.com
CASE STUDY INTERNAL MARKETING PACKAGE
*
One practice saw an average increase of $72,500/month in sales from January to July with the implementation of practice-branded marketing material to educate patients on all aesthetic procedures. - W.M., ADVANCED SKIN FITNESS
PHOTO BOOK IFMT022
Educate your patients on treatments and services you offer in a visually appealing way. A professionally bound and customized photo book includes effective before and after photos from our extensive library, credentialing facts for both the practice and providers, and treatment descriptions. Also available as a digital version. INCLUDES: • 2 hardcover books and web version • Up to 100 pages
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SIMPLE PATIENT EDUCATION
PATIENT EDUCATION
CONTINUED
INFORMATIONAL CAMPAIGN IFMT028
Keep your patients up-to-date with practicebranded treatment campaigns displayed throughout the office. Keep your office fresh and interesting with treatment specific material customized to your practice’s brand and demographics. Before and after photos are from our extensive library or you may supply your own. INCLUDES: • 500 flyers (up to 2 treatments, 250 of each) • 4 easel back boards (up to 2 treatments, 2 of each) • 2 wall clings • Digital files for web use (additional fee)
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DIGITAL PHOTO LOOP IFMT027
A great visual tool for the patient who doesn’t want to read brochures or articles while waiting for their treatment. It educates patients on specific treatments offered within the practice while showcasing those services through effective before and after photos. The digital photo loop serves as a reminder of all the services offered by a practice while providing the patient with credentialing statements and fun facts about the practice. Before and after photos are from our extensive library or you may supply your own. INCLUDES: • 1 DVD copy • 1 USB copy
BEAUTY AT EVERY AGE CAMPAIGN IFMT024
Attract prospective patients of all ages with the Beauty at Every Age Campaign. This campaign, consisting of a photobook and wall clings, is used to educate patients on their age appropriate treatments and encourages further inquiry with providers. Each chapter of the photobook covers a different age group with corresponding treatment suggestions and effective before and after photos. INCLUDES: • 2 photobooks • 4 wall clings • Digital files for web use (additional fee)
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SIMPLE PATIENT EDUCATION
PATIENT EDUCATION
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“
CONTINUED
We have seen an increase in laser hair removal patients since introducing the marketing tools. The more knowledge they have, the more they are willing to have the service. -A.S., ANDERS DERMATOLOGY
SEASONAL CAMPAIGN IFMT032
Returning patients should find new information with every visit to your practice. Keep your practice updated and interesting with a promotional or seasonal campaign. An IF Marketing Account Manager will help you compose a creative and original campaign. INCLUDES: • 2 wall clings • 4 easel back boards • 2 board/card holders • 250 business cards takeaways • Digital files for web use (additional fee)
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CASE STUDIES PHOTO BOOK* One practice saw a 60% INCREASE in new patient purchases and a 47% INCREASE in current patient cross-selling using a custom before & after photo book. ADVANCED SKIN FITNESS | DALLAS, TEXAS
GOAL: Educate patients on services offered & increase conversion to other services SOLUTION: Custom Before & After Photo Book “I have removed all the magazines from the spa and only have the photo book available for patients to read. Since we have implemented the new materials, we have seen an increase of $72,500 in monthly sales. I know this number seems outrageous - but I can document it!” - WILLIAM A. MOORE, OWNER, ADVANCED SKIN FITNESS
SUSHI MENU* One practice saw a 30% INCREASE in new procedures after implementing a sushi menu into their practice. DES MOINES PLASTIC SURGERY | WEST DES MOINES, IOWA
GOAL: Launch new treatments in the practice SOLUTION: Sushi Menu “Now that the Sushi Menu is being used, our injectors are asked more often to go into a surgical consultation to discuss nonsurgical procedures. We expect the 30% increase to grow even more as our staff becomes better at selling and cross-selling services.” - DR. ROBBINS, DES MOINES PLASTIC SURGERY
*View full case study information on ifmark.com
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DURING THE CONSULT Pre-commit patients to the practice and provider with credentialing tools
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TOP PROCEDURES CHART pg. 14
DIGITAL PHOTO LOOP pg. 21
PATIENT TIP BINDER pg. 14
CREDENTIALING DISPLAY BOARD pg. 15
PHOTO PHOTO BOOK BOOK pg. 18 pg. 19
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LOYALTY & RETENTION
The aesthetic practice has an advantage in medical marketing that can be used to cultivate your patients. IF Marketing guides you to create an environment of luxury that will get your patients to return again & again.
TRIVIA CARD IFM040
Educate patients on your services in an interactive and engaging way. Offering an entertaining activity in your educational or promotional pieces encourages an active audience. The cards ask a trivia question and offer a reward if the correct scratch off sticker is chosen. Trivia cards can be customized with hundreds of procedures to choose from. INCLUDES: • 500 cards • Trivia with “scratch offs” covering correct answer
CONVERSION CARD IFMT035
Guide your patient to another area of your practice or introduce a new treatment by offering a complimentary procedure or a gift certificate. Whether it be from skincare to medical or surgical to nonsurgical, customized conversion cards can promote the area of your practice that needs the most growth. INCLUDES: • 500 cards • Double-sided with perforated edge for tear off promotion
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*View full case study information on ifmark.com
NEXT APPOINTMENT CARD IFMT038
Patients need to be reminded when to return for treatment, especially those treatments that require regular upkeep. This wallet-sized reminder features a specified date for a return visit and effective before and after visuals for a longer shelf life and greater pass-on rate. Before and after photos are from our extensive library or you may supply your own. INCLUDES: • 500 cards
LOYALTY CARD IFMT037
Combat daily deals by creating your own incentive program. This loyalty card program gives patients a reason to return to your practice; with every visit, they receive a stamp to work towards a free treatment or your chosen prize. INCLUDES: • 500 cards • Stamp and ink pad
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SIMPLE
LOYALTY & RETENTION
LOYALTY & RETENTION
CONTINUED
CASE STUDY HOLIDAY CARD SET
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In the four months following the holidays, one practice generated 104 patient visits and over $49,000 in revenue, resulting in a 1246% ROI. - ROBINSON FACIAL PLASTIC SURGERY
HOLIDAY CARD SET IFMT042 / IFMT043
The holiday card is an ideal way to reward your best patients, and in turn, bring in additional revenue, without having to discount prices. This strategic mailer includes gift cards for your patients and another gift for a friend that serve as tracking tools for both new and current patients. This card set can be used for birthdays or other annual holidays. Also available as a single gift card set (no “gift for a friend”) INCLUDES: • 500 Holiday Cards • 500 envelopes • 1,000 gift cards
NOTE CARDS AND THANK YOU CARDS IFMT041
Write a personalized message or thank you note to a patient, staff member, or colleague on a card designed to your brand image. INCLUDES: • 500 note cards • 500 envelopes
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SKINCARE ESSENTIALS GUIDE IFM039
Patients want an expert opinion for their skincare routine. Give them a take home “prescription” with your skincare suggestions so they don’t have to rely on memory post-appointment. These practice-branded pads provide the ultimate opportunity for recommending additional products and services. INCLUDES: • 10 pads of 50 sheets
GIFT CERTIFICATE IFMT036
This is more than just a present for a friend that a patient can purchase at the front desk. The IF Marketing Gift Certificate is to be used as a closing tool post-consultation. It is also ideal as a follow-up tool for open houses and events. INCLUDES: • 500 certificates
PATIENT TESTIMONIALS Profile actual patients and their results for instant credibility. Your patients will be interested in seeing real-life results in other people that you treat, resulting in increased visits for additional services. INCLUDES: • 2 easel back boards
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SIMPLE
LOYALTY & RETENTION
GIFT CERTIFICATES pg. 29
LOYALTY CARDS NEXT APPOINTMENT CARDS pg. 27
VIP REFERRAL CARDS pg. 32
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pg. 27
AT THE CHECKOUT Make sure each patient leaves the practice with a reason to return
REFERRAL STATION pg. 32
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SIMPLE
EXTERNAL MARKETING
EXTERNAL MARKETING
Often the first area practices tackle in their marketing strategy, external marketing represents the last step of the SIMPLE formula. This ensures offices train their staff, strengthen their messaging, create educational tools and have retention strategies in place before investing in reaching a new market.
VIP REFERRAL CARD IFMT045
Word-of-mouth is the most powerful form of marketing in any industry. VIP Referral Cards take word-of-mouth to the next level by giving existing patients and staff an easy way to talk about your practice and refer friends and family. INCLUDES: • 500 Cards • Card holder (additional fee)
REFERRAL STATION Current patients are going to be your best referral source. Give them a one-stop shop to pick up procedure information for their friends and family with the referral station. The station features six of your procedures or provider bios in business card-sized form. INCLUDES: • 6 versions of 500 cards • Card holder
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CASE STUDY THE VIP CARD ONE OF OUR MOST POPULAR TOOLS FACTS: 31 ESTHETIC TREATMENTS 25 NONSURGICAL TREATMENTS 1 RHINOPLASTY SURGERY TOTAL REVENUE GENERATED COST OF VIP REFERRAL CARDS RETURN ON INVESTMENT NEW PATIENTS
$2,351 $10,168 $5,200 $17,719 $1,120 $16,599 56
RESULTS:
OVER
50 NEW PATIENTS & 1450% ROI
“
THE VIP CARDS HAVE BEEN OUR MOST PROFITABLE INVESTMENT THIS YEAR!” -H.S., Chicago Center for Facial Plastic and Reconstructive Surgery
*View full case study information on ifmark.com
EXTERNAL MARKETING
CONTINUED
POSTCARD MAILING IFMT046
Reach out to patients who haven’t been in your office for a while, or keep your current patients upto-date with an informational post card ready to stamp and send to your patient list. The post card is an excellent way to introduce a new treatment or service that your practice is now offering or to reengage past patients with your office once again. INCLUDES: • 500 Cards
NEWSPAPER AND MAGAZINE ADVERTISING Introduce yourself, a new staff member, advancements in your specialty, or announce a new service or special event with a custom ad. Why let the publication give you a runof-the-mill stock ad when the specialists at IF Marketing can create something tailored to your practice, region, demographic and the aesthetic marketplace?
New O f f i ce • New C h a n ce • New Fu tu re ce New offi location!
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Shrewsbury Dermatology Skin Care Shrewsbury Dermatology and Skin Care offers care for all skin conditions, from medical to cosmetic. Dr. Sample will perform a thorough and complete skin exam to diagnose and treat precancerous and cancerous lesions plus the latest and most advanced cosmetic procedures for all skin types. Contact us for a consultation today!
700Shrewsbury Avenue * Shrewsbury, New Jersey www.shrewsbury.com • 232-555-1234
INCLUDES:
Meet the staff Dr. Sample is a Boardcertified Dermatopathologist and takes great interest in general skincare and maintenance, as well as in the diagnosis and management of a wide variety of skin diseases and disorders.
• Print and web ready files for publication. (IF Marketing is not responsible for ad placement)
SOCIAL MEDIA CAMPAIGNS Keep your patients up to date on new treatments and events happening at your practice. IF Marketing can supply you with relevant content and graphics and suggest a series of messages or postings for all your social media sites. Get your message out to your patients’ desktops, laptops, smart phones, and tablets. INCLUDES: • Custom text and graphics (IF Marketing is not responsible for hosting your on-line media)
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INNOVATION & EXPERTISE
has influenced a growing global audience through electronic & print media
MARKETED TO
+ 1000 MARKETED TO PRACTICES 1000+ PRACTICES
PRESENTED MORE THAN
CREATED OVER
THETHAN WORLD PRESENTEDAROUND MORE
CREATED OVER
590LECTURES 4900 590LECTURES 4900 MARKETING TOOLS
AROUND THE WORLD
MARKETING TOOLS
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www.ifmark.com
© IF Marketing September 2014.