No Botax – Just in Time for Christmas

Posted on December 23, 2009 by Francis X Acunzo

By now, I’m sure everyone has seen that the Botax was taken out of the health care bill this past weekend.  This is great news for our industry.  It feels like an early Christmas gift.

Wishing everyone celebrating the holidays my very best wishes.

FXA

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Building a Customer Centric Cosmetic Medical Practice

Posted on December 10, 2009 by Francis X Acunzo

The Acara team visits Aesthetic Medical Practices nationwide on a very regular basis.  Most often the first visit is to assess the business and the marketplace.  Almost 100% of the time the quality of clinical services is outstanding.  Almost 100% of the time the quality of the customer service is mediocre to poor. (for the purposes of this post I am using the term customer: a person whom exchanges money for goods or services versus patient or client)

This is a difficult problem to fix because most of the time it is cultural; deep rooted customs or practices in which business is being conducted day to day.  This is not a situation where a set of protocols will solve the problem.  So how do you implement this change?  What is the solution? How do you create a Customer Centric Medical Practice?

Here are a few steps to begin the process:

  1. It starts at the top, do not even attempt to spend time improving customer service unless you, as the physician or manager, are willing to completely embrace the process and lead by example.  You must become a Customer Centric Leader.
  2. Practice makes perfect.  You need to show not just tell your team what excellent customer service looks like.  Script each interaction that your team has with your customers (phone and in person).  Then hold a team meeting where everyone is involved in the role playing of the scripts.
  3. Make every business decision based upon the customer.  Hours of operation, quality of care, accounting practices & principals, phone system, staffing levels, equipment purchases, facility management, etc.  Each time you make a business decision ask yourself and your team: “with this decision will customer service improve, remain the same or be reduced?”  Based upon the answer to the question you should have your decision.

Customer Centric Organizational Chart



FXA

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Zerona #1 on Most Popular Procedures: American Health & Beauty

Posted on December 8, 2009 by Francis X Acunzo

Zerona, the body slimming non-invasive procedure is #1 on the Most Popular Procedure list today on American Health & Beauty.  Acara has had great success increasing cosmetic practice and medical spa sales throughout North America.  This is a

Zerona Lipo Laser Body Contouring Event at LibertyMD in San Deigo

lifestyle procedure.  Your patients need to commit to a daily protocol that includes walking 40 minutes, drinking 64 ounces of water and taking a niacin supplement for a period of 4 weeks.  During the middle 2 weeks they

receive 6-4o minute Zerona treatments.

FXA

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How to Make the Most out of Every Call

Posted on December 7, 2009 by Deb Roberts

I was talking with my friend Frances Starr over at Alert Communications about tracking calls and how to make marketing dollars work harder. Alert Communications is an after hours phone service and one of Acara’s preferred vendors. Capturing good info is the key to making savvy business decisions about marketing. This is no time to reduce spending on marketing cosmetic practices, but you must make every cent count!

Here’s the tip list for making the most out of every call.

  1. Identify potential patients. Is this an existing client, vendor or potential new client?
  2. Ask for a referral source. Simply ask “How did you hear about us?” Track by source. XYZ newspaper, magazine, website…
  3. Connect calls directly to your sales staff. Acara recommends aesthetic practices (medical spas, plastic surgeons or dermatology offices) have a treatment consultant. This is the person who is trained to take a potential client through a consultation and close a sale.
  4. Schedule & confirm appointments. Make consultation appointments and treatment appointments on the spot. If someone isn’t positive of their schedule, get them on the books with the option to reschedule. (with 48 hours notice of course) Don’t assume people have a calendar in front of them. Call back and/or to confirm their appointment.
  5. Collect information and build a data base of potential clients. Ask for name, cell, phone, email, and address. Multiple points of contact are best. Make sure you receive opt-in permission from clients and potential clients to send them periodic announcements about exciting news, events and promotions.
  6. Capture and process leads. Before the phone rings again, enter the information into your database, this way it doesn’t become a chore. The next time you send out an email broadcast or mailing, your list will be up-to-date. And quickly get this information to your sales consultant so they can follow up.
  7. Cross sell unqualified leads. Callers should be encouraged to come in for a consultation, but occasionally someone is not a good candidate for what they are requesting. Don’t let them go, introduce them to a better option for them.
  8. Measure Results. You’ll only know if a campaign is worth continuing or a vehicle a valid option, if you track your results.

Spend wisely on marketing. Done correctly and tracked appropriately, the return can be well worth it.

What are your top tips for making the most out of every call?

Deb Roberts

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Stop the Cosmetic Tax

Posted on December 4, 2009 by Francis X Acunzo

Allergan is spearheading a website to speak out against the cosmetic tax being proposed by Congress as part of the healthcare bill.  This site is very informative and educational.  I highly recommend that everyone spend time reviewing the information and joining in on speaking out against the cosmetic tax.  Thank you Allergan for taking a lead on this issue.

There is also a coalition comprised of 22 medical and medical professional organizations that oppose taxes on medical procedures.  The coalition partners are dedicated to access to appropriate and safe medical care.  There is information on this group on the site as well.

Please take the time to peruse the site and speak out against this tax.  http://stopcosmetictax.org

FXA

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