Are You Maximising Your Internal Marketing?

If you’re a doctor, dentist or nurse, you may already have taken the decision to change your career path and diversify your skills and clinic business into private facial aesthetic practice, but if you think you can just ‘build it and they will come’, then you will set yourself up for failure.

With training at BTC we explore how to bring marketing magic to your business, so that acquiring new patients is child’s play. Let me introduce you to the concept of the 3Ms of marketing, which we will be briefly exploring over a series of blogs. To really learn how to implement a successful marketing campaign, why not attend one of our workshops where you can learn, question and receive bespoke business support.

BTC was created by Dr Harry Singh, a dentist and aesthetic practitioner, who began the move to a facial aesthetic business in 2002. Realising he had finally found his niche, Harry has learnt the hard way how to become both a highly skilled cosmetic practitioner, but also how to achieve business success by being a savvy entrepreneur and marketer. As well as setting up BTC, Harry has also recently published a book entitled ‘Let Go of the Handbrake’ which will not only accompany his training workshops, but also become your business ‘Bible’. Sharing his journey and the strategies that work, as well as the ones that don’t, is core to the business skills that you will learn with BTC.

When it comes to marketing, Dr Singh advocates the 3Ms for any marketing campaign. This includes knowing your target MARKET, understanding and creating the right MESSAGE to encourage people through your doors and the MEDIUM by which you will achieve it. Sounds simple, but this isn’t just one simple marketing campaign anymore, the modern world means that the MEDIUM of delivery is larger than ever before, encompassing INTERNAL means, EXTERNAL means, as well as the INTERNET and SOCIAL MEDIA.

Internal marketing is where you promote your services to, and through, your existing patient base. In terms of costs, this will be your cheapest form of marketing and likely to give you your best return on investment, because you won’t be spending much of your marketing budget on it. It can be regarded as ‘picking the lowest hanging fruit’ as this audience is right there in front of you.

Telling your existing client base about ALL the services that you offer could not only spark their interest in additional treatments which they didn’t know you offered, especially if they have come to you as their dentist or GP and do not realise that you even provide private aesthetic services, but it may also cause them to let friends and family know about you, thus bringing you new patients.

There are many ways in which you can take advantage of this captive audience, from patient information packs and brochures to in-clinic promotional materials such as posters, video presentations on a TV screen, leaflets in the waiting area, or even your own reception staff giving it a mention when someone books in for their appointment.

Simply signing up your patient cohort for a regular monthly emailed newsletter can help to keep your doors revolving with existing and new clientele. With new General Data Protection Regulations (GDPR) you may need to ask everyone for permission to do this first if you do not already have consent to market to them by email.

Another option is to host VIP evenings whereby you can invite your most targeted clients to an evening of education and pampering, with the aim or making them feel special, but ultimately introducing your service provisions and getting them signed up. You may also wish to incentivise them to share the good news with their friends and family in return for loyalty packages, refer-a-friend or special offers.

Training courses with BTC are accredited for verifiable CPD (Continued Professional Development) and will guide each delegate through creating successful marketing campaigns, including how to create and design e-newsletters with compelling content and how to optimise calls to action for all your marketing activities, plus learning all about the other aspects of the 3Ms of marketing.

BTC courses are designed to offer you support at all stages, pre- during- and post-workshop. You’ll even get an invite to a closed Facebook group, so that you can network with other BTC delegates and ask questions of both your peers and Dr Singh.

To grab yourself a copy of Harry’s book, Let Go of The Handbrake, simply visit www.letgoofthehandbrake.co.uk.

Call 07711 731173 or email [email protected] for more information on why you should choose BTC to help you achieve a successful aesthetic business.

Call 07711 731173 or email [email protected] for more information on why you should choose BTC to help you achieve a successful aesthetic business.