The apple of your eye: marketing in aesthetics

‘Stopping advertising to save money is like stopping your watch to save time’

Marketing is about the patient's needs, not yours. It is not about how fancy your logo, brochure or website is, it is about the patient, their problems and how you can solve them.

Marketing is communicating with the public in an attempt to influence them towards buying your products and services. It is about effective communication in who you are and what you do; it is a process, not an event. It has a beginning and a middle, but not an ending.

Marketing is everything you do and how you do it: from your image, the way you answer the phone or greet the patient—everything. It is everything you do to communicate who you are and what you do.

The greatest challenge is the clutter factor. The costs of marketing have risen, but effectiveness has fallen. There are two parts of marketing activities: firstly, initial contact. This is critical to success as patients will make a snap decision in regard to your promotion, branding or offer within seconds, and if it not remarkable or fails to stand out, you will be lost within the clutter they are bombarded with on a daily basis. The second part of the activity is ongoing, also known as TOMA (top of mind awareness). Many patients will need timely, regular reminders of your facial aesthetic services and big corporate companies do this exceedingly well.