Incentives and Value for 2010

There's little doubt that 2010 will offer many of the same market challenges as 2009. While most economists predict that the worst is behind us, the economic recovery is not going to happen as quickly as the downfall. Many consumers, manufacturers and small businesses feel better about their financial situation, but many others are still reeling from the effects of 2009.

Success in times like this often requires creativity, initiative and partnership strategies. So with that in mind, as part of our Practice Profitability spotlight, we sought out industry experts to discover what unique methods they're offering practitioners to help them reach more clients, achieve higher client satisfaction and become more profitable in the new year. What we found is that generally, patient messaging-marketing and merchandising-as well as financing assistance, are more important than ever. Practices that can demonstrate value and expertise and work with their industry partners, will be the most likely to come out on top.

Q. Are you offering clients any special incentive or package programs that are unique to this economy?

A. Alicia Recupero, VP marketing, Axis Three: We offer marketing support by promoting surgeons on our Web site, pursuing joint press activity, supporting open house planning and providing a package of marketing materials that they can personalize with their own information to help create awareness among potential patients. Recognizing that the value of this tool increases in a down economy, when a patient's decision-making process is even more difficult, we've enhanced our marketing support this year to include focused regional media outreach and consultations with surgeons to brainstorm different approaches to building business.

A. Jane Smith, director of marketing Candela Laser: One of the biggest challenges currently facing our customers and potential customers is access to capital. With credit so tight, it doesn't matter how great a laser you manufacture if your customers can't get the money to purchase. Candela, given its leadership position in the industry and track record of helping successfully start so many aesthetic concerns, has relationships with multiple lending partners who offer a wide variety of financing options. Our lenders are willing to offer financing to customers, many of whom wouldn't qualify otherwise.

In addition, Candela offers easy access to all the resources practitioners need once they establish their aesthetic practices.

A. Carl Thornfeldt, MD, president and CEO, Epionce: We have continued with our volume incentives and regular scheduled promotions.

A. Ferdinand Mayer, vice president, FotoFinder: We offer high discounts and interest-free short term payment plans. For example, they can split payment in 3 or 4 installments over the next few months.

Q. How has your marketing to clinicians changed this year?

A. Alicia Recupero, VP marketing, Axis Three: Axis Three continues to attend regional and national events and rely on echannels for marketing to clinicians. However, recognizing that the patient coordinator's role has become increasingly important in the current economy, we have expanded our communications to include the patient coordinator and others in the practice who work with the patients as they make decisions about investing in aesthetic procedures.

A. Jane Smith, director of marketing Candela Laser: While no two practices are exactly the same, there are some universal needs and requirements for all practices to succeed. These include effective marketing, clinical expertise and dedicated technical support. The Candela Practice 360 program delivers on all counts, providing practitioners with a choice of solutions that cover everything they need to establish and grow a successful aesthetic practice.

A. Carl Thornfeldt, MD, president and CEO, Epionce: We are providing more training and marketing assistance to accounts through different mediums. We have tried to focus on providing client retention programs and teaching how to give a WOW experience to your customer.

A. Ferdinand Mayer, vice president, FotoFinder: We increased print advertising and exhibit at more shows.

Q. How are you helping clinicians with product or procedure merchandizing?

A. Alicia Recupero, VP marketing, Axis Three: Axis Three supports our clinician community with marketing tools that include materials they can personalize with their contact information, a Web demo for their site, our surgeon locator and media relations, among other marketing opportunities. We spend time helping them plan and execute open houses, and we provide marketing copy that they can plug and play in their own marketing activities. This helps clinicians show patients that they are investing in new technologies to improve the patient experience, even in the current economy.

A. Carl Thornfeldt, MD, president and CEO, Epionce: We are giving them planning tools as well as rewarding them for proper planning. For example, we know that properly planned events are more successful, so to help them be more successful we provide more support if they pre-plan events. In the last year, we have been asked to help provide more for events, even to help purchase food items. We try to help where we can on a case-by-case basis.

Q. Are practices passing on incentive savings to clients or are they directing the savings to their bottom line?

A. Jane Smith, director of marketing Candela Laser: Customers are marketing their services more, competing more for the aesthetic business that is out there, but most are not lowering prices. Light-based aesthetic treatments in general and Candela laser results in particular, represent great value in the market. Desire for these services has not decreased; only demand has slowed given the economy. While some practices are "bundling" their services (combining more than one treatment), most recognize that they do not want to lower pricing.

A. Carl Thornfeldt, MD, president and CEO, Epionce: We would hope that our accounts are passing the savings on. We created a gift with purchase for the holiday season that was designed to be directly passed along to the consumer. Our volume incentives should go to the bottom line.

Q. Do you have any suggestions for aesthetic practitioners to help them maintain and grow their business in 2010?

A. Alicia Recupero, VP marketing, Axis Three: Aesthetic practitioners need to be more marketing savvy than ever to maintain and grow business in 2010. That means increasing awareness and driving consultations in new ways, including investing in new technologies.

A. Jane Smith, director of marketing Candela Laser: It takes more than a great laser to build a successful practice. Stay close to your customers, market aggressively and utilize the services offered in Practice 360, designed to help you get the very most out of your Candela laser.

A. Ferdinand Mayer, vice president, FotoFinder: I think that a lot of practices don't have the right exposure to the public. When I look at Web sites, I see a lot of lousy before and after photos. In this economy, patients do far more research before they decide to get treatment. And usually they check out the photos, because they want to see what the doctor can do. A professional imaging system improves the quality and consistency of treatment photos.

A. Carl Thornfeldt, MD, president and CEO, Epionce: Streamline their business in every area. A sluggish economy is the perfect time to examine expenses, employees, procedures, and even number and types of products. Lean and mean is the name of the game, and whoever stays in business wins!

Grant Clauser is editor. He can be reached at gclauser@advanceweb.com.