HELLO AGAIN
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, I am 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 over 50 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,
TRACY DRUMM Vice President IF Marketing
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 Virtual Consulting Onsite SIMPLE Training DRIVE: The Power of Execution
DURING TREATMENT ................................................................................................................................................................................................... 8
I MAGE & BRANDING
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10
Logo Development Trifold Brochure Storybook Brochure Letterhead & Envelopes
UTILIZING RETAIL .......................................................................................................................................................................................................... 12
M EDICAL CREDENTIALS
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Safety Chart Patient Tip Binder Provider Credentialing Campaign
CROSS-PROMOTING OPPORTUNITY ................................................................................................................................................ 16
P ATIENT EDUCATION
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Sushi Menu Photo Book Patient Education Guide Digital Video Loop Seasonal Campaign Beauty at Every Age Campaign Informational Campaign
DURING THE CONSULT .........................................................................................................................................................................................24
L OYALTY & RETENTION
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Conversion Card Next Appointment Card Skincare Essentials Guide Trivia Card Holiday Card Set Loyalty Card Gift Certificate
AT THE CHECKOUT ...................................................................................................................................................................................................... 28
E XTERNAL MARKETING
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VIP Referral Card Postcard Mailing Referral Station
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. 19
SEASONAL WALL CLING pg. 20
PATIENT EDUCATION GUIDE pg. 19
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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. 20
SEASONAL CAMPAIGN FLYERS pg. 20
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STAFF EDUCATION Your staff is a direct reflection of your practice. IF Marketing believes in guiding & empowering them. Through the tools and services below, IF Marketing offers training that will help your aesthetic practice thrive.
STAFF TRAINING FLIP PACK S IFMT005 IF
G Give your staff a way to deliver unified messaging to your patients through custom m c copy written for your practice. Through c credentialing statements, frequently asked questions, telephone strategies and more, q tthe training manual helps your staff easily c convert calls into appointments. The flip pack is conveniently designed for the front p desk and will serve as a go-to training tool d ffor new staff. IINCLUDES: • 4 coil-bound booklets • Phone tips, up to 5 nonsurgical FAQs, and credentialing for 1 provider
VIRTUAL CONSULTING IFMT004
Often, identifying a concern within your practice is the easy part of the equation. By leveraging IF Marketing’s industry knowledge and training expertise, you are able to talk through concerns while a Practice Development Specialist provides you with useful solutions. INCLUDES: • Assessment of your current needs • One hour of consultation • Follow-up to track efficacy of consultation
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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.” - B.B./L.L., ACCENT ON YOU
ONSITE SIMPLE TRAINING IFMT002 / IFMT003
Managing a practice can be incredibly overwhelming to do alone. Regardless of your needs, IF Marketing’s on-site training is a personalized course that is developed specifically for a practice that wants to empower their staff. By leveraging IF Marketing’s resources and SIMPLE training method, your staff will learn how to incorporate new practice management techniques, improve office efficiency and increase practice revenue. Half-day or Full-day training available. INCLUDES: • Hands-on training customized to your practice • Up to 5 copies of DRIVE: The Power of Execution
MARKETING TEXTBOOK | DRIVE: THE POWER OF EXECUTION IFMT052
DRIVE is a breakthrough marketing textbook written for the aesthetic industry. It can serve as the foundation of your practice’s lifetime marketing plan. Full of core principles and easily executable tips, DRIVE can be used to grow your practice and generate revenue. INCLUDES: • Proven strategies that will grow your practice and generate revenue • Expert inserts from industry professionals LEARN MORE ABOUT DRIVE ON PAGE 33!
SIMPLE 1.855.IFMARK3 55.IFMARK3 • ifmark.com
STAFF EDUCATION
DURING TREATMENTS Engage with patients by providing information on specific procedures throughout their entire appointment SEASONAL WALL CLINGS pg. 20
TRIVIA CARDS pg. 26
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SUSHI MENUS pg. 18
INFORMATIONAL WALL CLING pg. 21
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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 (eps, tif, jpg formats)
Brand Standards Guide
TRIFOLD BROCHURE T IFMT010 IF
W Whether you want to have a place to share your mission statement with your patients or you want to m have a tool that complements the information on your h website, a trifold brochure is the perfect take-home tool w ffor patients. From a description of your approach to patient care, to a listing of all surgical and nonsurgical p ttreatments offered, trifold brochures effectively ssummarize information into one manageable form. IINCLUDES: • 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: ochures • 1000 storybook brochures • Custom copy
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.
| 90210 | Beverly Hills, California 416 North Bedford Drive, Suite 200 | www.RHMD.com | Office 310.999.1003 Fax 866.694.4487
INCLUDES: • 1000 letterhead • 1000 #10 envelopes
SIMPLE 1.855.IFMARK3 • ifmark.com
IMAGE & BRANDING
INFORMATIONAL WALL CLING pg. 21
TRIVIA CARDS pg. 26
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UTILIZING RETAIL Turn one appointment into many with conversion tools
SEASONAL WALL CLING pg. 20
CONVERSION CARD pg. 26
CREDENTIALING CAMPAIGN FLYER SKINCARE ESSENTIALS GUIDE
pg. 15
pg. 26
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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-toread 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
*
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 n seem overwhelming to a patient. The credentialing campaign aign is a more visual representation of the provider’s CV, made e ve 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 the web
SIMPLE 1.855.IFMARK3 • ifmark.com
MEDICAL CREDENTIALS
INFORMATIONAL WALL CLING pg. 21
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. 20
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. INCLUDES: • 500 menus • Use of before and after photo library
PHOTO BOO BOOK IFMT022
Educate you your patients on treatments and services you offer in a appealing way. A professionally bound and customized visually app photo oto book boo includes effective before and after photos, credentialing facts for both the practice and providers and treatment d descriptions. INCLUDES: • 2 hardcover hardcov books • Up to 100 pages and after photo library • Use of before bef
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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
PATIENT EDUCATION GUIDE IFMT033
Speak to your detail-oriented patients s ch who want in-depth information on each ide is procedure. The Patient Education Guide ures a great alternative for generic brochures and magazine clutter in your waiting nd room. It is a compilation of detailed and s you informative articles on the procedures offer, branded to your practice. INCLUDES: • One Custom Binder • Up to 20 articles ry • Use of before and after photo library
DIGITAL PHOTO LOOP IFMT027
A great visual tool for the patient who doesn’t want nt to read brochures or articles while waiting for theirr ents treatment. It educates patients on specific treatments e offered within the practice while showcasing those s. 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 ts patient with credentialing statements and fun facts about the practice. INCLUDES: • 2 DVD copies • Use of before and after photo library
SIMPLE 1.855.IFMARK3 • ifmark.com 1.85
PATIENT EDUCATION
PATIENT EDUCATION
CONTINUED
SEASONAL CAMPAIGN S IIFMT032
Returning patients should find new information with every visit to your practice. Keep your practice updated and v interesting with a promotional or seasonal campaign. An IF Marketing Account Manager will help you compose a c creative and original campaign. INCLUDES: • 2 wall clings • 4 boards • 2 board/card holders • 250 business cards takeaways • JPGs for web use
BEAUTY AT EVERY AGE CAMPAIGN IFMT024
Attract prospective patients of all ages with the Beauty ty at Every Age Campaign. This campaign, consisting of a photobook and wall clings, is used to educate patients s on their age appropriate treatments and encourages further her inquiry with providers. Each chapter ter of the photobook k covers a different age group with corresponding treatment treattment suggestions and effective before and after photos. INCLUDES: • 2 photobooks • 4 wall clings • JPGs for web use
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“
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
INFORMATIONAL CAMPAIGN INFORMATIO IFMT028
Keep your patients pa up-to-date with practicebranded treatment trea campaigns displayed throughout tthe office. Keep your office fresh and interesting inte with treatment specific customized to your practice’s brand material cust and demogra demographics. INCLUDES: • 500 flyers (up ( to 2 treatments, 250 of each) • 4 signs (up to 2 treatments, 2 of each) • 2 wall cling clings
SIMPLE 1.855.IFMARK3 • ifmark.com
PATIENT EDUCATION
CASE STUDIES & FEEDBACK facts. solutions. results. 22
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CASE STUDY 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 ices 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
CASE STUDY 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. 19
PATIENT TIP BINDER pg. 14
CREDENTIALING DISPLAY BOARD pg. 15
PHOTO PHOTO BOOK BOOK pg. 18 pg. 18
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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 scratch offss” covering correct answer
SKINCARE ESSENTIALS GUIDE IFM039
Patients want an expert opinion for their h i skincare ki care routine. ti Give th Gi them a ttake k home “prescription” with your skincare suggestions estions so they don’t have to rely on memory post-appointment. These practice-branded randed pads provide the ultimate oducts and services opportunity for recommending additional products services. INCLUDES: • 10 pads of 50 sheets
CONVERSION CONV VERSION CARD IFMT035
Guide your patient to another area of your practice or introduce a new w 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
NEXT APPOINTMENT CARD IFMT038
Patients need to be reminded when n to return for treatment, treatmen ent, t e especially spec sp ecia iall lly y lar upkeep. This wallet-sized reminder those treatments that require regular rn visit and effective before and after features a specified date for a return reater pass-on rate. visuals for a longer shelf life and greater INCLUDES: • 500 cards • Use of before and after photo library 26
1.855.IFMARK3 • ifmark.com
*View full case study information on ifmark.com
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 al revenue, without having to discount prices. This strategic mailer includes gift cards for your patients and another gift for a friend that serve erve as tracking tools for both new and current days patients. This card set can be used for birthdays or other annual holidays. Also available as a single gift card set (no “gift gift for a friend”) INCLUDES: • 500 Holiday Cards • 500 envelopes • 1,000 gift 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
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
SIMPLE 1.855.IFMARK3 • ifmark.com
LOYALTY & RETENTION
GIFT CERTIFICATES pg. 27
NEXT APPOINTMENT CARDS pg. 26
VIP REFERRAL CARDS pg. 30
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LOYALTY CARDS pg. 27
AT THE CHECKOUT Make sure each patient leaves the practice with a reason to return
REFERRAL STATION pg. 30
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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
POSTCARD MAILING PO IFMT046 IFM
R Reach out to patients who haven’t been in your office for a while, or keep your current patients up-to-date with an in informational post card ready to stamp and send to your p patient list. The post card is an excellent way to introduce a new treatment or service that your practice is now o offering or to re-engage past patients with your office o once again. IN INCLUDES: • 250 Cards
REFERRAL A STATION Current patients are going to be your best referral source. Give tthem a onestop shop to pick up procedure information for their friends and family with the referral station. The station features six of your u procedures o or provider bios in business card-sized form. INCLUDES: • 6 versions of 500 cards • Card holder • Use of before and after photo library
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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 BEE OUR MOST PROFITABLE INVESTMENT THIS YEAR!” -H.S., Chicago Center for Facial Plastic and Reconstructive Surgery
1.855.IFMARK3 • ifmark.com *View full case study information on ifmark.com
SIMPLE
EXTERNAL MARKETING
INNOVATION & EXPERTISE
MARKETED TO
1000+
PRACTICES
PRESENTED MORE THAN
590
LECTURES AROUND THE WORLD
CREATED OVER
4900 MARKETING TOOLS
MUST-READ INDUSTRY BOOK A MARKETING TEXTBOOK FOR AESTHETIC PRACTICES DRIVE: THE POWER OF EXECUTION DRIVE isn’t simply a marketing book. It is an educational guide for marketing your aesthetic practice. You will learn: •
Core marketing principles that your practice can use throughout its lifetime
•
Easily executable tips and ideas that can be immediately implemented in your practice
•
Proven strategies that will grow your practice and generate revenue, including: Staff Training Image and Branding Medical Credentialing Patient Education Loyalty and Retention External Marketing
TAKE DRIVE TO THE NEXT LEVEL... WITH THE DRIVE JUMPSTART KIT The Jumpstart Kit is a video series and comprehensive workbook that corresponds to DRIVE and provides you with the tools to execute your marketing plan.
START GENERATING REVENUE TODAY! Generate $6,000 of revenue with events Increase ROI by 1200% on a low cost investment Increase revenue by $72,000/year
BUY NOW
WWW.DRIVETHEBOOK.COM *View full case study information on ifmark.com
COMING IN 2014
TRAVELING TO A CITY NEAR YOU! SEMINAR SCHEDULE 8:30 am - 4:00 pm • • • • •
Real tips on building a thriving practice Motivate your staff by offering incentive plans that work Hiring and firing without getting sued Top 3 warning signs of embezzlement Non-compete clauses to better protect your practice
FEATURE PRESENTATION “How to Avoid Becoming a Commodity” with Steven H. Dayan, MD, FACS
WHO SHOULD ATTEND? • • • •
Physicians CEOs & Owners Practice Managers Administrative Staff
MASTERING THE BUSINESS OF AESTHETICS GUARANTEE Best one-day aesthetic business course or your money back!
May 17, 2014 | New York, NY
July 19, 2014 | Beverly Hills, CA
Call 855-436-2753 or visit MasteringAesthetics.com MBA PARTNERS:
34 If Marketing catalog printed in China
A PEER-TO-PEER COURSE THAT WILL
GROW YOUR PRACTICE
INTRODUCING FOR MBA 2014: The Social Experience Use outcome-based marketing to get your patients talking and learn tips to gain more fans and followers
LOCATIONS • • • •
May 17, 2014 | New York, NY July 19, 2014 | Beverly Hills, CA September 13, 2014 | Chicago, IL November 15, 2014 | Miami, FL
ONL COU Y 4 RSE S IN 2 014!
REGISTRATION FEE $299 for a single attendee, $450 for two attendees
DON’T MISS OUT! Registration Fee Includes: Breakfast, lunch & DRIVE: The Power of Execution (a $99 Value)
LIMITED SEATS AVAILABLE. COURSES WILL SELL OUT!
September 13, 2014 | Chicago, IL
November 15, 2014 | Miami, FL
®
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SEE YOU SOON
1.855.436.2753 • IFMARK.COM
www.ifmark.com
Summer 2014