marketing insight to improve your business

10 marketing insights to improve your business

André DesmeulesAndre@ADRx-management.com514 602-2822

#10

LEADERSHIP

Your leadership

• Leadership is the capacity to transform vision into reality

• Leadership is about coping with changeManagement is about coping with complexity (John Kotter)

• Leaders are people who do the right things; Manager are people who do things right (Warren Bennis)

#9

Know how to talk about your business

The elevator speech

• In 20 seconds, what do you do?• How do you introduce yourself to new

customers?• What would you think following an

introduction like that?• Credential your clinic and yourself• Explain your service

#8

Promote your image

Your brand

• Marketing representation of what you are or you want to be ...

• Your name, your logo, your signature, your documents.

• Your brand is who you are

My brand

• My 3 main features ________ ________ ________

• My 3 distinctive features ________ ________ ________

• Your Name :________________________________ Your logo :________________________________ Your slogan :______________________________

• Your brand reflects: __________________

#7

Get into the right business!

Your offer

• Massage therapy, hair styling, colorist…• Injectables • Equipment• Non-medical treatments and creams

• Portfolio analysis– Contribution margin– Stars and dog

Market attractiveness

Fractional laser Tatoo removal

Cream, product.

$$$

Unsold stock

???

#6

Pricing strategies

An important part of the strategy

• New treatment promo?• Competitive analysis• Sound price discount schedule • Combination pricing• Give away treatment?• Tracking system

Pricing evaluationL

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UA

LIT

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High ------------------PRICE-------------------Low

#5

You can’t manage what you can’t measure

Marketing tracker LUNDI MARDI

MERCREDI JEUDI VENDREDI TOTAL

Poste marketing Nombre Valeur

Équipement: Réference Ami Patient Employé Esth.-coiffeuse Médecin

Journaux Rides:

Botox Cosmétique Injectables Revues:

Peeling Radio

Internet Page jaunes

Aucune référence

TOTAL: TOTAL

#4

Internet

Internet

• Extremely important• Your most profitable investment• Flexible platform• Web optimization• Google analytics• Email

#3

Care for the entire customer experience

First impression cycle

#2

Welcome package and clinic tour

Welcome them like they will come back

• Sufficient time for consultation• Introduce the different capacity of the clinic• Have somebody show them around

when/where possible• Prepare an information package • Use appropriate document

#1

Work with what you have

Retention

• Cost of acquiring customers $ 200 to $ 500

• Cost to keep a client $ 0 ... Priceless!

• Several ways of doing things, but important to act!!

Follow-up

• Managing relations with customers – E-mail marketing– Special events– Call the next day and/or in 2 weeks time– Reminder card for following treatment– Recovery letter– Thank you letter

• Monitoring system

MERCI

André Desmeules514 602-2822Andre@ADRx-management.com