SOIREE
An Issue Dedicated To Event Marketing spring 2012 • issue 4 ofpsa digital magazine
BROUGHT TO YOU BY:
PATIENT ENGAGEMENT PLATFORM
Designed by IF Marketing ifmark.com • info@ifmark.com
A SPECIAL THANK YOU TO:
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®
Contents:
6
4 Letter from the AAFPRS President 6 Letter from the OFPSA President 14 YOUTH.corner 32 From the OFPSA Officers 33 OFPSA Membership Form FEATURED ARTICLES:
10 Put a Ring On It: A Winning Formula for a Valentine’s Day Event
12 Doctor’s Day Out 16 Captivating the Audience:
18
Your New Client
18 Run of Show: 72 Hour Countdown 22 Beauty Reveal Event 24 Event Planning Tips 26 How to Create an Exciting and Profitable Injectable Event
28 Seminar Success:
All the Right Elements
30 Throw a MARRVELous Party
28
Meet the editor & copywriter: stacey clarke Stacey fell into the wonderful world of aesthetics when she found a place for the written word in this innovative industry. With a background in Journalism and Marketing, Stacey is versed in everything from blogging and news reporting, to email blasting and keyword-rich website content. When her eyes aren’t glued to her monitor, you can find Stacey with her head in a book, reciting her acting monologue, or performing on the karaoke stage.
state of industry
Trends in aesthetic medicine
2012 by Dr. Tom D. Wang AAFPRS PRESIDENT
Consumer interest
in aesthetic procedures and treatments has continued in strong fashion. However, some effects from the recent recession do still linger. In our practice, we have noted some patients choosing to have less invasive injectable treatments or non-surgical procedures in an effort to defer facial surgery for the time being. Despite this, there is no question that the overall numbers of cosmetic operations have “rebounded” from the lower levels of the past few years. We have also noticed a few more patients coming in with complaints and problems after having undergone cosmetic procedures overseas. These problems can range from minor concerns, such as expected levels of postoperative bruising and swelling, to more significant issues, including hypertrophic scars and nerve damage. For patients considering trekking abroad for their procedures, we advise them to carefully consider the availability of adequate expertise and support facilities to handle problems which may arise. The potential for risks and complications should not be minimized after any procedure. The expense to take care of issues postoperatively, either overseas or back home, may end up being more costly than any possible up-front savings of having the surgery abroad.
tom D. wang, md, facs President of AAFPRS Oregon Health & Science University Contact Dr. Wang at: 503.494.5678
Of course, most of our clients continue to do lots of research online and via social networks prior to committing to procedures. This has been fueled by the increased numbers of websites and chat boards devoted specifically to aesthetic topics. Incidentally, many providers have found it helpful to participate in these question/ response chat boards to help answer queries from those seeking information about cosmetic procedures. In this regard, the AAFPRS will be initiating a new, moderated chat room and forum, accessible from the Academy’s website. This will allow Academy physicians to provide expert answers to questions related to all aspects of facial plastic surgery. While new and novel treatment modalities generate patient interest, as they always do, we are finding this is now balanced by an appropriate dose of healthy skepticism, especially towards unproven claims and “miraculous” outcomes. As a result, our clients are now better informed than ever. This makes our collective jobs much easier. Our practice is looking forward to a bright and busy 2012! SPRING 2012 / OFPSA 5
themed event
The Red Lipstick Night A patient event to remember! by Tracy L. Drumm OFPSA PRESIDENT
Pucker up for an event that will get your patients talking! The first “Red Lipstick Night” was successfully launched and tested in September of 2010. Producing a waitlist, this sold-out event held at a medical office in Chicago brought 120 women together for a night of aesthetic education and fun. Booked Thursday evening, this open-house style party promoted “lips”. Particularly focusing on red lipstick, the theme was playfully promoted on the invitations, décor and used for event activities.
The New York Times has reported that 80% of women wear lipstick. As such, this topic provided a safe and comfortable icebreaker for guests. Additionally, new patients were less threatened by a pleasant makeup tutorial than a seminar on lasers and injectables. Tickets to the event were sold for $25 each to help ensure people who RSVP’d would attend. Revenue from ticket sales was donated to a local family to assist with medical bills (a charity is another great option). While the concept of charging for an open-house may seem outlandish, it is a highly effective way to place value on your event as well as assure your staff doesn’t spend weeks planning to only have a handful of guests attend. After implementing the charitable cover charge into events nearly five years ago, our patient parties now enjoy a 95% RSVP to attendance ratio. A cosmetic store, Sephora, was chosen as an event partner and provided sample red lipstick for the women to try on as well as gift bags for the attendees. Wine was provided by a local wine distributor at no charge as the company was able to sell bottles to the attendees to take home. Stations and rooms were set up to provide activities for attendees and encourage guest interaction. Designated areas included a Lip Stain Station, Plumping Room, Gloss Bar and Whitening Room (note that medical treatments did not take place during the event; rather it focused on education of treatment options). A key component to any event is ensuring there are enough activities to keep guests entertained. A “Kiss the Canvas” station was set up to search for the perfect pout among the attendees. For an additional charitable donation, guests could pay to enter the contest where a staff member would chose the “perfect pout” based on a lip impression guests made on the canvas. The winner received a “Day of Beauty” package including a facial, waxing and skin care products. After the event, the canvas was incorporated into the décor of the office. SPRING 2012 / OFPSA 7
1. Social media Starting four weeks before the event, posts promoting the event were made on the practice’s Facebook page as well as each staff member’s page.
2. E-mail blasts Over the same four week period, e-blasts were sent to current patients through Contactology on Tuesdays (a day that has proven a high open rate). Messages announced updates on the event including raffles and items for gift bags.
3. Printed invitations Printed through printingforless.com, 6 x 11 postcard-style invitations were hand distributed to hair salons, cosmetic department make-up counters, current patients and to neighboring businesses and malls.
8 SPRING 2012 / OFPSA
All materials for the event promoted limited space and a capacity of 100 guests to further create demand. As such, we took a maximum of 120 paid RSVP’s and had 26 women placed on a waitlist for possible cancellations. Six months post event, 15 of the attendees have converted into first-time nonsurgical patients. Total revenue generated from their initial treatments was $16,500. Additionally traffic to the practice’s website doubled the month of the event due to the outreach and buzz. “The Red Lipstick Night” was a huge success. It brought new patients to the practice as well as strengthened relationships with current ones. “Lips” were playfully used as a theme to tie the event together and serve as an icebreaker for staff to discuss other facial treatment options. Whether for Valentine’s Day, Mother’s Day or to kick off the summer, a “Red Lipstick Night” might be the perfect way to kiss your slow months goodbye!
Tracy L. Drumm
President of OFPSA Office of Steven H. Dayan, MD, FACS Contact Tracy at: 312.335.1700 tracy@drdayan.com 9
Singles Event
A Winning Formula for a Valentine’s Day Event by Jake Laban 10 SPRING 2012 / OFPSA
H
istorically, February is a time of year where the field of medical aesthetics sees rapid growth. The reasons for this aren’t entirely known, but this momentum gives practices a fantastic opportunity for a winning patient event to drive new clients into your practice. One winning formula for a Valentine’s Day practice boost is for an event simply called ‘Put a Ring on it!’ The question that this event sets out to answer is…
‘How can I find a good man in my city??’
Jake Laban, mba General Manager Skin by Lovely, Inc. Contact Jake at: 310.566.0858 info@skinbylovely.com
The event was held the Thursday before Valentine’s weekend. The night was broken up into two parts: The first part was a women’s-only event held in our clinic The second part was a singles mixer at a local supper club with whom we co-promoted the event. We promoted the event through in-office signage and our social media marketing company (TotalSocialSolutions.com) During the women’s-only portion of the event, the paid attendees and their friends enjoyed donated appetizers, wine, and desserts and also had the opportunity for their hair or makeup to be touched up by our makeup artist or hair stylist! While attendees enjoyed their refreshments, they listened to a talk from a celebrity dating coach who gave them helpful hints on how to land the right man! Everyone walked away with a goodie bag full of samples and a coupon for a free custom chemical peel.
The event sold out (70 tickets) within 48 hours.
31 new clients added to the practice’s database.
After the ladies had their ‘instructions’ for the evening, everyone went out for a ‘field test’ of what they’d learned during the program. Our supper club partners helped in recruiting eligible single, professional men for the women to practice what they’d learned. Our dating coach even joined us to provide moral support and ‘in the field’ one on one coaching!
for additional treatments!
The event was a huge success, and not simply measured by the fun times had by all throughout the evening. It was a huge win for the practice as proven by the key metrics:
Needless to say, the ROI on this program was fantastic and we plan to do it again.
25 new clients came in for the peel.
13 new clients came in
11
Lemons to lemonade
Doctor’s
by Debbie Scheib
s Day Out I work in a large ENT practice with only two of my physicians performing cosmetic procedures and me being the only employee in that department. During the summer months my physicians usually take a two week well deserved vacation. When they are out of the office the revenue we usually get from our injectable products is decreased. I use this time to hold an open house to generate product sales to help offset their time away. I work with my rep from our skin care line and the rep for the injectable products we use. They can be very useful helping you fund your event, from printing, postage, food and supplying items to be given away, to being at your event to help with sales and answering questions. I mail out postcards announcing the event about 3 weeks prior. I choose to send postcards to my existing mailing list rather than advertise in the newspaper for two reasons: to reward my existing clientele and to keep my expenses down. I usually pick a day in the second week the Doctor is out using the first week to make follow up phone calls and work on my presale orders. I add to the invitation that presale orders will be taken starting the week of the event. No credit cards are run through until the day of the open house. On the day of the open house I have tables set up with all our products tastefully displayed. The reps from our vendors are on hand to help me and have supplied snacks for the attendees. We offer 15% to 20% off the products. During the course of the day we do several drawings for the products my rep has provided.
debbie scheib, LPN ENT Facial Plastic Surgery Contact Debbie at: 260.497.5500 dscheib@entfw.com
I have actually held these events with zero dollars coming out of the practice and have brought in between eight to nine thousand dollars with a one day event. This one day event not only adds to your monthly revenue but also will make your physician very happy. I hope this may be an option for some of you to use when your doctor is out! SPRING 2012 / OFPSA 13
Digital promotion
YOUTH.corner
by Kyle Eldridge
Eventbrite.com
to save the day Let’s face it; running an event can be a challenge. From preparation to promotion, to managing the distribution of tickets, it can be quite a daunting task. With so much to worry about, it’s easy to get stressed fast. Now there is a knight in shining armor for all you event planners out there. It’s called Eventbrite.com. This comprehensive site allows you to effectively run your event with ease. The first step is creating your event. Upon creation, you are requested to register – free of charge. Once registered, you are immediately presented with a professional page to describe your event. From there, you have a wide set of marketing tools at your disposal. Your arsenal of tools includes the ability to send customized emails to clients, the power to increase your event’s search engine optimization, and the chance to let attendees post your event to social media sites like Facebook to help spread the word with the push of a button. You can even generate name badges and check-in lists automatically. Managing your event is as easy as ever with Eventbrite allowing you to offer multiple ticket types, set up different payment options for your tickets, and accept donations. Next time you’re running an event, keep Eventbrite.com in mind. You’ll have the weight of the world off of your shoulders. 14 SPRING 2012 / OFPSA
KYLE ELDRIDGE Student University of Illinois Contact Kyle at eldridg3@illinois.edu
Physician assistant’s Perspective
Captivating the audience your new client by Jaklyn Mashak
16 SPRING 2012 / OFPSA
JAKLYN MASHAK, MS, PA-C
Laser & Clinical Care Specialist Office of Steven H. Dayan, MD, FACS Contact Jaklyn at 312.335.2070 or jaklyn@drdayan.com
S
ocial events are a fun and effective way to grow a practice. Prospective patients roam the floor in search of entertainment, yet subconsciously open their mind to new ideas as they search informative resources (formal and informal) of what the practice has to offer. It is the practice’s job to fill the event with optimism while simultaneously enticing the audience. There are three easy techniques that any practice can utilize at social events to bring in new clients. To begin, setting up before and after pictures of current clients serves as a visual aid to capture the audience and to bring them in for further discussion. There must be an initial item that strikes the interest of the client to initiate conversation with the practitioner. Pictures are an easy way to plant ideas of facial procedures into your prospective clients’ thoughts. Now that you have captivated your client, you need to further sell the idea. Video imaging is an excellent way to show prospective clients the possibilities. Video imaging can show both the practitioner’s art work and the client’s transformed image. To take it a notch further, print out the baseline and transformed images and give it to your client – this token item will serve as a reminder of what could be. The final item that should be brought to the event can further seal the deal for your new client. Bring items necessary for scheduling. After seeing their images, patients will be excited and ready to schedule an appointment. You need to harness this interest and confirm a date before the prospective patient sneaks out and loses that new-found interest. Scheduling an office visit after imaging provides immediacy and enhances the chance of your new client becoming an active patient. A great social event will continue to be the topic of conversation among attendees for months after, but a successful event will grow the practice. Aim to have fun with what the office has to offer. 17
Event Planner’s View
Run of sh 72 hour countdown
EVENTS BY AMY The week is here... You have spent the last three or so months planning for an inoffice event. It all comes down
how
to these last few days of planning. The clock is ticking and the final countdown is underway. Here are 5 important things to remember as you wind down.
by Amy Larsen
AMY LARSEN
Education Director Office of Steven H. Dayan, MD, FACS 312.265.1560 amys@drdayan.com 19
1 2
Run of Show Document Creating a run of show will leave you feeling prepared and confident in the final stages of planning. Design a detailed timeline to follow for the remaining hours of preparation for the event. Include items such as rental deliveries, vendor arrivals, job duties, food and beverage pickup/delivery, and any other milestones that will aide in the planning process.
Confirmation Calls Three days out from the event, make confirmation calls to those who have registered for the event. The 3 big items to convey when placing confirmation calls are:
1. Confirmation of attendance along with start time. 2. Location and parking directions. 3. Arrival/check-in information. Confirmation calls are huge in a few ways. You obtain a final count for food and beverage. You were proactive in receiving any cancellations and you are continuing to communicate with your patients.
20
3 4 5
Staff Communication Co-workers need to remain up to date on event details. In a busy practice everyone will have multiple jobs on their plates. Sending email updates in addition to personally going to each co-worker and going over the key aspects of the event will be beneficial for you. As the event planner it is your responsibility to ensure that everyone has been communicated with as much and as often as possible. Information such as expected attire, review of job titles, and an overview of event logistics is important to share with your team.
Event Roles Everyone within the office should have set positions as to where they will be during the event. Everyone on staff should have a purpose. Key positions in addition to your clinical team and coordinators include, greeters, people to tend bar, food runners, and minglers. You want to make sure that all hands are on deck for helping you to setup and breakdown the event as well. Having a mandatory setup/cleanup crew sign-up sheet or assigning these roles is recommended.
Expect the Unexpected The last few days are the most hectic. Try to remain calm and anticipate that problems will arise. It is important to note that no event is perfect and there will be hiccups that come up. Don’t dwell on the problems but act quickly on solutions. You are in the background putting out fires and if acted on appropriately no one will see the flames. SPRING 2012 / OFPSA 21
Holiday Prep Event
On November 3, 2011, Hamilton Facial Plastic Surgery hosted its Annual Fall Beauty Event. Through email we invited existing patients for an evening of fun activities, refreshments, and exclusive offers focused on helping them look and feel their best for the upcoming holiday season. We planned to have stations set up throughout the office for our guests to visit. Three stations were planned to educate them on the products and services offered by the practice. Another one was for fun and “wine education�. Each guest was greeted at the door and handed a small gift bag containing a Beauty Reveal questionnaire and a list of the featured services and products on sale for the evening. Guests were then instructed to visit the stations we had set up in our back office to seek the answers to the Top 6 Hamilton Facial Plastic Surgery Beauty Secrets questionnaire. They were told that once the questions were answered, they would receive a gift at the end of their visit. As our guests made their way back to the stations, they were greeted by Dr. Hamilton. Seeing the doctor in a relaxed, festive atmosphere was a well received addition to the evening.
22 SPRING 2012 / OFPSA
Our nurse injector and Allergan Representative were at the first station. The nurse injector answered two questions about how Juvéderm® and Botox® injections and Latisse® could be beneficial for that attendee. While being acquainted with the nurse, guests were able to get her opinion on approximately how many units and syringes they might need for a full correction. Our nurse then wrote her suggestions down on the provided order form for each person and directed them to the next station. Our aestheticians were positioned at the entrance to our Aesthetic Department to help guests answer the last four questions. They introduced and demonstrated the new Limelight Facial being offered. They were also available to discuss the variety of other skincare treatments they offer. The personal conversation enabled our guests to get an idea of what might be the best facial treatments for them to schedule. Our Top 10 Skin Care Products 2011 were also on display so guests could ask questions and decide what might best suit their skincare needs. We featured a new local wine shop and wine tasting venue at our last station that was serving good wines and helpful advice in selecting gifts and refreshments for the upcoming holidays. With completed questionnaires in hand, our guests advanced to a check out area where they were given a pretty little box containing truffles and a card with discounts to be used on another day. They were then able to prepay for injections, aesthetic treatments and products that were featured on the special event pricing sheet included in their bag. As Patient Care Coordinator, I have planned many special events for Hamilton Facial Plastic Surgery. I would have to say that this year’s event far exceeded our expectations in many ways not to mention sales. My thanks to the incredible teamwork and special talents of our entire staff.
april phillips
Patient Care Coordinator Hamilton Facial Plastic Surgery Contact April at: 317.859.3810 april@hamiltonfps.com 23
Event Planning Tips
Practice Management’s view
by Karen Zupko Leslie Gore’s “It’s my party and I’ll cry if I want to” is a rock classic for a reason. Fail to plan and you will be weeping over an unsuccessful celebration or event. Often we find that clients think one event can accomplish everything and be successfully promoted by a flyer or blast email. It doesn’t work that way. But by asking the right questions you can leave your surgeon thinking you are the Martha Stewart of practice events.
define the type of “party”
or event you are planning. Is it a meet and greet for a new associate or aesthetician? Or is it a “thank you” to best referring patients? Too often practices plan mass “show and tell” events that fail to attract the right type and number of guests.
Set a budget. The budget will dictate your setting, invitations, refreshments, catering, staff salaries, flowers, service discounts, and more. A lunch at a fabulous restaurant as a “thank you” to best referring patients has a cachet to it. Invitations set the tone for your event. A blast email sends a very different message than a nicely printed invitation with a customized stamp that comes in the mail.
How will success be measured? All too often the practice fails to obtain the names, emails and phone numbers of all who attend. Further, they fail to track referrals and business from guests. Is your success based on the number of established patients? If it is, should they be patients who have spent a certain amount over the last year? Or surgical patients treated within the last five years? Is success meeting 10 potential new patients or reviving relationships with some who took a “break” from your practice? Are sales of products that evening or prepayments for injectable and laser services your goal? Or is it press coverage? Ask yourself, what you are hoping to accomplish at the end of the event.
Define the ideal number
& type of guests.
Male physicians are often confused by this question. “The more the merrier,” they tell me. An event that looks like the opening of the buffet line on a cruise ship misses the point. Plastic surgery is a luxury. An evening attended by 12 special guests with time to actually converse with the surgeon can be more beneficial than a cattle call with little individual contact.
break out of “everyone else is doing it.” The barrage of Valentine’s Day specials hit my email and spam box by January 26! It seems everyone has forgotten it’s Leap Year, February 29. A “take four years off your face” campaign would have stood out from the promotion of Angelina Jolie lips!
stay in touch with your guests. It’s a mistake not to follow-up with attendees. Make sure they subscribe to your e-newsletter. Inform them of your new evening hours or Saturday morning specials.
Have You Had A Great Practice Party or Event? Send us your invitation! We’ll show the “best of the best” at the annual meeting and on our website. Info@karenzupko.com Put “Celebrate” in the subject line.
Karen Zupko President of KarenZupko & Associates, Inc. Contact Karen at: 312.642.5616 kzupko@karenzupko.com SPRING 2012 / OFPSA 25
Halloween Event
How to create an exciting and profitable injectable event! by Bernadette Mahoney It is an accepted fact that injectables increase revenue and patient conversion rate. In a recent survey conducted, 94% of physicians indicated that Botox Cosmetic is an effective practice builder (N=251) 1. In addition 41% of new botulinum toxin patients (N=251) go on to receive additional aesthetic procedures. Furthermore, 88% of neurotoxin patients surveyed expect to be treated with Botox Cosmetic in the future (N=277) 2. An injectable event will create incremental revenue by giving your staff the opportunity to reactivate existing patients, bring in new patients and offer the opportunity for client appreciation by providing favorable pricing. In order to develop an event, the staff must get involved and bring out their creative side by using their best marketing skills. This will motivate the staff to make the event a success as they now have an investment in the idea. As in all successful endeavors it is wise to set a financial goal before the event. This gives the team a tool to measure the event because “If you can’t measure it, you can’t manage it” (Peter Drucker). During the actual event, keep the staff informed on the progress towards the goal as this will create healthy competition. Remember, everybody loves a little “healthy competition”. Lastly, it is imperative to make the event enjoyable for your patients and staff. This should not just be another day at the office. Find a humorous hook…a play on words, tie it to an upcoming holiday, something to put a smile on people’s faces. 1
January Dermatologist\ Plastic Surgeon Aesthetic Awareness, Trial, and Usage Surveys, 2011
2
Facial Injectables Consumer User Survey, January 2011
26 SPRING 2012 / OFPSA
Here are some key points to maximize the benefits of the day: • Keep the day exclusive to injectables. There is no time for a long winded consult. • Keep your best patient coordinators with the doctor. The PC is the gatekeeper and will keep your doc on schedule. • Have patients fill out patient survey questionnaire prior to doctor’s arrival. • Incentivize the patient with rebates, favorable pricing, bring a friend discounts, etc. • Decorate and make it festive. Make it fun and live up to the theme. Don’t do it halfway. • Serve refreshments. This is just common courtesy. • Be fully staffed.
MOST IMPORTANT: Don’t forget to always INJECT a little fun into your work!
Bernadette Mahoney
Practice Manager Gotham Plastic Surgery Contact Bernadette at: 212.750.7100 Bernadette@GothamPlasticSurgeryNY.com 27
Patient Seminar
redefine yourself Total Body Solutions
You are invited to join Dr. William Truswell on the Latest Trends in Facial Cosmetic Procedures
&
Dr. Gary Russolillo
on Body Contouring & Liposuction Thursday January 26th Seminar @ 6pm
Light refreshments. Seating limited • RSVP today!
Aesthetic Laser & Cosmetic Surgery Center 61 Locust Street Suite 2, Northampton truswellplasticsurg.com | 413-587-0600 | 888-414-FACE
Seminar Success: All the Right Elements
Seminars for the public on cosmetic procedures have been a productive tool in our marketing strategy for many years. We have changed the venue from the early days of the late 90’s, adjusted advertising media, teamed up with other local doctors, and always responded to the latest trends. I have some pearls to share, some caveats, and encouragement even in these different times. It helps, if not the make-or-break element, if your doctor is really good at public speaking and comfortable with self-promotion. The computer projected show and tell, and all the wonderful pre- and post-op pictures in the world won’t cut it, if your doctor does not come across as a warm, confident, expert surgeon who you would consider letting stick needles in or use a scalpel on your face. Yes, you will shower the attendees with promotional material- CV’s with yards of kudos, brochures on your practice and all the services you offer, but as in the private consultation, I believe, it is the doctor with knowledge, humor and skill, who wins the patient over. 28 SPRING 2012 / OFPSA
All the marketing avenues to build a brand for your surgeon can come together through public educational seminars. Find a graphic artist to work with you on developing tasteful and eye-catching announcements for your seminar. (I have lots of examples, just email me for copies.) Whatever media works in your area- radio, television, newspaper, magazine ads that offer something fun and entertaining (people love before and afters) and informative topics like ‘Latest Trends in Cosmetic Procedures’ or ‘The Scoop on Minilifts’ or ‘Non-Surgical Facelifts’, all of interest to the public. Venue is important. We used to hold our seminars in a classy, central banquet facility. It was costly-a charge for the facility, the projector and screen, the refreshments, and extra pay for the staff, and weeks of advertising. It was also a time that our budget for promotion was substantially greater.
We now use our own office for seminars-quarterly. We have a large waiting room that we can strip of the comfy couches and set up audience style seating for 35+. Smaller is fine too, 15 warm bodies who are interested in seeing the options for facial rejuvenation, works just fine. We still have refreshments- wine and small sandwiches, cookies, soft drinks. We still hand out the promotional folders, have gift bags (filled with trial products we get from our vendors) and a drawing for light chemical peels or a large gift basket. The advantages-significantly less expensive, more intimate, and we have our computers handy to make appointments on the spot and no charge to attendees for the consult - another incentive to come and be impressed with your office and staff.
Lynn Truswell, jd
Practice Manager Aesthetic Laser and Cosmetic Surgery Center Contact Lynn at: 413.587.0600 lynn@truswellplasticsurg.com 29
Event Formula
Throw a MARRVE L ous Party by Stacey Clarke “My Super Sweet 16” is a shameless MTV reality show that dives into the pampered world of the wealthy child. Each episode features an extravagant demonstration of jet plane grand entrances, large-scale entertainment performances, and elaborate venues that would put most proms to shame. By all appearances, one would define each party as a success. Upon closer inspection, however, many of these parties are a valiant attempt by an adolescent child to be well-liked and make more friends. This is no different than the aesthetic practice, ultimately throwing an event to garner new “friends.”
The question is –
if we didn’t make more friends, was it a successful event? Here is where a key explanation in the event circuit becomes essential - the difference between event planning and event marketing. Event planning indicates a good party. Event marketing denotes accomplishing a goal as the result of the party. After 6 years of experience in the aesthetic industry, events have become an area of expertise for our marketing company. From small gatherings of 10, to large seminars of 200, we have tried every tactic and had our fair share of successes and failures. In hopes of putting our valuable lessons to use, we created a somewhat scientific formula to help any aesthetic practice execute a fun, yet functional, event. 30 SPRING 2012 / OFPSA
Introducing...
M
Message
A
A Friend
R
Right time
R
RSVP
V
Valuable offer
E
Essential needs
L
Location
The first step in the event marketing process is figuring out what you are trying to communicate to your patients by having this event.
Always encourage your guest to bring a friend. An event is the ultimate excuse to garner new patients.
Make sure that the time you are holding the party is convenient to your patient’s needs.
Ask your patients on the invite to call back by a certain date. This creates a “call to action” and creates added liability on your patient to show up.
Entice your patients with something of perceived value to them. Make sure it is not something that you already offer for free (i.e. a complimentary consultation).
Food and beverages are just the beginning. You want your patient to come to your event and have all of their needs met.
The cardinal rule of real estate applies just as much to event marketing. Your location should not only be convenient, but also should be in line with your message, and overall brand.
STACEY CLARKE
Staff Writer IF Marketing Contact Stacey at: 312.335.1700 sclarke@ifmark.com
31
OFPSA OFFICERS
EVENT TIPS FROM THE
OFFICERS
“Try a Step and Repeat Area that attendees can have their photo taken and then print them out and give them as they leave in a paper folder frame with your logo.” – ReGina Simo, Frank Simo, MD, FACS
“We always have a huge response to our Aging Gracefully Seminar, when we advertise door prize giveaways!” -Kristi Fritz, Ira D. Papel, MD
“Expect the unexpected. There is no such thing as a perfect, flawless event. When an issue comes up, don’t dwell on the problem but act fast on a solution. “ - Amy Larsen, Steven H. Dayan, MD, FACS
“In the past we have tried every possible avenue to advertise our open house events, with only moderate success with each one. Now, we advertise the open house through high end postcards with eye catching art work and never fail to hit a home run. We have a monthly open house and average 75 to 150 people.” - Triste Rosebrough, RN, Catherine Winslow, MD, FACS
“Reach out with a phone call to your clients who use these events to refill there products, sometimes that follow up phone call will get you a sale!” - Debbie Scheib, LPN, ENT Facial Plastic Surgery
“Plan! When it comes to event marketing failure to plan is a plan to fail. Also, assign one person to run each event or promotion. If everyone is responsible, no one will do it!” –Tracy Drumm, Steven H. Dayan, MD, FACS
32 SPRING 2012 / OFPSA
Organization of Facial Plastic Surgery Assistants
American Academy of Facial Plastic and Reconstructive Surgery
OFPSA Membership Application Form September 1, 2012 – August 31, 2013
Name:_____________________________________________________________________ Title:__________________________________________________________________________________ AAFPRS Sponsor Name:_________________________________________________________________ Practice Name:____________________________________________________________________ Practice Address:_________________________________________________________
______________________________________________________________________ Practice Telephone:_____________________________ How Long in Position:_______________ Practice Fax:___________________________________ Number of Staff: __________________ E-mail*:_______________________________ Number of Physicians:_______________ *Please provide an email address, since OFPSA information and updates are sent via email.
Categories of Membership:
Individual- $100 Office- $150 (list below office members and their e-mail addresses included in this
membership) _________________________________ _________________________________ _________________________________ _________________________________
_________________________________ _________________________________ _________________________________ __________________________________
Members shall be a dues paying representative of an active member of the American Academy of Facial Plastic and Reconstructive Surgery who support the objective and purposes of the Organization. They shall enjoy all rights and privileges, duties, and obligations of membership in OFPSA. Annual dues shall be paid by the end of August of each year prior to the Annual Meeting. Checks should be made payable to American Academy of Facial Plastic Surgery and Reconstructive Surgery (AAFPRS) and sent to: AAFPRS
P.O. Box 759019 Baltimore, MD 21275-9019
Credit card payments may be mailed to: 310 S. Henry Street Alexandria, VA 22314 Attn: Ann Jenne or faxed to (703) 299-8898
METHOD OF PAYMENT (in U.S. dollars only) ( ) Check enclosed (made out to the AAFPRS) ( ) Visa ( ) MasterCard ( ) American Express Card No. _____________________________________________ Exp. _____________ Security Code___________ Signature __________________________________ Print Name on Card
_______________________________
Rev.02/01/2012
33
For questions or to submit ideas for the next magazine, please contact: TRACY DRUMM OFPSA PRESIDENT 312.335.1700 OR TRACY@DRDAYAN.COM
MARCY SIMPSON OFPSA MEMBERSHIP COORDINATOR 319.356.3600 OR MARCY-SIMPSON@UIOWA.EDU
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